Machine Learning in Marketing
Customer data growth, new methods, and myriad of applications
(Sprache: Englisch)
Marketing paradigm is becoming customer centric. Every day billions of interactions and transactions occur, generating huge quantities of data. Customers are analysed though the lenses of marketing, with the data that those organizations record, integrate...
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Marketing paradigm is becoming customer centric. Every day billions of interactions and transactions occur, generating huge quantities of data. Customers are analysed though the lenses of marketing, with the data that those organizations record, integrate and manage. Today analytical tools include new statistical learning developments, such as machine learning, to generate new models gaining customer insights and supporting marketing decisions. A review of recent research in marketing showed a wide variety of case studies using machine learning methods from customer acquisition analysis, to customer development and customer retention issues. Machine learning models are able to process large data sets, including structured and unstructured data, for prediction and feature extraction models. In an environment where Artificial Intelligence is taking on a large part of the analytical work, companies should consider integrating these methodologies and tools into their marketing teams.
Autoren-Porträt von José M. Ramos-Henriquez
Ramos-Henriquez, José M.Jose M. Ramos-Henriquez is an Adjunct Professor of Marketing, Dept. Business Administration and Economic History, University of La Laguna. He holds a PhD in Marketing (University of La Laguna), and a MSc. in Telecommunication Engineering (Polytechnic Univ. Madrid). He worked for a decade in Accenture. His research focuses on Service Marketing.
Bibliographische Angaben
- Autor: José M. Ramos-Henriquez
- 2021, 96 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 6203202010
- ISBN-13: 9786203202014
Sprache:
Englisch
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