scholarly journals A strategic framework for artificial intelligence in marketing

2020 ◽  
Vol 49 (1) ◽  
pp. 30-50
Author(s):  
Ming-Hui Huang ◽  
Roland T. Rust

AbstractThe authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.

2020 ◽  
pp. 12-30
Author(s):  
Mark Poema Lida

The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.


2020 ◽  
Vol 8 (5) ◽  
Author(s):  
Yakup Durmaz ◽  
Ali Açıkgöz

This study aims to find whether strategic marketing planning is adequate in Small and Medium-sized Enterprises. Without efficient marketing, it is almost impossible for businesses to compete with others or to continue their businesses. This research studies the strategic marketing planning practices in SMEs in the Diyarbakır province of Turkey. The study was conducted on businesses in an organized industry site of Diyarbakır. For data collection, semi-structured interviews were made.  The population of the research consists of people in charge of the SMEs. The results show that the SMEs on which the study was conducted were not on an adequate level when it comes to strategic marketing planning. According to the findings, the businesses in the study used dynamic pricing. The reason for this practice can be competition, exchange rates and the fluctuations in interest rates.


1990 ◽  
Vol 45 (1) ◽  
pp. 18-27 ◽  
Author(s):  
David Gilbert

2020 ◽  
pp. 027347532096050
Author(s):  
Eileen Bridges

This article looks back over the past two decades to describe how teaching of undergraduate marketing research has (or has not) changed. Sweeping changes in technology and society have certainly affected how marketing research is designed and implemented—but how has this affected teaching of this important topic? Although the purpose of marketing research is still to better understand target customer needs, the tools are different now: customer data are typically collected using technology-based interfaces in place of such instruments as mailed, telephone, or in-person surveys. Observational techniques collect more data electronically rather than requiring a human recorder. Similarly, sampling has changed: sample frames are no longer widely used. Many of these changes are not yet fully discussed in marketing research courses. On the other hand, there is increasing interest in and availability of courses and programs in marketing data analytics, which teach specialized skills related to analysis and interpretation of electronic databases. Perhaps even more importantly, new technology-based tools permit greater automation of data collection and analysis, and presentation of findings. A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions.


2020 ◽  
Author(s):  
Mohd Aftab

Artificial Intelligence is employed by various scientists, universities, private firms to fight COVID – 19. AI has started to enter healthcare at a dramatic pace, owing to the current pandemic. Methods like CT scan to detect COVID related Pneumonia in the lungs, to search for new molecules, and to aid the epidemiologists who tracked the disease early on. New tracking methods are being utilized to contain the spread but are we depending too much? Will AI help or fight against us? Is this the wolf of data collection dressed in the lamb’s fleece of a solution to the pandemic? Artificial Intelligence (AI) is helping to fight COVID – 19 but shouldn’t be expected to solve the crisis on its own.


2019 ◽  
Author(s):  
Xia Huiyi ◽  
◽  
Nankai Xia ◽  
Liu Liu ◽  
◽  
...  

With the development of urbanization and the continuous development, construction and renewal of the city, the living environment of human beings has also undergone tremendous changes, such as residential community environment and service facilities, urban roads and street spaces, and urban public service formats. And the layout of the facilities, etc., and these are the real needs of people in urban life, but the characteristics of these needs or their problems will inevitably have a certain impact on the user's psychological feelings, thus affecting people's use needs. Then, studying the ways in which urban residents perceive changes in the living environment and how they perceive changes in psychology and emotions will have practical significance and can effectively assist urban management and builders to optimize the living environment of residents. This is also the long-term. One of the topics of greatest interest to urban researchers since then. In the theory of demand hierarchy proposed by American psychologist Abraham Maslow, safety is the basic requirement second only to physiological needs. So safety, especially psychological security, has become one of the basic needs of people in the urban environment. People's perception of the psychological security of the urban environment is also one of the most important indicators in urban environmental assessment. In the past, due to the influence of technical means, the study of urban environmental psychological security often relied on the limited investigation of a small number of respondents. Low-density data is difficult to measure the perceptual results of universality. With the leaping development of the mobile Internet, Internet image data has grown geometrically over time. And with the development of artificial intelligence technology in recent years, image recognition and perception analysis based on machine learning has become possible. The maturity of these technical conditions provides a basis for the study of the urban renewal index evaluation system based on psychological security. In addition to the existing urban visual street furniture data obtained through urban big data collection combined with artificial intelligence image analysis, this paper also proposes a large number of urban living environment psychological assessment data collection strategies. These data are derived from crowdsourcing, and the collection method is limited by the development of cost and technology. At present, the psychological security preference of a large number of users on urban street images is collected by forced selection method, and then obtained by statistical data fitting to obtain urban environmental psychology. Security sense training set. In the future, when the conditions are mature, the brainwave feedback data in the virtual reality scene can be used to carry out the machine learning of psychological security, so as to improve the accuracy of the psychological security data.


2019 ◽  
Vol 4 (2) ◽  
pp. 34
Author(s):  
Bayu Purbha Sakti

The research was backgrounded by a decrease in the number of students who enrolled in Unwidha Klaten's PGSD Study Program. The study focused on the profile of students towards the PGSD FKIP Klaten Widya Dharma University lecture activities. Data collection uses an instrument in the form of a questionnaire. Processing data using editing, explanation information, diagrams, and percentage explanations. The research conclusions are explained as follows. The majority of Unwidha Klaten's PGSD students in 2017 have self-explanations such as being born in Klaten before the millennium, having a productive age, having traits, and predominantly female characters. The majority of Unwidha Klaten's PGSD students in 2017 have family information such as having to struggle to get more information about bachelor diplomas, civil servants, private teachers, love their siblings, be an example, and a good example in the family. The majority of Unwidha Klaten's PGSD students in 2017 have health information such as being able to maintain their weight, height, eye health, hearing health, should not be considered arrogant because they do not have recurrence of disease and accident problems. The majority of Unwidha Klaten's PGSD students in 2017 have lecture information such as having the desire to become an elementary school teacher, taking a distance of more than 1 kilometer with up to 1 hour, choosing the subjects they like and the hardest courses, namely PGSD courses.


Sign in / Sign up

Export Citation Format

Share Document