Cognitive Enterprise Solutions for PR, Marketing and Sales
Work processes in a company are often very work and time intensive. Some of them turn out to be repetitive and costly. Many factors show that such processes could be executed more skilfully to achieve relevant benefits. To create the greatest possible advantages, new solutions must be carried out.
Springer Michelle, 2020
Bachelor Thesis, AI4BD
Betreuende Dozierende: Stephan Jüngling
Keywords: Artificial Intelligence, Big Data, Cognitive Enterprise, Cognitive Business Robotics, Cognitive Digital Employee, BPMN 2.0, Marketing, PR, Sales
This bachelor thesis examines how cognitive digital employees can support the areas of PR, marketing and sales. It also examines which providers of Artificial Intelligence are already on the market for this area and what they offer. Due to the numerous possibilities of platforms, artificial intelligence, and new technologies, a radical change is now taking place. B2C market platforms threaten traditional business models in Central Europe. The tension between cognitive processes and technology, new methods with AI and Big Data, require new models for B2B.
The first part of the thesis uses theoretical research to examine the development of artificial intelligence and with regard to marketing in particular. Furthermore, a situation analysis will be created to provide information about what providers are existent and how it is lived by the customers. Interviews with experts from different business fields will be conducted using qualitative methodology to check whether artificial intelligence is already being used in marketing. It is used as a so-called single-shot solution for specific departments, but not as one holistic solution.
With the input of the situation analysis, a cognitive Marketing process was carried out. Together with various experts, the feasibility of the developed processes was evaluated and a BPMN model was created that is as close as possible to reality.
In the future, AI4BD will be able to apply these findings and offer them as a service to customers. Currently they are able to give customers a first insight into this service with the created processes and present possible solutions to them. The Cognitive Digital Employee will then relieve the employee of repetitive and time-consuming tasks so that the human employee has more time for his actual work.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Wirtschaftsinformatik & IT-Management