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67
Marketing & Sales
Artificial Intelligence for Marketing
Practical Applications
Jim Sterne
ISBN: 978-1-119-40633-4 | Sep 2017 | 368PP
A straightforward, non-technical guide to the next major marketing tool
Artificial Intelligence for Marketing presents a tightly-focused introduction to
machine learning, written specifically for marketing professionals. This book will
not teach you to be a data scientist — but it does explain how Artificial
Intelligence and Machine Learning will revolutionize your company’s marketing
strategy, and teach you what you how to use it most effectively. Data and
analytics have become table stakes in modern marketing, but the field is everevolving
with data scientists continually developing new algorithms — where does
that leave you? How can marketers use the latest data science developments to
their advantage? 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 realworld
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
About the Author
Jim Sterne has spent more than 30 years selling and marketing technical
products. Since 1994, Jim has devoted all of his attention to the Internet as a
marketing medium, becoming an internationally known speaker and consultant
in the process. He is the producer of the eMetrics Summit (www.emetrics.org)
and chairman and co-founder of the Digital Analytics Association, a not-for-profit
association focused on helping analysts illuminate and overcome the challenges of
business data acquisition, exploration, deduction, and application.