Much of the strategic focus in the digital economy thus far has revolved around getting better insights into consumers. B2C firms have been the leaders in customer analytics initiatives. E-commerce, mobile commerce, and social media platforms have enabled businesses to better sculpt marketing and customer support initiatives and customer services. Extensive data and advanced analytics for B2C have enabled strategists to better understand consumer behavior and corresponding propensities as visitors and purchasers conduct daily activities through online systems.
Machine Learning Can Help B2B Firms Learn More About Their Customers
By turning messy web data into insight.
January 19, 2018
Summary.
Traditional B2B insight activities have involved such limited data as size of companies as measured by revenue, capitalization or employees, and industry type as formally classified by SIC codes. The internet offers a much more detailed level of data, going well beyond standard industry categorization. Web content that provides robust, detailed descriptions of companies has valuable descriptive information. However, these digital resources yield little value unless individual customers are identified and their detailed backgrounds and interests are analyzed to provide strategic insights for suppliers. And that’s where AI techniques provide can help.
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Digital Intelligence Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Digital Intelligence . Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Excel in a world that's being continually transformed by technology.