The marketing technology industry is undergoing a major shift from traditional process automation towards AI-driven decision automation. Some companies have tremendous experience in this area, but many others are just starting the journey to their new marketing operations model. Over my consulting career, I worked with many leading retail, advertising, and technology companies—including Macy’s, Kohl’s, JCPenney, Apple, Yahoo, T-Mobile, Sephora, Integral Ad Science, and Catalina Marketing—helping them to create state of the art analytics and marketing automation ecosystems. At some point, I decided to put my years of expertise into a book to help others to strategize and implement winning marketing technology solutions.
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for strategists, data scientists, product managers, and software engineers. It summarizes various techniques that have been publicly reported by major technology, advertising, and retail companies and glues these together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro decisioning—targeted promotions and advertisements, e-commerce search, recommendations, pricing, and assortment optimization.