Machine learning and artificial intelligence use in marketing: a general taxonomy

Andrea Mauro (), Andrea Sestino () and Andrea Bacconi ()
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Andrea Mauro: University of Rome Tor Vergata
Andrea Sestino: University of Bari Aldo Moro
Andrea Bacconi: Ecole Polytechnique - HEC Paris

Italian Journal of Marketing, 2022, vol. 2022, issue 4, No 3, 439-457

Abstract: Abstract The emergence of consumer-generated data and the growing availability of Machine Learning (ML) techniques are revolutionizing marketing practices. Marketers and researchers are far from having a thorough understanding of the broad range of opportunities ML applications offer in creating and maintaining a competitive business advantage. In this paper, we propose a taxonomy of ML use cases in marketing based on a systematic review of academic and business literature. We have identified 11 recurring use cases, organized in 4 homogeneous families which correspond to the fundamentals leverage areas of ML in marketing, namely: shopper fundamentals, consumption experience, decision making, and financial impact. We discuss the recurring patterns identified in the taxonomy and provide a conceptual framework for its interpretation and extension, highlighting practical implications for marketers and researchers.

Keywords: Artificial intelligence; Analytics; Big Data; Machine learning; Marketing; Marketing analytics (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s43039-022-00057-w

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