Al in Marketing Sales and Service by Peter Gentsch

Al in Marketing Sales and Service How Marketers without a Data Science Degree can Use AI, Big Data and Bots by Peter Gentsch

Contents of Al in Marketing Sales and Service

• Part I AI
• AI Eats the World
• AI and the Fourth Industrial Revolution
• AI Development: Hyper, Hyper…
• AI as a Game Changer
• AI for Business Practice
• Reference
• A Bluffer’s Guide to AI, Algorithmics and Big Data
• Big Data—More Than “Big”
• Big Data—What Is Not New
• Big Data—What Is New
• Definition of Big Data
• Algorithms—The New Marketers?
• The Power of Algorithms
• AI the Eternal Talent Is Growing Up
• AI—An Attempt at a Definition
• Historical Development of AI
• Why AI Is Not Really Intelligent—And Why
• That Does Not Matter Either
• Part II AI Business: Framework and Maturity Model
• AI Business: Framework and Maturity Model
• Methods and Technologies
• Symbolic AI
• Natural Language Processing (NLP)
• Rule-Based Expert Systems
• Sub-symbolic AI
• Machine Learning
• Computer Vision and Machine Vision
• Robotics
• Framework and Maturity Model
• AI Framework—The ° Perspective
• Motivation and Benefit
• The Layers of the AI Framework
• AI Use Cases
• Automated Customer Service
• Content Creation
• Conversational Commerce, Chatbots
• and Personal Assistants
• Customer Insights
• Fake and Fraud Detection
• Lead Prediction and Profiling
• Media Planning
• Pricing
• Process Automation
• Product/Content Recommendation
• Sales Volume Prediction
• AI Maturity Model: Process Model with Roadmap
• Degrees of Maturity and Phases
• Benefit and Purpose
• Algorithmic Business—On the Way Towards Self-Driven
• Companies
• Classical Company Areas
• Inbound Logistics
• Production
• Controlling
• Fulfilment
• Management
• Sales/CRM and Marketing
• Outbound Logistics
• Algorithmic Marketing
• AI Marketing Matrix
• The Advantages of Algorithmic Marketing
• Data Protection and Data Integrity
• Algorithms in the Marketing Process
• Practical Examples
• The Right Use of Algorithms in Marketing
• Algorithmic Market Research
• Man Versus Machine
• Liberalisation of Market Research
• New Challenges for Market Researchers
• New Business Models Through Algorithmics and AI
• Who’s in Charge
• Motivation and Rationale
• Fields of Activity and Qualifications of a CAIO
• Role in the Scope of Digital Transformation
• Pros and Cons
• Conclusion
• References
• Part III Conversational AI: How (Chat)Bots Will
• Reshape the Digital Experience
• Conversational AI: How (Chat)Bots Will Reshape the Digital
• Experience
• Bots as a New Customer Interface and Operating System
• (Chat)Bots: Not a New Subject—What Is New?
• Imitation of Human Conversation
• Interfaces for Companies
• Bots Meet AI—How Intelligent Are Bots Really?
• Mitsuku as Best Practice AI-Based Bot
• Possible Limitations of AI-Based Bots
• Twitter Bot Tay by Microsoft
• Conversational Commerce
• Motivation and Development
• Messaging-Based Communication Is Exploding
• Subject-Matter and Areas
• Trends That Benefit Conversational Commerce
• Examples of Conversational Commerce
• Challenges for Conversational Commerce
• Advantages and Disadvantages of Conversational
• Commerce
• Conversational Office
• Potential Approaches and Benefits
• Digital Colleagues
• Conversational Home
• The Butler Economy—Convenience Beats
• Branding
• Development of the Personal Assistant
• Conversational Commerce and AI in the GAFA Platform
• Economy
• Bots in the Scope of the CRM Systems of Companies
• “Spooky Bots”—Personalised Dialogues
• with the Deceased
• Maturity Levels and Examples of Bots and AI Systems
• Maturity Model
• Conversational AI Playbook
• Roadmap for Conversational AI
• Platforms and Checklist
• Conclusion and Outlook
• E-commerce—The Deck Is Being Reshuffled:
• The Fight for the New E-commerce Eco System
• Markets Are Becoming Conversations at Last
• References
• Part IV AI Best and Next Practices
• AI Best and Next Practices
• Sales and Marketing Reloaded—Deep Learning
• Facilitates New Ways of Winning Customers and Markets
• Sales and Marketing
• Analogy of the Dating Platform
• Profiling Companies
• Firmographics
• Topical Relevance
• Digitality of Companies
• Economic Key Indicators
• Lead Prediction
• Prediction Per Deep Learning
• Random Forest Classifier
• Timing the Addressing
• Alerting
• Real-World Use Cases
• Digital Labor and What Needs to Be Considered from
• a Costumer Perspective
• Acceptance of Digital Labor
• Trust Is the Key
• Customer Service Based on Digital Labor
• Must Be Fun
• Personal Conversations on Every Channel or
• Device
• Utility Is a Key Success Factor
• Messaging Is Not the Reason to Interact with
• Digital Labor
• Digital Labor Platform Blueprint
• Artificial Intelligence and Big Data in Customer Service
• Modified Parameters in Customer Service
• Voice Identification and Voice Analytics
• Chatbots and Conversational UI
• Predictive Maintenance and the Avoidance of
• Service Issues
• Conclusion: Developments in Customer Service
• Based on Big Data and AI
• Customer Engagement with Chatbots and Collaboration
• Bots: Methods, Chances and Risks of the Use of Bots in
• Service and Marketing
• Relevance and Potential of Bots for Customer
• Engagement
• Overview and Systemisation of Fields of Use
• Abilities and Stages of Development of Bots
• Some Examples of Bots That Were Already Used
• at the End of
• Proactive Engagement Through a Combination
• of Listening and Bots
• Cooperation Between Man and Machine
• Planning and Rollout of Bots in Marketing
• and Customer Service
• Factors of Success for the Introduction of Bots
• Usability and Ability to Automate
• Monitoring and Intervention
• Brand and Target Group
• Conclusion
• The Bot Revolution Is Changing Content Marketing
• Algorithms and AI for Generating and Distributing
• Robot Journalism Is Becoming Creative
• More Relevance in Content Marketing
• Through AI
• Is a Journalist’s Job Disappearing?
• The Messengers Take Over the Content
• The Bot Revolution Has Announced Itself
• A Huge Amount of Content Will Be Produced
• Brands Have to Offer Their Content on the
• Platforms
• Platforms Are Replacing the Free Internet
• Forget Apps—The Bots Are Coming!
• Competition Around the User’s Attention Is High
• Bots Are Replacing Apps in Many Ways
• Companies and Customers Will Face Each
• Other in the Messenger in the Future
• How Bots Change Content Marketing
• Examples of News Bots
• Acceptance of Chat Bots Is Still Controversial
• Alexa and Google Assistant: Voice Content Will
• Assert Itself
• Content Marketing Always Has to Align with
• Something New
• Content Marketing Officers Should Thus Today
• Prepare Themselves for a World in Which …
• Chatbots: Testing New Grounds with a Pinch of Pixie
• Dust?
• Rogue One: A Star Wars Story—Creating an
• Immersive Experience
• Xmas Shopping: Providing Service
• and Comfort to Shoppers with Disney Fun
• Do You See Us?
• Customer Services, Faster Ways to Answer
• Consumers’ Request
• A Promising Future
• Three Takeaways to Work on When Creating
• Your Chatbot
• Alexa Becomes Relaxa at an Insurance Company
• Introduction: The Health Care Market—The
• Next Victim of Disruption?
• The New Way of Digital Communication:
• Speaking
• Choice of the Channel for a First Case
• The Development of the Skill “TK Smart Relax”
• Communication of the Skill
• Target Achievement
• Factors of Success and Learnings
• The Future of Media Planning
• Current Situation
• Software Eats the World
• New Possibilities for Strategic Media Planning
• Media Mix Modelling Approach
• Giant Leap in Modelling
• Conclusion
• Corporate Security: Social Listening, Disinformation
• and Fake News
• Introduction: Developments in the Process
• of Early Recognition
• The New Threat: The Use of Bots for Purposes
• of Disinformation
• The Challenge: “Unkown Unknowns”
• The Solution Approach: GALAXY—Grasping
• the Power of Weak Signals
• Next Best Action—Recommender Systems Next Level
• Real-Time Analytics in Retail
• Recommender Systems
• Reinforcement Learning
• Reinforcement Learning for Recommendations
• Summary
• How Artificial Intelligence and Chatbots Impact
• the Music Industry and Change Consumer Interaction
• with Artists and Music Labels
• The Music Industry
• Conversational Marketing and Commerce
• Data Protection in the Music Industry
• Outlook into the Future
• References
• Part V Conclusion and Outlook: Algorithmic Business—Quo
• Vadis?
• Conclusion and Outlook: Algorithmic Business—Quo Vadis?
• Super Intelligence: Computers Are Taking
• Over—Realistic Scenario or Science Fiction?
• Will Systems Someday Reach or Even
• Surmount the Level of Human Intelligence?
• AI: The Top Trends of and Beyond
• Implications for Companies and Society