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  • 标题:How Cognitive Automation of Marketing Activities can Transform the Processes of A Financial Institution
  • 本地全文:下载
  • 作者:Jensolin Abitha Kumari J ; Preeti R Gotmare
  • 期刊名称:Academy of Marketing Studies Journal
  • 印刷版ISSN:1095-6298
  • 出版年度:2022
  • 卷号:26
  • 期号:1
  • 页码:1-3
  • 语种:English
  • 出版社:The DreamCatchers Group, LLC
  • 摘要:In order to combat the effect and achieve profitability in an ever changing business environment influenced by low interest rates, cut-throat competition, market overcapacity and mounting regulatory regimes (such as ASC 606 in the US and IFRS in EU), financial organizations bank on automation (Madakam et al., 2019). Robotic process automation (RPA) has been an effective cost cutting measure. While on a journey to embark on digital transformation, organization encounter tumbling blocks such as legacy infrastructure and lack of automation with about 20% of data stored in an organization is structured stored in spreadsheets, CSV files or databases; while 80% is either semi structured or unstructured comprising of invoices, purchase orders, contracts, mortgage apps, emails, instant messaging, voice, images or videos. These have resulted in budding of cognitive automation (Weyer et al., 2015).
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