Chapter 24 Value-Based Offers Assisted by Artificial Intelligence
Stella Parks and John V. Colias
With more and more enterprises adopting digital applications arising out of the digital transformation, data-driven analytics has become the backbone of the purchase decision process. This trend highlights a baseline requirement, understanding customer needs and aligning these needs with industry-specific trends from multiple points of view, especially suppliers, as a baseline expectation today. The pandemic accelerated the adoption of digital technologies by several years. McKinsey predicts that many of these changes could stay for the long haul (Schneider et al., 2020). Forrester’s 2021 B2B Buying Study reveals ...
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