Artificial Intelligence for Marketing
SAS Institute Inc
1. Edition October 2017
368 Pages, Hardcover
Wiley & Sons Ltd
A straightforward, non-technical guide to the next major marketing tool
Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist--but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms--where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way.
Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you:
* Speak intelligently about Artificial Intelligence and its advantages in marketing
* Understand how marketers without a Data Science degree can make use of machine learning technology
* Collaborate with data scientists as a subject matter expert to help develop focused-use applications
* Help your company gain a competitive advantage by leveraging leading-edge technology in marketing
Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies--and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.
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?
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
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?
Which Tech Is Best?
For the More Statistically Minded
What Did We Learn?
Chapter 3: Solving the Marketing Problem
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
Market Mix Modeling (MMM)
Customer Lifetime Value
One-to-One Marketing--The MemeSeat-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?
Social Media Engagement
In Real Life
The B2B World
Chapter 5: Using AI to Persuade
The In-store Experience
The On-site Experience--Web Analytics
Closing the Deal
Back to the Beginning: Attribution
Chapter 6: Using AI for Retention
Growing Customer Expectations
Retention and Churn
Many Unhappy Returns
Voice of the Customer
Predictive Customer Service
Chapter 7: The AI Marketing Platform
Marketing Tools from Scratch
A Word about Watson
Building Your Own
Chapter 8: Where Machines Fail
A Hammer Is Not a Carpenter
The Ethics of AI
What Machines Haven't Learned Yet
Chapter 9: Your Strategic Role 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
About the Author