Introduction to Algorithmic Marketing: Artificial Intelligence for Marketing Operations

ISBN: 0692989048

Author: Ilya Katsov

Condition: New

Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.Table of ContentsChapter 1 - Introduction- The Subject of Algorithmic Marketing- The Definition of Algorithmic Marketing- Historical Backgrounds and Context- Programmatic Services- Who Should Read This Book?- SummaryChapter 2 - Review of Predictive Modeling- Descriptive, Predictive, and Prescriptive Analytics- Economic Optimization- Machine Learning- Supervised Learning- Representation Learning- More Specialized Models- SummaryChapter 3 - Promotions and Advertisements- Environment- Business Objectives- Targeting Pipeline- Response Modeling and Measurement- Building Blocks: Targeting and LTV Models- Designing and Running Campaigns- Resource Allocation- Online Advertisements- Measuring the Effectiveness- Architecture of Targeting Systems- SummaryChapter 4 - Search- Environment- Business Objectives- Building Blocks: Matching and Ranking- Mixing Relevance Signals- Semantic Analysis- Search Methods for Merchandising- Relevance Tuning- Architecture of Merchandising Search Services- SummaryChapter 5 - Recommendations- Environment- Business Objectives- Quality Evaluation- Overview of Recommendation Methods- Content-based Filtering- Introduction to Collaborative Filtering- Neighborhood-based Collaborative Filtering- Model-based Collaborative Filtering- Hybrid Methods- Contextual Recommendations- Non-Personalized Recommendations- Multiple Objective Optimization- Architecture of Recommender Systems- SummaryChapter 6 - Pricing and Assortment- Environment- The Impact of Pricing- Price and Value- Price and Demand- Basic Price Structures- Demand Prediction- Price Optimization- Resource Allocation- Assortment Optimization- Architecture of Price Management Systems- Summary