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

Korey Thurber
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Korey Thurber: Harte Hanks, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 199-205

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.

Keywords: machine learning; artificial intelligence; analytics; Big Data; predictive analytics; business intelligence (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:3:p:199-205

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