AI in Marketing, Sales and Service

How Marketers without a Data Science Degree can use AI, Big Data and Bots

Peter Gentsch (Autor)

Buch | Softcover

XIX, 271 Seiten

2019 | 1. Softcover reprint of the original 1st ed. 2019
Springer International Publishing (Verlag)
978-3-030-07904-8 (ISBN)

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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.

Peter Gentsch is a serial entrepreneur and expert in Digital Management, AI and Big Data. He is also the holder of the Chair for International Business Administration at Aalen University, where he focuses on Marketing, e-Business and Data Science. He is the author of numerous publications in Germany and internationally and a keynote speaker on the subjects of digital business transformation and innovation management. Along with Lufthansa, he was jointly awarded the Innovation Prize of the German Market Research Society in 2010. Together with Deutsche Post / DHL, he won the International Digital Communication Award in 2011 and the German prize for online communication in 2014. Peter Gentsch continues to lead the Digital Excellence Circle group which he founded in 2010. The exclusive grouping includes companies such as Audi, BMW, Bosch, Daimler, Disney, Deutsche Post, Lufthansa, Microsoft, Deutsche Telekom and Otto Group.

1 AI eats the World.- 2 A Bluffer's Guide to AI, Algorithmics and Big Data.- 3 AI Business: Framework and Maturity Model.- 4 Conversational AI: How (Chat) Bots will reshape the Digital Experience.- 5 AI Best and Next Practices.- 6 Conclusion and Outlook: Algorithmic Business - Quo Vadis?.

"Every chief executive must be thinking about how to apply AI to their company. But, lacking the necessary knowledge, they don't know how to start. This book comes to the rescue. It uses real-life cases to explain how AI can help businesses. ... This book aims to introduce AI to marketers who do not have a data science or AI degree." (R. S. Chang, Computing Reviews, March 10, 2020)

Erscheinungsdatum	29.01.2019
Zusatzinfo	XIX, 271 p. 64 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	450 g
Themenwelt	Mathematik / Informatik ► Informatik ► Datenbanken
	Informatik ► Theorie / Studium ► Künstliche Intelligenz / Robotik
	Mathematik / Informatik ► Mathematik ► Finanz- / Wirtschaftsmathematik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	algorithmic strategy • Big Data • Business Analytics • Chatbots • Data Mining • Digital Marketing • digitization • machine learning • Maturity Model
ISBN-10	3-030-07904-X / 303007904X
ISBN-13	978-3-030-07904-8 / 9783030079048
Zustand	Neuware