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Cited by 194Artificial Intelligence ApplicationsAI in Service InteractionsImpact of AI and Big Data on Business and Society

Letting the computers take over: Using AI to solve marketing problems

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Overgoor, Gijs, Chica, Manuel, Rand, William, Weishampel, Anthony·2019·California Management Review
DOI 10.1177/0008125619859318
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Abstract

Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.

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  • Explainable AI provides a precise rationale of the marketing decision-making process and provides marketing managers with a human-understandable explanation.

    “Explainable AI provides a precise rationale of the marketing decision-making process and provides marketing managers with a human-understandable explanation (Overgoor et al., 2019;Rai, 2020).”

    From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Overgoor et al., 2019

    The AI, Machine Learning, Data Mining, and Analytics section describes AI supporting marketing decisions, but does not say it provides a precise rationale or a human-understandable explanation. Searches for explainable AI, interpretability, and explanations of model decisions found no passage addressing those claims; page numbers were unavailable in our copy. (LLM, conf=0.72)

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Authors
Overgoor, G., Chica, M., Rand, W., & Weishampel, A.
Affiliations
  • North Carolina State University (US)
  • Universidad de Granada (ES)
ORCID
Venue
California Management Review
Publisher
SAGE Publications
Published
2019-07-09
Volume
61
Issue
4
Pages
156-185
ISSN
  • 0008-1256 (ISSN-L)
  • 2162-8564
DOI
10.1177/0008125619859318
OpenAlex
W2957879630
Cited by
194
References
0
Citations by year
2026: 18 · 2025: 29 · 2024: 51 · 2023: 24 · 2022: 32 · 2021: 25 · 2020: 13 · 2019: 2
FWCI
8.31
Type
journal article
Language
en
Open access
Licence
Locations
  • California Management Review (publishedVersion)
  • Institutional Repository of the University of Granada (University of Granada) (submittedVersion, other-oa)
  • UvA-DARE (University of Amsterdam) (submittedVersion)
  • Figshare (submittedVersion, cc-by)
  • NOVA (University of Newcastle Australia) (submittedVersion)
  • Data Archiving and Networked Services (DANS) (submittedVersion)
  • Universiteit van Amsterdam (cc-by)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Decision Sciences › Management Science and Operations Research › Impact of AI and Big Data on Business and Society
Keywords
artificial intelligence in marketing, marketing decision support, CRISP-DM, data mining, marketing analytics

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