Abstract
Data management is an integral part of knowledge engineering in business-to-business (B2B) marketing experiments. This article introduces the concept of data partitioning as a fresh and useful form of data management in the process of knowledge engineering in B2B marketing experiments; articulates the method for partitioning data in B2B marketing experiments; and discusses the implications of data partitioning in the form of data and resource maximization for B2B marketing experiments. It is the hope of the authors that this article will encourage greater visibility and contribute to the advancement of resource-efficient B2B marketing experiments.
Original language | English |
---|---|
Pages (from-to) | 136-143 |
Number of pages | 8 |
Journal | Industrial Marketing Management |
Volume | 76 |
DOIs | |
Publication status | Published - Jan 2019 |
Keywords
- B2B
- Data management
- Data maximization
- Data partitioning
- Knowledge engineering
- Marketing experiment
- Resource management
- Resource maximization