Artificial Intelligence for Marketing
Реклама. ООО «ЛитРес», ИНН: 7719571260.
Оглавление
Sterne Jim. Artificial Intelligence for Marketing
Wiley & SAS Business Series
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?
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
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?
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
ON THE PHONE
THE ONSITE 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
CUSTOMER SENTIMENT
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 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
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
WILEY END USER LICENSE AGREEMENT
Отрывок из книги
Forewords to books can play a variety of roles. One is to describe in more general terms what the book is about. That's not really necessary, since Jim Sterne is a master at communicating complex topics in relatively simple terms.
Another common purpose is to describe how the book fits into the broader literature on the topic. That doesn't seem necessary in this case, either, since there isn't much literature on artificial intelligence (AI) for marketing, and even if there were, you've probably turned to this book to get one easy‐to‐consume source.
.....
This is a murky area at the moment, and one that is being reviewed and pursued. Machine learning systems will have to come with tools that allow a decision to be explored and explained.
The good news is that addressing this issue is actively happening at the industrial level. “OpenAI is a non‐profit artificial intelligence research company. Our mission is to build safe AI, and ensure AI's benefits are as widely and evenly distributed as possible.”20
.....