Overview

"Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization. ""A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."" ―Ali Bouhouch, CTO, Sephora Americas ""It is a must-read for both data scientists and marketing officers―even better if they read it together."" ―Andrey Sebrant, Director of Strategic Marketing, Yandex ""The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."" ―Victoria Livschitz, founder and CTO, Grid Dynamics Table of Contents Chapter 1 - Introduction The Subject of Algorithmic Marketing The Definition of Algorithmic Marketing Historical Backgrounds and Context Programmatic Services Who Should Read This Book? Summary Chapter 2 - Review of Predictive Modeling Descriptive, Predictive, and Prescriptive Analytics Economic Optimization Machine Learning Supervised Learning Representation Learning More Specialized Models Summary Chapter 3 - Promotions and Advertisements Environment Business Objectives Targeting Pipeline Response Modeling and Measurement Building Blocks: Targeting and LTV Models Designing and Running Campaigns Resource Allocation Online Advertisements Measuring the Effectiveness Architecture of Targeting Systems Summary Chapter 4 - Search Environment Business Objectives Building Blocks: Matching and Ranking Mixing Relevance Signals Semantic Analysis Search Methods for Merchandising Relevance Tuning Architecture of Merchandising Search Services Summary Chapter 5 - Recommendations Environment Business Objectives Quality Evaluation Overview of Recommendation Methods Content-based Filtering Introduction to Collaborative Filtering Neighborhood-based Collaborative Filtering Model-based Collaborative Filtering Hybrid Methods Contextual Recommendations Non-Personalized Recommendations Multiple Objective Optimization Architecture of Recommender Systems Summary Chapter 6 - Pricing and Assortment Environment The Impact of Pricing Price and Value Price and Demand Basic Price Structures Demand Prediction Price Optimization Resource Allocation Assortment Optimization Architecture of Price Management Systems Summary"

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At a time when power is shifting to consumers, while brands and retailers are grasping for fleeting moments of attention, everyone is competing on data and the ability to leverage it at scale to target, acquire, and retain customers. This book is a manual for doing just that. Both marketing practitioners and technology providers will find this book very useful in guiding them through the marketing value chain and how to fully digitize it. A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing. â Ali Bouhouch, CTO, Sephora Americas This books delivers a complete end-to-end blueprint on how to fully digitize your company's marketing operations. Starting from a conceptual architecture for the future of digital marketing, it then delves into detailed analysis of best practices in each individual area of marketing operations. The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time. â Victoria Livschitz, founder and CTO, Grid Dynamics This book provides a much-needed collection of recipes for marketing practitioners on how to use advanced methods of machine learning and data science to understand customer behavior, personalize product offerings, optimize the incentives, and control the engagement - thus creating a new generation of data-driven analytic platform for marketing systems. --Kira Makagon, Chief Innovation Officer, RingCentral; serial entrepreneur, founder of RedAril and Octane

At a time when power is shifting to consumers, while brands and retailers are grasping for fleeting moments of attention, everyone is competing on data and the ability to leverage it at scale to target, acquire, and retain customers. This book is a manual for doing just that. Both marketing practitioners and technology providers will find this book very useful in guiding them through the marketing value chain and how to fully digitize it. A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing. â Ali Bouhouch, CTO, Sephora Americas This books delivers a complete end-to-end blueprint on how to fully digitize your company's marketing operations. Starting from a conceptual architecture for the future of digital marketing, it then delves into detailed analysis of best practices in each individual area of marketing operations. The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time. â Victoria Livschitz, founder and CTO, Grid Dynamics

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