book

Artificial Intelligence for Marketing

by Jim Sterne

August 2017

Beginner to intermediate

368 pages

8h 34m

English

Wiley

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AI IN A NUTSHELLTHIS IS YOUR MARKETING ON AI
WELCOME TO AUTONOMIC MARKETINGWELCOME TO ARTIFICIAL INTELLIGENCE FOR MARKETERSWHOM IS THIS BOOK FOR?THE BRIGHT, BRIGHT FUTUREIS AI SO GREAT IF IT'S SO EXPENSIVE?WHAT'S ALL THIS AI THEN?THE AI UMBRELLATHE MACHINE THAT LEARNSARE WE THERE YET?AI‐POCALYPSEMACHINE LEARNING'S BIGGEST ROADBLOCKMACHINE LEARNING'S GREATEST ASSETARE WE REALLY CALCULABLE?NOTES
THREE REASONS DATA SCIENTISTS SHOULD READ THIS CHAPTEREVERY REASON MARKETING PROFESSIONALS SHOULD READ THIS CHAPTERWE THINK WE'RE SO SMARTDEFINE YOUR TERMSALL MODELS ARE WRONGUSEFUL MODELSTOO MUCH TO THINK ABOUTMACHINES ARE BIG BABIESWHERE MACHINES SHINESTRONG VERSUS WEAK AITHE RIGHT TOOL FOR THE RIGHT JOBMAKE UP YOUR MINDONE ALGORITHM TO RULE THEM ALL?ACCEPTING RANDOMNESSWHICH TECH IS BEST?FOR THE MORE STATISTICALLY MINDEDWHAT DID WE LEARN?NOTES
ONE‐TO‐ONE MARKETINGONE‐TO‐MANY ADVERTISINGTHE FOUR PSWHAT KEEPS A MARKETING PROFESSIONAL AWAKE?THE CUSTOMER JOURNEYWE WILL NEVER REALLY KNOWHOW DO I CONNECT? LET ME COUNT THE WAYSWHY DO I CONNECT? BRANDINGMARKETING MIX MODELINGECONOMETRICSCUSTOMER LIFETIME VALUEONE‐TO‐ONE MARKETING—THE MEMESEAT‐OF‐THE‐PANTS MARKETINGMARKETING IN A NUTSHELLWHAT SEEMS TO BE THE PROBLEM?NOTES
MARKET RESEARCH: WHOM ARE WE AFTER?MARKETPLACE SEGMENTATIONRAISING AWARENESSSOCIAL MEDIA ENGAGEMENTIN REAL LIFETHE B2B WORLDNOTES
THE IN‐STORE EXPERIENCEON THE PHONETHE ONSITE EXPERIENCE—WEB ANALYTICSMERCHANDISINGCLOSING THE DEALBACK TO THE BEGINNING: ATTRIBUTIONNOTES

GROWING CUSTOMER EXPECTATIONSRETENTION AND CHURNMANY UNHAPPY RETURNSCUSTOMER SENTIMENTCUSTOMER SERVICEPREDICTIVE CUSTOMER SERVICENOTES
SUPPLEMENTAL AIMARKETING TOOLS FROM SCRATCHA WORD ABOUT WATSONBUILDING YOUR OWNNOTES
A HAMMER IS NOT A CARPENTERMACHINE MISTAKESHUMAN MISTAKESTHE ETHICS OF AISOLUTION?WHAT MACHINES HAVEN'T LEARNED YETNOTES
GETTING STARTED, LOOKING FORWARD AI TO LEVERAGE HUMANSCOLLABORATION AT WORKYOUR ROLE AS MANAGERKNOW YOUR PLACE AI FOR BEST PRACTICESNOTES
HOW TO TRAIN A DRAGONWHAT PROBLEM ARE YOU TRYING TO SOLVE?WHAT MAKES A GOOD HYPOTHESIS?THE HUMAN ADVANTAGENOTES
THE PATH TO THE FUTUREMACHINE, TRAIN THYSELFINTELLECTUAL CAPACITY AS A SERVICEDATA AS A COMPETITIVE ADVANTAGEHOW FAR WILL MACHINES GO?YOUR BOT IS YOUR BRANDMY AI WILL CALL YOUR AICOMPUTING TOMORROWNOTES