IDEAS home Printed from https://ideas.repec.org/a/aza/airwa0/y2023v2i2p115-120.html
   My bibliography  Save this article

Leveraging decision-making AI within marketing operations transformation

Author

Listed:
  • Leary, Patrick C.

    (Vice President and User Experience Manager, AllianceBernstein, USA)

  • Misischia, Michael

    (AllianceBernstein, USA)

Abstract

Artificial intelligence (AI) digital marketing assists marketing executives in the analysis of targeted audiences and personalising service offerings to customers. The use of data metrics and advanced predictive analytics helps to build efficiently a holistic understanding of targeted customer leads as well as aiding businesses, regardless of size, to run successful digital campaigns focused on targeted audience groups. This paper explores the foundation of targeted AI approaches and areas of potential integration. There is ever-increased opportunity to improve upon digital marketing transformation, being mindful of tailoring an overall strategic approach to speak to business and stakeholder needs as well as in how best to syndicate with multiple discipline teams.

Suggested Citation

  • Leary, Patrick C. & Misischia, Michael, 2023. "Leveraging decision-making AI within marketing operations transformation," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 2(2), pages 115-120, December.
    • Handle: RePEc:aza:airwa0:y:2023:v:2:i:2:p:115-120
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7565/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7565/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    marketing operations; artificial intelligence (AI); big data; automation; user experience (UX); transformation;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G2 - Financial Economics - - Financial Institutions and Services

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:airwa0:y:2023:v:2:i:2:p:115-120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.