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