New publication on the use of AI for marketing (California Management Review)

Authors from US, the Netherlands, and Spain have published a practical guide for the adoption of AI technologies in Marketing, following the data science standard CRISP-DM. The paper was published in California Management Review (CMR) in July 2019, one of the most relevant publications in management (impact factor of 5.0).

CMR also published a blog entry about the publication and a brilliant promo video:

Main steps for developing and integrating an AI DSS for Word-of-mouth campaigns

In a nutshell, the authors point out that artificial intelligence works best when it is applied in careful steps:

  1. Define a clear business objective.
  2. Collect and sort an enormous amount of raw data.
  3. Choose the data for your project, and organize it into a digitally digestible format.
  4. Create a program that models how a human would use this data to reach the business objective defined in step one.
  5. Evaluate the outcome to see if the AI application has met the objective defined in step one.
  6. Deploy the AI application.
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