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Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.

From smart cities to factories and business, many decision-making processes in our society involve NP-hard optimization problems. In a real environment, these problems are frequently large-scale, which limits the potential of exact optimization methods and justifies the use of metaheuristic algorithms in their resolution. Real-world problems are also distinguished by high levels of dynamism and uncertainty, which affect the formulation of the optimization model, its input data, and constraints. However, metaheuristic algorithms usually assume deterministic inputs and constraints, and thus end up solving oversimplified models of the real system being considered, casting doubt on validity and even meaning of the results and recommendations. Accordingly, this paper argues that approaches combining simulation with metaheuristics, i.e., simheuristics, not only constitute a natural extension of metaheuristics, but also should be considered as a "firstresort" method when dealing with large-scale stochastic optimization problems, which constitute most realistic problems in industry and business. To this end, this paper highlights the main benefits and limitations of these simheuristic algorithms, reviews some examples of applications to different fields, and analyzes the most suitable simulation paradigms to be used within a simheuristic. Finally, we outline a series of best practices to consider during the design and implementation stages of a simheuristic algorithm.

Marketers must constantly decide how to implement word-of-mouth (WOM) programs, and a well-developed decision support system (DSS) can provide them valuable assistance in doing so. The authors propose an agent-based framework that aggregates social network–level individual interactions to guide the construction of a successful DSS for WOM. The framework presents a set of guidelines and recommendations to (1) involve stakeholders, (2) follow a data-driven iterative modeling approach, (3) increase validity through automated calibration, and (4) understand the DSS behavior. This framework is applied to build a DSS for a freemium app in which premium users discuss the product with their social network and promote its viral adoption. After its validation, the agent-based DSS forecasts the aggregate number of premium sales over time and the most likely users to become premium in the near future. The experiments show how the DSS can help managers by forecasting premium conversions and increasing the number of premiums through targeting and implementing reward policies.

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Changes in demand when manufacturing different products require an optimization model that includes robustness in its definition and methods to deal with it. In this work we propose the r-TSALBP, a multiobjective model for assembly line balancing to search for the most robust line configurations when demand changes. The robust model definition considers a set of demand scenarios and presents temporal and spatial overloads of the stations in the assembly line of the products to be assembled. We present two multiobjective evolutionary algorithms to deal with one of the r-TSALBP variants. The first algorithm uses an additional objective to evaluate the robustness of the solutions. The second algorithm employs a novel adaptive method to evolve separate populations of robust and non-robust solutions during the search. Results show the improvements of using robustness information during the search and the outstanding behavior of the adaptive evolutionary algorithm for solving the problem. Finally, we analyze the managerial impacts of considering the r-TSALBP model for the different organization departments by exploiting the values of the robustness metrics.

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The current COVID-19 pandemic has impacted millions of people and the global economy. Tourism has been one the most affected economic sectors because of the mobility restrictions established by governments and uncoordinated actions from origin and destination regions. The coordination of restrictions and reopening policies could help control the spread of virus and enhance economies, but this is not an easy endeavor since touristic companies, citizens, and local governments have conflicting interests. We propose an evolutionary game model that reflects a collective risk dilemma behind these decisions. To this aim, we represent regions as players, organized in groups; and consider the perceived risk as a strict lock-down and null economic activity. The costs for regions when restricting their mobility are heterogeneous, given that the dependence on tourism of each region is diverse. Our analysis shows that, for both large populations and the EU NUTS2 case study, the existence of heterogeneous costs enhances global agreements. Furthermore, the decision on how to group regions to maximize the regions’ agreement of the population is a relevant issue for decision makers to consider. We find out that a layout of groups based on similar costs of cooperation boosts the regions’ agreements and avoid the risk of having a total lock-down and a negligible tourism activity. These findings can guide policy makers to facilitate agreements among regions to maximize the tourism recovery.