Artificial Intelligence for Marketing by Sterne, Jim -- Read -- Imperial Library of Trantor

Index

Cover Title Page Foreword Preface

AI IN A NUTSHELL THIS IS YOUR MARKETING ON AI

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? NOTES

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? NOTES

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 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? MARKETPLACE SEGMENTATION RAISING AWARENESS SOCIAL MEDIA ENGAGEMENT IN REAL LIFE THE B2B WORLD NOTES

CHAPTER 5: Using AI to Persuade

THE IN‐STORE EXPERIENCE ON THE PHONE THE ONSITE EXPERIENCE—WEB ANALYTICS MERCHANDISING CLOSING THE DEAL 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 PREDICTIVE CUSTOMER SERVICE NOTES

CHAPTER 7: The AI Marketing Platform

SUPPLEMENTAL AI MARKETING TOOLS FROM SCRATCH A WORD ABOUT WATSON BUILDING YOUR OWN NOTES

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 NOTES

CHAPTER 9: Your Strategic Role in Onboarding AI

GETTING STARTED, LOOKING FORWARD AI TO LEVERAGE HUMANS COLLABORATION AT WORK YOUR ROLE AS MANAGER KNOW YOUR PLACE AI FOR BEST PRACTICES NOTES

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 NOTES

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 NOTES

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