Artificial Intelligence for Marketing - (Wiley and SAS Business) by Jim Sterne (Hardcover)

Book Synopsis

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.

From the Back Cover

Big 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. Artificial Intelligence for Marketing provides marketers with a comprehensive introduction to the field of data science without requiring a background in advanced programming and mathematics.

Today'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.

Author 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:

• Gain a practical understanding of how AI and ML can skyrocket results of attracting, influencing, and retaining customers
• Bridge the gap between marketers and data scientists in a way that simplifies and encourages productive collaboration
• Position your organization to continuously learn more about its customers and potential buyers and use that knowledge to serve them better

Artificial Intelligence for Marketing puts the future of the industry at your fingertips.

About the Author

JIM STERNE 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 101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, and The Devil's Data Dictionary.