Machine Learning for Business Analytics

Chapter 8 Machine Learning and Artificial Intelligence-Based Tools in Digital Marketing: An Integrated Approach

Preetha Mary George, Sanjeev Ganguly, and Venkat Reddy Yasa

DOI: 10.4324/9781003206316-8

Contents

8.1 Introduction

8.2 Literature Review

8.2.1 Key Concepts

8.3 Methodology

8.4 Findings

8.4.1 The Perceptions of the Management about the Analysis Tools

8.4.2 Awareness Among Managers/Top Management with Various Terms Related to AI and Ml

8.4.3 Tools Used by Managers (Based on AI and ML) and How to Adopt ML in Digital Marketing

8.4.4 Role of AI- and ML-Based Analytical Tools in Taking Decisions and in Setting Up the DM Strategies

8.5 Conclusion

References

8.1 Introduction

Artificial intelligence (AI) and machine learning (ML)-based ...