Machine learning and artificial intelligence use in marketing: a general taxonomy

Autor: Andrea De Mauro, Andrea Sestino, Andrea Bacconi
Rok vydání: 2022
Předmět:
Zdroj: Italian Journal of Marketing. 2022:439-457
ISSN: 2662-3331
2662-3323
DOI: 10.1007/s43039-022-00057-w
Popis: The emergence of consumer-generated data and the growing availability of Machine Learning (ML) techniques are revolutionizing marketing practices. Marketers and researchers are far from having a thorough understanding of the broad range of opportunities ML applications offer in creating and maintaining a competitive business advantage. In this paper, we propose a taxonomy of ML use cases in marketing based on a systematic review of academic and business literature. We have identified 11 recurring use cases, organized in 4 homogeneous families which correspond to the fundamentals leverage areas of ML in marketing, namely: shopper fundamentals, consumption experience, decision making, and financial impact. We discuss the recurring patterns identified in the taxonomy and provide a conceptual framework for its interpretation and extension, highlighting practical implications for marketers and researchers.
Databáze: OpenAIRE
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