Building AI Driven Marketing Capabilities: Understand Customer Needs and Deliver Value Through AI

✍ Scribed by Neha Zaidi , Mohit Maurya , Simon Grima , Pallavi Tyagi

• Publisher: Apress
• Year: 2024
• Tongue: English
• Leaves: 335
• Category: Library

✦ Synopsis

This book provides insight into technologies that offer competitive advantage in marketing. These technologies can help us with describing and predicting customer behavior with the help of analytics, designing of radical products, creating of meaningful value, optimization of distribution, informing and promoting solutions, and making marketing more effective overall by aligning marketing with business goals. A range of technologies, such as analytics, big data, artificial intelligence, IoT, machine learning are expected to transform future businesses. Understanding customer needs, matching them to solutions and delivering value can all be dramatically optimized with the help of technology. Businesses need to realize that AI has already made inroads in marketing and can be expected to wield its influence across functional areas in the foreseeable future. The business world is headed towards acceptance of technology to synthesize knowledge by interpreting diverse information and facilitating decision making. This book is an attempt to reflect deployment of technologies across businesses and sectors. As the functional discipline comes together, harnessing a gamut of technologies becomes indispensable to deliver a superior customer experience and driving profits. Marketers should thus adopt the concepts of openness, convergence, and creation of value through new emerging technologies. A resultant hyper connected market will thus have to adopt innovative changes in its existing processes and services. The proposed book offers its readers an insight into technological interventions in various aspects of marketing domain. From understanding various technologies as an enabler to marketing efforts and its impact on decision making and mapping of various facets of customer experience, this book is recommended for marketers and learners to understand the advantages of using technology. What You Will Learn The developments and applications of Artificial Intelligence in marketing The precise, practical framework necessary to discover, utilize, and embrace AI potential to optimize the outcomes for company growth Automation and optimization of media planning through AI Who This Book is For The book is designed for marketers, academicians, business professionals, data scientists, practitioners, and researchers.

✦ Table of Contents

Contents
About the Editors
Chapter 1: Using Social Media for Improving Customer Engagement
Introduction
Important Social Media Platforms
Important Studies on Social Media and  Customer Engagement
Impact of Social Media on Customer Engagement
Advantage of Social Media Strategies for Customer Engagement
Disadvantages of Social Media Strategies for Customer Engagement
Social Media Engagement vs. Mainstream Media Engagement
Innovative Technologies and AI in Social Media
Personalization
Frequently Used Online Tools for Customer Engagement
Indian Companies Using Social Media Platforms for Better Customer Engagement
Conclusion
Chapter 2: Applying AI for Product Life Cycle Management
Introduction
Recent Trends in Product Life Cycle Management
AI: What Is It?
Product Life Cycle Management
The Product Life Cycle Management Stages
AI in PLCM
AI in Product Design
AI in the Production of Goods
AI in Goods and Service Sales
Building Smart Supply Chains
Conclusion
Chapter 3: Empowering Customer Experience with  AI Tools and  Technologies
Introduction
Customer Interaction and AI
Technologies Empowering Customer Experience
Significant Applications of Artificial Intelligence (AI) for Marketing
Artificial Intelligence Tools Used for Engaging Customers
Real-World Examples
AI and Personalization
AI and Hassle-Free Service
AI and Service Quality
Challenges
Managerial Implications
Conclusion
Chapter 4: Interactive Fashion Textiles: Marketing New Technologies to Target Tech-Savvy Millennials
Introduction
Detection of Defects
Pattern Inspection
Color-Related Issues
Garment Construction Defects
Computer-Aided Design (CAD) Systems
Production Scheduling and Flow Management
Final Inspection
Interactive Fashion Textiles
New Earth-Friendly Textiles
Rethinking “End-to-End” Design to  Achieve Circularity
Case Study Background
Conclusion
Chapter 5: AI-Based Decisive Model for Customer Segmentation in the Fashion Industry
Introduction
Fuzzy Logic
History of Fuzzy Logic
Fuzzy Set Theory
The Essential Particulars of Fuzzy Logic
Applications of Fuzzy Logic
Design of the Model with Fuzzy Logic
Fuzzy Logic Inference Mechanism
The Fuzzy Inference System: Essential Decision-Making Component in Fuzzy Logic
Step 1: Fuzzification
Linear Membership Functions
Nonlinear membership functions
Singleton Membership Functions
Step 2: Designing Rule Base
Mamdani Systems
Sugeno Systems
Tsukamoto Models
Step 3: Rule Evaluation
Utilization of Fuzzy Operators in the Antecedent
Deriving Consequences from Antecedent
Aggregation of the Consequences Across the Rules
Step 4: Defuzzification
Maximum Membership Principle
Centroid Method
Weighted Average Method
Mean-Max Method (Middle of Maxima)
Design and Implementation of the System
Fuzzification
Rule Base
Defuzzification
Graphical User Interface
Results
Limitations of Fuzzy Logic Control
Conclusion
Chapter 6: Analyzing Customer Satisfaction of Hotel Booking Applications: A Sentimental Analysis Approach
Introduction
Overview of the Hotel Industry
Related Work
Research Methodology
Empirical Result and Analysis
Conclusion
Chapter 7: Internet Trends and Customer Sentiment Analysis on Different Online Platforms
Introduction
Research Methodology
Indian Websites for Online Shopping
CSS: Contextual Semantic Search
Applications: Business Intelligence Sentiment Analysis
Sentiment analysis is Being Used by Businesses to Enhance Customer Experience
Brand Sentiment Analysis
Competitor Analysis
Customer Sentiment Analysis by Different Online Platforms
Sentiment Trend Chart
Conclusion
Chapter 8: Role of Artificial Intelligence for Value Chain Creation in Healthcare Marketing
Introduction
AI at a Glance
History of AI in Healthcare System
AI in Value Chain of a Healthcare Industry
AI in Healthcare Wearables
Health Tech Wearable Devices
Robotic Surgery
AI in Manufacturing and Development of Pharmaceuticals
Marketing Techniques and Current State 2022–2023
Marketing Value Forecast Due to AI Integration in the Medical Industry
Challenges Faced Due to Machine Learning Integration with Healthcare System
Conclusion
Chapter 9: Potential Roles of  Cyber-Ethical Awareness, Artificial Intelligence, and Chatbot Technologies Among Students
Introduction
Literature Review
Cyber-Ethics
Plagiarism
Chatbot Technologies
Chatbot Technologies and Academic Integrity
Factors Influencing Plagiarism in Chatbot Technology Use
Prevalence of Plagiarism Among Nigerian Undergraduate Students
The Relationship Between Cyber-Ethical Awareness and Plagiarism
Cyber-Ethical Awareness Among Nigerian Undergraduate Students
The Role of Cyber-Ethical Awareness in Reducing Plagiarism
Strategies to Promote Cyber-Ethical Awareness
Theoretical Framework: Deontological Theory of Ethics
Recommendations
Future Research Area
Conclusion
Chapter 10: Content Generated by Netflix: Scoping Review and Analysis
Introduction
Netflix
Content Trend
Shift from TV to Web Series
Netflix (Demand and Subscription)
Literature Review
Social Media
Twitter
Netflix on Twitter
Purpose
Content Analysis
Sentiment Analysis
Thematic Analysis
Research Methodology: Data Collection
Result and Discussion: Gathering Information
Content Analysis
TFA (Term Frequency Analysis)
Sentiment Analysis
Thematic Analysis
Limitations
Conclusion
Chapter 11: Unveiling AI’s Ethical Impact in Marketing Through Social Media’s Darker Influence
Introduction
Defining Artificial Intelligence
How Morality and Ethics Relate to Artificial Intelligence
Ethics in Artificial Intelligence
Tort Law and Marketing AI
Literature Review
Significance of AI in Marketing
Theoretical Background on Artificial Intelligence in Marketing
Ethical Concerns of AI in Marketing
Uncovering the Negative Impact of AI on  Social Media
Applying AI Education on Social Media Platforms to Exert Influence
Ethical Implications Of AI in Marketing
Importance of Responsible AI Practices
Findings of the Study
Specific Challenges in Social Media Marketing
Need for Responsible and Ethical Practices
Promoting Awareness of Ethical Concerns
Implications for AI in Marketing
Recommendations for Responsible AI Practices
Future Directions for Research
Conclusion
Chapter 12: Strategic Insights Through Customer Value Modeling: Unveiling the Key Drivers of Customer Success
Introduction
Literature
Drivers of Customer Success
Methodology
Discussion and Results
Insights and Recommendations
Conclusion
Chapter 13: Exploration of Artificial Intelligence (AI) in Banking Sector: A Bibliometric Analysis
Introduction
Methodology
Analysis: Description of Literature Published
Annual Scientific Production
Triple Analysis
Thematic Map Analysis
Most Relevant Sources
Word Cloud
Most Relevant Sources
Conclusion
Chapter 14: Developing a  Marketing Strategy While Maintaining Focus on Customer Value
Introduction
Value for the Customer and Why It Matters
Customer Value Determinants
How to Develop a Strategy for Marketing That Is Centered on the Customer
Marketing Approaches That Continue to Prioritize the Needs of the Consumer Value They Are Targeting
Conclusion
Chapter 15: Boom of Artificial Intelligence in  the Food Industry
Introduction
Use of AI in the Food Sector
Expert System Based on Knowledge in the Food Industry
The Use of Fuzzy Logic in the Food Industry
Methods of Learning Through Machine Learning (ML)
Food Manufacturing: ANN Technique
AI-Based Compensation Within the Food Manufacturing Sector
Emerging AI Implementation Ideas in the Food Manufacturing Sector
Conclusion
Chapter 16: Unlocking Emotional Intelligence with AI Marketing: Connecting Brands to Hearts
Defining Emotional Intelligence in the Context of Marketing
Emotional Intelligence and Consumer Behavior
The Impact of Technology and AI
The Significance of Emotional Connections Between Brands and Consumers
Impact on Consumer Decision-Making
Understanding Consumer Emotions with AI
Utilizing AI to Gather and Analyze Emotional Data from Various Sources
Sentiment Analysis and Its Applications in Understanding Consumer Sentiment
Natural Language Processing (NLP) for Deciphering Emotions from  Customer Interactions
Case Studies and Examples of Successful Emotional Data Analysis
Case Study 1: Coca-Cola’s “Share a Coke” Campaign
Case Study 2: Spotify’s “Wrapped” Campaign
Case Study 3: Nike’s “Dream Crazy” Ad
Case Study 4: Airbnb’s “Belong Anywhere” Campaign
Case Study 5: Always’ “#LikeAGirl” Campaign
Case Study 6: Google’s “Year in Search” Videos
Case Study 7: Dove’s “Real Beauty” Campaign
AI-Driven Personalization for Emotional Resonance
Leveraging AI Algorithms to Match Emotional Triggers with Individual Consumers
The Potential of AI in Emotional Personalization
Balancing Personalization and Privacy Concerns
The Risk of Emotional Manipulation
Emotional Storytelling Through AI-Generated Content
The Fusion of AI Visual Recognition and Emotional Branding: A Critical Examination
Case Studies of Emotionally Driven Brand Visuals and Their Effectiveness: A Critical Examination
Case Study 1: Apple’s “Shot on iPhone” Campaign
Case Study 2: Dove’s “Real Beauty” Campaign
Case Study 3: Nike’s “Just Do It” Campaign with Colin Kaepernick
Developing AI-Powered Metrics for Emotional Engagement: A Critical Examination
Assessing the ROI of Emotionally Driven Marketing Campaigns: A Critical Examination
Integrating Emotional Metrics with Traditional Performance Indicators: A Critical Examination
The Ethical Implications of Using AI for Emotional Engagement: A Critical Examination
Conclusion
Emphasizing the Transformative Potential of AI in Connecting Brands to Hearts: A Critical Examination
Striking the Balance Between Technology and Human Emotions: A Critical Conclusion
Conclusion
References
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Index