2019 journal article

Letting the Computers Take Over: Using AI to Solve Marketing Problems

CALIFORNIA MANAGEMENT REVIEW, 61(4), 156–185.

co-author countries: Australia πŸ‡¦πŸ‡Ί Spain πŸ‡ͺπŸ‡Έ Netherlands πŸ‡³πŸ‡± United States of America πŸ‡ΊπŸ‡Έ
author keywords: artificial intelligence; analytics; marketing; social networks; social media
Source: Web Of Science
Added: July 29, 2019

Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.