Original paper
The added value of social media data in B2B customer acquisition systems: A real-life experiment
Abstract
Business-to-business organizations and scholars are becoming increasingly aware of the possibilities social media and predictive analytics offer. Despite the interest in social media, only few have analyzed the impact of social media on the sales process. This paper takes a quantitative view to examine the added value of Facebook data in the customer acquisition process. In order to do so, we devise a customer acquisition decision support system...
Paper Details
Title
The added value of social media data in B2B customer acquisition systems: A real-life experiment
Published Date
Dec 1, 2017
Journal
Volume
104
Pages
26 - 37
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Notes
History