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Investigating the Factors for Predictive Marketing Implementation in Algerian Organizations
Abstract
This chapter examines and identifies the factors that influence the implementation of predictive marketing in Algeria enterprises. A structured questionnaire was used to collect data from 30 respondents comprised of CEOs of selected enterprises. Some analytical methods were applied to analyze the data and evaluate the point of view of the enterprises with regard to the adoption and implementation of predictive marketing techniques. The major findings of the study indicated that the adoption of predictive marketing requires the relevant tools and software to extract knowledge “data mining.” In addition, the existence of start-up (for analytics) and the level of development of e-commerce and digital marketing in Algeria will undoubtedly encourage the use of these techniques. This chapter also provides some suggestions for further research.
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