E-Book Overview
AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management.
This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level.
With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you:
• how customer and market potential can be automatically identified and profiled;
• how media planning can be intelligently automated and optimized with AI and Big Data;
• how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter;
• how you can optimize Customer Journeys based on Algorithmics and AI; and
• how to conduct market research in more efficient and smarter way.
A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors.
E-Book Content
AI in
MARKETING, SALES and SERVICE How Marketers without a Data Science Degree can use AI, Big Data and Bots
Peter Gentsch
AI in Marketing, Sales and Service
Peter Gentsch
AI in Marketing, Sales and Service How Marketers without a Data Science Degree can use AI, Big Data and Bots
Peter Gentsch Frankfurt, Germany
ISBN 978-3-319-89956-5 ISBN 978-3-319-89957-2 (eBook) https://doi.org/10.1007/978-3-319-89957-2 Library of Congress Control Number: 2018951046 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Andrey Suslov/iStock/Getty Cover design by Tom Howey This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Contents
Part I AI 101 1 AI Eats the World 3 1.1 AI and the Fourth Industrial Revolution 3 1.2 AI Development: Hyper, Hyper… 5 1.3 AI as a Game Changer 6 1.4 AI for Business Practice 8 Reference 9 2 A Bluffer’s Guide to AI, Algorithmics and Big Data 11 2.1 Big Data—More Than “Big” 11 2.1.1 Big Data—What Is Not New 12 2.1.2 Big Data—What Is New 12 2.1.3 Definition of Big Data 12 2.2 Algorithms—The New Marketers? 14 2.3 The Power of Algorithms 15 2.4 AI the Eternal Talent Is Growing Up 17 2.4.1 AI—An Att