Building AI Driven Marketing Capabilities: Understand Customer Needs and Deliver Value Through AI
暫譯: 建立以 AI 驅動的行銷能力：理解客戶需求並透過 AI 提供價值

這本書提供了有關在行銷中提供競爭優勢的技術的見解。這些技術可以幫助我們透過分析來描述和預測客戶行為，設計激進的產品，創造有意義的價值，優化分配，通知和推廣解決方案，並通過將行銷與商業目標對齊來使行銷整體上更有效。

一系列技術，如分析、大數據、人工智慧、物聯網、機器學習，預期將改變未來的商業。理解客戶需求、將其與解決方案匹配並提供價值，都可以在技術的幫助下顯著優化。企業需要意識到，人工智慧已經在行銷中取得進展，並預期在可預見的未來將在各個功能領域發揮影響力。商業世界正朝著接受技術的方向發展，以通過解釋多樣的信息來綜合知識並促進決策。

這本書試圖反映技術在各行各業中的部署。隨著功能學科的整合，利用各種技術變得不可或缺，以提供卓越的客戶體驗並推動利潤。因此，行銷人員應該採納開放性、融合性和通過新興技術創造價值的概念。由此產生的超連結市場必須在其現有流程和服務中採納創新變革。這本書為讀者提供了對行銷領域各個方面的技術介入的見解。從理解各種技術作為行銷努力的促進者及其對決策的影響，到映射客戶體驗的各個面向，這本書推薦給行銷人員和學習者，以理解使用技術的優勢。

您將學到的內容：

人工智慧在行銷中的發展和應用
發現、利用和擁抱人工智慧潛力以優化公司增長結果所需的精確、實用框架
通過人工智慧自動化和優化媒體規劃

本書的讀者對象：

本書旨在為行銷人員、學者、商業專業人士、數據科學家、從業者和研究人員而設。

Neha Zaidi is an Assistant Professor of Marketing at the School of Business Studies, Sharda University. She more than 10 years of experience in academics and research and has worked with several reputed management institutions. She has received awards for her research at various international conferences and has published research papers and case studies in Scopus-indexed and ABDC journals in the areas of travel and tourism, sustainable marketing, social media marketing, and services marketing which remain her prime interest domains of research.

Mohit Maurya has a Ph.D. in Retail Management and has almost two decades of experience in academics, research, corporate training and consulting. Some of his previous associations were with the NIILM Centre for Management Studies, Siddaganga Institute of Technology, Kirloskar Institute of Advanced Management Studies, and ICFAI University. He has published several research papers in national and international Journals of repute. He has trained over 1200 executives at various companies like JSW Steel Ltd., Wadhawan Food Retail, Aditya Birla Retail Ltd., Trident Powercraft Private Ltd., GMR Infra., Adecco India, Seminis, Monsanto Agro, Kirloskar Brothers Ltd., Kirloskar Oil Engines Limited, Kirloskar Pneumatic Co. Ltd., and Kirloskar Ebara Pumps Ltd.

Professor Simon Grima is the Deputy Dean of the Faculty of Economics, Management and Accountancy, Associate Professor, and the Head of the Department of Insurance and Risk Management at the University of Malta. There, he coordinates the MA and MSc Insurance and Risk Management degrees together with the Undergrad degree programs in Insurance. Simon is also a Professor at the University of Latvia, Faculty of Business, Management and Economics and a visiting Professor at UNICATT, Milan. He served as the President of the Malta Association of Risk Management (MARM) and President of the Malta Association of Compliance Officers (MACO) between 2013 and 2015 and 2016 and 2018 respectively. He is also the chairman of the Scientific Education Committee of the Public Risk Management Organization (PRIMO). His research focus is on governance, regulations, and internal controls, and he has over 30 years of experience in financial services, academia, and public entities. He has acted as co-chair and is a member of the scientific program committee on some international conferences and is a chief editor, editor and review editor of several journals and book series. He named outstanding reviewer for The Journal of Financial Regulation and Compliance in the 2017 and 2022 Emerald Literati Awards. Additionally, Simon acts as an independent director for financial services firms, sits on risk, compliance, procurement, investment, and audit committees, and carries out duties as a compliance officer, internal auditor and risk manager.

Dr. Pallavi Tyagi is an Associate Professor at the Amity College of Commerce and Finance, Amity University Uttar Pradesh, Noida, India. She has earned her MBA degree from Banasthali University, Rajasthan, India. She earned a Doctor of Philosophy degree in Human Resource Management with a concentration on Employee empowerment and organization performance in 2018. Pallavi has 12 years of professional experience. She has published various case studies and research papers in reputed journals and presented papers at various national and international conferences. She serves as an Editor of The Global Journal of Management and Sustainability (ISSN 2583-4460). Her areas of interest include diversity, equity, and inclusion (DEI), employee empowerment and social entrepreneurship. She has edited various books with international publishers such as Emerald and Rivers Publishers. She also has several patents and copyrights to her credit.

Neha Zaidi是Sharda University商學院的行銷助理教授。她在學術和研究方面擁有超過10年的經驗，曾在多所知名管理機構工作。她在各種國際會議上因其研究獲得獎項，並在旅遊與觀光、可持續行銷、社交媒體行銷和服務行銷等領域的Scopus索引和ABDC期刊上發表了研究論文和案例研究，這些領域仍然是她主要的研究興趣範疇。

Mohit Maurya擁有零售管理的博士學位，並在學術、研究、企業培訓和諮詢方面擁有近二十年的經驗。他曾與NIILM管理研究中心、Siddaganga科技學院、Kirloskar高級管理研究所和ICFAI大學等機構合作。他在國內外知名期刊上發表了多篇研究論文，並在JSW Steel Ltd.、Wadhawan Food Retail、Aditya Birla Retail Ltd.、Trident Powercraft Private Ltd.、GMR Infra.、Adecco India、Seminis、Monsanto Agro、Kirloskar Brothers Ltd.、Kirloskar Oil Engines Limited、Kirloskar Pneumatic Co. Ltd.和Kirloskar Ebara Pumps Ltd.等多家公司培訓了超過1200名高管。

Simon Grima教授是馬爾他大學經濟、管理與會計學院的副院長、助理教授及保險與風險管理系主任。在那裡，他負責協調保險與風險管理的碩士和碩士學位課程，以及本科保險學位課程。Simon同時也是拉脫維亞大學商業、管理與經濟學院的教授，以及米蘭UNICATT的訪問教授。他曾於2013至2015年和2016至2018年擔任馬爾他風險管理協會（MARM）和馬爾他合規官協會（MACO）的會長。他也是公共風險管理組織（PRIMO）科學教育委員會的主席。他的研究重點在於治理、法規和內部控制，並在金融服務、學術界和公共機構擁有超過30年的經驗。他曾擔任一些國際會議的共同主席，並是科學計畫委員會的成員，還擔任多本期刊和書籍系列的主編、編輯和審稿編輯。他在2017年和2022年獲得The Journal of Financial Regulation and Compliance的傑出審稿人獎。此外，Simon還擔任金融服務公司的獨立董事，參與風險、合規、採購、投資和審計委員會，並擔任合規官、內部審計師和風險管理者。

Dr. Pallavi Tyagi是印度諾伊達Amity University Uttar Pradesh的Amity商業與金融學院的副教授。她在印度拉賈斯坦邦的Banasthali University獲得MBA學位。2018年，她獲得人力資源管理博士學位，專注於員工賦能和組織績效。Pallavi擁有12年的專業經驗。她在知名期刊上發表了多篇案例研究和研究論文，並在各種國內外會議上發表論文。她擔任The Global Journal of Management and Sustainability（ISSN 2583-4460）的編輯。她的研究興趣包括多樣性、公平性和包容性（DEI）、員工賦能和社會企業家精神。她還與國際出版商如Emerald和Rivers Publishers編輯了多本書籍，並擁有多項專利和著作權。