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Artificial Intelligence for Marketing

Book Description

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:

  • 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 marketing

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Foreword
  4. Preface
    1. AI IN A NUTSHELL
    2. THIS IS YOUR MARKETING ON AI
  5. Acknowledgments
  6. CHAPTER 1: Welcome to the Future
    1. WELCOME TO AUTONOMIC MARKETING
    2. WELCOME TO ARTIFICIAL INTELLIGENCE FOR MARKETERS
    3. WHOM IS THIS BOOK FOR?
    4. THE BRIGHT, BRIGHT FUTURE
    5. IS AI SO GREAT IF IT'S SO EXPENSIVE?
    6. WHAT'S ALL THIS AI THEN?
    7. THE AI UMBRELLA
    8. THE MACHINE THAT LEARNS
    9. ARE WE THERE YET?
    10. AI‐POCALYPSE
    11. MACHINE LEARNING'S BIGGEST ROADBLOCK
    12. MACHINE LEARNING'S GREATEST ASSET
    13. ARE WE REALLY CALCULABLE?
    14. NOTES
  7. CHAPTER 2: Introduction to Machine Learning
    1. THREE REASONS DATA SCIENTISTS SHOULD READ THIS CHAPTER
    2. EVERY REASON MARKETING PROFESSIONALS SHOULD READ THIS CHAPTER
    3. WE THINK WE'RE SO SMART
    4. DEFINE YOUR TERMS
    5. ALL MODELS ARE WRONG
    6. USEFUL MODELS
    7. TOO MUCH TO THINK ABOUT
    8. MACHINES ARE BIG BABIES
    9. WHERE MACHINES SHINE
    10. STRONG VERSUS WEAK AI
    11. THE RIGHT TOOL FOR THE RIGHT JOB
    12. MAKE UP YOUR MIND
    13. ONE ALGORITHM TO RULE THEM ALL?
    14. ACCEPTING RANDOMNESS
    15. WHICH TECH IS BEST?
    16. FOR THE MORE STATISTICALLY MINDED
    17. WHAT DID WE LEARN?
    18. NOTES
  8. CHAPTER 3: Solving the Marketing Problem
    1. ONE‐TO‐ONE MARKETING
    2. ONE‐TO‐MANY ADVERTISING
    3. THE FOUR PS
    4. WHAT KEEPS A MARKETING PROFESSIONAL AWAKE?
    5. THE CUSTOMER JOURNEY
    6. WE WILL NEVER REALLY KNOW
    7. HOW DO I CONNECT? LET ME COUNT THE WAYS
    8. WHY DO I CONNECT? BRANDING
    9. MARKETING MIX MODELING
    10. ECONOMETRICS
    11. CUSTOMER LIFETIME VALUE
    12. ONE‐TO‐ONE MARKETING—THE MEME
    13. SEAT‐OF‐THE‐PANTS MARKETING
    14. MARKETING IN A NUTSHELL
    15. WHAT SEEMS TO BE THE PROBLEM?
    16. NOTES
  9. CHAPTER 4: Using AI to Get Their Attention
    1. MARKET RESEARCH: WHOM ARE WE AFTER?
    2. MARKETPLACE SEGMENTATION
    3. RAISING AWARENESS
    4. SOCIAL MEDIA ENGAGEMENT
    5. IN REAL LIFE
    6. THE B2B WORLD
    7. NOTES
  10. CHAPTER 5: Using AI to Persuade
    1. THE IN‐STORE EXPERIENCE
    2. ON THE PHONE
    3. THE ONSITE EXPERIENCE—WEB ANALYTICS
    4. MERCHANDISING
    5. CLOSING THE DEAL
    6. BACK TO THE BEGINNING: ATTRIBUTION
    7. NOTES
  11. CHAPTER 6: Using AI for Retention
    1. GROWING CUSTOMER EXPECTATIONS
    2. RETENTION AND CHURN
    3. MANY UNHAPPY RETURNS
    4. CUSTOMER SENTIMENT
    5. CUSTOMER SERVICE
    6. PREDICTIVE CUSTOMER SERVICE
    7. NOTES
  12. CHAPTER 7: The AI Marketing Platform
    1. SUPPLEMENTAL AI
    2. MARKETING TOOLS FROM SCRATCH
    3. A WORD ABOUT WATSON
    4. BUILDING YOUR OWN
    5. NOTES
  13. CHAPTER 8: Where Machines Fail
    1. A HAMMER IS NOT A CARPENTER
    2. MACHINE MISTAKES
    3. HUMAN MISTAKES
    4. THE ETHICS OF AI
    5. SOLUTION?
    6. WHAT MACHINES HAVEN'T LEARNED YET
    7. NOTES
  14. CHAPTER 9: Your Strategic Role in Onboarding AI
    1. GETTING STARTED, LOOKING FORWARD
    2. AI TO LEVERAGE HUMANS
    3. COLLABORATION AT WORK
    4. YOUR ROLE AS MANAGER
    5. KNOW YOUR PLACE
    6. AI FOR BEST PRACTICES
    7. NOTES
  15. CHAPTER 10: Mentoring the Machine
    1. HOW TO TRAIN A DRAGON
    2. WHAT PROBLEM ARE YOU TRYING TO SOLVE?
    3. WHAT MAKES A GOOD HYPOTHESIS?
    4. THE HUMAN ADVANTAGE
    5. NOTES
  16. CHAPTER 11: What Tomorrow May Bring
    1. THE PATH TO THE FUTURE
    2. MACHINE, TRAIN THYSELF
    3. INTELLECTUAL CAPACITY AS A SERVICE
    4. DATA AS A COMPETITIVE ADVANTAGE
    5. HOW FAR WILL MACHINES GO?
    6. YOUR BOT IS YOUR BRAND
    7. MY AI WILL CALL YOUR AI
    8. COMPUTING TOMORROW
    9. NOTES
  17. About the Author
  18. Index
  19. End User License Agreement