Artificial Intelligence for Marketing

A straightforward, non-technical guide to the next major marketing tool

Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way.

Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you:

• Speak intelligently about Artificial Intelligence and its advantages in marketing
• Understand how marketers without a Data Science degree can make use of machine learning technology
• Collaborate with data scientists as a subject matter expert to help develop focused-use applications
• Help your company gain a competitive advantage by leveraging leading-edge technology in marketing

Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.

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.

Big data, the Internet of Things, and social media have all forever changed the art and science of marketing--and 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 optimization--complete 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.

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 Sternes 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 doesnt happen without well-structured and documented data so I have dedicated my sixth company, data.world, to that mission. Im 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 Sternes 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 ones surroundings, know ones preferences from past behavior, and subtly guide people and machines through their daily lives in ways that will truly feel seamless. Jims 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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