Artificial Intelligence for Marketing
Jim sterne (author)
Résumé
JIM STERNE is founder of the eMetrics Summit and cofounder and Board Chair of the Digital Analytics Association. An internationally known speaker and consultant, he is the author of numerous books, including 101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, and The Devil's Data Dictionary.
Foreword by Tom Davenport xiii
Preface xvii
Acknowledgments xix
Chapter 1 Welcome to the Future 1
Welcome to Autonomic Marketing 3
Welcome to Artificial Intelligence for Marketers 3
Whom Is This Book For? 5
The Bright, Bright Future 6
Is AI So Great if It s So Expensive? 7
What s All This AI Then? 9
The AI Umbrella 9
The Machine that Learns 10
Are We There Yet? 14
AI-pocalypse 15
Machine Learning s Biggest Roadblock 23
Machine Learning s Greatest Asset 24
Are We Really Calculable? 56
Chapter 2 Introduction to Machine Learning 59
Three Reasons Data Scientists Should Read This Chapter 59
Every Reason Marketing Professionals Should Read
This Chapter 60
We Think We re So Smart 60
Define Your Terms 61
All Models Are Wrong 62
Useful Models 64
Too Much to Think About 66
Machines Are Big Babies 68
Where Machines Shine 69
Strong versus Weak AI 71
The Right Tool for the Right Job 72
Make Up Your Mind 88
One Algorithm to Rule Them All? 89
Accepting Randomness 92
Which Tech Is Best? 94
For the More Statistically Minded 94
What Did We Learn? 101
Chapter 3 Solving the Marketing Problem 103
One-to-One Marketing 105
One-to-Many Advertising 107
The Four Ps 108
What Keeps a Marketing Professional Awake? 109
The Customer Journey 111
We Will Never Really Know 111
How Do I Connect? Let Me Count the Ways 114
Why Do I Connect? Branding 117
Marketing Mix Modeling 119
Econometrics 121
Customer Lifetime Value 121
One-to-One Marketing The Meme 122
Seat-of-the-Pants Marketing 123
Marketing in a Nutshell 124
What Seems to Be the Problem? 126
Chapter 4 Using AI to Get Their Attention 128
Market Research: Whom Are We After? 128
Marketplace Segmentation 131
Raising Awareness 141
Social Media Engagement 155
In Real Life 158
The B2B World 158
Chapter 5 Using AI to Persuade 165
The In-Store Experience 168
On the Phone 178
The Onsite Experience Web Analytics 179
Merchandising 186
Closing the Deal 188
Back to the Beginning: Attribution 193
Chapter 6 Using AI for Retention 200
Growing Customer Expectations 200
Retention and Churn 202
Many Unhappy Returns 204
Customer Sentiment 208
Customer Service 209
Predictive Customer Service 216
Chapter 7 The AI Marketing Platform 218
Supplemental AI 218
Marketing Tools from Scratch 221
A Word about Watson 224
Building Your Own 230
Chapter 8 Where Machines Fail 232
A Hammer Is Not a Carpenter 232
Machine Mistakes 235
Human Mistakes 241
The Ethics of AI 247
Solution? 258
What Machines Haven t Learned Yet 260
Chapter 9 Your Strategic Role in Onboarding AI 262
Getting Started, Looking Forward 264
AI to Leverage Humans 272
Collaboration at Work 274
Your Role as Manager 276
Know Your Place 282
AI for Best Practices 286
Chapter 10 Mentoring the Machine 289
How to Train a Dragon 290
What Problem Are You Trying to Solve? 291
What Makes a Good Hypothesis? 294
The Human Advantage 297
Chapter 11 What Tomorrow May Bring 305
The Path to the Future 307
Machine, Train Thyself 308
Intellectual Capacity as a Service 308
Data as a Competitive Advantage 310
How Far Will Machines Go? 316
Your Bot Is Your Brand 319
My AI Will Call Your AI 321
Computing Tomorrow 325
About the Author 327
Index 329
PRAISE FOR ARTIFICIAL INTELLIGENCE FOR MARKETING
"Yes, AI is going to upend much of the marketing world too. Jim Sterne gives us a peek into that future, which is already happening."
Seth Godin, Author, Purple Cow
"The marketing we knew is about to disappear forever. AI is our future, and our present. Jim Sterne's latest should be required reading for every marketer in the world."
Jay Baer, President of Convince & Convert and author of Hug Your Haters
"Artificial Intelligence doesn't happen without well-structured and documented data so I have dedicated my sixth company, data.world, to that mission. I'm so glad that my long-time friend, Jim Sterne, has written a book to help introduce marketers to the possibilities."
Brett Hurt, CEO and Co-founder, data.world
"Confused about what the rise of Artificial Intelligence means for you, your marketing job, your organization? Luckily, we have Jim Sterne's practical, clear-eyed guide, shining a beacon of light through the murk."
Ann Handley, author of the Wall Street Journal bestseller Everybody Writes, and Chief Content Officer, MarketingProfs
"AI driven marketing ushers in a new era of mass personalization at scale. These marketing systems will sense one's surroundings, know one's preferences from past behavior, and subtly guide people and machines through their daily lives in ways that will truly feel seamless. Jim's latest book provides must-read, pragmatic advice on how marketers will use AI across all industries."
R. "Ray" Wang, Principal Analyst and Founder, Constellation Research, Inc.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Jim sterne (author) |
| Parution | 11/10/2017 |
| Nb. de pages | 368 |
| Format | 156 x 226 |
| Poids | 544g |
| EAN13 | 9781119406334 |
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