Machine Learning Can Help B2B Firms Learn More About Their Customers
January 19, 2018
vincent tsui for hbr
Summary.
Much of the strategic focus in the digital economy thus far has revolved around getting better insights into consumers. B2C firms have been the leaders in customer analytics initiatives. E-commerce, mobile commerce, and social media platforms have enabled businesses to better sculpt marketing and customer support initiatives and customer services. Extensive data and advanced analytics for B2C have enabled strategists to better understand consumer behavior and corresponding propensities as visitors and purchasers conduct daily activities through online systems.
