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How marketers can use the power of an AI/ML model to identify and predict customers

Author

Listed:
  • Bellamkonda, Shash

    (Adjunct Professor, Georgetown University Main Campus, USA)

Abstract

Marketers are increasingly faced with a lot of data and need to identify the best prospects. Sales teams are often sceptical of the data provided by marketing and possibly blame the quality of the prospect data provided by marketing. Enter a neutral party, a neural network, an AI/ML model that can analyse the current customers and provide a mechanism for identifying co-relations and similarities in larger prospect data and increase the efficiency of sales teams.

Suggested Citation

  • Bellamkonda, Shash, 2022. "How marketers can use the power of an AI/ML model to identify and predict customers," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(2), pages 111-121, October.
    • Handle: RePEc:aza:ama000:y:2022:v:8:i:2:p:111-121
    as

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    More about this item

    Keywords

    marketing analytics; artificial intelligence; machine learning; data; modelling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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