ARTIFICIAL INTELLIGENCE AND PREDICTIVE ANALYTICS IN SALES MANAGEMENT: ENHANCING FORECAST ACCURACY AND CUSTOMER TARGETING: A STUDY ON TELECOMMUNICATION FIRMS IN PORT HARCOURT

IDIONG, Imo William; IGWE, Peace

Authors

IDIONG, Imo William Marketing Department School of Graduate Studies Ignatius Ajuru University of Education, Portharcourt.
IGWE, Peace Department of Marketing, University of Port Harcourt

Keywords:

Artificial Intelligence, Predictive Analytics, Forecast Accuracy, Customer Targeting, Sales Performance.

Abstract

The study examined the influence of Artificial Intelligence and predictive analytics of sales management, in enhancing forecast accuracy and customer targeting within telecommunication firms operating in Port Harcourt. A quantitative survey design was employed and data were collected through administration of structured questionnaire. Respondents who were considered in the study consisted of employees operating in sales, marketing and analytics department of telecommunications firms. Data collected were analyzed using correlation and multiple regression analysis. Findings from our first model, revealed that Artificial Intelligence and predictive analytics significantly influences forecast accuracy (β = .47, β = .31, p < 0.005). Results from our second model, revealed that Artificial Intelligence and predictive analytics have a significant relationship with customer targeting (β = .28, β = .42, p < .005). Forecast accuracy and customer targeting also displayed a significant and positive relationship when factored with sales management performance. The study concludes that advanced analytical tools are not optional, but are essential for firms seeking to remain competitive. The study recommends among others that sales management teams should be encouraged to use forecasting results when making strategic planning in other to match market responsiveness.

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