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Data-driven intelli...
Data-driven intelligence for SME e-business : a marketing and sales perspective
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- Reinhold, Michael (author)
- University of St. Gallen, Switzerland,Institute of Marketing
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- Reinhold, Stephan (author)
- University of St. Gallen, Switzerland,Tourism
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University of St Gallen, Switzerland Institute of Marketing (creator_code:org_t)
- 2014-08-16
- 2014
- English.
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In: Marketing Review St. Gallen. - : Springer. - 1865-6544 .- 1865-7516. ; 31:4, s. 52-59
- Related links:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Subject headings
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- Recommendation systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and up-selling. However, they have so far been impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study, we demonstrate how SMEs can overcome three fundamental barriers to adopting recommendation systems. Large-scale simulation and modelling techniques are the key to success.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- business model
- recommendation system
- external data
- marketing campaign
- transaction data
- Marketing
- Marknadsföring
- Business administration
- Företagsekonomi
Publication and Content Type
- ref (subject category)
- art (subject category)
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