Artificial intelligence for marketing : practical applications - Sterne, Jim (Hoboken, New Jersey : Wiley, 2017)
We Will Never Really Know -- How Do I Connect? Let Me Count the Ways -- Why Do I Connect? Branding -- Marketing Mix Modeling -- Econometrics -- Customer Lifetime Value -- One-to-One Marketing-The Meme -- Seat-of-the-Pants Marketing -- Marketing in a Nutshell -- What Seems to Be the Problem? -- Notes -- Chapter 4: Using AI to Get Their Attention -- Market Research: Whom Are We After? -- Machine Learning in Market Research -- Marketplace Segmentation -- Social Media Monitoring -- Competitive Analysis -- Raising Awareness -- Public Relations -- Direct Response -- Database Marketing -- Advertising -- Pay-per-Click (PPC) Search -- Search Optimization (aka Content Marketing) -- Social Media Engagement -- Social Snooping -- Socialbots -- Social Posting -- In Real Life -- The B2B World -- Lead Scoring -- Sales Management Advisory -- DIY-Some Models Are Useful -- Notes -- Chapter 5: Using AI to Persuade -- The In-Store Experience -- Shopping Assistance -- Restaurants -- Store Operations -- On the Phone -- The Onsite Experience-Web Analytics -- Landing Page Optimization -- A/B and Multivariate Testing -- Onsite User Experience -- Recommendation Engines -- Personalization -- Merchandising -- Pricing -- Market Basket Analysis -- Closing the Deal -- Remarketing -- E-mail Marketing -- Back to the Beginning: Attribution -- Notes -- Chapter 6: Using AI for Retention -- Growing Customer Expectations -- Retention and Churn -- Many Unhappy Returns -- Customer Sentiment -- Customer Service -- Call Center Support -- Bots -- Predictive Customer Service -- Notes -- Chapter 7: The AI Marketing Platform -- Supplemental AI -- Salesforce -- Adobe -- Marketing Tools from Scratch -- Communicating Insightsâ€"Narratives from Data -- Customer Journey Journal -- Recommender in Chief -- Build a Whole Website -- A Word about Watson -- Hey, Check This Out -- That Was Easy.
Includes bibliographical references at the end of each chapters and index.
Description based on print version record.
Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Keywords: Marketing; Artificial intelligence; elektronické knihy; electronic books