Titlebook: Data-Driven Customer Engagement; Mastering MarTech St Ralf Strauss Book 2024 The Editor(s) (if applicable) and The Author(s), under exclusi

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https://doi.org/10.1007/978-3-476-03056-6 of 2023. Still, major hurdles come along with the hype on AI: a lack of knowledge, a myriad of tools touch the corporate ground with distributed, dispersed databases. Beyond the hype, a profound conceptional understanding is missing, similar as fundamentals such as data strategy and data consolidat