Artificial intelligence in potential customer segmentation: machine learning approach

Abstract

Integrating artificial intelligence (AI) into sales processes at a business level, specifically, in the segmentation of potential customers, is currently a very important issue for the promotion of your products and services. The present study focused on the analysis of the effectiveness of the machine learning approach used in mass consumption companies for the segmentation of potential customers. To achieve this objective, a systematic review of the literature will be carried out with a qualitative approach and supported by the PRISMA methodology. The results achieved in the review carried out showed that machine learning algorithms present better results compared to other approaches; Furthermore, regarding customer segmentation, this can be done through grouping, which is one of the most recognized machine learning techniques. It is concluded that it is necessary to expand the methods provided by this approach, using them to extract knowledge from unstructured, monitoring, and network data to achieve descriptive, causal, and prescriptive analyses; In addition, to outline the journey that customers take when purchasing and deploy decision support capabilities. All these benefits, at a business level, are provided by machine learning, reason enough for the proposed marketing strategies to be based on the information it offers