Publicação
Driving Innovation: New Technologies Impact in B2B Digital Sales at Automotive Leasing Industry: Case Study of Alphabet GmbH
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Caldeira, João Carlos Palmela Pinheiro | |
| dc.contributor.author | Rainho, Maria de Sousa Aguilar | |
| dc.date.accessioned | 2024-12-02T10:42:35Z | |
| dc.date.embargo | 2027-10-31 | |
| dc.date.issued | 2024-10-31 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | The financial results of business depend on the capabilities of marketing development. Experiencing the current technological boom, companies must improve their marketing strategies to maintain competitiveness. The car leasing sector lacks case studies on incorporating technological advances into marketing. Hence, this document details the experience in this field, of a Data-Driven Marketing student during a professional experience at Alphabet GmbH – car leasing company. Despite Alphabet’s strong digital presence and strategic marketing, it faces challenges: motivating marketers to adopt new technologies like GenAI chats, implementing digital transformation via sales channels, and exceeding in customer personalisation. The objectives of this project are: Evaluate the specific impact of the evolutive technology in marketing; Provide a knowledge base, to marketing students and interns; Research viable alternatives to enhance customer service and personalization. An online survey was conducted to meet the first-two objectives mentioned above. Based on GenAI usage in marketing related to four main variables, marketing performance, social influence, quality GenAI corporate and data protection quality. Hypothesis testing was prepared to investigate questions related to the project work objectives and with the evolutive use of GenAI chats in marketing. Another survey was drawn-up to meet the last objective, however, not sent yet. The online survey garnered 226 answers, addressing the main impact in GenAI usage by job performance, social influence, quality GenAI and data protection policies. Over 50% have more than 1 year of experience, reside in Germany, and hold a master’s or postgraduate degree. The hypotheses outcomes indicate that years of experience are influenced differently on how GenAI assist marketers in their new idea’s creation. Additionally, the education level affects various aspects of GenAI usage. Lastly, the professional’s residence doesn’t impact the adoption of data protection policies. We conclude with a real case study illustrating how marketing evolves alongside the technological boom. Incentive strategies for employing GenAI chatbots in marketing have yielded results related to the high level of productivity, social influence factors, technological quality, and corporate data policies that may serve as additional incentives. The main take-away is that this offers new insights into the GenAI chats impact in marketing which will be valuable to future marketing students and interns. | pt_PT |
| dc.identifier.tid | 203779010 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176100 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Digital Marketing and Automation | pt_PT |
| dc.subject | Data-Driven Marketing | pt_PT |
| dc.subject | Artificial Intelligence | pt_PT |
| dc.subject | Generative Artificial Intelligence Chats | pt_PT |
| dc.subject | B2B | pt_PT |
| dc.subject | Car Leasing | pt_PT |
| dc.subject | SDG 4 - Quality education | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | Driving Innovation: New Technologies Impact in B2B Digital Sales at Automotive Leasing Industry: Case Study of Alphabet GmbH | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Inteligência de Marketing | pt_PT |