Navigating the digital transformation journey: Researchers and machines working together to drive companies forward

Proposes the first Marketing Product Ontology initiative, nicknamed MARKONTO, to develop a set of rules and criteria to address data integration challenges across products and categories in the market research industry.

Abstract

Establishing a digital-connection with our customers on a superficial level is not hard. Think about chatbots that have been around for years now. However, consumers in most industries expect significantly higher levels of personalisation of products

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