Data-driven Intelligence for SME E-Business : A Marketing and Sales Perspective
Marketing Review St. Gallen
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.
contribution to scientific community
Gabler Springer Fachmedien