Details

Artificial Intelligence for Marketing

Practical Applications
Wiley and SAS Business Series 1. Aufl.

von: Jim Sterne
33,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	02.08.2017
ISBN/EAN:	9781119406365
Sprache:	englisch
Anzahl Seiten:	368

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Beschreibungen

Titelbeschreibung

A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way. Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you: <ul> <li>Speak intelligently about Artificial Intelligence and its advantages in marketing</li> <li>Understand how marketers without a Data Science degree can make use of machine learning technology</li> <li>Collaborate with data scientists as a subject matter expert to help develop focused-use applications</li> <li>Help your company gain a competitive advantage by leveraging leading-edge technology in marketing</li> </ul> Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.

Inhaltsverzeichnis

Foreword by Tom Davenport xiii Preface xvii Acknowledgments xix Chapter 1 Welcome to the Future 1 Welcome to Autonomic Marketing 3 Welcome to Artificial Intelligence for Marketers 3 Whom Is This Book For? 5 The Bright, Bright Future 6 Is AI So Great if It’s So Expensive? 7 What’s All This AI Then? 9 The AI Umbrella 9 The Machine that Learns 10 Are We There Yet? 14 AI-pocalypse 15 Machine Learning’s Biggest Roadblock 23 Machine Learning’s Greatest Asset 24 Are We Really Calculable? 56 Chapter 2 Introduction to Machine Learning 59 Three Reasons Data Scientists Should Read This Chapter 59 Every Reason Marketing Professionals Should Read This Chapter 60 We Think We’re So Smart 60 Define Your Terms 61 All Models Are Wrong 62 Useful Models 64 Too Much to Think About 66 Machines Are Big Babies 68 Where Machines Shine 69 Strong versus Weak AI 71 The Right Tool for the Right Job 72 Make Up Your Mind 88 One Algorithm to Rule Them All? 89 Accepting Randomness 92 Which Tech Is Best? 94 For the More Statistically Minded 94 What Did We Learn? 101 Chapter 3 Solving the Marketing Problem 103 One-to-One Marketing 105 One-to-Many Advertising 107 The Four Ps 108 What Keeps a Marketing Professional Awake? 109 The Customer Journey 111 We Will Never Really Know 111 How Do I Connect? Let Me Count the Ways 114 Why Do I Connect? Branding 117 Marketing Mix Modeling 119 Econometrics 121 Customer Lifetime Value 121 One-to-One Marketing—The Meme 122 Seat-of-the-Pants Marketing 123 Marketing in a Nutshell 124 What Seems to Be the Problem? 126 Chapter 4 Using AI to Get Their Attention 128 Market Research: Whom Are We After? 128 Marketplace Segmentation 131 Raising Awareness 141 Social Media Engagement 155 In Real Life 158 The B2B World 158 Chapter 5 Using AI to Persuade 165 The In-Store Experience 168 On the Phone 178 The Onsite Experience—Web Analytics 179 Merchandising 186 Closing the Deal 188 Back to the Beginning: Attribution 193 Chapter 6 Using AI for Retention 200 Growing Customer Expectations 200 Retention and Churn 202 Many Unhappy Returns 204 Customer Sentiment 208 Customer Service 209 Predictive Customer Service 216 Chapter 7 The AI Marketing Platform 218 Supplemental AI 218 Marketing Tools from Scratch 221 A Word about Watson 224 Building Your Own 230 Chapter 8 Where Machines Fail 232 A Hammer Is Not a Carpenter 232 Machine Mistakes 235 Human Mistakes 241 The Ethics of AI 247 Solution? 258 What Machines Haven’t Learned Yet 260 Chapter 9 Your Strategic Role in Onboarding AI 262 Getting Started, Looking Forward 264 AI to Leverage Humans 272 Collaboration at Work 274 Your Role as Manager 276 Know Your Place 282 AI for Best Practices 286 Chapter 10 Mentoring the Machine 289 How to Train a Dragon 290 What Problem Are You Trying to Solve? 291 What Makes a Good Hypothesis? 294 The Human Advantage 297 Chapter 11 What Tomorrow May Bring 305 The Path to the Future 307 Machine, Train Thyself 308 Intellectual Capacity as a Service 308 Data as a Competitive Advantage 310 How Far Will Machines Go? 316 Your Bot Is Your Brand 319 My AI Will Call Your AI 321 Computing Tomorrow 325 About the Author 327 Index 329

Autorenportrait

JIM STERNE is founder of the eMetrics Summit and cofounder and Board Chair of the Digital Analytics Association. An internationally known speaker and consultant, he is the author of numerous books, including 101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, and The Devil’s Data Dictionary.

Back cover copy

Big data, the Internet of Things, and social media have all forever changed the art and science of marketing—and that’s already old news. To even remain relevant in the near future, marketers need to provide personalized experiences at the speed and scale only automation can fulfill. Artificial Intelligence for Marketing provides marketers with a comprehensive introduction to the field of data science without requiring a background in advanced programming and mathematics. Today’s marketing decision-making happens in real time, every day, and artificial intelligence (AI) and machine learning (ML) give marketers a hands-free way to quickly and effectively respond to data from a customer or potential buyer and tailor fit a product and buying experience. Buyers on the fence can automatically receive special incentives to buy, and other customers can be directed to related products and services based on data-driven insight. This single resource brings you up to speed and fully prepares you to talk about and develop strategies for using AI and ML to increase revenue, lower costs, boost customer satisfaction, and expand the possibilities of how your organization engages its customers. Author Jim Sterne is a world-recognized expert dedicated to showing marketers how to put data to work, and in this immediately useful guidebook, he brings sophisticated concepts in computer science within grasp. Through highly illustrative explanations specifically written for marketing applications, he takes you inside state-of-the-art solutions for econometrics, web analytics, social media, and search engine optimization—complete with rare case studies from the handful of companies operating today with tomorrow’s competitive edge. This single resource changes the game by enabling you to: <ul><li>Gain a practical understanding of how AI and ML can skyrocket results of attracting, influencing, and retaining customers</li> <li>Bridge the gap between marketers and data scientists in a way that simplifies and encourages productive collaboration</li> <li>Position your organization to continuously learn more about its customers and potential buyers and use that knowledge to serve them better</li></ul> Artificial Intelligence for Marketing puts the future of the industry at your fingertips.