Success factors when implementing AI-powered marketing solutions
Mölsä, Mikael (2017)
Mölsä, Mikael
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/urn:nbn:fi:amk-2017120720100
https://urn.fi/urn:nbn:fi:amk-2017120720100
Tiivistelmä
Artificial intelligence (AI) has been proven to boost marketing performance in various use cases. However, many decision-makers in organizations lack the understanding of how to successfully implement it. This research aims to discover and analyze the factors that made two implementation projects of AI-powered marketing solutions successful.
The topic was researched by creating two case studies of successful implementation projects of AI-powered marketing solutions and analyzing the factors that made them successful. The case studies were crafted using interviews with expert informants as the primary source of data. The case study narratives were supported by secondary data such as literature on the topic.
What is concluded from the research is that factors such as agile development practices, supportive company culture, multidisciplinary development team and close customer/end-user involvement were factors in the success of both implementation projects.
This paper is divided to 7 parts: introduction, theoretical framework, research methodology, case study 1, case study 2, results and discussion.
The topic was researched by creating two case studies of successful implementation projects of AI-powered marketing solutions and analyzing the factors that made them successful. The case studies were crafted using interviews with expert informants as the primary source of data. The case study narratives were supported by secondary data such as literature on the topic.
What is concluded from the research is that factors such as agile development practices, supportive company culture, multidisciplinary development team and close customer/end-user involvement were factors in the success of both implementation projects.
This paper is divided to 7 parts: introduction, theoretical framework, research methodology, case study 1, case study 2, results and discussion.