{"product_id":"artificial-intelligence-for-marketing-isbn-9781119406334","title":"Artificial Intelligence for Marketing","description":"\u003cb\u003eA straightforward, non-technical guide to the next major marketing tool\u003c\/b\u003e \u003cp\u003e\u003ci\u003eArtificial Intelligence for Marketing\u003c\/i\u003e presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will \u003ci\u003enot\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eSimple 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eSpeak intelligently about Artificial Intelligence and its advantages in marketing\u003c\/li\u003e \u003cli\u003eUnderstand how marketers without a Data Science degree can make use of machine learning technology\u003c\/li\u003e \u003cli\u003eCollaborate with data scientists as a subject matter expert to help develop focused-use applications\u003c\/li\u003e \u003cli\u003eHelp your company gain a competitive advantage by leveraging leading-edge technology in marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMarketing 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. \u003ci\u003eArtificial Intelligence for Marketing\u003c\/i\u003e provides a nontechnical crash course to help you stay ahead of the curve.\u003c\/p\u003e \u003cp\u003eForeword by \u003ci\u003eTom Davenport\u003c\/i\u003e xiii\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Welcome to the Future 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWelcome to Autonomic Marketing 3\u003c\/p\u003e \u003cp\u003eWelcome to Artificial Intelligence for Marketers 3\u003c\/p\u003e \u003cp\u003eWhom Is This Book For? 5\u003c\/p\u003e \u003cp\u003eThe Bright, Bright Future 6\u003c\/p\u003e \u003cp\u003eIs AI So Great if It’s So Expensive? 7\u003c\/p\u003e \u003cp\u003eWhat’s All This AI Then? 9\u003c\/p\u003e \u003cp\u003eThe AI Umbrella 9\u003c\/p\u003e \u003cp\u003eThe Machine that Learns 10\u003c\/p\u003e \u003cp\u003eAre We There Yet? 14\u003c\/p\u003e \u003cp\u003eAI-pocalypse 15\u003c\/p\u003e \u003cp\u003eMachine Learning’s Biggest Roadblock 23\u003c\/p\u003e \u003cp\u003eMachine Learning’s Greatest Asset 24\u003c\/p\u003e \u003cp\u003eAre We Really Calculable? 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Introduction to Machine Learning 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThree Reasons Data Scientists Should Read This Chapter 59\u003c\/p\u003e \u003cp\u003eEvery Reason Marketing Professionals Should Read\u003c\/p\u003e \u003cp\u003eThis Chapter 60\u003c\/p\u003e \u003cp\u003eWe Think We’re So Smart 60\u003c\/p\u003e \u003cp\u003eDefine Your Terms 61\u003c\/p\u003e \u003cp\u003eAll Models Are Wrong 62\u003c\/p\u003e \u003cp\u003eUseful Models 64\u003c\/p\u003e \u003cp\u003eToo Much to Think About 66\u003c\/p\u003e \u003cp\u003eMachines Are Big Babies 68\u003c\/p\u003e \u003cp\u003eWhere Machines Shine 69\u003c\/p\u003e \u003cp\u003eStrong versus Weak AI 71\u003c\/p\u003e \u003cp\u003eThe Right Tool for the Right Job 72\u003c\/p\u003e \u003cp\u003eMake Up Your Mind 88\u003c\/p\u003e \u003cp\u003eOne Algorithm to Rule Them All? 89\u003c\/p\u003e \u003cp\u003eAccepting Randomness 92\u003c\/p\u003e \u003cp\u003eWhich Tech Is Best? 94\u003c\/p\u003e \u003cp\u003eFor the More Statistically Minded 94\u003c\/p\u003e \u003cp\u003eWhat Did We Learn? 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Solving the Marketing Problem 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOne-to-One Marketing 105\u003c\/p\u003e \u003cp\u003eOne-to-Many Advertising 107\u003c\/p\u003e \u003cp\u003eThe Four \u003ci\u003eP\u003c\/i\u003es 108\u003c\/p\u003e \u003cp\u003eWhat Keeps a Marketing Professional Awake? 109\u003c\/p\u003e \u003cp\u003eThe Customer Journey 111\u003c\/p\u003e \u003cp\u003eWe Will Never Really Know 111\u003c\/p\u003e \u003cp\u003eHow Do I Connect? Let Me Count the Ways 114\u003c\/p\u003e \u003cp\u003eWhy Do I Connect? Branding 117\u003c\/p\u003e \u003cp\u003eMarketing Mix Modeling 119\u003c\/p\u003e \u003cp\u003eEconometrics 121\u003c\/p\u003e \u003cp\u003eCustomer Lifetime Value 121\u003c\/p\u003e \u003cp\u003eOne-to-One Marketing—The Meme 122\u003c\/p\u003e \u003cp\u003eSeat-of-the-Pants Marketing 123\u003c\/p\u003e \u003cp\u003eMarketing in a Nutshell 124\u003c\/p\u003e \u003cp\u003eWhat Seems to Be the Problem? 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Using AI to Get Their Attention 128\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket Research: Whom Are We After? 128\u003c\/p\u003e \u003cp\u003eMarketplace Segmentation 131\u003c\/p\u003e \u003cp\u003eRaising Awareness 141\u003c\/p\u003e \u003cp\u003eSocial Media Engagement 155\u003c\/p\u003e \u003cp\u003eIn Real Life 158\u003c\/p\u003e \u003cp\u003eThe B2B World 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Using AI to Persuade 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe In-Store Experience 168\u003c\/p\u003e \u003cp\u003eOn the Phone 178\u003c\/p\u003e \u003cp\u003eThe Onsite Experience—Web Analytics 179\u003c\/p\u003e \u003cp\u003eMerchandising 186\u003c\/p\u003e \u003cp\u003eClosing the Deal 188\u003c\/p\u003e \u003cp\u003eBack to the Beginning: Attribution 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Using AI for Retention 200\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrowing Customer Expectations 200\u003c\/p\u003e \u003cp\u003eRetention and Churn 202\u003c\/p\u003e \u003cp\u003eMany Unhappy Returns 204\u003c\/p\u003e \u003cp\u003eCustomer Sentiment 208\u003c\/p\u003e \u003cp\u003eCustomer Service 209\u003c\/p\u003e \u003cp\u003ePredictive Customer Service 216\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The AI Marketing Platform 218\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSupplemental AI 218\u003c\/p\u003e \u003cp\u003eMarketing Tools from Scratch 221\u003c\/p\u003e \u003cp\u003eA Word about Watson 224\u003c\/p\u003e \u003cp\u003eBuilding Your Own 230\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Where Machines Fail 232\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Hammer Is Not a Carpenter 232\u003c\/p\u003e \u003cp\u003eMachine Mistakes 235\u003c\/p\u003e \u003cp\u003eHuman Mistakes 241\u003c\/p\u003e \u003cp\u003eThe Ethics of AI 247\u003c\/p\u003e \u003cp\u003eSolution? 258\u003c\/p\u003e \u003cp\u003eWhat Machines Haven’t Learned Yet 260\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Your Strategic Role in Onboarding AI 262\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Started, Looking Forward 264\u003c\/p\u003e \u003cp\u003eAI to Leverage Humans 272\u003c\/p\u003e \u003cp\u003eCollaboration at Work 274\u003c\/p\u003e \u003cp\u003eYour Role as Manager 276\u003c\/p\u003e \u003cp\u003eKnow Your Place 282\u003c\/p\u003e \u003cp\u003eAI for Best Practices 286\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Mentoring the Machine 289\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Train a Dragon 290\u003c\/p\u003e \u003cp\u003eWhat Problem Are You Trying to Solve? 291\u003c\/p\u003e \u003cp\u003eWhat Makes a Good Hypothesis? 294\u003c\/p\u003e \u003cp\u003eThe Human Advantage 297\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 What Tomorrow May Bring 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Path to the Future 307\u003c\/p\u003e \u003cp\u003eMachine, Train Thyself 308\u003c\/p\u003e \u003cp\u003eIntellectual Capacity as a Service 308\u003c\/p\u003e \u003cp\u003eData as a Competitive Advantage 310\u003c\/p\u003e \u003cp\u003eHow Far Will Machines Go? 316\u003c\/p\u003e \u003cp\u003eYour Bot Is Your Brand 319\u003c\/p\u003e \u003cp\u003eMy AI Will Call Your AI 321\u003c\/p\u003e \u003cp\u003eComputing Tomorrow 325\u003c\/p\u003e \u003cp\u003eAbout the Author 327\u003c\/p\u003e \u003cp\u003eIndex 329\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJIM STERNE\u003c\/b\u003e is founder of the eMetrics Summit and cofounder and Board Chair of the Digital Analytics Association. An internationally known speaker and consultant, he is the author of numerous books, including \u003ci\u003e101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, \u003c\/i\u003eand \u003ci\u003eThe Devil’s Data Dictionary.\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eBig data, the Internet of Things, and social media have all forever changed the art and science of marketing—and that’s already old news. To even remain relevant in the near future, marketers need to provide personalized experiences at the speed and scale only automation can fulfill. \u003ci\u003eArtificial Intelligence for Marketing \u003c\/i\u003eprovides marketers with a comprehensive introduction to the field of data science without requiring a background in advanced programming and mathematics.\u003c\/p\u003e \u003cp\u003eToday’s marketing decision-making happens in real time, every day, and artificial intelligence (AI) and machine learning (ML) give marketers a hands-free way to quickly and effectively respond to data from a customer or potential buyer and tailor fit a product and buying experience. Buyers on the fence can automatically receive special incentives to buy, and other customers can be directed to related products and services based on data-driven insight. This single resource brings you up to speed and fully prepares you to talk about and develop strategies for using AI and ML to increase revenue, lower costs, boost customer satisfaction, and expand the possibilities of how your organization engages its customers. \u003c\/p\u003e\u003cp\u003eAuthor Jim Sterne is a world-recognized expert dedicated to showing marketers how to put data to work, and in this immediately useful guidebook, he brings sophisticated concepts in computer science within grasp. Through highly illustrative explanations specifically written for marketing applications, he takes you inside state-of-the-art solutions for econometrics, web analytics, social media, and search engine optimization—complete with rare case studies from the handful of companies operating today with tomorrow’s competitive edge. This single resource changes the game by enabling you to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eGain a practical understanding of how AI and ML can skyrocket results of attracting, influencing, and retaining customers\u003c\/li\u003e \u003cli\u003eBridge the gap between marketers and data scientists in a way that simplifies and encourages productive collaboration\u003c\/li\u003e \u003cli\u003ePosition your organization to continuously learn more about its customers and potential buyers and use that knowledge to serve them better\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eArtificial Intelligence for Marketing \u003c\/i\u003eputs the future of the industry at your fingertips.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988765130981,"sku":"NP9781119406334","price":52.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119406334.jpg?v=1761781505","url":"https:\/\/k12savings.com\/products\/artificial-intelligence-for-marketing-isbn-9781119406334","provider":"K12savings","version":"1.0","type":"link"}