Atnaujinkite slapukų nuostatas

El. knyga: AI for Marketing and Product Innovation: Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales

3.37/5 (104 ratings by Goodreads)
, ,
  • Formatas: EPUB+DRM
  • Išleidimo metai: 26-Nov-2018
  • Leidėjas: John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119484097
Kitos knygos pagal šią temą:
AI for Marketing and Product Innovation: Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing SalesDidesnis paveikslėlis
  • Formatas: EPUB+DRM
  • Išleidimo metai: 26-Nov-2018
  • Leidėjas: John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119484097
Kitos knygos pagal šią temą:

DRM apribojimai

  • Kopijuoti:

    neleidžiama

  • Spausdinti:

    neleidžiama

  • El. knygos naudojimas:

    Skaitmeninių teisių valdymas (DRM)
    Leidykla pateikė šią knygą šifruota forma, o tai reiškia, kad norint ją atrakinti ir perskaityti reikia įdiegti nemokamą programinę įrangą. Norint skaityti šią el. knygą, turite susikurti Adobe ID . Daugiau informacijos  čia. El. knygą galima atsisiųsti į 6 įrenginius (vienas vartotojas su tuo pačiu Adobe ID).

    Reikalinga programinė įranga
    Norint skaityti šią el. knygą mobiliajame įrenginyje (telefone ar planšetiniame kompiuteryje), turite įdiegti šią nemokamą programėlę: PocketBook Reader (iOS / Android)

    Norint skaityti šią el. knygą asmeniniame arba „Mac“ kompiuteryje, Jums reikalinga  Adobe Digital Editions “ (tai nemokama programa, specialiai sukurta el. knygoms. Tai nėra tas pats, kas „Adobe Reader“, kurią tikriausiai jau turite savo kompiuteryje.)

    Negalite skaityti šios el. knygos naudodami „Amazon Kindle“.

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.

Preface xiii
Acknowledgments xvii
Introduction xix
1 Major Challenges Facing Marketers Today
1(6)
Living in the Age of the Algorithm
3(4)
2 Introductory Concepts for Artificial Intelligence and Machine Learning for Marketing
7(22)
Concept 1 Rule-based Systems
8(2)
Concept 2 Inference Engines
10(1)
Concept 3 Heuristics
11(1)
Concept 4 Hierarchical Learning
12(2)
Concept 5 Expert Systems
14(2)
Concept 6 Big Data
16(2)
Concept 7 Data Cleansing
18(1)
Concept 8 Filling Gaps in Data
19(1)
Concept 9 A Fast Snapshot of Machine Learning
19(3)
Areas of Opportunity for Machine Learning
22(7)
3 Predicting Using Big Data - Intuition Behind Neural Networks and Deep Learning
29(16)
Intuition Behind Neural Networks and Deep Learning Algorithms
29(8)
Let It Go: How Google Showed Us that Knowing How to Do It Is Easier Than Knowing How You Know It
37(8)
4 Segmenting Customers and Markets -- Intuition Behind Clustering Classification, and Language Analysis
45(32)
Intuition Behind Clustering and Classification Algorithms
45(9)
Intuition Behind Forecasting and Prediction Algorithms
54(7)
Intuition Behind Natural Language Processing Algorithms and Word2Vec
61(9)
Intuition Behind Data and Normalization Methods
70(7)
5 Identifying What Matters Most --- Intuition Behind Principal Components, Factors, and Optimization
77(22)
Principal Component Analysis and Its Applications
78(5)
Intuition Behind Rule-based and Fuzzy Inference Engines
83(4)
Intuition Behind Genetic Algorithms and Optimization
87(5)
Intuition Behind Programming Tools
92(7)
6 Core Algorithms of Artificial Intelligence and Machine Learning Relevant for Marketing
99(8)
Supervised Learning
100(2)
Unsupervised Learning
102(3)
Reinforcement Learning
105(2)
7 Marketing and Innovation Data Sources and Cleanup of Data
107(12)
Data Sources
108(4)
Workarounds to Get the Job Done
112(1)
Cleaning Up Missing or Dummy Data
113(6)
8 Applications for Product Innovation
119(12)
Inputs and Data for Product Innovation
120(2)
Analytical Tools for Product Innovation
122(1)
Step 1 Identify Metaphors -- The Language of the Non-conscious Mind
123(1)
Step 2 Separate Dominant, Emergent, Fading and Past Codes from Metaphors
124(1)
Step 3 Identify Product Contexts in the Non-conscious Mind
125(1)
Step 4 Algorithmically Parse Non-conscious Contexts to Extract Concepts
126(1)
Step 5 Generate Millions of Product Concept Ideas Based on Combinations
126(1)
Step 6 Validate and Prioritize Product Concepts Based on Conscious Consumer Data
127(1)
Step 7 Create Algorithmic Feature and Bundling Options
128(1)
Step 8 Category Extensions and Adjacency Expansion
129(1)
Step 9 Premiumize and Luxury Extension Identification
130(1)
3 Applications for Pricing Dynamics
131(8)
Key Inputs and Data for Machine-based Pricing Analysis
132(3)
A Control theoretic Approach to Dynamic Pricing
135(1)
Rule-based Heuristics Engine for Price Modifications
136(3)
10 Applications for Promotions and Offers
139(14)
Timing of a Promotion
141(2)
Templates of Promotion and Real Time Optimization
143(1)
Convert Free to Paying Upgrade, Upsell
144(1)
Language and Neurological Codes
145(2)
Promotions Driven by Loyalty Card Data
147(1)
Personality Extraction from Loyalty Data -- Expanded Use
148(1)
Charity and the Inverse Hierarchy of Needs from Loyalty Data
149(1)
Planogram and Store Brand, and Store-Within-a-Store Launch from Loyalty Data
150(1)
Switching Algorithms
151(2)
11 Applications for Customer Segmentation
153(8)
Inputs and Data for Segmentation
154(2)
Analytical Tools for Segmentation
156(5)
12 Applications for Brand Development, Tracking, and Naming
161(16)
Brand Personality
162(7)
Machine-based Brand Tracking and Correlation to Performance
169(1)
Machine-based Brand Leadership Assessment
170(1)
Machine-based Brand Celebrity Spokesperson Selection
171(1)
Machine-based Mergers and Acquisitions Portfolio Creation
172(1)
Machine-based Product Name Creation
173(4)
13 Applications for Creative Storytelling and Advertising
177(16)
Compression of Time -- The Real Budget Savings
178(5)
Weighing the Worth of Programmatic Buying
183(2)
Neuroscience Rule-based Expert Systems for Copy Testing
185(3)
Capitalizing on Fading Fads and Micro Trends That Appear and Then Disappear
188(1)
Capitalizing on Past Trends and Blasts from the Past
189(1)
RFP Response and B2B Blending News and Trends with Stories
189(1)
Sales and Relationship Management
190(1)
Programmatic Creative Storytelling
191(2)
14 The Future of AI-enabled Marketing and Planning for It
193(10)
What Does This Mean for Strategy?
194(1)
What to Do In-house and What to Outsource
195(1)
What Kind of Partnerships and the Shifting Landscapes
195(1)
What Are Implications for Hiring and Talent Retention, and HR?
196(3)
What Does Human Supervision Mean in the Age of the Algorithm and Machine Learning?
199(1)
How to Question the Algorithm and Know When to Pull the Plug
200(1)
Next Generation of Marketers - Who Are They, and How to Spot Them
201(1)
How Budgets and Planning Will Change
201(2)
15 Next-Generation Creative and Research Agency Models
203(22)
What Does an ML- and AI-enabled Market Research or Marketing Services Agency Look Like?
206(1)
What an ML- and AI-enabled Research Agency or Marketing Services Company Can Do That Traditional Agencies Cannot Do
207(1)
The New Nature of Partnership
208(1)
Is There a Role for a CES or Cannes-like Event for AI and ML Algorithms and Artificial Intelligence Programs?
209(1)
Challenges and Solutions
210(5)
Big Data
215(1)
AI- and ML-powered Strategic Development
215(2)
Creative Execution
217(1)
Beam Me Up
218(1)
Will Retail Be a Remnant?
219(1)
Getting Real
220(1)
It Begins -- and Ends -- with an "A" Word
221(4)
About the Authors 225(4)
Index 229
DR. A.K. PRADEEP is the Founder/CEO of machineVantage, a startup applying AI and Machine Learning to some of the most challenging marketing problems. Dr. Pradeep's clients during his career have ranged from Unilever to Coca-Cola, Nissan, Google, Facebook, Mondelez, Pepsi-Cola, Clorox, and dozens more. He is the author of The Buying Brain, also from Wiley.

ANDREW APPEL is President and CEO of IRI, a global leader in technology solutions and services for consumer, retail and media companies and was previously a McKinsey senior partner. IRI works with some of the world's leading brands, retailers and media organizations including Anheuser-Busch InBev, Conagra, PepsiCo, Kroger, Costco and Walgreens as well as Google, Facebook and OmniCom Group, among other global companies.

STAN STHANUNATHAN is the Global EVP of Consumer and Market Insights for Unilever, one of the world's largest and most successful consumer packaged goods companies.
Daugiau apie elektronines knygas Daugiau apie elektronines knygas
Pastovi nuoroda: https://www.kriso.lt/db/97811194840976e.html
Raktažodžiai: