Название: AI for Marketers: An Introduction and Primer, 3rd Edition
Автор: Christopher S. Penn
Издательство: Trust Insights, Inc.
Год: 2021
Страниц: 188
Язык: английский
Формат: pdf, epub
Размер: 23.0 MB

The march of Artificial Intelligence (AI) is relentless, and in marketing, nearly every software vendor is promising it in some fashion. But what does AI truly mean, and how does it apply to your work?

In this expanded and improved third edition, marketers will learn even more examples and applications of AI as it applies to modern marketing. From attribution analysis to topic modeling to forecasting, learn how AI is already impacting the work you do and how it will change the fundamentals of marketing.

You'll also learn how to prepare your company or organization for AI, how to prepare your career for AI (and whose jobs are most at risk), and the many, many things AI cannot do - and probably won't for some time.

Sometimes, we’re looking for a known outcome. If, for example, we’re using machine learning to find photos on Instagram of our logo, we have a clear outcome, a known result. We know what our logo looks like, so our machine learning efforts will focus on training the machine to recognize our logo in all sorts of conditions. This is a branch of machine learning called supervised learning.

Sometimes, we don’t know what outcome we’re looking for. Instead, we need to know what sort of data we have. Imagine a box full of data - we’d want to understand what’s in the box. For example, at the start of this book we referenced that there are, on average, more than a quarter million news stories every day. What are those stories about? What topics, people, events, etc. makes up those quarter million stories? We don’t know what we’re looking for, but we do know we want to organize the data so we can better understand and analyze it. Our machine learning efforts will focus on that kind of organization; this branch of machine learning is called unsupervised learning.

When you're done reading this book, you'll have a strong sense of what's possible with AI and machine learning when it comes to marketing, a blueprint for how to integrate it into your company, and perhaps even a desire to try it out for yourself. You'll be able to see through AI sales pitches from vendors and talk a little bit of shop with data scientists and AI engineers.