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...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Rammeya, Youssef
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2025
Aiheet:
customer journey
data-driven decision-making
predictive analytics
Markkinointi
Marketing
yritysmarkkinointi
markkinointi
tekoäly
personointi
Linkit: https://jyx.jyu.fi/handle/123456789/103802

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