|Author(s): Sunando Das
Collection: Big Data World 2016 - Understanding People Through Smart Data
Keywords: Concept Testing, Brand Research, Text Analytics, Purchasing Behaviour, Big Data, Artificial Intelligence
|PDF version (download)|
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This paper will illustrate how AI algorithms on big data sources (social media, search, e-commerce, Internet of Things, Mobile data) can be developed and applied for transforming consumer insights and marketing programs. This transformation will be on two counts: re-invention of existing programs by making them better, granular, cheaper, faster, and development of new programs to harness the opportunities provided by the new connected world like personalisation strategy, real-time optimisation, development of early warning system and integration of NPD with digital activation. The focus will be on what kind of AI algorithm will work in marketing application context, bringing this to life with real-world cases and generate learnings for us as an industry.