Machine Learning for Marketing Practitioners

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Machine Learning (ML) has an impact on many facets of life, and it manifests itself in the shape of intelligent devices and intelligent applications, which are designed to analyze and anticipate customer behavior, requirements, and preferences in order to provide tailored experiences. The purpose of this chapter was to investigate the effect of ML on marketing in general. It has been found in previous studies that ML impacts on consumer response, customer relationships, consumer preference, social media marketing, etc. In addition, ML automates jobs, reduces expenses, and improves workflows. A detailed overview of existing academic research is provided in this study, which covers the present and emerging applications of ML within marketing.