AI-Driven Consumer Analytics
A New Paradigm in Digital Marketing
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- Description
- Contents
- About
The integration of artificial intelligence (AI) into consumer analytics is opening new avenues of growth and profitability for brands and marketers. This integration is not just an incremental improvement in digital marketing but can be widely considered as the fundamental shift signalling a tectonic change in the way marketers will interact with their customers in the coming years. By leveraging AI, marketers can move beyond traditional techniques and hence, gain from actionable insights to deliver superior value to customers.
AI-Driven Consumer Analytics: A New Paradigm in Digital Marketing offers a rich interdisciplinary perspective, blending artificial intelligence, business strategy, consumer analytics, data science, and real-world applications. It connects AI applications with consumer analytics and assesses its impact on the evolution of new marketing paradigm. The edited book also offers practical insights into strategic business goals associated with digital marketing and how the integration of AI, machine learning, and large language models might also give rise to ethical and regulatory concerns related to technology usage. This cross-functional approach makes it valuable for students and professionals across business, technology, and social science disciplines.
The Advances in Digital Technology and Data-Driven Business Practices series aims to shed light on the rapid developments, significance, benefits, and practical applications of evolving digital technologies and data-driven decision-making practices in businesses.
Chapter 1. Generative AI in Consumer Marketing: Strategies, Technologies, and Future Directions; Kumar Shalender, Babita Singla, and Rubani Singla
- Chapter 2. Integrating AI into Customer Journey Mapping; Chunchu Nagaraju, Gurunadham Goli, and Rachoru Himani Srihita
- Chapter 3. Artificial Intelligence–Enabled Insight Pipelines: A Framework for Modern Consumer Analytics; Rakhavarubesh N., Catherine S., and Sangeetha P.
- Chapter 4. Exploring the Transformative Impact of AI Agents on Business Operations: Mechanisms, Applications, and Organisational Outcomes; Jaskirat Singh Rai, Maher N. Itani, Harpominder Kaur, and Chinmaya Chhabra
- Chapter 5. Responsible AI Adoption in Digital Marketing: Challenges, Governance Mechanisms, and Policy Imperatives; Jaswinder Pal Singh and Babita Singla
- Chapter 6. AI in Financial Services: Understanding Customer Lifetime Value (CLV); Amit Verma, V. Victor Solomon, Manju Lata Joshi, and Kunal Gaurav
- Chapter 7. Leveraging Artificial Intelligence to Uncover Customer Behavior Patterns in Physical and Digital Retail Spaces; Prethankara, Catherine. S, and Sangeetha. P
- Chapter 8. Humanising Predictive Analytics: A Social-Emotional Learning Approach to Consumer Behaviour; Akash R. and N.V. Suresh
- Chapter 9. Striking the Balance between Personalisation and Privacy: Retail Recommendations on the Ethics of AI; Ankita Nayak, Ipseeta Satpathy, and Vishal Jain
- Chapter 10. The Strategic Impact of Artificial Intelligence on Customer Journey Mapping: How AI Agents Reshape Customer Engagement; Shallu Sehgal and Mamta Devi Sharma
- Chapter 11. Understanding the Link between Customer Journey Mapping, Sentiment Analysis and Branding in the Digital Age; Navreet Kaur
- Chapter 12. Virtual Influencers in AI-Driven Digital Marketing: Ontology, Consumer Appeal, and Emerging Concerns; Shivani Inder
- Chapter 13. AI-Based Analysis of Customer Online Complaints: Recent Insights and Future Prospects; Wolfgang Jonas Weitzl
- Chapter 14. Machine Learning in Digital Marketing: Enhancing the Experience for Users: Cases, Trends and Challenges; Preeti Kaushal and Tanvi Verma
Babita Singla is a professor at Chitkara Business School, Chitkara University, Punjab, India.
Kumar Shalender is a post-doctorate researcher in the field of Strategic and Technology Management.
Nripendra Singh is a tenured full professor of Marketing at the College of Science, Technology, and Business, Pennsylvania Western University.
Tanuj Singh is an educator, mentor, consultant, and entrepreneur.