Al in Marketing Sales and Service by Peter Gentsch

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

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