Zaidi N., Maurya M., Grima S., Tyagi P. Building AI Driven Marketing Capabilities: Understand Customer Needs and Deliver Value Through AI

Apress Berkeley, 2023. — 340 p. — eBook ISBN: 978-1-4842-9810-7.Outlines a multi-dimensional perspective on moving from traditional marketing to AI-based marketing.
Highlights automated identification and profiling of customers and markets through AI.
Examines the role of interactive digital assistants in effective and smart communication with customers.This book provides insight into technologies that offer a competitive advantage in marketing. These technologies can help us with describing and predicting customer behavior with the help of analytics, designing radical products, creating meaningful value, optimizing distribution, informing and promoting solutions, and making marketing more effective overall by aligning marketing with business goals.A range of technologies, such as analytics, big data, artificial intelligence, IoT, and machine learning are expected to transform future businesses. Understanding customer needs, matching them to solutions, and delivering value can all be dramatically optimized with the help of technology. Businesses need to realize that AI has already made inroads in marketing and can be expected to wield its influence across functional areas in the foreseeable future. The business world is headed towards acceptance of technology to synthesize knowledge by interpreting diverse information and facilitating decision-making.This book is an attempt to reflect the deployment of technologies across businesses and sectors. As the functional discipline comes together, harnessing a gamut of technologies becomes indispensable to deliver a superior customer experience and drive profits. Marketers should thus adopt the concepts of openness, convergence, and creation of value through new emerging technologies. A resultant hyper-connected market will thus have to adopt innovative changes in its existing processes and services. The proposed book offers its readers an insight into technological interventions in various aspects of the marketing domain. From understanding various technologies as an enabler to marketing efforts and their impact on decision-making and mapping of various facets of customer experience, this book is recommended for marketers and learners to understand the advantages of using technology.What You Will Learn.The developments and applications of Artificial Intelligence in marketing.
The precise, practical framework necessary to discover, utilize, and embrace AI potential to optimize the outcomes for company growth.
Automation and optimization of media planning through AI.Who This Book is For.The book is designed for marketers, academicians, business professionals, data scientists, practitioners, and researchers.True PDF