Introduction

The upcoming machine age offers a unique opportunity to gain novel, in-depth customer insights and to unleash enormous potential in various business areas. The abundance of data and the pace of progress in transforming data into actionable knowledge affects players across nearly all industries. This book offers a short pit stop in the race for customer insights and insight-based decision making through machine learning tools. It summarizes recent developments in business and academia, and offers readers proven practical guidance in what is about to become the new normal.

Outstanding authors from innovative firms and renowned universities provide a comprehensive overview of the transformation of customer insights, the tools needed to generate these insights, and the success factors to thrive in the new age. Their contributions underpin the key message: The machine age of customer insight requires well-founded, data-based decision making, consistent execution and – more than ever – continuous and fast learning. This book aims to provide support to those who feel the need to make the most important first step: to embark on this learning journey.