- Series: Wiley and SAS Business Series
- Hardcover: 368 pages
- Publisher: Wiley; 1 edition (August 14, 2017)
- Language: English
- ISBN-10: 1119406331
- ISBN-13: 978-1119406334
- Product Dimensions: 6.1 x 1.1 x 8.9 inches
- Shipping Weight: 1.1 pounds (View shipping rates and policies)
- Average Customer Review: 14 customer reviews
- Amazon Best Sellers Rank: #243,845 in Books (See Top 100 in Books)
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Artificial Intelligence for Marketing: Practical Applications (Wiley and SAS Business Series) Hardcover – August 14, 2017
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From the Inside Flap
Big data, the Internet of Things, and social media have all forever changed the art and science of marketingand that's already old news. To even remain relevant in the near future, marketers need to provide personalized experiences at the speed and scale only automation can fulfill. Artificial Intelligence for Marketing provides marketers with a comprehensive introduction to the field of data science without requiring a background in advanced programming and mathematics.
Today's marketing decision-making happens in real time, every day, and artificial intelligence (AI) and machine learning (ML) give marketers a hands-free way to quickly and effectively respond to data from a customer or potential buyer and tailor fit a product and buying experience. Buyers on the fence can automatically receive special incentives to buy, and other customers can be directed to related products and services based on data-driven insight. This single resource brings you up to speed and fully prepares you to talk about and develop strategies for using AI and ML to increase revenue, lower costs, boost customer satisfaction, and expand the possibilities of how your organization engages its customers.
Author Jim Sterne is a world-recognized expert dedicated to showing marketers how to put data to work, and in this immediately useful guidebook, he brings sophisticated concepts in computer science within grasp. Through highly illustrative explanations specifically written for marketing applications, he takes you inside state-of-the-art solutions for econometrics, web analytics, social media, and search engine optimizationcomplete with rare case studies from the handful of companies operating today with tomorrow's competitive edge. This single resource changes the game by enabling you to:
- Gain a practical understanding of how AI and ML can skyrocket results of attracting, influencing, and retaining customers
- Bridge the gap between marketers and data scientists in a way that simplifies and encourages productive collaboration
- Position your organization to continuously learn more about its customers and potential buyers and use that knowledge to serve them better
Artificial Intelligence for Marketing puts the future of the industry at your fingertips.
From the Back Cover
PRAISE FOR ARTIFICIAL INTELLIGENCE FOR MARKETING
"Yes, AI is going to upend much of the marketing world too. Jim Sterne gives us a peek into that future, which is already happening."
Seth Godin, Author, Purple Cow
"The marketing we knew is about to disappear forever. AI is our future, and our present. Jim Sterne's latest should be required reading for every marketer in the world."
Jay Baer, President of Convince & Convert and author of Hug Your Haters
"Artificial Intelligence doesn't happen without well-structured and documented data so I have dedicated my sixth company, data.world, to that mission. I'm so glad that my long-time friend, Jim Sterne, has written a book to help introduce marketers to the possibilities."
Brett Hurt, CEO and Co-founder, data.world
"Confused about what the rise of Artificial Intelligence means for you, your marketing job, your organization? Luckily, we have Jim Sterne's practical, clear-eyed guide, shining a beacon of light through the murk."
Ann Handley, author of the Wall Street Journal bestseller Everybody Writes, and Chief Content Officer, MarketingProfs
"AI driven marketing ushers in a new era of mass personalization at scale. These marketing systems will sense one's surroundings, know one's preferences from past behavior, and subtly guide people and machines through their daily lives in ways that will truly feel seamless. Jim's latest book provides must-read, pragmatic advice on how marketers will use AI across all industries."
R. "Ray" Wang, Principal Analyst and Founder, Constellation Research, Inc.
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Along the way -- with a combination of wit and insightful anecdotes -- Sterne introduces the many moving parts when it comes to AI: the terminology, the technology, the human roles, and impending organizational and societal evolution. He does so through a mind-boggling number of excerpts from published articles, blog posts, and books, combined with interviews with numerous experts on different aspects of the material. Most importantly, he weaves all of that content together into a coherent explanation that links them back to the fundamentals of business and marketing and how the here-and-now will look quaint and simplistic in the not-too-distant future.
And, just when I started thinking, "But, how do I apply this to get from here to there?" he wraps up the book with three chapters of practical advice on that front. To quote Sterne quoting Scott Brinker quoting (with an "as reportedly said") W. Edwards Deming: “It is not necessary to change. Survival is not mandatory.” This book got me thinking that survival is absolutely the preferred option, but it will definitely require change, and that that change will be 60% exciting and 40% terrifying.
1. What is AI (and machine learning and other subsets of AI)? (chapter 2 on Machine Learning is must read, it clears up so many misconceptions)
2. What's the current status of AI in terms of scale and practical applications?
3. What are the pitfalls of AI and ML - both in practice and otherwise (training machines, as it turns out, is exceedingly difficult, especially machines designed to ultimately think for themselves).
Mr. Sterne also provides a beautiful survey of practical applications for the marketing function. In so doing, he addresses the myriad of problems faced by practitioners in an era where personalized experiences have become an expectation. And AI can help, no doubt about it. In particular, Mr. Sterne devotes great pages to:
1. Using AI to "get attention" - much of the focus here is on how AI can improve market segmentation, mapping customer journeys and building buyer personas
2. Using AI to persuade - my personal favorite section
3. Using AI to retain - love this, in that Mr. Sterne has now essentially provided an AI guide that tracks the funnel all the way down.
Additionally, the book addresses topics such as setting up an AI marketing interface, the role of the marketer as subject matter expert in onboarding a data expert, and finally, some predictions as to what comes next.
I enjoy very much reading posts about AI predictions and about 2018 as the "year of AI in marketing." That may be so. But I know for certain, those predictions would be benefit from reading "Artificial Intelligence for Marketing."
This is a volume that is an enjoyable cover-to-cover read but that will, in the future, be frequently referred to specific topics.
Strongly recommended and thanks to the author!
This is an easy to read book, requiring no prior knowledge of technology, stats or digital marketing, yet it manages to bring together some of the most important topics, leading examples and most promising start-ups. There's also a little bit of "what's going to happen next" at the end of the book.
You could either spend hundreds of hours searching the internet for all of this material or take advantage of all of Jim Sterne's research, contacts and engaging narrative style that will not only bring you up to speed, but also give you many practical examples of where you can use AI today - personally and across your business.
Like my friend Russell Walker did for Big Data, Po Bronson did for education, Atul Gawande did for medicine, David Brooks has done for character, and Angela Duckworth has done for Grit, Jim Sterne has helped us understand the reality of what we know today, how to think about it and leverage the insights.
If you have questions about this book or my review, please feel free to post comments and I'll do my best to answer them. This is a fascinating new area and the more we can share our thoughts, especially with people like Jim Sterne, the more we'll understand and the faster we can learn where and how to use these amazing new tools.
I purchased this book and have no affiliation with Jim Sterne or Wiley.