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

Journal
Marketing Review St. Gallen
ISSN
1865-6544
Type
journal article
Date Issued
2014-06-18
Author(s)
DOI
Abstract
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.
Funding(s)
Language
English
Keywords
Recommender system
Market intelligence
SME
Broker
Business model
E-Business
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Gabler Springer Fachmedien
Publisher place
Wiesbaden
Volume
2014
Number
4
Start page
60
End page
67
Pages
8
URL
Subject(s)

business studies

Division(s)

IMC – Institute for M...

IMP - Institute for S...

Eprints ID
232209