S18 – AUTOMATION OF

MARKETING MODELS
(GROUP 4)
 SIVATEJ KODURU
 SUSHREE SUBHADRA
 SHANTANU RAYGHATAK
 SARVAGYA GAIN

This Photo by Unknown author is licensed under CC BY-NC.

ANALYTICS
TECHNIQUES

 The purpose of analytics can be either descriptive,

predictive, or prescriptive.
 Descriptive analytics refers to data explorations to
summarize historic information.
 Typical questions answered by descriptive analytics
include: What happened?; When, where, and how
often did something happen?; Why did something
happen?; and Is a certain event abnormal?
 Predictive analytics refers to methods that forecast
outcomes or answers, “What will happen at different
levels of inputs?”
 Prescriptive analytics is technique is useful in
answering the questions like: Why is something
happening?; and What is the best course of action to
maximize the key performance metric This Photo by Unknown author is licensed under CC BY-SA.

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ANALYTICS
TECHNIQUES
 Figure 3 of the reading shows the intersection of analytics and
machine learning. The diagram is a two-dimensional graph with
the x-axis representing analytics and the y-axis representing
machine learning.
 Self-learning: This section contains machine learning techniques
that can learn from data without being explicitly programmed.
Examples of self-learning techniques include neural networks
and deep learning.
 Machine learning + predictive analytics: This area contains
machine learning techniques that are used to predict future events
or outcomes. Examples of machine learning + predictive
analytics techniques include time series analysis and forecasting.
 No learning: This quadrant contains analytics techniques that do
not involve machine learning. Examples of no learning
techniques include descriptive analytics and statistical analysis.

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MACHINE LEARNING + PREDICTIVE ANALYTICS:

 Data-Driven Decision-Making: Machine Learning empowers organizations to base decisions on data insights
rather than intuition, improving accuracy and strategic planning.
 Proactive Approach: Predictive Analytics enables businesses to adopt a proactive approach by anticipating future
events, enabling them to take preemptive actions.
 Enhanced Customer Experience: Personalization and targeted recommendations based on predictive insights
lead to improved customer experiences and higher customer satisfaction.

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 EXISTING APPLICATIONS OF AI IN MARKETING

AI is already having a significant impact on marketing, and its applications are only going to grow in the future.
H e r e a r e s o m e o f t h e k e y w a y s t h a t A I i s b e i n g u s e d i n m a r k e t i n g t o d a y, w i t h e x a m p l e s f r o m t h e t e x t r e f e r e n c e :

• Personalized advertising and content curation: ai can be used to analyze customer data and preferences to
create personalized advertising campaigns and content recommendations. For example, Hilton uses AI to send
t a rg e t e d e m a i l c a m p a i g n s t o g u e s t s b a s e d o n t h e i r p a s t b o o k i n g h i s t o r y a n d p r e f e r e n c e s .

• P ro d u c t re c o m m e n d a t i o n s : a i c a n b e u s e d t o r e c o m m e n d p r o d u c t s t o c u s t o m e r s b a s e d o n t h e i r p a s t p u r c h a s e
h i s t o r y, b r o w s i n g b e h a v i o r, a n d o t h e r f a c t o r s . F o r e x a m p l e , a m a z o n u s e s A I t o r e c o m m e n d p r o d u c t s t o
c u s t o m e r s b a s e d o n t h e i r p u r c h a s e a n d s e a r c h h i s t o r y.

• M a r k e t re s e a rc h a n d a n a l y s i s : a i c a n b e u s e d t o c o l l e c t a n d a n a l y z e l a rg e a m o u n t s o f d a t a f r o m a v a r i e t y o f
sources to identify trends and patterns in the market. For example, Under Armour uses AI to analyze data
from its record app to identify trends in fitness and nutrition.

• Automated marketing campaigns: ai can be used to automate many tasks involved in marketing campaigns,
such as email marketing, social media marketing, and paid advertising. For example, Hilton uses AI to
automate its email marketing campaigns, which saves time and allows the company to send more personalized
messages to guests.

• Social media marketing: ai can be used to monitor social media and identify relevant conversations and
trends. For example, Facebook uses AI to monitor social media conversations and identify relevant trends,
which the company then uses to inform its advertising campaigns.
 BENEFITS OF USING AI IN MARKETING

There are many benefits to using AI in marketing, including:

• Improved customer experience: ai can help businesses

to create more personalized and engaging customer
experiences. This can lead to increased customer
s a t i s f a c t i o n a n d l o y a l t y.

• Increased sales and revenue: ai can help businesses to

reach more customers with the right message at the right
time. This can lead to increased sales and revenue.

• Improved marketing efficiency: ai can help businesses

to automate many tasks involved in marketing, such as
lead nurturing, email marketing, and social media
marketing. This can free up marketers to focus on more
strategic initiatives.

• Better decision-making: ai can help businesses to make

better decisions about their marketing strategies and
c a m p a i g n s b y p r o v i d i n g i n s i g h t s i n t o c u s t o m e r b e h a v i o r,
m a r k e t t r e n d s , a n d c o m p e t i t o r a c t i v i t y.

Overall, AI is a powerful tool that can help businesses to

improve their marketing efforts and achieve their business
goals. 6
 POTENTIAL APPLICATIONS OF AI IN MARKETING

AI has the potential to revolutionize marketing in many ways. Here are some of the potential
applications of AI in marketing:

• PERSONALIZED MARKETING: AI can be used to analyze customer data and preferences to

create personalized marketing campaigns and content recommendations. This can help
businesses to reach more customers with the right message at the right time.

• AUTOMATED MARKETING: AI can be used to automate many tasks involved in marketing

campaigns, such as email marketing, social media marketing, and paid advertising. This can
free up marketers to focus on more strategic initiatives.

• PREDICTIVE MARKETING: AI can be used to predict customer behavior and identify

potential customers. This information can be used to create more targeted marketing campaigns
and improve the customer experience.

• ADAPTIVE MARKETING: AI can be used to monitor changes in the market and adjust
marketing campaigns accordingly. This can help businesses to stay ahead of the competition
and meet the needs of their customers. 7
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SUMMARY

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