AI-Enabled Marketing Solutions in Marketing Decision Making: AI Application in Different Stages of Marketing Process

Ljepava, Nikolina

doi:10.18421/tem113-40

Cited by 21 publications

(8 citation statements)

References 34 publications

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“…Nevertheless, the success of personalization and customization will always depend on the quality of the customer data collected, the volume of available data, the analytical capabilities of the analytical algorithms to provide the correct insights and the implementation of those insights. (Ljepava, 2022(Ljepava, , p. 1310 From this point of view, it might seem possible to use in marketing in terms of customer data and marketing communication tools just in the field of advertising, especially in performance communication and with a simpler impact on the end customer, as can also be seen from the Table 1…”

Section: Discussionmentioning

confidence: 99%

The potential of AI tools in formal education

Vrabec,

Zubková

2023

Media &Amp; Marketing Identity

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The paper deals with the use of Artificial Intelligence (AI) tools in formal education. The first part of the paper presents a theoretical framework, defining key concepts and examining the current state of AI use in education in Slovakia and other countries. This analysis provides a deeper insight into current trends and challenges in the implementation of AI in educational processes. The second part of the article focuses on a systematic search for AI tools that have the potential to be used in the educational process. The given tools are subjected to a content analysis to assess their applicability and benefits in the educational context. The results of this paper have the potential to contribute significantly to a better understanding of the benefits of AI in the context of formal education. It can also be used as a basis for developing effective strategies for implementing AI in educational processes and enriching research using advanced technologies in pedagogy.

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Section: Discussionmentioning

confidence: 99%

The potential of AI tools in formal education

Vrabec,

Zubková

2023

Media &Amp; Marketing Identity

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“…This data-driven approach ensures that marketing budgets are invested in channels that deliver the highest returns (Campbell, et. al., 2020, Ljepava, 2022, Novak, Bennett & Kliestik, 2021.…”

Section: Integration Of Artificial Intelligence In Digital Marketing ...mentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Data, enabling marketers to extract actionable insights, identify trends, and make informed decisions. The integration of AI further enhances these capabilities, automating processes and offering predictive analytics for more targeted and personalized marketing strategies. The paper delves into various strategies employed in Digital Marketing Analytics, encompassing data collection, analysis, and interpretation. It discusses the significance of real-time analytics in responding promptly to market changes, optimizing campaigns, and enhancing customer experiences. Additionally, the review addresses the ethical considerations surrounding data privacy and the responsible use of AI in marketing practices. The synergy between Big Data and AI is explored as a catalyst for innovation in digital marketing. Strategies such as machine learning algorithms for customer segmentation, sentiment analysis, and predictive modeling are examined for their potential to revolutionize marketing effectiveness. Moreover, the paper highlights the evolving role of analytics in measuring the return on investment (ROI) of digital marketing initiatives. This review provides insights into the evolving landscape of Digital Marketing Analytics, emphasizing the strategic importance of leveraging Big Data and AI. Businesses that embrace these technologies stand to gain a competitive edge by unlocking valuable insights, optimizing marketing efforts, and staying agile in response to dynamic market conditions.

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“…In contrast, Brown [19]employed an interviewbased methodology to gain insights into the factors influencing student interest in AI within marketing courses. A study conducted by Ljepava [20]examined the effects of AI-enabled digital marketing initiatives on financially disadvantaged consumers, representing a very selective investigation in this field. The study highlights the need of human connections to attain optimal consumer engagement and experience.…”

Section: Marketing and Salesmentioning

confidence: 99%

A Review of Artificial Intelligence and its Application in Business

Njeru

2023

JEBI

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In recent years, there has been a noticeable rise in the proliferation of services and intelligent products, accompanied by their widespread consequential socioeconomic implications and commercial availability.This development prompts an inquiry into whether the current emergence of artificial intelligence (AI) is merely a transient trend or possesses genuine transformative potential for the global landscape. This study explores the extensive implications of AI and provides a comprehensive analysis of its positive and negative effects on the business sector. AI has shown significant use in the administration of complex systems, as well as providing assistance to people across many operations. AI is often used in the business sector to provide help for the decision-making process. It is utilized to create various simulations and serves as a foundation for building a competitive edge for organizations. By integrating AI systems throughout many departments within a company, there exists the potential to enhance the efficiency and effectiveness of business operations, hence leading to heightened satisfaction with the services or goods offered by these firms. Several applications of AI in the business domain include marketing, research and development, manufacturing, and quality management.

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AI-Enabled Marketing Solutions in Marketing Decision Making: AI Application in Different Stages of Marketing Process

Cited by 21 publications

References 34 publications

The potential of AI tools in formal education

The potential of AI tools in formal education

Digital marketing analytics: A review of strategies in the age of big data and AI

A Review of Artificial Intelligence and its Application in Business

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