ICDM/ICBK 2019 Panel: Marketing Intelligence – Let Marketing Drive Efficiency and Innovation

Abstract

Marketing connects product/service providers and customers. It runs through the whole life cycle of an organization (such as a manufacturing enterprise or a public safety department), including market opportunities, market penetration, market developments, product/service innovation, and possibly market renovation. Marketing intelligence (MI) seeks to facilitate a positive cycle among market opportunities, market penetration, and market developments, not just intelligent marketing. It applies AI, Big Data and CRM technologies to analyze huge amounts of heterogeneous multi-source data, and supports intelligent decision-making by mining operational patterns from production and consumption data, and providing data insights, customer profiling, brand analysis, personalized advertising, product/service recommendations, supply chain integration and inventory management.