This chapter summarizes the role that artificial intelligence and machine learning (AI/ML) are expected to play at every stage of advertising development, assessment, and execution. Together with advances in neuroscience for measuring attention, cognitive processing, emotional response, and memory, AI/ML have advanced to a point where analytics can be used to identify variables that drive more effective advertising and predict enhanced performance. In addition, the cost of computation has declined, making platforms to apply these tools much less expensive and within reach. The authors then offer recommendations for 1) understanding the clients/customers and users of the products and services that will be advertised, 2) aiding creativity in the process of designing advertisements, 3) testing the impact of advertisements, and 4) identifying the optimum placement of advertisements.
The technology and Data Analytics developments affecting the accounting profession in turn have a profound effect on accounting curriculum. Accounting programs need fully-integrated accounting curriculum to develop students with strong analytic and critical thinking skills that complement their accounting knowledge. This will meet the profession's expectation that accounting students have expert level skills in both technical accounting knowledge and Data Analytics. This paper provides a framework and the resources for creating a Data Analytics-infused accounting curriculum. Specifically, using the Diffusion of Innovation Theory, we apply the theory's five stages to the infusion of Data Analytics into the accounting curriculum: Knowledge, Persuasion, Decision, Implementation, and Confirmation. We formulate an Analytics Value Cube to guide the use of different analytic techniques as accounting programs integrate. We recommend free tools, questions, and cases for use across the curriculum. While our focus is on accounting programs new to Data Analytics, these resources are also useful to accounting programs and practitioners that wish to expand their data analytic offerings.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.