Journal of Business and Economic Research

Search Results

• 1.

  ⁽¹⁾, ⁽²⁾

  (1) ,

  (2)

  Keywords:

  View Article

  May 1, 2025

  Abstract

  With the deepening of digital transformation, artificial intelligence (AI) is increasingly used in customer relationship management (CRM). The purpose of this paper is to explore how AI can drive enterprises to achieve strategic advantages in the process of digital transformation by improving CRM efficiency, optimising customer experience, and enhancing customer loyalty. The application of AI in customer service, such as intelligent customer service and personalised recommendations, has significantly improved the responsiveness and accuracy of customer service. Through big data analysis, AI helps enterprises to deeply explore customer needs, provide personalised services and precise marketing strategies, and enhance customer satisfaction and...

  Full Text

  IntroductoryWith the continuous development of information technology, digital transformation has become an important trend in the development of global enterprises. Especially driven by technologies such as the Internet, the Internet of Things, and cloud computing, digital transformation has not only reshaped the production and operation modes of enterprises, but also profoundly changed the way of customer service, sales and management. Against this backdrop, technologies such as Big Data and Artificial Intelligence (AI) have become key tools to drive enterprise innovation and enhance competitiveness. Digital transformation enables enterprises to make use of massive data for analysis and decision-making in the course...
• 2.

  ⁽¹⁾, ⁽²⁾

  Keywords:

  View Article

  June 12, 2025

  Abstract

  With the advancement of digital transformation, the role of big data analytics in the optimisation of enterprise marketing strategies is becoming increasingly important. This study examines how big data analytics can optimise marketing strategies and improve decision-making efficiency in different industries. Through the analysis of several case studies, it is found that big data helps enterprises achieve accurate customer segmentation, demand forecasting, competitor monitoring, and marketing effectiveness evaluation. The study shows that enterprises can increase customer conversion rates, reduce churn rates, and optimise resource allocation through real-time market trend analysis through big data analytics. However, in implementing big data analytics,...