Machine Learning in Marketing: Customer data growth, new methods, and myriad of applications - Softcover

Ramos-Henriquez, José M.

Softcover

ISBN 10: 6203202010 ISBN 13: 9786203202014

Verlag: LAP LAMBERT Academic Publishing, 2021

Inhaltsangabe

Marketing paradigm is becoming customer centric. Every day billions of interactions and transactions occur, generating huge quantities of data. Customers are analysed though the lenses of marketing, with the data that those organizations record, integrate and manage. Today analytical tools include new statistical learning developments, such as machine learning, to generate new models gaining customer insights and supporting marketing decisions. A review of recent research in marketing showed a wide variety of case studies using machine learning methods from customer acquisition analysis, to customer development and customer retention issues. Machine learning models are able to process large data sets, including structured and unstructured data, for prediction and feature extraction models. In an environment where Artificial Intelligence is taking on a large part of the analytical work, companies should consider integrating these methodologies and tools into their marketing teams.

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Über die Autorin bzw. den Autor

Jose M. Ramos-Henriquez is an Adjunct Professor of Marketing, Dept. Business Administration and Economic History, University of La Laguna. He holds a PhD in Marketing (University of La Laguna), and a MSc. in Telecommunication Engineering (Polytechnic Univ. Madrid). He worked for a decade in Accenture. His research focuses on Service Marketing.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2021
• Sprache: Englisch
• ISBN 10: 6203202010
• ISBN 13: 9786203202014
• Einband: Taschenbuch
• Anzahl der Seiten: 96
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Editions Vie; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland