Artificial Intelligence for Marketing

Artificial Intelligence for Marketing
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Advance Praise for Moving the Rock “The future comes at us fast – which means school reformers don’t have time to wait. They need real tools in real time. That’s why Moving the Rock is so important. Grant Lichtman has guidance for anyone – teachers, parents, administrators, government officials – intent on helping young people succeed not ‘someday,’ but today.” – Daniel H. Pink, best-selling author of Drive and A Whole New Mind “Grant Lichtman’s book is a clear and comprehensive guide to the “what" and the “how” of educational transformation. Organized around essential levers for change, it is a must-read for anyone who wants to make a difference in our schools.” —Tony Wagner, Harvard Ilab Expert in Residence, and best-selling author of The Global Achievement Gap and Creating Innovators” “This book gives me hope for a brighter future in education. Despite the dark clouds imposed by misguided policies, Grant Lichtman diligently tells stories of grass-roots innovations in the classrooms and schools all over the world. Moving the Rock is an inspiring call to action for all educators.” —Yong Zhao, Ph.D., Foundation Distinguished Professor, School of Education, University of Kansas “If you have children, or teach children, or want our children to succeed, this is a must-read book. Grant Lichtman throws down the challenge for all of us; that WE can change education, and he shows us just how successful schools everywhere are overcoming change-killing inertia in our schools.” —Todd Rose, best-selling author of The End of Average; Harvard University Moving the Rock: Seven Levers WE Can Press to Transform Educationgives educators, parents, administrators, students, and other stakeholders a clear paradigm for transforming our outmoded schools into schools that will help our children to meet the challenges of tomorrow. It’s no secret that our educational system is stuck. Moving the Rock shows the important roles all of us can play in un-sticking it by moving seven specific levers that will change the focus of education from what we teach to how we learn. Importantly, moving the levers is completely possible today, and in fact is already happening now in many schools. Drawing on research and extensive experience in the education community, Grant Lichtman outlines the seven essential levers that can profoundly change our schools so that we are teaching all our children how to learn, including • Creating the Demand for Better Schools • Building School-Community Learning Laboratories • Encouraging Open Access to Knowledge • Fixing How We Measure Student Success • Teaching the Teachers what They Really Need to Know • and more At the end of each of each chapter there are one or more challenges, ways that all of us can collectively turn the pioneering work of others into transformation for all our schools.

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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

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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.

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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

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