AI Hortensie received quite good feedback for this proof of concept: ''Microtargeting is like a good sales man in my dealership...if we have a look at the fluctuation it's of real high value to have data-based evidence standardized and storable.'' The positive response to MicroTargeting led to further awareness for data analytics at the sales and mar- keting department on executive, managerial, and operative levels. That way business units at the sales and marketing were more willingly cooperating with Hortensie's team and sharing their data and ideas. This resulted in further follow- up projects requiring both Hortensie's team and the Ana- lytics GmbH to hire more employees. Is MicroTargeting prescriptive for business analysis