Customer Intelligence: Strategies and Use Cases for Leveraging Customer Data - Softcover

Softcover

ISBN 10: 3658511087 ISBN 13: 9783658511081

Verlag: Springer, 2026

Inhaltsangabe

This book shows how companies can systematically transform customer data into measurable value – with practical frameworks, use cases, and tools. Whether it’s Golden Record, Customer Data Platform, or AI-powered personalization: contributions from experts in practice and academia provide concrete solutions for data-driven marketing, sales, service, and compliance. The key insight: only the interplay of data-based analysis, human empathy, and clearly structured processes creates sustainable customer loyalty and economic success. Therefore, strategic and organizational prerequisites are also brought into focus.

The edited volume is aimed at professionals and executives in marketing and sales, as well as lecturers, researchers, and students who want to design future-oriented business models using customer data. It invites readers to question existing processes and discover new potential.

"It is rare for practitioners to share their knowledge so openly and systematically. This book does exactly that: experienced entrepreneurs, executives, and data scientists share their expertise. I want to encourage readers to use the insights of this book as a compass – in a world flooded with data yet longing for clear orientation. The strategies and use cases discussed here will inspire you to see Customer Intelligence not as a technical obligation but as a central element of your corporate philosophy. Ultimately, it is not the amount of data that determines business success, but how intelligently it is used."

(Prof. Dr. Dr. h.c. mult. Hermann Simon, Simon-Kucher & Partners)

Über diesen Titel

Über die Autorin bzw. den Autor

Emanuel Bayer is Professor of Business Administration – Marketing Management at the Baden-Wuerttemberg Cooperative State University in Mannheim and an expert in data-driven marketing. His teaching and research focus on Customer Intelligence and Marketing Analytics. Before his appointment as professor, he worked as a management consultant in the Inhouse Consulting division of Commerzbank, where he explored how companies can leverage their data for customer-centric use cases. He earned his Ph.D. in Quantitative Marketing under Prof. Dr. Bernd Skiera at Goethe University Frankfurt. His research has been published in leading academic journals such as the Journal of Marketing Research and the International Journal of Research in Marketing. In addition, his work has appeared in practice-oriented newspapers and magazines, including the Frankfurter Allgemeine Zeitung and the Harvard Business Review. He has received the prestigious Erich Gutenberg Prize for young researchers and several other awards, such as the HORIZONT Foundation Sponsorship Award and the Paul H. Repplinger Honorary Prize.

Manuel Marini builds data ecosystems that turn numbers into actionable insights. As founder and CEO of Marini Systems GmbH, he has been combining digital sales practices with data science for more than 25 years. After working at international technology companies such as SAP, he moved to Goethe University Frankfurt in 2008 to develop data-driven sales solutions. In 2011, he co-founded Marini Systems with Prof. Dr. Bernd Skiera. Today, the core of the company is the MARINI Customer Data Platform, which connects enterprise systems worldwide, enriches data sources, and delivers reliable insights.
Marini and his team advise companies around the globe, have built an international partner network, and several DAX-listed corporations rely on their services.
Today, Manuel Marini strategically deploys AI agents that autonomously optimize marketing and sales processes – from data acquisition to personalized customer engagement. Together with Prof. Dr. Emanuel Bayer, he developed the Customer Intelligence Evolution Framework (CIEF) and created the Smart Optimized Data Approach (SODA), proven methods that help companies implement digital projects faster, more securely, and with measurable added value.

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In an increasingly data-driven business world, companies face the challenge of not only capturing customer data but using it strategically. Customer Intelligence combines data competence with entrepreneurial thinking to create use cases that deliver real value for customers, businesses, and society.
This edited volume brings together experts from practice and academia, offering comprehensive insights into Customer Intelligence. Topics include AI-supported transaction analysis, hyper-personalized customer journeys, and event-based loyalty management. Current developments in marketing automation, data-driven trade fairs, and the use of Large Language Models (LLMs) are also explored.

Numerous use cases – such as CLV-based portfolio management at a major bank or CRM integration in B2B sales – show that Customer Intelligence is more than theory; it enables actionable measures in marketing, sales, and service.

A common thread: technology alone is not enough. Sustainable customer loyalty and economic success require the interplay of data analysis, human empathy, and structured processes. The book also addresses strategic and organizational prerequisites.

This anthology targets professionals and executives in marketing and sales, as well as lecturers, researchers, and students seeking to design future-oriented business models with customer data. It invites readers to challenge existing processes and uncover new potential.

The Editors

Prof. Dr. Emanuel Bayer is Professor and Academic Program Director for Business Administration – Marketing Management at Baden-Wuerttemberg Cooperative State University Mannheim. His teaching and research focus on Customer Intelligence and Marketing Analytics.

Manuel Marini, Founder & CEO of Marini Systems, combines sales, data analytics, and AI. His MARINI platform (CDP) optimizes data processes for DAX corporations worldwide.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. 

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

Details zur Ausgabe

• Verlag: Springer
• Erscheinungsdatum: 2026
• Sprache: Englisch
• ISBN 10: 3658511087
• ISBN 13: 9783658511081
• Einband: Taschenbuch
• Anzahl der Seiten: 483
• Herausgeber: Bayer Emanuel, Marini Manuel
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Deutschland