Letting the computers take over: using Ai to solve marketing problems

Title: Letting the computers take over: using Ai to solve marketing problems
Creator: Overgoor, Gijs; Chica, Manuel; Rand, William; Weishampel, Anthony
Relation: California Management Review Vol. 61, Issue 4, p. 156-185
Publisher Link: http://dx.doi.org/10.1177/0008125619859318
Publisher: Sage
Resource Type: journal article
Date: 2019
Description: Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.
Subject: artificial intelligence; analytics; marketing; social networks; social media
Identifier: http://hdl.handle.net/1959.13/1463638
Identifier: uon:46796
Identifier: ISSN:0008-1256
Language: eng
Reviewed

		Thumbnail	File	Description	Size	Format