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More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing

Author

Listed:
  • Thurber, Korey

    (Harte Hanks, USA)

Abstract

With the rise of data creation, channel proliferation and technologies, today’s marketers struggle to find actionable insights to optimise their marketing spend. In the past few years, machine learning — a form of artificial intelligence — has come to the marketer’s aid by finding patterns, deriving insights and making predictions from tremendous amounts of data. This paper analyses machine-learning capabilities, providers and applicability as they relate to marketing.

Suggested Citation

  • Thurber, Korey, 2017. "More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(3), pages 199-205, August.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:3:p:199-205
    as

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    More about this item

    Keywords

    machine learning; artificial intelligence; analytics; Big Data; predictive analytics; business intelligence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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