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

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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.
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Keywords: Big Data; analytics; artificial intelligence; business intelligence; machine learning; predictive analytics

Document Type: Research Article

Publication date: November 1, 2017

More about this publication?
  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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