This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience.

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360 Degrees view of the developments to be realized in the field of corporate communication. A "CC self-test" at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. "Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications - remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it." Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT." Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM

1. Predictive Intelligence and the Basic Economic Principles.- 2. Predictive Intelligence at a Glance.- 3. The Predictive Intelligence Ecosystem.- 4. The Predictive Intelligence Maturity Model.- 5. The Predictive Intelligence Self-Assessment.- 6. The Process Model for Predictive Intelligence.- 7. The Predictive Intelligence TechStack (PITechStack).- 8. The Predictive Intelligence Team.- 9. The Predictive Intelligence Case Studies.- 10. Why It Remains Exciting.

Dieses Buch beschreibt, wie Unternehmen pragmatisch und ohne externe Unterstutzung den Weg hin zu einem datengetriebenen Unternehmen aufsetzen und realisieren koennen. Anhand des Predictive Intelligence (PI)-OEkosystems werden die wichtigsten Begriffe eingefuhrt und erklart. Das PI-Reifegradmodell beschreibt in welchen Phasen Sie ein PI-OEkosystem im Unternehmen aufbauen koennen. Der PI-Selbsttest hilft Managern zu erkennen, von wo aus sie starten mussen. Zusatzlich wird erstmals ein Bauplan fur einen PI-Tech-Stack definiert, das zeigt, wie IT-technisch das Thema unterstutzt werden kann - die gute Botschaft: das geht ohne grosse Investitionen. Das PI-Kompetenzmodell fasst abschliessend alle Elemente in ein Handlungsmodell fur das Unternehmen zusammen. Das gesamte Buch ist mit Beispielen aus der Praxis untermauert. Drei Fallstudien zeigen, wie Predictive Intelligence kurzfristig, mittelfristig als auch langfristig im Sinne einer datengetriebenen Unternehmensfuhrung gewinnbringend eingesetzt werden kann. Aus dem Inhalt Warum nur mit Predictive Intelligence das UEberleben in einer disruptiven Wirtschaft moeglich ist Der Unterschied zwischen Business Intelligence, Data Science und Predictive Intelligence. Die relevanten und wichtigen Begriffe im Umfeld der Predictive Intelligence Das Vorgehens- und Kompetenzmodell zur Predictive Intelligence Der Bauplan fur den perfekten PI-Tech-Stack im Zusammenspiel mit Mar-Tech-Stack und Sales-Tech-Stack Das Predictive-Intelligence-Team - das Kompetenz-Modell fur dessen Aufbau und Entwicklung Mit vielen Beispielen aus der Praxis, drei Fallstudien und einem PI-Self-Assessment