TRANSFORMATION OF MARKETING TECHNOLOGIES IN MACHINE INTELLIGENCE ERA
https://doi.org/10.26425/1816-4277-2018-1-28-34
Abstract
Modern marketing becomes more technologically advanced. First of all, this is the result of popularity of digital devices and rapid growth of computational power of computers. It allows to digitalize consumers’ofline behavior and to analyze data using machine learning methods in order to enhance the relevance of particular marketing programs for each individual customer segment. This article reviews how traditional marketing technologies are transformed to reflect the potential of artificial intelligence and machine learning.
References
1. Abashidze M. D., Starostin V. S. Perspektivy ispol’zovaniya mashinnogo obucheniya i operacionnoy analitiki v marketing [Prospects for the use of machine learning and operational analytics in marketing] // Aktual’nye problemy upravleniya – 2016, 21-ya Mezhdunarodnaya nauchno-prakticheskaya konferenciya [Actual problems of management – 2016, 21-th international scientific-practical conference]. Moscow, 2016. – Pp. 33–55/
2. Azoev G.L., Starostin V.S. Personalizaciya produktovykh predlozheniy [Personalization of product offerings] // Marketing, 2012, I. 6 (128). Pp. 19–41.
3. Butkovskaya G. V, Starostin V. S., Chernova V. Yu. Koncepciya marketingovoy operacionnoy analitiki v reklamnoy deyatel’nosti [Concept of marketing operational intelligence in advertising] // Sovremennaya nauchnaya mysl’ [Modern scientific mind], 2017, I. 13. – Pp. 101–110.
4. Servisy rekomendaciy: kak s ikh pomoshch’yu uvelichit’ prodazhi na 60 % [Services recommendations: how to use them to increase sales by 60%] // Kommercheskiy direktor. Professional’nyy zhurnal kommersanta [Commercial Director. Professional journal of the businessman]. Available at: https://www.kom-dir.ru/article/51-servisy-rekomendatsiy (Accessed: 05 November 2017).
5. Mashinnoe obuchenie: iskusstvennyy intellekt pomogaet uporyadochit’ khaos bol’shikh dannykh [Machine learning: artificial intelligence helps to organize the chaos of big data] // RBK. Available at: http://sap-technology.rbc.ru/mashinnoe-obuchenie.html (Accessed: 12 November 2017).
6. Acceleration IoT. Ericsson // Ericsson.com. Available at: https://www.ericsson.com/assets/local/investors/documents/2016/ telebriefing-accelerating-iot-160114.pdf (Accessed: 05 November 2017).
7. Morelli B. Internet connected devices: from the «Internet of things» to the «Internet of everything». Available at: http://www.semi.org/en/sites/semi.org/files/docs/3-Morelli_IHS_SEMI-TX-Outlook_Oct2013.pdf (Accessed: 06 November 2017).
8. Peppers D., Rogers M., Dorf B. Is your company ready for one-to-one marketing? // Harvard Business Review, January-February, 1999. 51–160 pp.
9. Rogers David L. The digital transformation playbook. New York: Columbia Business School Publishing, 2016. P.296.
Review
For citations:
Starostin V. TRANSFORMATION OF MARKETING TECHNOLOGIES IN MACHINE INTELLIGENCE ERA. Vestnik Universiteta. 2018;(1):28-34. (In Russ.) https://doi.org/10.26425/1816-4277-2018-1-28-34
Views:
784
Email this article 