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Machine Learning in Marketing: Research Report 2019

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Machine Learning in Marketing: Research Report 2019

May 07
03:02 2019
New research report explores the goal, process, and benefit of AI-driven marketing

Zürich, Switzerland – May 6th, 2019 – Machine Learning (ML) is developing under the great promise that marketing can now be both more efficient and human. Machine learning models, embedded or not into marketing software, are powering every single functional area of marketing and each step of the consumer journey. 

So, what does the rise of machine learning mean for marketers? Alex Mari, Research Associate at the University of Zurich, captures the insights and experiences of more than 30 international “AI in Marketing” experts like Jim Sterne, Dr. A.K. Pradeep, Scott Brinker, and Andreina Mandelli.

This independent research report, endorsed by SwissCognitive, describes the goal, process, and benefit of AI-driven marketing. In particular, it explores how marketing leverages machine learning models to automate, optimize, and augment the transformational process of data into actions and interactions with the scope of predicting behaviors, anticipating needs, and hyper-personalizing messages.

“Designing an ML strategy requires managers to systematically evaluate marketing needs in terms of automation, optimization, and augmentation in relation to the searched benefits of prediction, anticipation, and personalization,” says Alex Mari.

 This research lays out a model for the definition of AI-driven strategies within the marketing context. And, it explores the critical elements of what, how, and why to infuse machine learning into the sequential steps of a marketing process.

 

“Machine-inspired marketing forces managers to strategically assess their organization to redesign roles and responsibilities while adequately defining the division of tasks between humans and machines,” adds Alex Mari.

Download the full research report “The Rise of Machine Learning in Marketing”: https://www.researchgate.net/publication/332865857


About Alex Mari

Alex Mari is a Research Associate at the Chair for Marketing and Market Research at the University of Zurich (Switzerland) where he studies the impact of machine learning on consumer-brand relationships.

For more information, visit: 

https://www.business.uzh.ch/de/research/professorships/market-research/teamoverview/tcurrent/Mari.html 

https://www.linkedin.com/in/alexmari/

Media Contact
Contact Person: Alex Mari
Email: Send Email
Phone: +41791716713
City: Zürich
Country: Switzerland
Website: www.business.uzh.ch/de/research/professorships/market-research/teamoverview/tcurrent/Mari.html

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