Peter Gentsch. How Marketers without a Data Science. Degree can use AI, Big Data and Bots

Transcription

1 Peter Gentsch AI in Marketing, Sales and Service How Marketers without a Data Science Degree can use AI, Big Data and Bots palgrave macmillan

2 Parti AI AI Eats the World AI and the Fourth Industrial Revolution AI Development: Hyper, Hyper AI as a Game Changer AI for Business Practice 8 Reference 9 2 A Bluffer's Guide to AI, Algorithmier and Big Data Big Data More Than "Big" Big Data What Is Not New Big Data What Is New Definition of Big Data Algorithms The New Marketers? The Power of Algorithms AI the Eternal Talent Is Growing Up AI An Attempt at a Definition Historical Development of AI Why AI Is Not Really Intelligent And Why That Does Not Matter Either 22 References 24 v

3 vi Part II AI Business: Framework and Maturity Model 3 AI Business: Framework and Maturity Model Methods and Technologies SymbolicAI Natural Language Processing (NLP) Rule-Based Expert Systems Sub-symbolic AI Machine Learning Computer Vision and Machine Vision Robotics Framework and Maturity Model AI Framework The 360 Perspective Motivation and Benefit The Layers of the AI Framework AI Use Cases Automated Customer Service Content Creation Conversational Commerce, Chatbots and Personal Assistant« Customer Insights Pake and Fraud Detection Lead Prediction and Profiling Media Flanning Pricing Process Automation Product/Content Recommendation Sales Volume Prediction AI Maturity Model: Process Model with Roadmap Degrees of Maturity and Phases Benefit and Purpose Algorithmic Business On the Way Towards Self-Driven Companies Classical Company Areas Inbound Logistics Production Controlling Fulfilment Management Sales/CRM and Marketing 54

4 vii Outbound Logistics Algorithmic Marketing AI Marketing Matrix The Advantages of Algorithmic Marketing Data Protection and Data Integrity Algorithms in the Marketing Process Practical Examples The Right Use of Algorithms in Marketing Algorithmic Market Research Man Versus Machine Liberalisation of Market Research New Challenges for Market Researchers New Business Models Through Algorithmics and AI Whos in Charge Motivation and Rationale Fields of Activity and Qualifications of a CAIO Role in the Scope of Digital Transformation Pros and Cons Conclusion 77 References 78 Part III Conversational AI: How (Chat)Bots Will Reshape the Digital Experience 4 Conversational AI: How (Chat)Bots Will Reshape the Digital Experience Bots as a New Customer Interface and Operating System (Chat)Bots: Not a New Subject What Is New? Imitation of Human Conversation Interfaces for Companies Bots Meet AI How Intelligent Are Bots Really? Mitsuku as Best Practice AI-Based Bot Possible Limitations of AI-Based Bots Twitter Bot Tay by Microsoft Conversational Commerce Motivation and Development Messaging-Based Communication Is Exploding Subject-Matter and Areas Trends That Benefit Conversational Commerce 92

5 viii Examples of Conversational Commerce Challenges for Conversational Commerce Advantages and Disadvantages of Conversational Commerce Conversational Office Potential Approaches and Benefits Digital Colleagues Conversational Home The Butler Economy Convenience Beats Branding Development of the Personal Assistant Conversational Commerce and AI in the GAFA Platform Economy Bots in the Scope of the CRM Systems of Companies "Spooky Bots" Personalised Dialogues with the Deceased Maturity Levels and Examples of Bots and AI Systems Maturity Model Conversational AI Playbook Roadmap for Conversational AI Platforms and Checklist Conclusion and Outlook E-commerce The Deck Is Being Reshuffled: The Fight for the New E-commerce Eco System Markets Are Becoming Conversations at Last 122 References 124 Part IV AI Best and Next Practices 5 AI Best and Next Practices Sales and Marketing Reloaded Deep Learning Facilitates New Ways of Winning Customers and Markets Sales and Marketing Analogy of the Daring Platform Profiling Companies Firmographics Topical Relevance Digitality of Companies Economic Key Indicators 133

6 ix Lead Prediction Prediction Per Deep Learning Random Forest Classifier Timingthe Addressing Alerting Real-World Use Cases Digital Labor and What Needs to Be Considered from a Costumer Perspective Acceptance of Digital Labor Trust Is the Key Customer Service Based on Digital Labor Must Be Fun Personal Conversations on Every Channel or Device Utility Is a Key Success Factor Messaging Is Not the Reason to Interact with Digital Labor Digital Labor Platform Blueprint Artificial Intelligence and Big Data in Customer Service Modified Parameters in Customer Service Voice Identification and Voice Analytics Chatbots and Conversational UI Predictive Maintenance and the Avoidance of Service Issues Conclusion: Developments in Customer Service Based on Big Data and AI Customer Engagement with Chatbots and Collaboration Bots: Methods, Chances and Risks of the Use of Bots in Service and Marketing Relevance and Potential of Bots for Customer Engagement Overview and Systemisation of Fields of Use Abilities and Stages of Development of Bots Some Examples of Bots That Were Already Used at the End of Proactive Engagement Through a Combination of Listening and Bots Cooperation Between Man and Machine Flanning and Rollout of Bots in Marketing and Customer Service 165

7 x Factors of Success for the Introduction of Bots Usability and Ability to Automate Monitoring and Intervention Brand and Target Group Conclusion The Bot Revolution Is Changing Content Marketing Algorithms and AI for Generating and Distributing Content Robot Journalism Is Becoming Creative More Relevance in Content Marketing ThroughAI Is a Journalist s Job Disappearing? The Messengers Take Over the Content The Bot Revolution Has Announced Itself A Huge Amount of Content Will Be Produced Brands Have to Offer Their Content on the Platforms Platforms Are Replacing the Free Internet Forget Apps The Bots Are Coming! Competition Around the Users Attention Is High Bots Are Replacing Apps in Many Wäys Companies and Customers Will Face Each Other in the Messenger in the Future How Bots Change Content Marketing Examples of News Bots Acceptance of Chat Bots Is Still Controversial Alexa and Google Assistant: Voice Content Will Assert Itself Content Marketing Always Has to Align with Something New Content Marketing Officers Should Thus Today Prepare Themselves for a World in Which Chatbots: Testing New Grounds with a Pinch of Pixie Dust? Rogue One: A Star Wars Story Creating an Immersive Experience Xmas Shopping: Providing Service and Comfort to Shoppers with Disney Fun DoYouSeeUs? 187

8 xi Customer Services, Faster Ways to Answer Consumers' Request A Promising Future Three Takeaways to Work on When Creating Your Chatbot Alexa Becomes Relaxa at an Insurance Company Introduction: The Health Care Market The Next Victim of Disruption? The New Way of Digital Communication: Speaking Choice of the Channel for a First Case The Development of the Skill "TK Smart Relax" Communication of the Skill Target Achievement Factors of Success and Learnings The Future of Media Flanning Current Situation Software Eats the World New Possibilities for Strategie Media Flanning Media Mix Modelling Approach Giant Leap in Modelling Conclusion Corporate Security: Social Listening, Disinformation and Fake News Introduction: Developments in the Process of Early Recognition The New Threat: The Use of Bots for Purposes of Disinformation The Challenge: "Unkown Unknowns" The Solution Approach: GALAXY Grasping the Power of Weak Signals Next Best Action Recommender Systems Next Level Real-Time Analytics in Retail Recommender Systems Reinforcement Learning Reinforcement Learning for Recommendations Summary 233

9 xii 5.11 How Artificial Intelligence and Chatbots Impact the Music Industry and Change Consumer Interaction with Artists and Music Labels The Music Industry Conversational Marketing and Commerce Data Protection in the Music Industry Outlook into the Future 244 References 245 Part V Conclusion and Outlook: Algorithmic Business Quo Yadis? 6 Conclusion and Outlook: Algorithmic Business Quo Vadis? Super Intelligence: Computers Are Taking Over Realistic Scenario or Science Fiction? Will Systems Someday Reach or Even Surmount the Level of Human Intelligence? AI: The Top 11 Trends of 2018 and Beyond Implications for Companies and Society 261 Index 267