Introduction to Algorithmic Marketing: Artificial Intelligence for Marketing Operations
(By Ilya Katsov)
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| Author | Ilya Katsov |
"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 Contents
Chapter 1 - Introduction
The Subject of Algorithmic Marketing The Definition of Algorithmic Marketing Historical Backgrounds and Context Programmatic Services Who Should Read This Book? Summary Chapter 2 - Review of Predictive Modeling
Descriptive, Predictive, and Prescriptive Analytics Economic Optimization Machine Learning Supervised Learning Representation Learning More Specialized Models Summary Chapter 3 - Promotions and Advertisements
Environment Business Objectives Targeting Pipeline Response Modeling and Measurement Building Blocks: Targeting and LTV Models Designing and Running Campaigns Resource Allocation Online Advertisements Measuring the Effectiveness Architecture of Targeting Systems Summary Chapter 4 - Search
Environment Business Objectives Building Blocks: Matching and Ranking Mixing Relevance Signals Semantic Analysis Search Methods for Merchandising Relevance Tuning Architecture of Merchandising Search Services Summary Chapter 5 - Recommendations
Environment Business Objectives Quality Evaluation Overview of Recommendation Methods Content-based Filtering Introduction to Collaborative Filtering Neighborhood-based Collaborative Filtering Model-based Collaborative Filtering Hybrid Methods Contextual Recommendations Non-Personalized Recommendations Multiple Objective Optimization Architecture of Recommender Systems Summary Chapter 6 - Pricing and Assortment
Environment The Impact of Pricing Price and Value Price and Demand Basic Price Structures Demand Prediction Price Optimization Resource Allocation Assortment Optimization Architecture of Price Management Systems Summary”
