1. Technical marketing innovations linked to recent ICT developments

1.1 In the marketing information system: Big Data, Machine-learning and AI usage

The digital age is resolutely the age of mass data. The unprecedented volume of data ("Big data") available to companies today as a basis for their decisions is completely reshaping the marketing approach. The ability to know prospects and customers knows almost no limits other than those of human and/or organizational rationalities. For companies, mass data represents an opportunity to rethink their approach to the market, their value proposition for the customer, and their communications, with a view to delivering an ever-improving customer experience. Data can even be used to exceed and...