Artificial Intelligence for Marketing

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.

• Foreword by Tom Davenport xiiiPreface xviiAcknowledgments xixChapter 1 Welcome to the Future 1Welcome to Autonomic Marketing 3Welcome to Artificial Intelligence for Marketers 3Whom Is This Book For? 5The Bright, Bright Future 6Is AI So Great if It’s So Expensive? 7What’s All This AI Then? 9The AI Umbrella 9The Machine that Learns 10Are We There Yet? 14AI-pocalypse 15Machine Learning’s Biggest Roadblock 23Machine Learning’s Greatest Asset 24Are We Really Calculable? 56Chapter 2 Introduction to Machine Learning 59Three Reasons Data Scientists Should Read This Chapter 59Every Reason Marketing Professionals Should ReadThis Chapter 60We Think We’re So Smart 60Define Your Terms 61All Models Are Wrong 62Useful Models 64Too Much to Think About 66Machines Are Big Babies 68Where Machines Shine 69Strong versus Weak AI 71The Right Tool for the Right Job 72Make Up Your Mind 88One Algorithm to Rule Them All? 89Accepting Randomness 92Which Tech Is Best? 94For the More Statistically Minded 94What Did We Learn? 101Chapter 3 Solving the Marketing Problem 103One-to-One Marketing 105One-to-Many Advertising 107The Four Ps 108What Keeps a Marketing Professional Awake? 109The Customer Journey 111We Will Never Really Know 111How Do I Connect? Let Me Count the Ways 114Why Do I Connect? Branding 117Marketing Mix Modeling 119Econometrics 121Customer Lifetime Value 121One-to-One Marketing—The Meme 122Seat-of-the-Pants Marketing 123Marketing in a Nutshell 124What Seems to Be the Problem? 126Chapter 4 Using AI to Get Their Attention 128Market Research: Whom Are We After? 128Marketplace Segmentation 131Raising Awareness 141Social Media Engagement 155In Real Life 158The B2B World 158Chapter 5 Using AI to Persuade 165The In-Store Experience 168On the Phone 178The Onsite Experience—Web Analytics 179Merchandising 186Closing the Deal 188Back to the Beginning: Attribution 193Chapter 6 Using AI for Retention 200Growing Customer Expectations 200Retention and Churn 202Many Unhappy Returns 204Customer Sentiment 208Customer Service 209Predictive Customer Service 216Chapter 7 The AI Marketing Platform 218Supplemental AI 218Marketing Tools from Scratch 221A Word about Watson 224Building Your Own 230Chapter 8 Where Machines Fail 232A Hammer Is Not a Carpenter 232Machine Mistakes 235Human Mistakes 241The Ethics of AI 247Solution? 258What Machines Haven’t Learned Yet 260Chapter 9 Your Strategic Role in Onboarding AI 262Getting Started, Looking Forward 264AI to Leverage Humans 272Collaboration at Work 274Your Role as Manager 276Know Your Place 282AI for Best Practices 286Chapter 10 Mentoring the Machine 289How to Train a Dragon 290What Problem Are You Trying to Solve? 291What Makes a Good Hypothesis? 294The Human Advantage 297Chapter 11 What Tomorrow May Bring 305The Path to the Future 307Machine, Train Thyself 308Intellectual Capacity as a Service 308Data as a Competitive Advantage 310How Far Will Machines Go? 316Your Bot Is Your Brand 319My AI Will Call Your AI 321Computing Tomorrow 325About the Author 327Index 329

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