Artificial Intelligence for Marketing

361 Pages·2017·5.58 MB·English

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Artificial Intelligence
for Marketing
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Wiley & SAS Business
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Artificial
Intelligence
for Marketing
Practical Applications
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Jim Sterne
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Contents
ForewordbyTomDavenport xiii
Preface xvii
Acknowledgments xix
Chapter1 WelcometotheFuture 1
WelcometoAutonomicMarketing 3
WelcometoArtificialIntelligenceforMarketers 3
WhomIsThisBookFor? 5
TheBright,BrightFuture 6
IsAISoGreatifIt’sSoExpensive? 7
What’sAllThisAIThen? 9
TheAIUmbrella 9
TheMachinethatLearns 10
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AreWeThereYet? 14
AI-pocalypse 15
MachineLearning’sBiggestRoadblock 23
MachineLearning’sGreatestAsset 24
AreWeReallyCalculable? 56
Chapter2 IntroductiontoMachineLearning 59
ThreeReasonsDataScientistsShouldReadThisChapter 59
EveryReasonMarketingProfessionalsShouldRead
ThisChapter 60
WeThinkWe’reSoSmart 60
DefineYourTerms 61
AllModelsAreWrong 62
UsefulModels 64
TooMuchtoThinkAbout 66
MachinesAreBigBabies 68
WhereMachinesShine 69
StrongversusWeakAI 71
TheRightToolfortheRightJob 72
MakeUpYourMind 88
OneAlgorithmtoRuleThemAll? 89
AcceptingRandomness 92
ix
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x CONTENTS
WhichTechIsBest? 94
FortheMoreStatisticallyMinded 94
WhatDidWeLearn? 101
Chapter3 SolvingtheMarketingProblem 103
One-to-OneMarketing 105
One-to-ManyAdvertising 107
TheFourPs 108
WhatKeepsaMarketingProfessionalAwake? 109
TheCustomerJourney 111
WeWillNeverReallyKnow 111
HowDoIConnect?LetMeCounttheWays 114
WhyDoIConnect?Branding 117
MarketingMixModeling 119
Econometrics 121
CustomerLifetimeValue 121
One-to-OneMarketing—TheMeme 122
Seat-of-the-PantsMarketing 123
MarketinginaNutshell 124
WhatSeemstoBetheProblem? 126
(cid:2) Chapter4 UsingAItoGetTheirAttention 128 (cid:2)
MarketResearch:WhomAreWeAfter? 128
MarketplaceSegmentation 131
RaisingAwareness 141
SocialMediaEngagement 155
InRealLife 158
TheB2BWorld 158
Chapter5 UsingAItoPersuade 165
TheIn-StoreExperience 168
OnthePhone 178
TheOnsiteExperience—WebAnalytics 179
Merchandising 186
ClosingtheDeal 188
BacktotheBeginning:Attribution 193
Chapter6 UsingAIforRetention 200
GrowingCustomerExpectations 200
RetentionandChurn 202
ManyUnhappyReturns 204
CustomerSentiment 208
CustomerService 209
PredictiveCustomerService 216
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CONTENTS xi
Chapter7 TheAIMarketingPlatform 218
SupplementalAI 218
MarketingToolsfromScratch 221
AWordaboutWatson 224
BuildingYourOwn 230
Chapter8 WhereMachinesFail 232
AHammerIsNotaCarpenter 232
MachineMistakes 235
HumanMistakes 241
TheEthicsofAI 247
Solution? 258
WhatMachinesHaven’tLearnedYet 260
Chapter9 YourStrategicRoleinOnboardingAI 262
GettingStarted,LookingForward 264
AItoLeverageHumans 272
CollaborationatWork 274
YourRoleasManager 276
KnowYourPlace 282
AIforBestPractices 286
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Chapter10 MentoringtheMachine 289
HowtoTrainaDragon 290
WhatProblemAreYouTryingtoSolve? 291
WhatMakesaGoodHypothesis? 294
TheHumanAdvantage 297
Chapter11 WhatTomorrowMayBring 305
ThePathtotheFuture 307
Machine,TrainThyself 308
IntellectualCapacityasaService 308
DataasaCompetitiveAdvantage 310
HowFarWillMachinesGo? 316
YourBotIsYourBrand 319
MyAIWillCallYourAI 321
ComputingTomorrow 325
AbouttheAuthor 327
Index 329
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