Journal
CALIFORNIA MANAGEMENT REVIEW
Volume 61, Issue 4, Pages 156-185Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0008125619859318
Keywords
artificial intelligence; analytics; marketing; social networks; social media
Categories
Funding
- Laboratory for Analytic Sciences (LAS)
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Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.
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