Buscar
Introduction to Algorithmic Marketing
Cód:
491_9780692989043
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."A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."?Ali Bouhouch, CTO, Sephora Americas"It is a must-read for both data scientists and marketing officers?even better if they read it together."?Andrey Sebrant, Director of Strategic Marketing, Yandex"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."?Victoria Livschitz, founder and CTO, Grid Dynamics Table of ContentsChapter 1 - IntroductionThe Subject of Algorithmic MarketingThe Definition of Algorithmic MarketingHistorical Backgrounds and ContextProgrammatic ServicesWho Should Read This Book?SummaryChapter 2 - Review of Predictive ModelingDescriptive, Predictive, and Prescriptive AnalyticsEconomic OptimizationMachine LearningSupervised LearningRepresentation LearningMore Specialized ModelsSummaryChapter 3 - Promotions and AdvertisementsEnvironmentBusiness ObjectivesTargeting PipelineResponse Modeling and MeasurementBuilding Blocks: Targeting and LTV ModelsDesigning and Running CampaignsResource AllocationOnline AdvertisementsMeasuring the EffectivenessArchitecture of Targeting SystemsSummaryChapter 4 - SearchEnvironmentBusi
Veja mais

Quem comprou também comprou

Quem viu também comprou

Quem viu também viu