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AI for Marketing and Product Innovation: Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)―twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here―whether we use them or not. This book helps you lean into the curve and take advantage of AI’s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the “what” to show you the “how”: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.
272 pages, Hardcover
Published December 6, 2018
26 people are currently reading
101 people want to read
About the author
A.K. Pradeep
6 books14 followersDr. Pradeep founded NeuroFocus in 2005. Now the company ranks as the world leader in the fast-growing neuromarketing research field, with numerous patents for its advanced technologies and a blue-chip client list representing Fortune 100 companies in dozens of categories.
The Advertising Research Foundation honored him with the 2009 Great Minds Award Grand Prize, which recognizes an individual who brings excellence to advertising research in the category of research innovation. He was also named 2010 Person of the Year by the USA India Business Summit for his impressive innovations and achievements in the field of neuromarketing.
His new book The Buying Brain: Secrets to Selling to the Subconscious Mind was published in 2010.
Dr. Pradeep holds a Ph.D. in engineering from the University of California at Berkeley."
The Advertising Research Foundation honored him with the 2009 Great Minds Award Grand Prize, which recognizes an individual who brings excellence to advertising research in the category of research innovation. He was also named 2010 Person of the Year by the USA India Business Summit for his impressive innovations and achievements in the field of neuromarketing.
His new book The Buying Brain: Secrets to Selling to the Subconscious Mind was published in 2010.
Dr. Pradeep holds a Ph.D. in engineering from the University of California at Berkeley."
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Displaying 1 - 13 of 13 reviews
January 11, 2019
I had high expectations for this book mostly because I've had some previous contact with all three authors and know they're all incredibly accomplished professionals. But my reaction after reading it is definitely mixed.
The best thing about the book is that it's one of the few "manuals" that really explains what AI is, how it works, and how companies can expect to take more advantage of it. This came to life in Chapter 5: "Identifying What Matters Most - Intuition Behind Principal Components, Factors and Optimization", and answered questions like: 1) How do I do AI if I don't know how to program?, 2) How do I do AI if I do know how to program, and 3) how do I learn how to program so I can do AI better? Really well done.
But the book has a massive miss. Chapters 8 - 13 are all about applications for things like product innovation, pricing, promotions, customer segmentation etc. etc. BUT it was so strange that there are exactly zero case studies in the book! All of the recommended steps come off as exceptionally theoretical, with no real life case studies that demonstrate that the approaches really work. One author is from IRI and another is from Unilever: can you think of two better companies able to supply numerous case studies? Why did they choose not to? For me the premise and promise of the book is that I would be exposed to many case studies, and the fact there weren't was a major letdown.
One other challenge is an unevenness in the tone throughout the book. Much of it is quite technical, borderline robotic in its tone, with 15 steps to to this and 9 steps to accomplish that. But there are other sections, especially the last chapter ("Next-Generation Creative and Research Agency Models"), that are more strategic, conceptual and thought-provoking. One came away with the impression that each of the three authors wrote their own sections and one of them took it upon themself to kludge all the submitted info together into what they thought was an acceptable flow.
The book has a lot going for it but requires a do-over.
The best thing about the book is that it's one of the few "manuals" that really explains what AI is, how it works, and how companies can expect to take more advantage of it. This came to life in Chapter 5: "Identifying What Matters Most - Intuition Behind Principal Components, Factors and Optimization", and answered questions like: 1) How do I do AI if I don't know how to program?, 2) How do I do AI if I do know how to program, and 3) how do I learn how to program so I can do AI better? Really well done.
But the book has a massive miss. Chapters 8 - 13 are all about applications for things like product innovation, pricing, promotions, customer segmentation etc. etc. BUT it was so strange that there are exactly zero case studies in the book! All of the recommended steps come off as exceptionally theoretical, with no real life case studies that demonstrate that the approaches really work. One author is from IRI and another is from Unilever: can you think of two better companies able to supply numerous case studies? Why did they choose not to? For me the premise and promise of the book is that I would be exposed to many case studies, and the fact there weren't was a major letdown.
One other challenge is an unevenness in the tone throughout the book. Much of it is quite technical, borderline robotic in its tone, with 15 steps to to this and 9 steps to accomplish that. But there are other sections, especially the last chapter ("Next-Generation Creative and Research Agency Models"), that are more strategic, conceptual and thought-provoking. One came away with the impression that each of the three authors wrote their own sections and one of them took it upon themself to kludge all the submitted info together into what they thought was an acceptable flow.
The book has a lot going for it but requires a do-over.
May 1, 2019
It's a good book if one doesn't know much about AI. It explains the gist of basic statistical methodologies.
It however delves into the realm of sci-fi or not-very-soon-to-happen ideas when talking about market research applications.
It however delves into the realm of sci-fi or not-very-soon-to-happen ideas when talking about market research applications.
August 11, 2022
I had a high expectation of this book because of its catchy title and the high profiles of the authors, Founder/CEO of a top AI startup in marketing, President and CEO of IRI, Global EVP of Consumer and Market Insights for Unilever. However, it had a mix feeling about this book.
Things I liked about this book:
・Very easy-to-understand explanations of concepts in AI/ML for newbies
・Very readable, well organized chapters
・A thought-provoking idea about the future of AI-enabled Marketing, such as,
Imagine a marketing function in which:
• Its population comprises computer scientists, cognitive linguists, neuroscientists, and algorithm developers
• Science and technology account for 70% of the budget
• Media buying and selling is done the same way high frequency trading happens
• Expert systems capture the knowledge and failure of a billion campaigns the same way an infinity of chess games is stored in chess playing machines
・Every chapter has some funny and memorable antidotes/quotes about Big Data, AI/ML such as,
Q: How do you keep a computer programmer in the shower all day long?
A: Give them a shampoo with a label that says "[lather, rinse, repeat]."
A machine learning algorithm walks into a bar. The bartender asks, "What will you have?" The algorithm replies, "What is everyone else having?"
“People worry that computers will get too smart and take over the world, but the real problem is that they're too stupid and they've already taken over the world.” - Pedro Domingos
“Getting information off the Internet is like taking a drink from a firehose.” - Michell Kapor
“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” - Dan Ariely
Things I didn’t like:
・Very theoretical and ideological, no case studies at all
・Not sure who are the targets of the book. Not technically deep enough for data scientists or ML practitioners, but too much mathematics for C-suit, managers in marketing organizations at businesses.
Things I liked about this book:
・Very easy-to-understand explanations of concepts in AI/ML for newbies
・Very readable, well organized chapters
・A thought-provoking idea about the future of AI-enabled Marketing, such as,
Imagine a marketing function in which:
• Its population comprises computer scientists, cognitive linguists, neuroscientists, and algorithm developers
• Science and technology account for 70% of the budget
• Media buying and selling is done the same way high frequency trading happens
• Expert systems capture the knowledge and failure of a billion campaigns the same way an infinity of chess games is stored in chess playing machines
・Every chapter has some funny and memorable antidotes/quotes about Big Data, AI/ML such as,
Q: How do you keep a computer programmer in the shower all day long?
A: Give them a shampoo with a label that says "[lather, rinse, repeat]."
A machine learning algorithm walks into a bar. The bartender asks, "What will you have?" The algorithm replies, "What is everyone else having?"
“People worry that computers will get too smart and take over the world, but the real problem is that they're too stupid and they've already taken over the world.” - Pedro Domingos
“Getting information off the Internet is like taking a drink from a firehose.” - Michell Kapor
“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” - Dan Ariely
Things I didn’t like:
・Very theoretical and ideological, no case studies at all
・Not sure who are the targets of the book. Not technically deep enough for data scientists or ML practitioners, but too much mathematics for C-suit, managers in marketing organizations at businesses.
This entire review has been hidden because of spoilers.
February 19, 2024
Un libro excelente para aprender de IA en un mundo que está ansioso por implementarla en todo lugar.
Como estudiante de Negocios, aprender de Inteligencia Artificial es algo fundamental, sobre todo cuando te enfocas en los negocios digitales como yo.
Siempre se me había hecho algo enigmática la forma en la que la IA trabaja y cómo se podrían implementar en mi vida profesional. Este libro me ayudó a entender muchas cosas fundamentales de la IA y la mercadotecnia, con un lenguaje sencillo y fácil de entender. Me llevó de la mano y me fue ayudando a responder muchas de mis preguntas, lo que me llevó a hacer otras más que yo misma podré ahora tratar de responder.
Como estudiante de Negocios, aprender de Inteligencia Artificial es algo fundamental, sobre todo cuando te enfocas en los negocios digitales como yo.
Siempre se me había hecho algo enigmática la forma en la que la IA trabaja y cómo se podrían implementar en mi vida profesional. Este libro me ayudó a entender muchas cosas fundamentales de la IA y la mercadotecnia, con un lenguaje sencillo y fácil de entender. Me llevó de la mano y me fue ayudando a responder muchas de mis preguntas, lo que me llevó a hacer otras más que yo misma podré ahora tratar de responder.
March 12, 2024
Không tìm thấy cả Marketing lẫn Product Innovation như tựa đề quảng cáo, cuốn sách là tổng hợp giữa 1 bài giới thiệu cơ bản về AI với một đống hầm bà lằng những thứ khác bao gồm cả thuật toán và lập trình.
Một nhược điểm nữa là sách có rất ít ví dụ và case study nên cảm giác như đọc 1 cuốn cẩm nang lý thuyết mà không biết phải làm gì tiếp.
Chưa tham khảo bản gốc nhưng phần dịch tiếng Việt bị khó đọc, khó theo dõi.
Một điều nữa là sách ra đời năm 2019 mà 2022 mới được dịch sang tiếng Việt thành ra rất nhiều điều ở thời điểm đó là chưa rõ ràng thì tới thời điểm đọc thông tin trở nên lỗi thời, không có tính tham khảo nhiều lắm.
Một nhược điểm nữa là sách có rất ít ví dụ và case study nên cảm giác như đọc 1 cuốn cẩm nang lý thuyết mà không biết phải làm gì tiếp.
Chưa tham khảo bản gốc nhưng phần dịch tiếng Việt bị khó đọc, khó theo dõi.
Một điều nữa là sách ra đời năm 2019 mà 2022 mới được dịch sang tiếng Việt thành ra rất nhiều điều ở thời điểm đó là chưa rõ ràng thì tới thời điểm đọc thông tin trở nên lỗi thời, không có tính tham khảo nhiều lắm.
July 31, 2019
Although Pradeep, Appel and Sthanunathan’s all have strong credentials in AI, ML and marketing and product innovation, I found this a really difficult book to follow because the early sections concentrate on the maths underpinning what AI and ML can do and it doesn’t really show you how AI and ML can make a difference to marketing and product strategy. If you’re already proficient in the subject, it may offer you more than it does to a beginner.
August 21, 2020
The book fails to do justice to the true abilities of the author Dr Pradeep.
To the reader and a student of future marketing possibilities , the book appears to be a set of PowerPoint slides with no storytelling, no validation or real life examples. The authors do their best but the chapters seem duct taped all over without a cohesive rhythm.
Could’ve been much better - as there was headroom through AI.
To the reader and a student of future marketing possibilities , the book appears to be a set of PowerPoint slides with no storytelling, no validation or real life examples. The authors do their best but the chapters seem duct taped all over without a cohesive rhythm.
Could’ve been much better - as there was headroom through AI.
March 26, 2024
Enjoyed this book - the first part really lays the foundation for understanding, but I found the last quarter very valuable in a practical sense for Marketers.
December 19, 2024
Good general overview. Light on substance.
September 29, 2023
Like some other comments have pointed out, with the title I was expecting some hands-on, applied, real-life applications, models and examples of AI for Marketing and Product Innovation. But we are stuck with some halfway explained basi concepts with little to non application on real life events.
August 5, 2019
It's not clear who is the audience of this book. In the first half they give a brief description of AI and programming- which has no value to anyone familiar with these subjects and will not give really any knowledge to anyone not familiar with them. The only practical piece of advice I found there was about using MATHLAB for AI\ML with page-long quote of product capabilities of MATHLAB.
The second part - about applications I did not get at all as all they do is listing different models (e.g., pricing models) but I did not find any practical AI usage/advice/case study.
The second part - about applications I did not get at all as all they do is listing different models (e.g., pricing models) but I did not find any practical AI usage/advice/case study.
January 25, 2023
Cũng được nhưng mình k nghĩ là mình có thể xài được cái gì đó, sách hơi lý thuyết quá dù chị Linh dịch ổn
Tựa Việt: AI cho marketing và đổi mới sản phẩm
Tựa Việt: AI cho marketing và đổi mới sản phẩm
Displaying 1 - 13 of 13 reviews