Liana Technologies is joining the cutting edge research project of Aalto University that aims to advance the use of artificial intelligence in B2B content marketing. The two-year project gathers together experts in Artificial Intelligence and top Finnish technology companies. Liana Technologies will participate in the project with the LianaAI unit and Big Data.
The cross-disciplinary research project of the Finnish Aalto University School of Business and the School of Science studies the impacts of content marketing on the behaviour of Business-to-Business (B2B) decision-making. The project examines the different stages of content marketing purchasing path and aims to forecast the behaviour by mechanical means. Tekes has granted a total of 2,4M€ for the participating organisations.
The research project is conducted in close collaboration with top academic researchers and four Finnish technology companies that will provide Big Data needed in the research process. Samuli Tursas, the CEO of Liana Technologies, is seemingly happy about the launch of the project: ”We are very happy to be part of the frontline and collaborate with the top experts in artificial intelligence. I’m convinced that we are able find solutions to many current and future challenges in digital marketing and communication and bring this benefit to our clients”, says Samuli Tursas. In addition to Liana Technologies, the following companies are involved in the project: Natify, Tulos Helsinki and Calcus.com.
The research project develops algorithms and methods of artificial intelligence that can be used to determine the advertising content with which B2B end users are willing to interact. The aim is to improve the accuracy and effectiveness of digital marketing with artificial intelligence. The results can be applied to any marketing channel where customers and sellers interact.
”Taking over all the Big Data and its benefits is a huge challenge in digital marketing due to the vast amount of information that gathers and the difficulty to target it right in the omnichannel environment. In addition to that, the customers are nowadays more demanding when it comes to the timing and relevancy of content. Adding artificial intelligence to the Big Data brings whole new possibilities to targeting the marketing content”, says Samuli Tursas, the CEO of Liana Technologies.
The research project will start with the currently existing Big Data of the partner companies. As the project progresses, further research will be carried out using the data collected through the partners’ service solutions based on artificial intelligence.
Liana Technologies established a new Research & Development unit LianaAI in the beginning of the year to incorporate artificial intelligence into its current marketing and communication software. Juha-Mikko Ahonen, the leader of the LianaAI unit sees the research project as a great opportunity to improve the current tools: “Adding AI to our software takes the digital marketing and communication to a whole new level, which benefits both our clients and the receiver of the marketing content”, says Juha-Mikko Ahonen.
For more information:
About the AI research project:
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Liana Technologies is a marketing and communications software company that develops and sells Marketing Cloud and PR Cloud services for corporate use. Its headquarters is located in Oulu, Finland sales offices in Helsinki, Stockholm, Hamburg, Munich, Paris, Dubai and Hong Kong. Liana Technologies is a fast growing company with over 3,500 corporate customers. For the past seven years the company has been ranked on the Deloitte Technology Fast 50 Finland list and is one of the national finalists for the European Business Awards 2016/2017. Liana Technologies is a privately held company founded in 2005.
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