Ebook Free , by Jim Sterne
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![, by Jim Sterne]( ", by Jim Sterne")
, by Jim Sterne
Ebook Free , by Jim Sterne
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Product details
File Size: 12134 KB
Print Length: 355 pages
Publisher: Wiley; 1 edition (August 2, 2017)
Publication Date: August 2, 2017
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B074JL4S27
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Amazon Best Sellers Rank:
#401,739 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
I'm not aware of any other titles that come remotely close to what Jim Sterne accomplishes here: a thorough and sophisticated introduction to AI, Machine Learning, etc. and its implications for marketing. Mr. Sterne would be the first to say that reading this book isn't going to equip one with the tools to go out and start training learning machines. But it is an absolute tour de force in addressing critical first principals such as:1. What is AI (and machine learning and other subsets of AI)? (chapter 2 on Machine Learning is must read, it clears up so many misconceptions)2. What's the current status of AI in terms of scale and practical applications?3. What are the pitfalls of AI and ML - both in practice and otherwise (training machines, as it turns out, is exceedingly difficult, especially machines designed to ultimately think for themselves).Mr. Sterne also provides a beautiful survey of practical applications for the marketing function. In so doing, he addresses the myriad of problems faced by practitioners in an era where personalized experiences have become an expectation. And AI can help, no doubt about it. In particular, Mr. Sterne devotes great pages to:1. Using AI to "get attention" - much of the focus here is on how AI can improve market segmentation, mapping customer journeys and building buyer personas2. Using AI to persuade - my personal favorite section3. Using AI to retain - love this, in that Mr. Sterne has now essentially provided an AI guide that tracks the funnel all the way down.Additionally, the book addresses topics such as setting up an AI marketing interface, the role of the marketer as subject matter expert in onboarding a data expert, and finally, some predictions as to what comes next.I enjoy very much reading posts about AI predictions and about 2018 as the "year of AI in marketing." That may be so. But I know for certain, those predictions would be benefit from reading "Artificial Intelligence for Marketing."This is a volume that is an enjoyable cover-to-cover read but that will, in the future, be frequently referred to specific topics.Strongly recommended and thanks to the author!
Is AI for marketing (the idea -- not the book) just hype, or is it really on the horizon? This book tackles that question and squarely lands on the latter. Many of the examples cited -- examples that exist now -- are not marketing examples, but Sterne consistently illustrates how the underlying scenarios for those examples take only a little bit of squinting and slight head tilt to see marketing analogs.Along the way -- with a combination of wit and insightful anecdotes -- Sterne introduces the many moving parts when it comes to AI: the terminology, the technology, the human roles, and impending organizational and societal evolution. He does so through a mind-boggling number of excerpts from published articles, blog posts, and books, combined with interviews with numerous experts on different aspects of the material. Most importantly, he weaves all of that content together into a coherent explanation that links them back to the fundamentals of business and marketing and how the here-and-now will look quaint and simplistic in the not-too-distant future.And, just when I started thinking, "But, how do I apply this to get from here to there?" he wraps up the book with three chapters of practical advice on that front. To quote Sterne quoting Scott Brinker quoting (with an "as reportedly said") W. Edwards Deming: “It is not necessary to change. Survival is not mandatory.†This book got me thinking that survival is absolutely the preferred option, but it will definitely require change, and that that change will be 60% exciting and 40% terrifying.
Jim Sterne brings incredible clarity to the complex topic of Artificial Intelligence. He also provides a history of AI in marketing and a fantastic primer on the basics of machine learning for marketers. The book is chock full of resources and uses cases. I particularly like the way Jim gets into how data scientists think and how they can work more effectively with marketers. I love the discussion of the five tribes of machine learning and which tech is best. Overall, what impressed me the most is how Jim connected the dots in this book and demonstrated how multi-disciplinary marketing and AI are. Bravo!
I bought this book for ideas on how to make AI accessible to my clients and students. I was skeptical, having read many of the recent attempts to "dumb-down" AI for a broader audience. However, I was very pleasantly surprised.This is an easy to read book, requiring no prior knowledge of technology, stats or digital marketing, yet it manages to bring together some of the most important topics, leading examples and most promising start-ups. There's also a little bit of "what's going to happen next" at the end of the book.You could either spend hundreds of hours searching the internet for all of this material or take advantage of all of Jim Sterne's research, contacts and engaging narrative style that will not only bring you up to speed, but also give you many practical examples of where you can use AI today - personally and across your business.Like my friend Russell Walker did for Big Data, Po Bronson did for education, Atul Gawande did for medicine, David Brooks has done for character, and Angela Duckworth has done for Grit, Jim Sterne has helped us understand the reality of what we know today, how to think about it and leverage the insights.If you have questions about this book or my review, please feel free to post comments and I'll do my best to answer them. This is a fascinating new area and the more we can share our thoughts, especially with people like Jim Sterne, the more we'll understand and the faster we can learn where and how to use these amazing new tools.Dev MukherjeeI purchased this book and have no affiliation with Jim Sterne or Wiley.
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