Compare and contrast the widely differing approaches to predictive analytics and predicting consumer choice with this comprehensive guide to marketing analytics.
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.
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
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.
Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing and, Professor of Operations, Information, and Decisions, The Wharton School
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.
Louis A. Tucci, Ph.D., Associate Professor Of Marketing, The College Of New Jersey
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.
David F. Harris, author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions
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.
Robert Kaminsky, President, MedSpan Research
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.
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