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Machine Learning and Artificial Intelligence: The New Move for Marketers
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Author(s): Md Shamim Hossain (Hajee Mohammad Danesh Science and Technology University, Bangladesh)and Mst Farjana Rahman (Hajee Mohammad Danesh Science and Technology University, Bangladesh)
Copyright: 2022
Pages: 27
Source title:
Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch014
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Abstract
The current study looks at how marketing managers utilize machine learning and artificial intelligence to analyze large amounts of client data and develop effective marketing strategies. A qualitative research design was used in this study. With a total sample of 30 respondents, the study used purposive sampling since selecting the exact demographic participating in the study is subjective. The data for the study was gathered through in-depth interviews with the interviewees. The study found that marketing managers use ML and AI to disclose patterns and trends by incorporating them into decision-making algorithms. The findings of the study will be of great benefit to business managers and markers. To the authors' knowledge, prior studies verified how to analyze business data using AL and ML but did not demonstrate how organizations use the AL and ML approaches in practice. As a result, in the current study, they demonstrated how businesses use AL and ML in practice, especially for improving marketing strategies.
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