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AcknowledgmentsIntroductionChapter 1: Major Challenges Facing Marketers TodayChapter 2: Introductory Concepts for Artificial Intelligence and Machine Learning for MarketingChapter 3: Predicting Using Big Data ? Intuition Behind Neural Networks and Deep LearningChapter 4: Segmenting Customers and Markets ? Intuition Behind Clustering, Classification, and Language AnalysisChapter 5: Identifying What Matters Most ? Intuition Behind Principal Components, Factors, and OptimizationChapter 6: Core Algorithms of Artificial Intelligence and Machine Learning Relevant for MarketingChapter 7: Marketing and Innovation Data Sources and Cleanup of DataChapter 8: Applications for Product InnovationChapter 9: Applications for Pricing DynamicsChapter 10: Applications for Promotions and OffersChapter 11: Applications for Customer SegmentationChapter 12: Applications for Brand Development, Tracking, and NamingChapter 13: Applications for Creative Storytelling and AdvertisingChapter 14: The Future of AI-enabled Marketing, and Planning for ItChapter 15: Next-Generation Creative and Research Agency ModelsAbout the AuthorsIndex
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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.
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.
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PRAISE FOR AI FOR MARKETING AND PRODUCT INNOVATION
"The world of consumer marketing has never been more exciting than it is today. This book provides a solid framework for understanding how Artificial Intelligence illuminates consumer attitudes and preferences. It's a must-read for someone who wants to future proof their marketing career." —Keith Weed, Chief Marketing and Communications Officer Unilever Plc
"It surprises people to learn that emotion and experience play a big part in the home improvement field, but they do. Machine learning, Artificial intelligence, and Metaphors help us to capture that emotional mind of the consumer. This book is full of innovative, and practical ways to accomplish that." —Prat Vemana, Chief Product and Customer Experience Officer, Home Depot
"The new era we live in requires companies to work from the costumer to the company and not the other way around (as it has commonly been). AI helps decode customer interests, needs, motivations across cultures, habits and needs. This book is packed with innovative ideas and techniques to help do just that." —Carlos Slim, Mexican Business Magnate and Philanthropist
"Brand and Retail marketing today is data intensive. ??Understanding the data, and extracting meaningful insights from it, requires not just algorithms and math, but a deep understanding of the mechanisms of motivation. This book contains numerous techniques that are both pragmatic, and innovative." —Professor Rajiv Lal, Harvard Business School
"AI for Marketing and Product Information demonstrates how advertisers and agencies can harness data, analytics and speed to inform and align strategies to win with customers — and do it quickly!" —Irwin Gotlieb, former Chairman of GroupM
"Successful brand marketing in today's culture means being able to detect and anticipate trends as early as possible. Artificial intelligence systems that are tailored for marketing, and especially for product innovation, are emerging to become key tools we need. This book digs deep into that." —Jim Scholefield, CIO Merck
"Gaining a better understanding of how to develop innovative products and market them with meaningful messaging is a major challenge and always a top corporate priority. I found this to be a truly illuminating guidebook on how to use AI and machine learning for those purposes." —Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard
"Fashion defies prediction, but cost-effective delivery requires it. Applying AI to get at the non-conscious drivers that impact consumers gives companies like ours a competitive advantage. Reading this book is the first step to getting there." —Stef Strack, CEO Rag & Bone, New York
"Now brands and retailers can think like a customer versus just thinking about the customer AI for Marketing and Product Innovation arms leaders with the information they need for applying artificial intelligence and machine learning to win in today's digital era." —Kevin Turner, CEO of Core Scientific, and Vice Chairman, Albertsons Companies, LLC.?? Former COO, Microsoft
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