Machine Learning for Marketing Practitioners

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.