AI in Marketing, Sales and Service
How Marketers without a Data Science Degree can use AI, Big Data and Bots
(Sprache: Englisch)
AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management.This book provides an...
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Klappentext zu „AI in Marketing, Sales and Service “
AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management.This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level.With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you:
how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses - Gentsch shows you how to make sure yours makes that transition better than your competitors.
Inhaltsverzeichnis zu „AI in Marketing, Sales and Service “
Part I: AI 101
1. AI eats the World
1.1 AI and the fourth industrial revolution
1.2 AI development: Hyper, Hyper, ....
1.3 AI as a game changer
1.4 AI for business
2. A Bluffer's Guide to AI, Algorithmics and Big Data
2.1 Big Data - more than "Big"
2.2 Algorithms - the new marketers?
2.3 The power of algorithms
2.4 AI the eternal talent is growing up
2.4.1 AI - an attempt at a definition
2.4.2 Historical development of AI
2.4.3 Why AI is not really intelligent - and why that does not matter either
Part II: AI Business: Framework and Maturity Model
3. AI Business: Framework and Maturity Model
3.1 Methods and technologies
3.2 Framework und Maturity Model 3.3 AI Framework - the 360° perspective
3.4 AI maturity model: Process model with roadmap
3.5 Algorithmic business - on the way towards self-driven companies
3.6 Algorithmic Marketing
3.7 Algorithmic Market Research
3.8 New business models through algorithmics and AI
3.9 Who`s in Charge
Part III Conversational AI: How (Chat) Bots will reshape the Digital Experience
4. Conversational AI: How (Chat) Bots will reshape the Digital Experience
4.1 Bots as a new customer interface and operating system
4.2 Conversational Commerce
4.2.1 Subject-matter and areas
4.2.2 Examples of conversational commerce
4.2.3 Challenges for Conversational Commerce
4.2.4 Advantages and disadvantages of Conversational Commerce4.3 Conversational Office
4.3.1 Potential approaches and benefits
4.3.2 Digital Colleagues
4.4 Conversational Home
4.4.1 The butler economy - convenience beats branding
4.4.2 Development of the personal butler in the scope of
... mehr
cognisant computing
4.4.3 Advantages and disadvantages for the users
4.4.4 Siri, Google Now, Cortana, Alexa, Home - who is the cleverest of them all?
4.5 Conversational commerce and AI in the GAFA platform economy
4.6 Bots in the scope of the CRM systems of companies
4.7 Maturity levels and examples of bots and AI systems
4.8 Conversational AI Playbook
4.8.1 Roadmap for conversational AI
4.8.2 Platforms and checklist
4.9 Conclusion and outlook
Part IV AI Best and Next Practices
5. AI Best and Next Practices
5.1 Sales and marketing reloaded - deep learning facilitates new ways of winning customers and markets
Andreas Kulpa, DATAlovers AG
5.2 Digital Labor and what needs to be considered from a costumer perspective
Alex Dogariu, Daimler AG
5.3 Artificial intelligence and big data in customer service
Prof. Dr. Nils Hafner,Lucerne University of Applied Sciences and Arts
5.4 Customer engagement with chatbots and collaboration bots: Methods, chances and risks of the use of bots in service and marketing
Dr. Thomas Wilde, University Munich LMU
5.5 The bot revolution is changing content marketing - algorithms and AI for generating and distributing content
Klaus Eck, d.Tales GmbH
5.6 Chatbots: Testing new grounds with a pinch of pixie dust?
David Popineau, Disney
5.7 Techniker Krankenkasse
Showcase: Alexa becomes Relaxa
Overview of the development of the skill "Smart Relax" Bruno Kollhorst, Techniker Krankenkasse
5.8 The Future of Media Planning
Andreas Schwabe, BCG
5.9 Corporate Security: Social Listening, Disinformation and Fake News
Using algorithms for systematic detection of unknown unknowns
Prof. Dr. Martin Grothe, Universität der Künste Berlin
5.10 Next Best Action - Recommender Systems Next Level
Jens Scholz/ Michael Thess, prudsys AG
5.11 How Artificial Intelligence and chatbots impact the music industry and change consumer interaction with artists and music labels Peter Gentsch
Part V Conclusion and Outlook: Algorithmic Business: Quo Vadis?
6. Conclusion and Outlook: Algorithmic Business: Quo Vadis?
6.1 Super intelligence: Computers are taking over - realistic scenario or science fiction?
6.2 AI: Top 11 Trends 2018 and beyond
6.3 Implications for companies and society
4.4.3 Advantages and disadvantages for the users
4.4.4 Siri, Google Now, Cortana, Alexa, Home - who is the cleverest of them all?
4.5 Conversational commerce and AI in the GAFA platform economy
4.6 Bots in the scope of the CRM systems of companies
4.7 Maturity levels and examples of bots and AI systems
4.8 Conversational AI Playbook
4.8.1 Roadmap for conversational AI
4.8.2 Platforms and checklist
4.9 Conclusion and outlook
Part IV AI Best and Next Practices
5. AI Best and Next Practices
5.1 Sales and marketing reloaded - deep learning facilitates new ways of winning customers and markets
Andreas Kulpa, DATAlovers AG
5.2 Digital Labor and what needs to be considered from a costumer perspective
Alex Dogariu, Daimler AG
5.3 Artificial intelligence and big data in customer service
Prof. Dr. Nils Hafner,Lucerne University of Applied Sciences and Arts
5.4 Customer engagement with chatbots and collaboration bots: Methods, chances and risks of the use of bots in service and marketing
Dr. Thomas Wilde, University Munich LMU
5.5 The bot revolution is changing content marketing - algorithms and AI for generating and distributing content
Klaus Eck, d.Tales GmbH
5.6 Chatbots: Testing new grounds with a pinch of pixie dust?
David Popineau, Disney
5.7 Techniker Krankenkasse
Showcase: Alexa becomes Relaxa
Overview of the development of the skill "Smart Relax" Bruno Kollhorst, Techniker Krankenkasse
5.8 The Future of Media Planning
Andreas Schwabe, BCG
5.9 Corporate Security: Social Listening, Disinformation and Fake News
Using algorithms for systematic detection of unknown unknowns
Prof. Dr. Martin Grothe, Universität der Künste Berlin
5.10 Next Best Action - Recommender Systems Next Level
Jens Scholz/ Michael Thess, prudsys AG
5.11 How Artificial Intelligence and chatbots impact the music industry and change consumer interaction with artists and music labels Peter Gentsch
Part V Conclusion and Outlook: Algorithmic Business: Quo Vadis?
6. Conclusion and Outlook: Algorithmic Business: Quo Vadis?
6.1 Super intelligence: Computers are taking over - realistic scenario or science fiction?
6.2 AI: Top 11 Trends 2018 and beyond
6.3 Implications for companies and society
... weniger
Autoren-Porträt von Peter Gentsch
Peter Gentsch is a serial entrepreneur and expert in Digital Management, AI and Big Data. He is also the holder of the Chair for International Business Administration at Aalen University, where he focuses on Marketing, e-Business and Data Science. He is the author of numerous publications in Germany and internationally and a keynote speaker on the subjects of digital business transformation and innovation management.
Along with Lufthansa, he was jointly awarded the Innovation Prize of the German Market Research Society in 2010. Together with Deutsche Post / DHL, he won the International Digital Communication Award in 2011 and the German prize for online communication in 2014. Peter Gentsch continues to lead the Digital Excellence Circle group which he founded in 2010. The exclusive grouping includes companies such as Audi, BMW, Bosch, Daimler, Disney, Deutsche Post, Lufthansa, Microsoft, Deutsche Telekom and Otto Group.
Bibliographische Angaben
- Autor: Peter Gentsch
- 2018, 1st ed. 2019., 271 Seiten, mit farbigen Abbildungen, Masse: 16,4 x 24,4 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan
- ISBN-10: 3319899562
- ISBN-13: 9783319899565
- Erscheinungsdatum: 07.11.2018
Sprache:
Englisch
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