Publication | Open Access
Letting the Computers Take Over: Using AI to Solve Marketing Problems
178
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2019
Year
Marketing AnalyticsArtificial IntelligenceEngineeringDigital MarketingBusiness IntelligenceCustomer ProfilingConsumer ResearchAi AdoptionCommunicationData ScienceData MiningManagementCustomer Relationship ManagementMarketing AutomationApplied Artificial IntelligenceAdvertisingMarketingMarketing Ai ProjectIntelligent AnalyticsInteractive MarketingBusinessMarketing Problems
AI has proven useful in many domains, yet firms seeking to deploy marketing AI lack a clear execution process. The article examines how AI can support marketing decisions. Using the CRISP‑DM framework, the authors propose a managerial process for executing Marketing AI projects and highlight potential issues. The framework guided the development of three advanced Marketing AI applications.
Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.