Building AI Driven Marketing Capabilities: Understand Customer Needs and Deliver Value Through AI

This book provides insight into technologies that offer competitive advantage in marketing. These technologies can help us with describing and predicting customer behavior with the help of analytics, designing of radical products, creating of meaningful value, optimization of distribution, informing and promoting solutions, and making marketing more effective overall by aligning marketing with business goals.
A range of technologies, such as analytics, big data, artificial intelligence, IoT, machine learning are expected to transform future businesses. Understanding customer needs, matching them to solutions and delivering value can all be dramatically optimized with the help of technology. Businesses need to realize that AI has already made inroads in marketing and can be expected to wield its influence across functional areas in the foreseeable future. The business world is headed towards acceptance of technology to synthesize knowledge by interpreting diverse information and facilitating decision making.

This book is an attempt to reflect deployment of technologies across businesses and sectors. As the functional discipline comes together, harnessing a gamut of technologies becomes indispensable to deliver a superior customer experience and driving profits. Marketers should thus adopt the concepts of openness, convergence, and creation of value through new emerging technologies. A resultant hyper connected market will thus have to adopt innovative changes in its existing processes and services. The proposed book offers its readers an insight into technological interventions in various aspects of marketing domain. From understanding various technologies as an enabler to marketing efforts and its impact on decision making and mapping of various facets of customer experience, this book is recommended for marketers and learners to understand the advantages of using technology.

What You Will Learn

The developments and applications of Artificial Intelligence in marketing
The precise, practical framework necessary to discover, utilize, and embrace AI potential to optimize the outcomes for company growth
Automation and optimization of media planning through AI

Who This Book is For

The book is designed for marketers, academicians, business professionals, data scientists, practitioners, and researchers.

本書提供了洞察力，介紹了在市場營銷中提供競爭優勢的技術。這些技術可以幫助我們通過分析來描述和預測客戶行為，設計激進的產品，創造有意義的價值，優化分銷，提供信息和推廣解決方案，並通過將營銷與業務目標相結合，使營銷更加有效。

一系列的技術，如分析，大數據，人工智能，物聯網，機器學習等，預計將改變未來的業務。通過技術的幫助，可以大大優化理解客戶需求，將其與解決方案匹配並提供價值。企業需要意識到人工智能已經在營銷中取得了一定的成就，並且可以預期在可預見的未來在各個功能領域發揮影響力。商業世界正朝著接受技術來綜合知識、解釋多樣信息並促進決策的方向發展。

本書試圖反映技術在各個業務和行業中的應用。隨著功能學科的結合，利用各種技術成為提供卓越客戶體驗和推動利潤的不可或缺的手段。因此，營銷人員應該通過新興技術的開放性、融合性和創造價值的概念來採用這些技術。因此，一個超連接的市場將不得不對其現有的流程和服務進行創新性的改變。本書提供給讀者對市場營銷領域各個方面的技術干預的洞察力。從將各種技術作為營銷努力的促進因素，到其對決策的影響和對客戶體驗各個方面的映射，本書推薦給營銷人員和學習者，以了解使用技術的優勢。

你將學到什麼：
- 人工智能在營銷中的發展和應用
- 發現、利用和擁抱人工智能潛力以優化公司增長結果所需的精確、實用框架
- 通過人工智能實現媒體計劃的自動化和優化

本書適合營銷人員、學者、商業專業人士、數據科學家、從業人員和研究人員閱讀。

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.

Neha Zaidi 是Sharda大學商學院的市場學助理教授。她在學術和研究方面擁有超過10年的經驗，並曾與多個知名管理機構合作。她在旅遊、可持續營銷、社交媒體營銷和服務營銷等領域的研究中獲得了多個國際會議的研究獎項，並在Scopus索引和ABDC期刊上發表了研究論文和案例研究，這些領域仍然是她主要的研究興趣領域。

Mohit Maurya 在零售管理方面擁有博士學位，並在學術、研究、企業培訓和咨詢方面擁有近20年的經驗。他曾與NIILM管理研究中心、Siddaganga技術學院、Kirloskar高級管理研究所和ICFAI大學等多個機構合作。他在國內外知名期刊上發表了多篇研究論文。他曾在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.和Kirloskar Ebara Pumps Ltd.等多家公司培訓了超過1200名高管。

Simon Grima 教授是馬爾他大學經濟、管理和會計學院的副院長，保險和風險管理系的副教授，也是該校保險碩士和風險管理碩士學位以及保險本科學位計劃的協調人。他還是拉脫維亞大學商學、管理和經濟學院的教授，以及UNICATT米蘭的客座教授。他曾擔任馬爾他風險管理協會（MARM）和馬爾他合規官協會（MACO）的主席，分別在2013年至2015年和2016年至2018年期間。他還是公共風險管理組織（PRIMO）的科學教育委員會主席。他的研究重點是治理、監管和內部控制，他在金融服務、學術界和公共機構擁有超過30年的經驗。他曾擔任一些國際會議的聯合主席和科學計劃委員會成員，並擔任多個期刊和書系的主編、編輯和審稿人。他在2017年和2022年Emerald Literati Awards中被評為《金融監管與合規期刊》的優秀審稿人。此外，Simon還擔任金融服務公司的獨立董事，擔任風險、合規、採購、投資和審計委員會的成員，並擔任合規官、內部審計師和風險經理的職責。

Pallavi Tyagi 博士是印度北方邦Amity大學商業和金融學院的副教授。她在印度Rajasthan的Banasthali大學獲得MBA學位，並於2018年獲得人力資源管理博士學位，專注於員工授權和組織績效。Pallavi擁有12年的專業經驗。她在知名期刊上發表了各種案例研究和研究論文，並在各種國內外會議上發表論文。她擔任《全球管理與可持續發展期刊》（ISSN 2583-4460）的編輯。她的研究領域包括多樣性、公平和包容（DEI）、員工授權和社會企業。她與Emerald和Rivers等國際出版商合作編輯了多本書籍。她還擁有多項專利和版權。