Advanced search options

Advanced Search Options 🞨

Browse by author name (“Author name starts with…”).

Find ETDs with:

in
/  
in
/  
in
/  
in

Written in Published in Earliest date Latest date

Sorted by

Results per page:

Dates: Last 2 Years

You searched for subject:(and their operations are coordinated to deliver services cooperatively via a sequence of device actions called a plan Due to personalization AND automation). One record found.

Search Limiters

Last 2 Years | English Only

No search limiters apply to these results.

▼ Search Limiters


KTH

1. Anzén, Elizabeth. Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer.

Degree: Industrial Engineering and Management (ITM), 2020, KTH

In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. However, there is a lack of research regarding how AI can enhance the process of marketing automation in a way that creates value, which is the studied topic in this thesis. A qualitative and exploratory case study has been conducted in collaboration with the global B2B company Atlas Copco, a manufacturer of industrial equipment. Digital marketing practitioners were presented with two use cases of AI, segmentation and cross-selling, for personalization and asked about the marketing automation process and the expected impact on value. The findings reveal what would be required in the marketing automation process for the use cases in terms of data needs, learning about customer insights, marketing output and evaluation. In our findings value creation strongly revolve around the value types: ‘excellence’, ‘efficiency’ and ‘privacy’. To conclude, AI will enable more advanced personalization and value creation can be substantial if customer sacrifices are addressed in an appropriate way. Depending on relevance, tone of voice, time and use of channel, different feelings of value are perceived, which are factors that AI can help to determine

Under det senaste årtiondet har verktyg för automatisk marknadsföring blivit populära bland marknadsförare. Automatiska marknadsföringsplattformar fungerar som ett verktyg för att automtiskt leverera personaliserade marknadsföring. Många leverantörer av automatiska marknadsföringsplattformar har utökat sina erbjudanden till att innefatta AI-tjänster. Den befintliga forskningen kring hur sådana AItjänster ska utnyttjas på ett sätt som skapar värde är begränsad och därav behandlas ämnet i den här uppsatsen. En explorativ och kvalitativ fallstudie har genomförts i samarbete med Atlas Copco som är ett globalt b2b-företag. Vid varje intervju presenterades antingen merförsäljning eller kundsegmentering sedan ställdes frågor om den automatiska marknadsföringsprocess och värde. Resultaten indikerar vad som skulle krävas för de undersökta användningsfallen i den automatiska marknadsföringsprocessen samt att värdeskapande är starkt kopplat till värdetyperna excellens, effektivitet, privatliv och datasäkerhet. Slutsatserna indikerar att AI kommer göra den personalisering som uppstår till följd av automatisk marknadsföring mer avancerad. Värdeskapandet från nya AI lösningar kan vara signifikant om implementeringen tar hänsyn och adresserar uppoffringar kunder behöver göra.

Subjects/Keywords: AI; B2B; Marketing Automation; Personalization; Value; Value Creation; AI; B2B; automatisk marknadsföring; personalisering; värde; värdeskapande; Engineering and Technology; Teknik och teknologier

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Anzén, E. (2020). Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer. (Thesis). KTH. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Anzén, Elizabeth. “Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer.” 2020. Thesis, KTH. Accessed January 25, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Anzén, Elizabeth. “Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer.” 2020. Web. 25 Jan 2021.

Vancouver:

Anzén E. Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer. [Internet] [Thesis]. KTH; 2020. [cited 2021 Jan 25]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Anzén E. Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer. [Thesis]. KTH; 2020. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

.