One To One Personalization In The Age Of Machine Learning
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One-to-One Personalization in the Age of Machine Learning by Karl Wirth Pdf
For over 25 years, marketers have longed to connect with their customers and prospects as individuals. As the volume of customer communications across touch points grows exponentially and consumers' attention spans shrink by the day, delivering maximally relevant, individualized experiences has become an imperative. And while the one-to-one dream h.
Managing Customer Experience and Relationships by Don Peppers,Martha Rogers Pdf
Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world’s leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to “treat different customers differently.” This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.
One-To-One Personalization in the Age of Machine Learning by Karl Wirth,Katie Sweet Pdf
For over 25 years, marketers have longed to connect with their customers and prospects as individuals. As the volume of customer communications across touch points grows exponentially and consumers' attention spans shrink by the day, delivering maximally relevant, individualized experiences has become an imperative. And while the one-to-one dream had been unattainable for years, machine learning and real-time processing have made it possible today. In this book--now in its second edition--discover what one-to-one personalization is all about, how it's evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data brought together in a customer data platform (CDP). Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.
Algorithmic Marketing and EU Law on Unfair Commercial Practices by Federico Galli Pdf
Artificial Intelligence (AI) systems are increasingly being deployed by marketing entities in connection with consumers’ interactions. Thanks to machine learning (ML) and cognitive computing technologies, businesses can now analyse vast amounts of data on consumers, generate new knowledge, use it to optimize certain processes, and undertake tasks that were previously impossible. Against this background, this book analyses new algorithmic commercial practices, discusses their challenges for consumers, and measures such developments against the current EU legislative framework on consumer protection. The book adopts an interdisciplinary approach, building on empirical findings from AI applications in marketing and theoretical insights from marketing studies, and combining them with normative analysis of privacy and consumer protection in the EU. The content is divided into three parts. The first part analyses the phenomenon of algorithmic marketing practices and reviews the main AI and AI-related technologies used in marketing, e.g. Big data, ML and NLP. The second part describes new commercial practices, including the massive monitoring and profiling of consumers, the personalization of advertising and offers, the exploitation of psychological and emotional insights, and the use of human-like interfaces to trigger emotional responses. The third part provides a comprehensive analysis of current EU consumer protection laws and policies in the field of commercial practices. It focuses on two main legal concepts, their shortcomings, and potential refinements: vulnerability, understood as the conceptual benchmark for protecting consumers from unfair algorithmic practices; manipulation, the substantive legal measure for drawing the line between fair and unfair practices.
Digital Marketing Strategy by Simon Kingsnorth Pdf
Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing - recommended by the Chartered Institute of Marketing. There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. Now featuring cutting edge updates on social media, SEO, content marketing, user experience and customer loyalty, Digital Marketing Strategy is an ideal road map for navigating: -Marketing automation, personalization, messaging and email -Online and offline integration -The power of technologies, such as AI -New data protection and privacy strategies Accompanied by downloadable practical implementation guides spanning SEO, paid-search, email, lead-generation and more, Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. It is an essential guide for any marketer to build an effective and practical digital strategy.
The Power of One by Nirmal Pal,Arvind Rangaswamy Pdf
Customer satisfaction, employee productivity, and overall business efficiency are exponentially increased when companies exploit the tremendous customization potential of Internet applications. The Power of One brings together some of the greatest minds in e-business, marketing, and information technology. The all-star roster represents corporate giants like IBM, Xerox, and AT&T Wireless as well as world-renowned academic institutions including Penn State, Georgia Tech, University of Texas, and Carnegie Mellon. Their combined work is the first and last word on value delivery through personalized products and services, taking the reader through every component of "customerization," including: * The business benefits and impact * Implementing and managing technology * Personalization in mobile commerce * Maximizing fulfillment and customer service * Ensuring security and privacy * Much more. Businesses thrive by reaching as many customers as possible. The Power of One is about reaching all of them -- one at a time.
Relationship Marketing in the Digital Age by Robert W. Palmatier,Lena Steinhoff Pdf
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
Competing in the Age of AI by Marco Iansiti,Karim R. Lakhani Pdf
"a provocative new book" — The New York Times AI-centric organizations exhibit a new operating architecture, redefining how they create, capture, share, and deliver value. Now with a new preface that explores how the coronavirus crisis compelled organizations such as Massachusetts General Hospital, Verizon, and IKEA to transform themselves with remarkable speed, Marco Iansiti and Karim R. Lakhani show how reinventing the firm around data, analytics, and AI removes traditional constraints on scale, scope, and learning that have restricted business growth for hundreds of years. From Airbnb to Ant Financial, Microsoft to Amazon, research shows how AI-driven processes are vastly more scalable than traditional processes, allow massive scope increase, enabling companies to straddle industry boundaries, and create powerful opportunities for learning—to drive ever more accurate, complex, and sophisticated predictions. When traditional operating constraints are removed, strategy becomes a whole new game, one whose rules and likely outcomes this book will make clear. Iansiti and Lakhani: Present a framework for rethinking business and operating models Explain how "collisions" between AI-driven/digital and traditional/analog firms are reshaping competition, altering the structure of our economy, and forcing traditional companies to rearchitect their operating models Explain the opportunities and risks created by digital firms Describe the new challenges and responsibilities for the leaders of both digital and traditional firms Packed with examples—including many from the most powerful and innovative global, AI-driven competitors—and based on research in hundreds of firms across many sectors, this is your essential guide for rethinking how your firm competes and operates in the era of AI.
Digital Personalized Health and Medicine by L.B. Pape-Haugaard,C. Lovis,I. Cort Madsen Pdf
Digital health and medical informatics have grown in importance in recent years, and have now become central to the provision of effective healthcare around the world. This book presents the proceedings of the 30th Medical Informatics Europe conference (MIE). This edition of the conference, hosted by the European Federation for Medical Informatics (EFMI) since the 1970s, was due to be held in Geneva, Switzerland in April 2020, but as a result of measures to prevent the spread of the Covid19 pandemic, the conference itself had to be cancelled. Nevertheless, because this collection of papers offers a wealth of knowledge and experience across the full spectrum of digital health and medicine, it was decided to publish the submissions accepted in the review process and confirmed by the Scientific Program Committee for publication, and these are published here as planned. The 232 papers are themed under 6 section headings: biomedical data, tools and methods; supporting care delivery; health and prevention; precision medicine and public health; human factors and citizen centered digital health; and ethics, legal and societal aspects. A 7th section deals with the Swiss personalized health network, and section 8 includes the 125 posters accepted for the conference. Offering an overview of current trends and developments in digital health and medical informatics, the book provides a valuable information resource for researchers and health practitioners alike.
The Machine Age of Customer Insight by Martin Einhorn,Michael Löffler,Emanuel de Bellis,Andreas Herrmann,Pia Burghartz Pdf
The Machine Age of Customer Insight demonstrates the impact of machine learning and data analytics, combining an academic state-of-the-art overview of machine learning with cases from well-known companies. These cases show the opportunities and challenges of the transformation process for business and for customer insights more specifically.
Cognitive Analytics and Reinforcement Learning by Elakkiya R.,Subramaniyaswamy V. Pdf
COGNITIVE ANALYTICS AND REINFORCEMENT LEARNING The combination of cognitive analytics and reinforcement learning is a transformational force in the field of modern technological breakthroughs, reshaping the decision-making, problem-solving, and innovation landscape; this book offers an examination of the profound overlap between these two fields and illuminates its significant consequences for business, academia, and research. Cognitive analytics and reinforcement learning are pivotal branches of artificial intelligence. They have garnered increased attention in the research field and industry domain on how humans perceive, interpret, and respond to information. Cognitive science allows us to understand data, mimic human cognitive processes, and make informed decisions to identify patterns and adapt to dynamic situations. The process enhances the capabilities of various applications. Readers will uncover the latest advancements in AI and machine learning, gaining valuable insights into how these technologies are revolutionizing various industries, including transforming healthcare by enabling smarter diagnosis and treatment decisions, enhancing the efficiency of smart cities through dynamic decision control, optimizing debt collection strategies, predicting optimal moves in complex scenarios like chess, and much more. With a focus on bridging the gap between theory and practice, this book serves as an invaluable resource for researchers and industry professionals seeking to leverage cognitive analytics and reinforcement learning to drive innovation and solve complex problems. The book’s real strength lies in bridging the gap between theoretical knowledge and practical implementation. It offers a rich tapestry of use cases and examples. Whether you are a student looking to gain a deeper understanding of these cutting-edge technologies, an AI practitioner seeking innovative solutions for your projects, or an industry leader interested in the strategic applications of AI, this book offers a treasure trove of insights and knowledge to help you navigate the complex and exciting world of cognitive analytics and reinforcement learning. Audience The book caters to a diverse audience that spans academic researchers, AI practitioners, data scientists, industry leaders, tech enthusiasts, and educators who associate with artificial intelligence, data analytics, and cognitive sciences.
The Personalization Paradox by Val Swisher,Regina Lynn Preciado Pdf
According to Infosys, 86% of consumers surveyed indicated that personalized content has some impact on what they purchase and 25% said that personalization plays a large role in their purchases. And yet, looking at the data, two things stand out: Most companies say that personalizing the customer experience is a critical "must have," and they have the statistics to back it up. Very few companies believe they are delivering enough personalized content, or deliver it well. What's holding these companies back from their personalization goals? And how can you avoid the pitfalls and make personalization possible with your own enterprise content? In this book, global content strategy expert Val Swisher and senior content strategist Regina Lynn Preciado show you exactly what it takes to deliver personalized experiences at scale. You'll learn: Why personalized content is imperative to the enterprise Why so many companies fail to deliver - and how to avoid the pitfalls The five dimensions of content standardization How to bring people, technology, and process together The impact of big data and artificial intelligence The only way to deliver personalized content at scale is to automate the process at the point of delivery. And for that to work, you've got to change how you "do" content. The Personalization Paradox: Why Companies Fail (and How to Succeed) at Delivering Personalized Experiences at Scale shows you how.
Edge Learning for Distributed Big Data Analytics by Song Guo,Zhihao Qu Pdf
Introduces fundamental theory, basic and advanced algorithms, and system design issues. Essential reading for experienced researchers and developers, or for those who are just entering the field.
Web-Age Information Management by Bin Cui,Nan Zhang,Jianliang Xu,Xiang Lian,Dexi Liu Pdf
This two-volume set, LNCS 9658 and 9659, constitutes the thoroughly refereed proceedings of the 17th International Conference on Web-Age Information Management, WAIM 2016, held in Nanchang, China, in June 2016. The 80 full research papers presented together with 8 demonstrations were carefully reviewed and selected from 266 submissions. The focus of the conference is on following topics: data mining, spatial and temporal databases, recommender systems, graph data management, information retrieval, privacy and trust, query processing and optimization, social media, big data analytics, and distributed and cloud computing.
