Machine Age of Customer Insight

Häftad, Engelska, 2021

AvMartin Einhorn,Michael Löffler,Emanuel de Bellis,Andreas Herrmann,Pia Burghartz

539 kr

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We are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities.The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age.The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.

Produktinformation

Utgivningsdatum2021-03-15
Mått171 x 248 x 14 mm
Vikt444 g
FormatHäftad
SpråkEngelska
Antal sidor240
FörlagEmerald Publishing Limited
ISBN9781839096976

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Martin Einhorn is Director of Customer Evaluation and Analytics at Porsche and lecturer at Sigmund Freud University Vienna.Michael Löffler is Vice President for Sales Planning and Strategy at Porsche, leading several departments responsible for sales and marketing strategy, worldwide training, organizational development, and innovation.Emanuel de Bellis is Assistant Professor of Marketing at the University of Lausanne. His research explores how consumers perceive and use autonomous products and other AI-based technologies.Andreas Herrmann is Director for Marketing and Research Methods at the Institute for Customer Insight at the University of St. Gallen and Visiting Professor at the London School of Political Science.Pia Burghartz is a PhD candidate and research associate at the Institute for Customer Insight at the University of St. Gallen. Her research deals with consumers' acceptance of autonomous driving and shared mobility.

Introduction; Martin Einhorn, Michael Löffler, Emanuel de Bellis, Andreas Herrmann, and Pia BurghartzChapter 1. Transformation of Customer Insights; Martin Einhorn and Michael LöfflerChapter 2. Intelligent Applications in the Modern Sales Organization; Gilberto Picareta, Martin Kloehn, and Eugenie WeissheimChapter 3. Voice and Facial Coding in Market Research; Niels Neudecker, Deepak Varma, David Wright, and Robert PowellChapter 4. Machine-Driven Content Marketing; Javiera M. Guedes, Akinbami Akinwale, and María Requemán Fontecha Chapter 5. Leveraging Customer Insights with 5G; Marco OttawaChapter 6. Overview of Machine Learning Tools; Brett LantzChapter 7. Neural Networks and Deep Learning; Hongming Wang, Ryszard Czerminski, and Andrew C. JamiesonChapter 8. Classification Using Decision Tree Ensembles; Jochen HartmannChapter 9. Text Analytics and Natural Language Processing; Ted KwartlerChapter 10. A Step-By-Step Guide for Data Scraping; Reto HofstetterChapter 11. Data Privacy: A Driver for a Competitive Advantage; Timo Jakobi, Max von Grafenstein, and Thomas SchildhauerChapter 12. Data Collection: Welcome to the Experience Economy; David MingleChapter 13. Data Growth: Generating Business Value with Cloud Services; Gerrit KazmaierChapter 14. Data Competitions: Crowdsourcing With Data Science Platforms; Jenny Lena ZimmermannChapter 15. Data Processing: Kontosensor as an Application of Predictive Analytics; Raimund Blache, Lars Fetzer, René Michel, and Tobias von MartensChapter 16. Data Visualization: The Power of Storytelling; Ted Frank