Building AI Driven Marketing Capabilities

ISBN-13: 9781484298091 / Miękka / 2023 / 368 str.

Pallavi Tyagi

Spis treści

1. From Data to Action: Leveraging AI in marketing

1.1 AI & Marketing: Core Elements 

1.2 Unleashing AI driven competitive advantage through IoT and Big Data Analytics

1.3 Challenges of using AI technologies in the area of Marketing

1.4 Core benefits of AI Marketing

1.5 AI and future of Marketing

               2. Informed Data driven decision making 

2.1 Using Big data analytics for market intelligence

2.2 Application of Big data analytics to marketing mix elements

2.3 AI led Cognitive Data Quality Management

2.4 AI-enabled marketing decisions

               3. AI Marketing & Predicting Consumer Choices

3.1 The value of social media for Improving Customer Engagement

3.2 Optimizing marketing value, retention, customer satisfaction and loyalty

3.3 Strategic applications of AI in different stages of customer journey

3.4 AI in segmentation, targeting and positioning

3.5 Internet trends and customer sentiment analysis

              4. Unlocking Data in understanding Customers

4.1 Customer Analytics

4.1.1 Descriptive Customer Analytics

4.1.2 Predictive Customer Analytics

4.1.3 Prescriptive Customer Analytics

4.2 Marketing Analytics: AI for Data Driven Marketing

4.3 Customer Data Visualization & Information Management

4.4 Mapping Customer Journey through big data analytics

             5. Improving Experiences and Customer Satisfaction with AI

5.1 AI and Product Life Cycle Management (PLM)

5.2 Opportunities and Challenges of applying AI for PLM

5.3 AI and granular personalization

5.4 Use of AI to provide each segment of a target with tailored content

             6. Value Creation & Value Capture with Artificial Intelligence

6.1 Role of AI in optimizing Pricing

6.2 Optimizing marketing value, retention and loyalty

6.3 XR on value co-creation and customer engagement

6.4 Creating value with data analytics

6.5 Customer Value Modelling

6.6 Marketing intelligence for optimal marketing return

6.7 Creating value with data analytics

             7. Reliable & Profitable AI driven Distribution

7.1 Using AI for Distribution Process Management

7.2 Smart Distribution

7.3 Prediction of consumer behavior and improving lead generation

7.4 Optimizing sales territory design with AI

7.5 AI based delivery system

7.6 AI integrated Logistics, inventory management, warehousing and transportation 

            8. Artificial Intelligence driven Promotions and Social Networking

8.1 Network Modelling, Visualization and Analyzing Tools

8.2 Role of Centrality in Social Networks: Influencer Marketing

8.3 Sentiment Analysis and Public Opinion Mining

8.4 Review Mining and Rating

8.5 Big Data & scalability in Social Networks

8.6 AI powered Chatbots and conversational experiences

8.7 Propensity modelling for advertisement targeting and lead scoring

8.8 Advertising Optimization & Viral Effects

8.9 Fake News, Misinformation & Rumor Detection

            9. Optimizing the future of Digital Marketing with A.I.

9.1 Enhancing Interactive User Experience with AI

9.2 Content Creation & Curation with AI

9.3 Aligning marketing metrics with business goals

9.4 Web analytics for digital marketing

             10. Ethics of Artificial Intelligence for Marketing

10.1 Dark side of AI in Marketing

10.1.1      Consumers’ data protection rights

10.1.2       Concerns about AI-enabled marketing decisions 

10.1.3      Legal Concerns and Compliance issues

10.2 Piracy, Security and Consumerism

10.3 Ethical, Moral & Societal Challenges of AI

             11. Case Studies on applications of AI

11.1 AI driven cyber security and privacy

11.2 Applications of AI in health care

11.3 Applications of AI in tourism

11.4 Applications of AI in manufacturing

11.5 Applications of AI in finance

O autorze

Neha Zaidi is an Assistant Professor of Marketing at the School of Business Studies, Sharda University. She more than 10 years of experience in academics and research and has worked with several reputed management institutions. She has received awards for her research at various international conferences and has published research papers and case studies in  Scopus-indexed and ABDC journals in the areas of travel and tourism, sustainable marketing, social media marketing, and services marketing which remain her prime interest domains of research. 

 Mohit Maurya has a Ph.D. in Retail Management and has almost two decades of experience in academics, research, corporate training and consulting. Some of his previous associations were with the NIILM Centre for Management Studies, Siddaganga Institute of Technology, Kirloskar Institute of Advanced Management Studies, and ICFAI University. He has published several research papers in national and international Journals of repute. He has trained over 1200 executives at various companies like JSW Steel Ltd., Wadhawan Food Retail, Aditya Birla Retail Ltd., Trident Powercraft Private Ltd., GMR Infra., Adecco India, Seminis, Monsanto Agro, Kirloskar Brothers Ltd., Kirloskar Oil Engines Limited, Kirloskar Pneumatic Co. Ltd., and Kirloskar Ebara Pumps Ltd.

Professor Simon Grima is the Deputy Dean of the Faculty of Economics, Management and Accountancy, Associate Professor, and the Head of the Department of Insurance and Risk Management at the University of Malta. There, he coordinates the MA and MSc Insurance and Risk Management degrees together with the Undergrad degree programs in Insurance. Simon is also a Professor at the University of Latvia, Faculty of Business, Management and Economics and a visiting Professor at UNICATT, Milan. He served as the President of the Malta Association of Risk Management (MARM) and President of the Malta Association of Compliance Officers (MACO) between 2013 and 2015 and 2016 and 2018 respectively. He is also the chairman of the Scientific Education Committee of the Public Risk Management Organization (PRIMO).  His research focus is on governance, regulations, and internal controls, and he has over 30 years of experience in financial services, academia, and public entities. He has acted as co-chair and is a member of the scientific program committee on some international conferences and is a chief editor, editor and review editor of several journals and book series. He named outstanding reviewer for The Journal of Financial Regulation and Compliance in the 2017 and 2022 Emerald Literati Awards. Additionally, Simon acts as an independent director for financial services firms, sits on risk, compliance, procurement, investment, and audit committees, and carries out duties as a compliance officer, internal auditor and risk manager.

Dr. Pallavi Tyagi is an Associate Professor at the Amity College of Commerce and Finance, Amity University Uttar Pradesh, Noida, India. She has earned her MBA degree from Banasthali University, Rajasthan, India. She earned a Doctor of Philosophy degree in Human Resource Management with a concentration on Employee empowerment and organization performance in 2018. Pallavi has 12 years of professional experience. She has published various case studies and research papers in reputed journals and presented papers at various national and international conferences. She serves as an Editor of The Global Journal of Management and Sustainability (ISSN 2583-4460). Her areas of interest include diversity, equity, and inclusion (DEI), employee empowerment and social entrepreneurship. She has edited various books with international publishers such as Emerald and Rivers Publishers. She also has several patents and copyrights to her credit.