Machine Learning in Marketing
José M. Ramos-Henriquez
Broschiertes Buch

Machine Learning in Marketing

Customer data growth, new methods, and myriad of applications

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Marketing paradigm is becoming customer centric. Every day billions of interactions and transactions occur, generating huge quantities of data. Customers are analysed though the lenses of marketing, with the data that those organizations record, integrate and manage. Today analytical tools include new statistical learning developments, such as machine learning, to generate new models gaining customer insights and supporting marketing decisions. A review of recent research in marketing showed a wide variety of case studies using machine learning methods from customer acquisition analysis, to cu...