Leveraging decision-making AI within marketing operations transformation

Patrick C. Leary and Michael Misischia
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Patrick C. Leary: Vice President and User Experience Manager, AllianceBernstein, USA
Michael Misischia: AllianceBernstein, USA

Journal of AI, Robotics & Workplace Automation, 2023, vol. 2, issue 2, 115-120

Abstract: Artificial intelligence (AI) digital marketing assists marketing executives in the analysis of targeted audiences and personalising service offerings to customers. The use of data metrics and advanced predictive analytics helps to build efficiently a holistic understanding of targeted customer leads as well as aiding businesses, regardless of size, to run successful digital campaigns focused on targeted audience groups. This paper explores the foundation of targeted AI approaches and areas of potential integration. There is ever-increased opportunity to improve upon digital marketing transformation, being mindful of tailoring an overall strategic approach to speak to business and stakeholder needs as well as in how best to syndicate with multiple discipline teams.

Keywords: marketing operations; artificial intelligence (AI); big data; automation; user experience (UX); transformation (search for similar items in EconPapers)
JEL-codes: G2 M15 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:airwa0:y:2023:v:2:i:2:p:115-120

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