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 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
“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
“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