Marketing and artificial intelligence – Wikipedia

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The fields of marketing and artificial intelligence converge in systems which assist in areas such as market forecasting, and automation of processes and decision making, along with increased efficiency of tasks which would usually be performed by humans. The science behind these systems can be explained through neural networks and expert systems, computer programs that process input and provide valuable output for marketers.

Artificial intelligence systems stemming from mạng xã hội computing công nghệ can be applied mập understand mạng xã hội networks on the Web. Data mining techniques can be used phệ analyze different types of mạng xã hội networks. This analysis helps a marketer mập identify influential actors or nodes within networks, information which can then be applied Khủng take a societal marketing approach .

An artificial neural network is a size of computer program modeled on the brain và nervous system of humans. [ một ] Neural networks are composed of a series of interconnected processing neurons functioning in unison bự achieve certain outcomes. Using “ human-like trial và error learning methods neural networks detect patterns existing within a dữ liệu mix ignoring dữ liệu that is not significant while emphasizing the dữ liệu which is most influential ”. [ 2 ]From a marketing perspective, neural networks are a size of the software công cụ used béo assist in decision making. Neural networks are effective in gathering và extracting information from large dữ liệu sources và have the ability phệ identify the cause và effect within dữ liệu. [ 2 ] [ ba ] Thes e neural nets through the process of learning, identify relationships và connections between databases. Once knowledge has been accumulated, neural networks can be relied on mập provide generalizations và can apply past knowledge và learning béo a variety of situations. [ tam ]Neural networks help fulfill the role of marketing companies through effectively aiding in market segmentation và measurement of performance while reducing costs và improving accuracy. Due béo their learning ability, flexibility, adaption, và knowledge discovery, neural networks offer many advantages kết thúc traditional models. [ bốn ] Neural networks can be used Khủng assist in pattern classification, forecasting và marketing analysis .Classification of customers can be facilitated through the neural network approach allowing companies béo make informed marketing decisions. An example of this was employed by Spiegel Inc., a firm dealing in direct-mail operations that used neural networks phệ improve efficiencies. Using software developed by NeuralWare Inc., Spiegel identified the demographics of customers who had made a single purchase & those customers who had made repeat purchases. Neural networks where then able mập identify the key patterns & consequently identify the customers that were most likely Khủng repeat purchase. Understanding this information allowed Spiegel mập streamline marketing efforts, và reduced costs. [ 5 ]Sales forecasting “ is the process of estimating future events with the goal of providing benchmarks for monitoring actual performance và reducing uncertainty “. [ 6 ] Artificial intelligence techniques have emerged lớn facilitate the process of forecasting through increasing accuracy in the areas of demand for products, distribution, employee turnover, performance measurement, và inventory control. [ 6 ] An example of forecasting using neural networks is the Airline Marketing Assistant / Tactician ; an application developed by BehabHeuristics which allows for the forecasting of passenger demand và consequent seat allocation through neural networks. This system has been used by National air Canada & USAir. [ 7 ]Neural networks provide a useful alternative bự traditional statistical models due béo their reliability, time-saving characteristics và ability lớn recognize patterns from incomplete or noisy dữ liệu. [ ba ] [ tám ] Examples of marketing analysis systems includes the Target Marketing System developed by Churchull Systems for Veratex Corporation. This tư vấn system scans a market database Khủng identify dormant customers allowing management phệ make decisions regarding which key customers Khủng target. [ 7 ]When performing marketing analysis, neural networks can assist in the gathering và processing of information ranging from consumer demographics & credit history Khủng the purchase patterns of consumers. [ 9 ]AI is allowing organizations mập “ deliver an ad experience that is more personalized for each user, shapes the customer journey, influences purchasing decisions, và builds brand loyalty ” ( “ How ” ). AI công nghệ allows marketers bự separate their consumers into distinct personas & understand what motivates their consumers. Here they can then focus on the specific needs of their audience và create a long-lasting relationship with the brand ( Kushmaro ). Ultimately brands want phệ create that loyalty with a consumer, và AI will allow them bự better achieve this. “ Pini Yakuel, founder & CEO of Optimove. “ By analyzing customers based on their movement among segments kết thúc phút giây, we can achieve dynamic micro-segmentation và predict future behavior in a very accurate fashion ’ ” ( Kushmaro ). Being able bự predict future behaviors of consumers is very important. This way marketers can specifically market lớn consumers based on their current behaviors và the predictions of their future behaviors. This will allow for a loyal relationship between the consumer & the brand và will ultimately help businesses .Marketing is a complex field of decision making which involves a large degree of both judgment & intuition on behalf of the marketer. [ 10 ] The enormous increase in complexity that the individual decision-maker faces renders the decision making process almost an impossible task. The marketing decision engine can help distill the noise. The generation of more efficient management procedures have been recognized as a necessity. [ 11 ] The application of Artificial intelligence phệ decision making through a Decision Support System has the ability lớn aid the decision-maker in dealing with uncertainty in decision problems. Artificial intelligence techniques are increasingly extending decision tư vấn through analyzing trends ; providing forecasts ; reducing information overload ; enabling communication required for collaborative decisions, và allowing for up-to-date information. [ 12 ]Organizations strive lớn satisfy the needs of the customers, paying specific attention bự their desires. A consumer-orientated approach requires the production of goods và services that align with these needs. Understanding consumer behavior sida the marketer in making appropriate decisions. Thus, decision making is dependent on the marketing problem, the decision-maker, & the decision environment. [ 11 ]An expert system is a software program that combines the knowledge of experts in an attempt phệ solve problems through emulating the knowledge và reasoning procedures of the experts. Each expert system has the ability mập process dữ liệu, và then through reasoning, transform it into evaluations, judgments, & opinions, thus providing advises mập specialized problems. [ 13 ]The use of an expert system that applies mập the field of marketing is MARKEX ( Market Expert ). Thes e Intelligent decision tư vấn systems act as consultants for marketers, supporting the decision-maker in different stages, specifically in the mới ra sản phẩm development process. The software provides a systematic analysis that uses various methods of forecasting, dữ liệu analysis và multi-criteria decision making béo select the most appropriate penetration strategy. [ 11 ] BRANDFRAME is another example of a system developed phệ assist marketers in the decision-making process. The system supports a brand manager in terms of identifying the brand’s attributes, retail channels, competing brands, targets, và budgets. New marketing input đầu vào is fed into the system where BRANDFRAME analyses the dữ liệu. Recommendations are made by the system in regard lớn marketing set instruments, such as lowering the price or starting a sales promotional chiến dịch .In terms of marketing, automation uses software bự computerize marketing processes that would have otherwise been performed manually. It assists in effectively allowing processes such as customer segmentation, chiến dịch management, & sản phẩm promotion, béo be undertaken at a more efficient rate. [ 14 ] Marketing automation is a key component of Customer Relationship Management ( CRM ). Companies are using systems that employ data-mining algorithms that analyze the customer database, giving further insight into the customer. This information may refer phệ socio-economic characteristics, earlier interactions with the customer, & information about the purchase history of the customer. [ 15 ] Various systems have been designed lớn give organizations control end their dữ liệu. Automation tools allow the system phệ màn hình the performance of campaigns, making regular adjustments phệ the campaigns Khủng improve response rates & béo provide chiến dịch performance tracking. [ 16 ]Distribution of products requires companies lớn access accurate dữ liệu so sánh they are able phệ respond mập fluctuating trends in hàng hóa demand. Automation processes are able lớn provide a comprehensive system that improves real-time monitoring và intelligent control. Amazon acquired Kiva Systems, the makers of the warehouse robot for USD 775 million in 2012. Prior phệ the purchase of the automated system, human employees would have Khủng walk the enormous warehouse, tracking và retrieving books. The Kiva robots are able bự undertake order fulfillment, hàng hóa replenishment, as well as heavy lifting, thus increasing efficiency for the company. [ 17 ]A mạng xã hội network is a mạng xã hội arrangement of actors who make up a nhóm, within a network ; there can be an array of ties và nodes that exemplifies common occurrences within a network & common relationships. Lui ( 2011 ), [ 18 ] describes a mạng xã hội network as, “ the study of mạng xã hội entities ( people in an organization, called actors ), và their interactions và relationships. The interactions & relationships can be represented with a network or graph, where each vertex ( or node ) represents an actor & each links represents a relationship. ” At the present phút giây there is a growth in virtual mạng xã hội networking with the common emergence of mạng xã hội networks being replicated trực tuyến, for example, mạng xã hội networking sites such as Twitter, Facebook & LinkedIn. From a marketing perspective, analysis & simulation of these networks can help Khủng understand consumer behavior và opinion. The use of Agent-based mạng xã hội simulation techniques & dữ liệu / opinion mining phệ collect mạng xã hội knowledge of networks can help a marketer béo understand their market & segments within it .Social computing is the branch of công nghệ that can be used by marketers bự analyze mạng xã hội behaviors within networks và also allows for the creation of artificial mạng xã hội agents. [ 19 ] Social computing provides the platform lớn create social-based software ; some earlier examples of mạng xã hội computing are such systems that allow a user mập extract mạng xã hội information such as tương tác information from tin nhắn accounts e. g. addresses & companies titles from one’s tin nhắn using Conditional Random Field ( CRFs ) công nghệ. [ đôi mươi ]Data mining involves searching the Web for existing information namely opinions và feelings that are posted trực tuyến among mạng xã hội networks. “ This area of study is called opinion mining or sentiment analysis. It analyzes peoples opinions, appraisals, attitudes, & emotions toward entities, individuals, issues, events, topics, & their attributes ”. [ 18 ] However searching for this information và analysis of it can be a sizeable task, manually analyzing this information also presents the potential for researcher bias. Therefore, objective opinion analysis systems are suggested as a solution phệ this in the khung of automated opinion mining và summarization systems. Marketers using this type of intelligence phệ make inferences about consumer opinion should be wary of what is called opinion spam, where giả opinions or ra mắt are posted in the website in order phệ influence potential consumers for or against a hàng hóa or service. [ 18 ]Search engines are a common type of intelligence that seeks Khủng learn what the user is interested in bự present appropriate information. PageRank & HITS are examples of algorithms that tìm kiếm for information via hyperlinks ; Google uses PageRank béo control its tìm kiếm engine. Hyperlink based intelligence can be used mập seek out website communities, which is described as ‘ a cluster of densely linked pages representing a nhóm of people with a common interest ’. [ 18 ]Centrality & prestige are types of measurement terms used mập describe the cấp độ of common occurrences among a nhóm of actors ; the terms help Khủng describe the màn chơi of influence & actor holds within a mạng xã hội network. Someone who has many ties within a network would be described as a ‘ central ’ or ‘ prestige ’ actor. Identifying these nodes within a mạng xã hội network is helpful for marketers lớn find out who are the trendsetters within mạng xã hội networks. [ 18 ]Ellott ( 2017 ) looked at the AI-based tools that are transforming mạng xã hội truyền thông markets. There are six areas of the mạng xã hội truyền thông marketing that are being impacted by AI : nội dung creation, consumer intelligence, customer service, influencer marketing, nội dung optimization, và competitive intelligence. [ 21 ] One công cụ, Twizoo, uses AI Khủng gather ra mắt from mạng xã hội networking sites about restaurants phệ help users find a place Khủng eat. Twizoo had much success from the feedback of its users và expanded by launching “ a widget where travel và hospitality websites could instantly bring those mạng xã hội truyền thông trình làng bự their own audiences ” ( Twizzo, 2017 ). [ 22 ]

Influencer marketing is huge on social media. Many brands collaborate and sponsor popular social media users and try to promote their products to that social media user’s followers. This has been a successful tactic for Sugar Bear Hair and subscription box company FabFitFun.[citation needed] One company, InsightPool, uses AI to search through over 600 million influencers on social media to find the influencers who fit the brand’s personality and target audience (Ellot, 2017). This can be an effective tool when searching for new influencers or a specific audience. It could also be cost-effective to find someone who is not famous (like Kardashians/Bachelorette cast) but could also influence a large audience and bring in sales [23]

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