Artificial Intelligence for Marketing - Practical Applications

Informationen zum Autor 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. Klappentext A straightforward, non-technical guide to the next major marketing toolArtificial 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:* Speak intelligently about Artificial Intelligence and its advantages in marketing* Understand how marketers without a Data Science degree can make use of machine learning technology* Collaborate with data scientists as a subject matter expert to help develop focused-use applications* Help your company gain a competitive advantage by leveraging leading-edge technology in marketingMarketing 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. Zusammenfassung 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. 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 R...

List of contents

Foreword by Davenport
 
Preface
 
Acknowledgments
 
Chapter 1: Welcome to the Future
 
Welcome to Autonomic Marketing
 
Welcome to Artificial Intelligence for Marketers
 
Whom Is This Book For?
 
The Bright, Bright Future
 
Is AI So Great If It's So Expensive?
 
What's All This AI Then?
 
The AI Umbrella
 
The Machine that Learns
 
Are We There Yet?
 
AI-Pocalypse
 
Machine Learning's Biggest Roadblock
 
Machine Learning's Greatest Asset
 
Are We Really Calculable?
 
Chapter 2: Introduction to Machine Learning
 
Three Reasons Data Scientists Should Read This Chapter
 
Every Reason Marketing Professionals Should Read This Chapter
 
We Think We're So Smart
 
Define Your Terms
 
All Models Are Wrong
 
Useful Models
 
Too Much to Think About
 
Machines Are Big Babies
 
Where Machines Shine
 
Strong versus Weak AI
 
The Right Tool for the Right Job
 
Make Up Your Mind
 
One Algorithm to Rule Them All?
 
Accepting Randomness
 
Which Tech Is Best?
 
For the More Statistically Minded
 
What Did We Learn?
 
Chapter 3: Solving the Marketing Problem
 
One-to-One Marketing
 
One-to-Many Advertising
 
The Four Ps
 
What Keeps a Marketing Professional Awake?
 
The Customer Journey
 
We Will Never Really Know
 
How Do I Connect? Let Me Count the Ways
 
Why Do I Connect? Branding
 
Market Mix Modeling (MMM)
 
Econometrics
 
Customer Lifetime Value
 
One-to-One Marketing--The MemeSeat-of the-Pants Marketing
 
Marketing in a Nutshell
 
What Seems to Be the Problem?
 
Chapter 4: Using AI to Get Their Attention
 
Market Research: Whom Are We After?
 
Marketplace Segmentation
 
Raising Awareness
 
Social Media Engagement
 
In Real Life
 
The B2B World
 
Chapter 5: Using AI to Persuade
 
The In-store Experience
 
The On-site Experience--Web Analytics
 
Merchandising
 
Closing the Deal
 
Back to the Beginning: Attribution
 
Chapter 6: Using AI for Retention
 
Growing Customer Expectations
 
Retention and Churn
 
Many Unhappy Returns
 
Voice of the Customer
 
Customer Service
 
Predictive Customer Service
 
Chapter 7: The AI Marketing Platform
 
Supplemental AI
 
Marketing Tools from Scratch
 
A Word about Watson
 
Building Your Own
 
Chapter 8: Where Machines Fail
 
A Hammer Is Not a Carpenter
 
Machine Mistakes
 
Human Mistakes
 
The Ethics of AI
 
Solution?
 
What Machines Haven't Learned Yet
 
Chapter 9: Your Strategic Role Onboarding AI
 
Getting Started, Looking Forward
 
AI to Leverage Humans
 
Collaboration at Work
 
Your Role as Manager
 
Know Your Place
 
AI for Best Practices
 
Chapter 10: Mentoring the Machine
 
How to Train a Dragon
 
What Problem Are You Trying to Solve?
 
What Makes a Good Hypothesis?
 
The Human Advantage
 
Chapter 11: What Tomorrow May Bring
 
The Path to the Future
 
Machine, Train Thyself
 
Intellectual Capacity as a Service
 
Data as a Competitive Advantage
 
How Far Will Machines Go?
 
Your Bot Is Your Brand
 
My AI Will Ca

Product details

• Authors: J Sterne, Jim Sterne, Sterne Jim
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.08.2017
• EAN: 9781119406334
• ISBN: 978-1-119-40633-4
• No. of pages: 368
• Dimensions: 161 mm x 235 mm x 32 mm
• Series: SAS Institute Inc; Wiley and SAS Business; SAS Institute Inc; Wiley and SAS Business Series; Wiley and SAS Business
• Subjects: Education and learning > Teaching preparation > Vocational needs; Social sciences, law, business > Business > Management; Marketing, Künstliche Intelligenz, Marketing management, Business & management, Wirtschaft u. Management, Marketing / Management