How to leverage internet of things data to generate benefits for sales and marketing

Andrea Ahlemeyer‐Stubbe

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Digital Innovation in Industries Big Data and Business Intelligence Internet of Things and AI

Abstract

Across a variety of industries, companies both large and small are leveraging the flood of data generated by the internet of things (IoT) to develop new business models, initiate disruptive innovations and open up new sources of revenue. This paper explores how sales and marketing functions, in particular, can benefit from IoT data. Using concrete examples from the areas of smart homes and wearables, connected cars and smart factories, the paper describes the data generated in each area, shows opportunities for value creation, and explains some essential technologies, methods and skills as well as critical success factors.

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