HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège


Vaneetveld, Adrien ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 12-Jun-2023/23-Jun-2023 • Permalink :
Title : Mémoire-projet
Translated title : [en] How to incorporate Artificial Intelligence tools to optimise the sales process of an agency specialising in Inbound Marketing?
Author : Vaneetveld, Adrien ULiège
Date of defense  : 12-Jun-2023/23-Jun-2023
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Ostrega, Maxim 
Manise, Jérôme 
Language : French
Number of pages : 96
Keywords : [fr] IA
[fr] Agence Marketing Digital
[fr] Processus de vente
Discipline(s) : Business & economic sciences > Marketing
Target public : Professionals of domain
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sales management, à finalité spécialisée
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Introduction:
In an increasingly digital world, the field of marketing has undergone radical changes. The arrival of new technologies, in particular artificial intelligence, has transformed the way companies interact with their customers and prospects. Therefore, our question is this: What is the impact of these tools on the sales processes and how can they be incorporated?
• Take stock of the state of artificial intelligence in May 2023.
• Propose relevant criteria for the selection of artificial intelligence tools to be incorporated into the sales process.
• Propose a "new" sales process adapted to the relevant concepts chosen during the "analysis" phase of this brief.
The document begins with a presentation of Stratenet and its environment using BMC, SWOT and Porter analyses. Next, areas of AI are covered with a PESTEL analysis. Other models such as the M2M method, Data Flywheel, and trusted AI, the Unified Customer Experience, are discussed.
The next stage of the project targeted relevant opportunities linked to the problem. An interview was conducted with a Microsoft expert, who provided a technical view and suggestions for improvement.
A proposal to improve the sales process, integrating the Unified Customer Experience, inbound marketing and the Data Flywheel, has been formulated to improve the customer experience and the accuracy of predictions.
A model has been created to determine the relevance of integrating an artificial intelligence tool. Conclusion:
The study highlights the crucial importance of integrating artificial intelligence tools into the purchasing process.



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  • Vaneetveld, Adrien ULiège Université de Liège > Mast. sales. man. en alt. à fin.


Committee's member(s)

  • Ostrega, Maxim
  • Manise, Jérôme
  • Total number of views 62
  • Total number of downloads 5

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