Data-driven Intelligence for SME E-Business : A Marketing and Sales Perspective

Auteur(s)

Michael Reinhold

Accéder

Beschreibung

Recommendations systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and upselling. However, they were impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study (dayzzi.com), we demonstrate how SME's can overcome three essential barriers to adopt recommendation systems. Large scale simulation and modelling techniques is the key.

Sujets

Gestion d'entreprise > Marketing

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Datum

2014