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Jim Sterne [Jim Sterne] - Artificial Intelligence for Marketing

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Jim Sterne [Jim Sterne] Artificial Intelligence for Marketing

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A straightforward, non-technical guide to the next major marketing tool

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 scientistbut it does explain how Artificial Intelligence and Machine Learning will revolutionize your companys 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 algorithmswhere 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 strategiesand 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.

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Table of Contents for Artificial Intelligence for Marketing
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About the Author

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000.

Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits.

Sterne was named one of the 50 most influential people in digital marketing by Revolution, the United Kingdom's premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare.

He has consulted to some of the world's largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai.

Sterne is the author of:

  • World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, Wiley, 1995
  • What Makes People Click: Advertising on the Web, Que, 1997
  • World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 2nd ed., Wiley, 1999
  • Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive, Wiley, 2000
  • Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships, Wiley, 2000
  • World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd ed., Wiley, 2001
  • Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive, 2nd ed., Wiley, 2002
  • Web Metrics: Proven Methods for Measuring Web Site Success, Wiley, 2002
  • Advanced Email Marketing: Using Email to Achieve Sales and Marketing Goals, Lyris Technologies, 2003
  • 101 Things You Should Know About Marketing Optimization Analysis, Rising Media, 2010
  • Social Media Metrics: How to Measure and Optimize Your Marketing Investment, Wiley, 2010
  • The Devil's Data Dictionary: Making Fun of Data, Rising Media, 2015

His books have been translated into Arabic, Chinese, Dutch, Finnish, French, Italian, Korean, Orthodox Chinese, Portuguese, and Spanish.

Index
A
  1. Abrams, Martin
  2. A/B testing
  3. Account-based Marketing (ABM)
  4. Acxiom data, impact
  5. Adaptive Information Platform (Paxata)
  6. Adgorithms
  7. Adobe
    1. Analytics
    2. Creative Cloud
    3. Digital Price Index
    4. Experience Manager Smart Tags
    5. Marketing Cloud
    6. Media Optimizer, Advertising Insights
    7. Target Auto-Target
    8. Target Premium
  8. Advertising
    1. banner ads, usage
    2. buying/selling/placement
    3. content management, image (importance)
    4. discussion
    5. exchange purchase
    6. Internet advertising
    7. one-to-many advertising
    8. pay-per-click (PPC) search
    9. programmatic advertising
    10. programmatic creative
    11. programmatic television
  9. AdWords (Google)
  10. Aggregated data, power
  11. AgilOne
  12. AirPR
  13. Alation
  14. Alcaraz, Rafael
  15. Alexa
  16. Algolytics Sp. z.o.o.
  17. Algorithms
    1. ensemble algorithm
    2. master algorithm, usage
    3. usage
  18. Alignment problem
  19. Alternative hypothesis, defining
  20. Altimeter Group
  21. Amazon
    1. cross-sell/upsell
    2. Echo
    3. 1-Click button
    4. recommendations systems
    5. web services datasets
  22. American Marketing Association (AMA)
  23. American Marketing Society
  24. Amico, Richard
  25. Amplero
  26. Ampsy, hyper-local geofencing usage
  27. Analogizers
  28. Analytics (Adobe)
  29. Analytics (Google)
  30. Anchoring bias
  31. Angel, Gary
  32. Anomalies
    1. appreciation
    2. detection
  33. AppNexus
  34. Appuri
  35. Artificial intelligence (AI)
    1. best practices
    2. classification, regression (contrast)
    3. collaboration
    4. dangers
    5. detect, decide, develop
    6. ethics
    7. imagination, leverage
    8. marketing platform
    9. neural networks
    10. onboarding, strategic role
    11. OpenAI
    12. personal AI ecosystem
    13. quality/expense
    14. strengths
    15. 3 Ds
    16. tools
    17. types, contrast
  36. Artificial Intelligence Maturity Index Tool (Infosys)
  37. Ash, Tim
  38. Asimov, Isaac
  39. Association
    1. application
    2. rule learning
  40. As We May Think (Bush)
  41. Attitudinal information, correlation
  42. Attribute modeling
  43. Attribute selection
  44. Attribution
    1. bias
    2. models (Google)
  45. Audience Manager (Adobe)
  46. Augmentation, options
  47. Auto-correlation
  48. Automated Business Models (ABM), creation
  49. Automated coaching
  50. Automated Insights
  51. Automation, cost savings
  52. Availability bias
  53. Averages, test
  54. Awareness, raising
B
  1. Bandwagon bias
  2. Banner ads, usage
  3. Bare Minimum Statistics for Web Analytics (Sharma)
  4. Bass, Saul
  5. Battelle, John
  6. Bayes theorem
  7. Behavioral Marketing Platform (Pointillist)
  8. Behavioral microtargeting, usage
  9. Belenguer, Marcos Jimenez
  10. Bengio, Yoshua
  11. Berelson, Bernard
  12. Berry, Christopher
  13. Beyer, David
  14. Bias, types
  15. BigML
  16. BigQuery
  17. BloomReach
  18. Blueocean Market Intelligence
  19. Boomtrain
    1. e-mail automation
    2. website personalization
  20. Boston Consulting Group
  21. Bot Framework (Microsoft)
  22. Bots
    1. advantages
    2. brand, comparison
    3. CaptionBots
    4. chatbots, review
    5. ChatterBot
    6. construction
    7. impact
    8. in-application bots
    9. monetization function
    10. SI x GameOn NFL bot
    11. social bots
    12. Tacobot
    13. UPS bots
  23. Bottr (bot framework)
  24. Box, George Edward Pelham
  25. Brain, Marshall
  26. Branding
    1. bots, comparison
    2. stamp, example
  27. Bridgewater Associates
  28. BrightFunnel
  29. BrightInfo, website personalization
  30. Brighton, Jamie
  31. Bring Your Own Agent (BYOA)
  32. Brinker, Scott
  33. Brock, Vicky
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