A. K. Pradeep, Andrew Appel, Stan Sthanunathan

AI for Marketing and Product Innovation

Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales

• Gebundenes Buch

Produktbeschreibung

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.
_ Understand AI and ML technology in layman's terms
_ Harness the twin technologies unparalleled power to transform marketing
_ Learn which skills and resources you need to use AI and ML effectively
_ Employ AI and ML in ways that resonate meaningfully with customers
_ Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI

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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Produktdetails

• Verlag: Wiley / Wiley & Sons
• Artikelnr. des Verlages: 1W119484060
• 1. Auflage
• Seitenzahl: 272
• Erscheinungstermin: 18. Januar 2019
• Englisch
• Abmessung: 240mm x 159mm x 25mm
• Gewicht: 466g
• ISBN-13: 9781119484066
• ISBN-10: 1119484065
• Artikelnr.: 52423962

Autorenporträt

DR. A.K. PRADEEP is the Founder/CEO of machineVantage, a startup applying AI and Machine Learning to some of the most challenging marketing problems. Dr. Pradeep's clients during his career have ranged from Unilever to Coca-Cola, Nissan, Google, Facebook, Mondelez, Pepsi-Cola, Clorox, and dozens more. He is the author of The Buying Brain, also from Wiley. ANDREW APPEL is President and CEO of IRI, a global leader in technology solutions and services for consumer, retail and media companies and was previously a McKinsey senior partner. IRI works with some of the world's leading brands, retailers and media organizations including Anheuser-Busch InBev, Conagra, PepsiCo, Kroger, Costco and Walgreens as well as Google, Facebook and OmniCom Group, among other global companies. STAN STHANUNATHAN is the Global EVP of Consumer and Market Insights for Unilever, one of the world's largest and most successful consumer packaged goods companies.

Inhaltsangabe

Preface xiii

Acknowledgments xvii

Introduction xix

1 Major Challenges Facing Marketers Today 1

Living in the Age of the Algorithm 3

2 Introductory Concepts for Artificial Intelligence and Machine Learning for Marketing 7

Concept 1: Rule-based Systems 8

Concept 2: Inference Engines 10

Concept 3: Heuristics 11

Concept 4: Hierarchical Learning 12

Concept 5: Expert Systems 14

Concept 6: Big Data 16

Concept 7: Data Cleansing 18

Concept 8: Filling Gaps in Data 19

Concept 9: A Fast Snapshot of Machine Learning 19

Areas of Opportunity for Machine Learning 22

3 Predicting Using Big Data - Intuition Behind Neural Networks and Deep Learning 29

Intuition Behind Neural Networks and Deep Learning Algorithms 29

Let It Go: How Google Showed Us That Knowing How to Do It Is Easier Than Knowing How You Know It 37

4 Segmenting Customers and Markets - Intuition Behind Clustering, Classification, and Language Analysis 45

Intuition Behind Clustering and Classification Algorithms 45

Intuition Behind Forecasting and Prediction Algorithms 54

Intuition Behind Natural Language Processing Algorithms and Word2Vec 61

Intuition Behind Data and Normalization Methods 70

5 Identifying What Matters Most - Intuition Behind Principal Components, Factors, and Optimization 77

Principal Component Analysis and Its Applications 78

Intuition Behind Rule-based and Fuzzy Inference Engines 83

Intuition Behind Genetic Algorithms and Optimization 87

Intuition Behind Programming Tools 92

6 Core Algorithms of Artificial Intelligence and Machine Learning Relevant for Marketing 99

Supervised Learning 100

Unsupervised Learning 102

Reinforcement Learning 105

7 Marketing and Innovation Data Sources and Cleanup of Data 107

Data Sources 108

Workarounds to Get the Job Done 112

Cleaning Up Missing or Dummy Data 113

8 Applications for Product Innovation 119

Inputs and Data for Product Innovation 120

Analytical Tools for Product Innovation 122

Step 1: Identify Metaphors - The Language of the Non-conscious Mind 123

Step 2: Separate Dominant, Emergent, Fading, and Past Codes from Metaphors 124

Step 3: Identify Product Contexts in the Non-conscious Mind 125

Step 4: Algorithmically Parse Non-conscious Contexts to Extract Concepts 126

Step 5: Generate Millions of Product Concept Ideas Based on Combinations 126

Step 6: Validate and Prioritize Product Concepts Based on Conscious Consumer Data 127

Step 7: Create Algorithmic Feature and Bundling Options 128

Step 8: Category Extensions and Adjacency Expansion 129

Step 9: Premiumize and Luxury Extension Identification 130

9 Applications for Pricing Dynamics 131

Key Inputs and Data for Machine-based Pricing Analysis 132

A Control Th eoretic Approach to Dynamic Pricing 135

Rule-based Heuristics Engine for Price Modifi cations 136

10 Applications for Promotions and Offers 139

Timing of a Promotion 141

Templates of Promotion and Real Time Optimization 143

Convert Free to Paying, Upgrade, Upsell 144

Language and Neurological Codes 145

Promotions Driven by Loyalty Card Data 147

Personality Extraction from Loyalty Data - Expanded Use 148

Charity and the Inverse Hierarchy of Needs from Loyalty Data 149

Planogram and Store Brand, and Store-Within-a-Store Launch from Loyalty Data