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More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing
Applied Marketing Analytics: The Peer-Reviewed Journal,
3
(3),
199-205
(2017)
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
The full article is available to subscribers to the journal.
Author's Biography
Korey Thurber is Chief Data and Analytics Officer for Harte Hanks, where he manages ideation, development and delivery for customer analytics and data solutions. With more than 20 years’ experience managing large international teams of data scientists, analysts and data solutions providers. Korey has helped many brands adapt and integrate analytics to develop, execute and optimise marketing strategies across diverse online and offline media. His extensive knowledge and experience make him a valuable asset for many clients across multiple industry verticals.
Citation
Thurber, Korey (2017, August 8). More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/TIPT1765.
© Henry Stewart
Publications LLP
Publications LLP