Letting the Computers Take Over: Using AI to Solve Marketing Problems

dc.contributor.author	Overgoor, G
dc.contributor.author	Chica Serrano, Manuel
dc.contributor.author	Rand, William
dc.contributor.author	Weishampel, A
dc.date.accessioned	2024-11-22T08:45:51Z
dc.date.available	2024-11-22T08:45:51Z
dc.date.issued	2019
dc.identifier.citation	California Management Review 1-30 2019	es_ES
dc.identifier.uri	https://hdl.handle.net/10481/97249
dc.description.abstract	Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.
dc.language.iso	eng	es_ES
dc.title	Letting the Computers Take Over: Using AI to Solve Marketing Problems	es_ES
dc.type	journal article	es_ES
dc.rights.accessRights	open access	es_ES
dc.identifier.doi	https://doi.org/10.1177/0008125619859318