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Artificial Intelligence Marketing and Predicting Consumer Choice
An Overview of Tools and Techniques
Compare and contrast the widely differing approaches to predictive analytics and predicting consumer choice with this comprehensive guide to marketing analytics.
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EAN: 9780749479558
Edition: 1
Published:
Format: 234 x 154
272 pages
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About the book
The ability to predict consumer choice is a fundamental aspect to success for any business. In the context of artificial intelligence marketing, there are a wide array of predictive analytic techniques available to achieve this purpose, each with its own unique advantages and disadvantages. Artificial Intelligence Marketing and Predicting Consumer Choice serves to integrate these widely disparate approaches, and show the strengths, weaknesses, and best applications of each. It provides a bridge between the person who must apply or learn these problem-solving methods and the community of experts who do the actual analysis. It is also a practical and accessible guide to the many remarkable advances that have been recently made in this fascinating field.
Online resources: bonus chapters on AI, ensembles and neural nets, and finishing experiments, plus single and multiple product simulators.
About the authors
Dr. Steven Struhl PhD, MBA, MA has more than 25 years' experience in consulting and research, specializing in practical solutions based on statistical models of decision-making and behavior. In addition to text analytics and data mining, his work addresses how buying decisions are made, optimizing service delivery and product configurations and finding the meaningful differences among products and services. Steven also has taught graduate courses on statistical methods and data analysis. He speaks at conferences and has given numerous seminars on pricing, choice modelling, market segmentation and presenting data.
Table of contents
- Section - 01: Who Should Read this Book and Why?;
- Section - 02: Getting the Project Going;
- Section - 03: Conjoint, Discrete Choice and Other Trade-offs: Let’s Do an Experiment;
- Section - 04: Creating the Best, Newest Thing: Discrete Choice Modelling;
- Section - 05: Conjoint Analysis and its Uses;
- Section - 06: Predictive Models: Via Classifications that Grow on Trees;
- Section - 07: Remarkable Predictive Models with Bayes Nets;
- Section - 08: Putting it Together: What to Use When;
Reviews
Peter Goldstein, Software Engineer, Google
Full of hard-won practical wisdom, this is a comprehensive guide to navigating the complexity of market forecasting. Foregoing the hyperbole that so often characterizes discussions of artificial intelligence, Dr. Struhl thoroughly explains a wide range of methods, where their difficulties lie, and how to get the best insights from each.
Katie Szelc, Manager Customer Insights | Global Business Insights, Johnson & Johnson Medical Devices
Dr. Struhl has written another highly informative book -it offers an easy to understand way of thinking about how to best use data to answer bigger marketing questions. His explanations are clear and relatable, making this book an invaluable tool to anyone involved in commercial decision making, especially marketers and researchers.
Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing and, Professor of Operations, Information, and Decisions, The Wharton School
This book covers lucidly a number of research methodologies commonly support very important new product development and marketing strategy decisions. The author, Dr. Steven Struhl, should be commended for making the materials accessible to a wide range of audiences by emphasizing the practicality, appropriateness, and pros and cons of the various methodologies.
Louis A. Tucci, Ph.D., Associate Professor Of Marketing, The College Of New Jersey
An excellent all-in-one primer for today's marketer and researcher. This is clear, to the point and a comprehensive guide to this complex field.
David F. Harris, author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions
Dr. Struhl does an excellent job of explaining the strengths and weaknesses of methods of predicting consumer behavior. This book is thoughtful, well-written, and also a practical book for marketers, marketing researchers and business consultants. If you help organizations make decisions, the best decision you can make right now is to read this book.
Robert Kaminsky, President, MedSpan Research
Artificial Intelligence Marketing and Predicting Consumer Choice clearly explains the tools that drive sophisticated market research. I heartily recommend this book for anyone looking for greater insight and success with cutting-edge techniques.
- Full of hard-won practical wisdom, this is a comprehensive guide to navigating the complexity of market forecasting. Foregoing the hyperbole that so often characterizes discussions of artificial intelligence, Dr. Struhl thoroughly explains a wide range of methods, where their difficulties lie, and how to get the best insights from each.
- Peter Goldstein, Software Engineer, Google
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