"The New Science of Customer Relationships: Delivering the One-to-One Promise with AI is a science-based and insightful new approach to integrating the latest generative AI technologies into your company's customer communications. Analytics and marketing experts Thomas Davenport and Jim Sterne walk you through the technology and tools you need to understand, the data you need to collect, the processes you need to implement, and the ethics you need to observe to build an industry-leading customer relationship framework.
In the book, you'll learn to create systems that reliably generate smart, persuasive, and hyper-personalized interactions with your company's best customers. You'll also discover how to integrate these systems directly into your firm's existing operations so you can use the tools to realize tangible financial results.
Inside the book: tips for using generative AI to analyze customer responses and extract actionable insights about how they feel and what they think; specific tools and technologies you can use to collect customer data and conduct effective analytics to improve your products and services; and discussions of ethical guidelines to guide your organization's data and customer communication practices."
"Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. A shift in philosophy, a modification in strategy, and brand new metrics are the keys to marketing success in this interconnected world. While other books explain why social media is critical and how to go about participating, this book focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Having more Twitter followers or Facebook friends than the competition might not result in value. Read this book to determine which social media efforts are working for you, where to allocate more social media resources, and how to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired. Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication."
"This book walks you through the 'need-to-know' aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way.
Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you:
● Speak intelligently about Artificial Intelligence and its advantages in marketing
● Understand how marketers without a Data Science degree can make use of machine learning technology
● Collaborate with data scientists as a subject matter expert to help develop focused-use applications
● Help your company gain a competitive advantage by leveraging leading-edge technology in marketing
Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve."
