 Название: The A.I. Marketer (Artificial Intelligence)
Автор: Andrew W. Pearson
Издательство: Independently published
Серия: Artificial Intelligence (Book 1)
Год: 2019
Страниц: 432
Язык: английский
Формат: azw3, epub
Размер: 10.5 MB
We seem to be living in the age of A.I. Everywhere you look, companies are touting their most recent A.I., machine learning, and deep learning breakthroughs, even when they are far short of anything that could be touted as a “breakthrough.” “A.I.” has eclipsed “Blockchain” and “Crypto” as the buzzword of today. Indeed, one of the best ways to raise VC funding is to stick ‘AI’ or ‘ML’ at the front of your prospectus and “.ai” at the end of your website. Separating fact from fiction is more important than it has ever been.
The A.I. Marketer breaks down A.I., machine learning, and deep learning into five unique use cases—sound, time series, text, image, and video—and also reveals how marketing executives can utilize this powerful technology to help them more finely tune their marketing campaigns, better segment their customers, increase lead generation, and foster strong customer loyalty. Today, “Personalization”—the process of utilizing mobile, social, geo-location data, web morphing, context and even affective computing to tailor messages and experiences to an individual interacting with them—is becoming the optimum word in a radically new customer intelligence environment.
The A.I. Marketer explains this complex technology in simple to understand terms and then shows how marketers can utilize the psychology of personalization with A.I. to both create more effective marketing campaigns as well as increase customer loyalty. Pearson shows companies how to avoid Adobe’s warning of not using industrial-age technology in the digital era. Pearson also reveals how to create a platform of technology that seamlessly integrates EDW and real-time streaming data with social media content. Analytical models and neural nets can then be built on both commerical and open source technology to better understand the customer, thereby strengthening the brand and, just as importantly, increasing ROI.
Contents:
ACKNOWLEDGMENT xi
PREFACE xiii
CHAPTER ONE: INTRODUCTION 1
ML + DL 12
So, what is a Neural Net? 28
Current State of AI 37
A.I. Dilemma 41
A.I. + Social 44
Conclusion 50
CHAPTER TWO: PERSONALIZATION 61
Overview 61
Personal shopping 81
Website Morphing 85
Affective Computing 91
Customer Relationship Management (CRM) 97
Customer Loyalty 108
Customer Lifecycle 118
Engagement and Loyalty Platform 123
Geofencing Applications 126
Gamification 131
Natural Language Processing 134
Creating a market for feedback 136
Reducing Search Friction with A.I. 138
Conclusion 139
CHAPTER THREE: A.I. + ANALYTICS 149
Overview 149
Data Mining 150
Customer Analytics 154
Types of Analytics 160
Analytical Models 165
Decision Trees 165
k-Means Cluster 167
k-Nearest Neighbors 169
Logistic Regression 170
A/B Testing 172
Time Series Model 176
Discriminant Analysis 178
Survival or Duration Analysis 179
Swarm Intelligence 181
Analytical + A.I. Models 181
Customer Segmentation 181
Customer Acquisition Model 185
Recency-Frequency-Monetary (RFM) Models 186
Propensity to Respond Model 188
Customer Conversion Model 189
Customer Lifetime Value (CLV) 190
Customer Churn Model 191
Optimizing Marketing Offers 193
Lookalike Marketing 193
Chronological View of a Marketer’s Analytics Implementation 196
Edge Analytics 197
Sentiment Analysis 198
Clickstream Analysis 201
Location Analytics 206
Conclusion 207
CHAPTER FOUR: MARKETING 213
Overview 213
Psychology of Personalization 217
Digital Interactive Marketing: Five Paradigms 230
SEO 232
Content Intelligence 237
Measurement 243
Conclusion 246
CHAPTER FIVE: SOCIAL A.I. 251
Overview 251
The Four Steps of Social Media 257
Six Types of Social Media 260
Collaborative Projects 261
Blogs 263
Microblogs 265
Content Communities 267
Instagram 268
Social Networks 270
WeChat 271
Virtual Game Worlds 274
Virtual Social Worlds 274
Psychometrics 277
Social Media Analytics 282
Social Media Monitoring 286
Conclusion 290
CHAPTER SIX: UNIFIED ANALYTICS 297
Overview 297
Data Governance 298
Hadoop 304
Chips 311
GPUs 312
Deep Learning Frameworks 315
TensorFlow 316
Caffe2 319
Torch 319
Keras 320
Pytorch 320
Deeplearning4j 321
Streaming Analytics 321
Comparison of Stream Processing Services 326
Internet of Things 330
Augmented and Virtual Reality 336
Conclusion 338
CHAPTER SEVEN: THE A.I. MARKETER 343
Overview 343
Text 347
Chatbots 349
Sentiment Analysis 353
Sentiment Analysis Tools 355
Augmented Search 360
Image 361
Facial Recognition 362
Image Search 367
Video 369
Audio 371
Voice Activated Internet 372
Programmatic Advertising 377
Customer Journey 380
Listening 381
Rules Engine 386
Automation 387
Moderation 387
Messaging 388
Data & Analytics 396
The Future 400
ABOUT THE AUTHOR 409
INDEX 412
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