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) context...

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Bibliographic Details
Main Author: Rammeya, Youssef
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
customer journey
data-driven decision-making
predictive analytics
Markkinointi
Marketing
yritysmarkkinointi
markkinointi
tekoäly
personointi
Online Access: https://jyx.jyu.fi/handle/123456789/103802

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