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 scientistbut 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 algorithmswhere 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 strategiesand 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.
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 Call Your AI Computing Tomorrow About the Author Index
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