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The Human Side Of Advanced Analytics - Press Release

Artificial Intelligence Marketing and Predicting Consumer Choice (9780749479558)15th March 2017 - Artificial Intelligence Marketing and Predicting Consumer Choice

The Human Side of Advanced Analytics

The ability to predict consumer choice has become more fundamental than ever to success for any business, with artificial intelligence now a buzzword in the marketing realm. But how do you use data to determine the choices of your customers, and how can you apply these methods to gain the best possible insight?

When it comes to predictive analytics, there are a vast array of techniques now available, each with their own advantages and disadvantages. Artificial Intelligence Marketing and Predicting Consumer Choice, the new book by Dr Steven Struhl, serves to integrate these widely disparate approaches in the most practical and realistic terms for business.

Acting as a bridge between the person applying or learning these problem-solving methods and the experts conducting the analysis, this book is a hands-on guide to the many remarkable advances that have been made in this fascinating field. From practitioners who are predicting consumer choices in practice, to students wanting to understand what is involved, this book covers everything from what makes up data and information, the types of analyses and their natures, and what you can expect once the work has been done.

“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

“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.” Katie Szelc, Manager Customer Insights | Global Business Insights, Johnson & Johnson Medical Devices

About the author: 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.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organisations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.

Artificial Intelligencev Marketing and Predicting Consumer Choice - ISBN: 9780749479558, Price: £19.99 - is available to purchase from April 4th 2017. For a review copy, a by-lined article or to arrange an interview with the author, please contact Natasha Tulett: NTulett@koganpage.com or +44 (0)20 7843 1925.


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