This study examines the evolution of customer segmentation from rule-based systems to multimodal AI architectures, emphasizing the necessity for transparent and context-aware CRM strategies. Despite the widespread adoption of RFM models, organizations often struggle to synthesize transactional metrics with multifaceted qualitative feedback, creating a numerical paradox that this research addresses by capturing the authentic voice […]
This paper presents the Consensual Big Data Maturity Assessment System (CBDAS) implementation in a multinational company leader in the Consumer Goods sector. The business case illustrates the objective and the approach which has been taken with the CBDAS initiative. The paper aims to justify the assessment system as a dynamic and flexible system for enterprises […]