Abstract
As marketing professionals communicate value and manage customer relationships, they must target changing markets, and personalize offers to individual customers. With the recent adoption of large-scale, Internet-based information systems, marketing professionals now face large volumes of complex data, including detailed purchase and service transactions, social network links, click streams, blogs, comments and inquiries. While traditional marketing methodologies struggled to produce actionable insights from such information quickly, emerging collective intelligence techniques enable marketing professionals to understand and act on the observed behaviors, preferences and ideas of groups of people. Marketing professionals apply collective intelligence technology to create behavioral models and apply them for targeting and personalization. As they analyze preferences, match products to customers, discover groups of similar consumers, and construct pricing models, they generate significant competitive advantage. In this chapter, we highlight publications of interest, describe analytic processes, review techniques, and present a case study of matching products to customers.
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Bruckhaus, T. (2010). Collective Intelligence in Marketing. In: Casillas, J., Martínez-López, F.J. (eds) Marketing Intelligent Systems Using Soft Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15606-9_12
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DOI: https://doi.org/10.1007/978-3-642-15606-9_12
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