Personalization In B2B Marketing: Leveraging Artificial Intelligence For Customer Insights and Data-Driven Decision-Making

Personalization In B2B Marketing: Leveraging Artificial Intelligence For Customer Insights and Data-Driven Decision-Making

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This thesis investigates how business-to-business (B2B) companies leverage artificial intelligence (AI) to personalize the B2B customer journey and enhance data-driven decision-making in marketing. While the adoption of AI-powered personalization is widespread in business-to-consumer (B2C) contexts,...

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Bibliographic Details
Main Author: Rammeya, Youssef
Other Authors: Jyväskylän yliopiston kauppakorkeakoulu, Jyväskylä University School of Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
Master's Degree Programme in Digital Marketing and Corporate Communication
Online Access: https://jyx.jyu.fi/handle/123456789/103790

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