| Description |
1 online resource |
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text file rda |
| Note |
Includes index. |
| Contents |
Major challenges facing marketers today -- Introductory concepts for artificial intelligence and machine learning for marketing -- Predicting using big data -- Segmenting customers and markets -- Identifying what matters most -- Core algorithms of artificial intelligence and machine learning relevant for marketing -- Marketing and innovation data sources and cleanup of data -- Applications for product innovation -- Applications for pricing dynamics -- Applications for promotions and offers -- Applications for customer segmentation -- Applications for brand development, tracking, and naming -- Applications for creative storytelling and advertising -- The future of AI-enabled marketing, and planning for it -- Next-generation creative and research agency models. |
| Summary |
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)-twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here-whether we use them or not. This book helps you lean into the curve and take advantage of AI's unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the "what" to show you the "how": How do we use AI and ML in ways that speak to the human spirit' How to we translate cold technological innovation into creative tools that forge deep human connections' Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools.-Understand AI and ML technology in layman's terms -Harness the twin technologies unparalleled power to transform marketing -Learn which skills and resources you need to use AI and ML effectively -Employ AI and ML in ways that resonate meaningfully with customers -Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board. |
| Subject |
Marketing -- Technological innovations.
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Artificial intelligence.
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Machine learning.
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Artificial Intelligence |
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Machine Learning |
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Marketing -- Innovations. |
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Intelligence artificielle. |
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Apprentissage automatique. |
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artificial intelligence. |
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Artificial intelligence |
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Machine learning |
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Marketing -- Technological innovations |
| Added Author |
Appel, Andrew, 1964- author.
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Sthanunathan, Stan, 1959- author.
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| Other Form: |
Print version: Pradeep, A.K., 1963- AI for marketing and product innovation. Hoboken, New Jersey : John Wiley & Sons, 2018 9781119484066 (DLC) 2018039790 |
| ISBN |
9781119484097 (ePub) |
|
111948409X |
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9781119484080 (Adobe PDF) |
|
1119484081 |
|
(hardcover) |
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(hardcover) |
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