Lean AI. How Innovative Startups Use Artificial Intelligence to Grow - Helion

ebook

Autor: Lomit Patel
ISBN: 978-14-920-5926-4
stron: 240, Format: ebook
Data wydania: 2020-01-30
Księgarnia: Helion

Cena książki: 143,65 zł (poprzednio: 167,03 zł)
Oszczędzasz: 14% (-23,38 zł)

Osoby, które kupiły tę książkę, wybierały także »

Tagi: E-biznes

How can startups successfully scale customer acquisition and revenue growth with a Lean team? Out-of-the-box acquisition solutions from Facebook, Google, and others provide a good start, but the companies that can tailor those solutions to meet their specific needs, objectives, and goals will come out winners. But that hasn’t been an easy task—until now.

With this practical book, author Lomit Patel shows you how to use AI and automation to provide an operational layer atop those acquisition solutions to deliver amazing results for your company. You’ll learn how to adapt, customize, and personalize cross-channel user journeys to help your company attract and retain customers—to usher in the new age of Autonomous Marketing.

Learn how AI and automation can support the customer acquisition efforts of a Lean Startup
Dive into Customer Acquisition 3.0, an initiative for gaining and retaining customers
Explore ways to use AI for marketing purposes
Understand the key metrics for determining the growth of your startup
Determine the right strategy to foster user acquisition in your company
Manage the increased complexity and risk inherent in AI projects

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Spis treści

Lean AI. How Innovative Startups Use Artificial Intelligence to Grow eBook -- spis treści

Foreword
Preface
- Who This Book Is For
- How This Book Is Organized
- Acknowledgments
I. AI + Growth Marketing = Smart Marketing
1. Introduction to Growth Marketing
- The Attention Economy
2. Why Lean AI?
- What Is Artificial Intelligence?
- What Is Machine Learning?
- What Is the Lean Startup?
- Three Key Drivers of Artificial Intelligence
  - Computing Power
  - Availability of Data
  - Algorithms
- Industry Trends for AI Marketing
- AI + Growth Marketing = Smart Marketing
  - Assessing the Maturity of Autonomous Marketing (with Help from the Self-Driving Car Folks)
II. Customer Acquisition 3.0
3. What Is Customer Acquisition 3.0?
- New Dimensions for Scale and Learning
- AI and Customer Acquisition
- Its Time to Turn on the Intelligent Machines
4. Manual Versus Automation
- Intelligent Machine Thinking in the World of Digital Marketing
  - Automated Media Buying
  - Cross-Channel Marketing Orchestration
  - Virtual Marketing Assistants
  - Content Curation
  - Customer Support and Service
  - Segmentation Development and Management
  - Insight Generation
  - Creative Generation
- Table Stakes: Customer Life Cycle Management
  - Awareness
  - Engagement
  - Evaluation
  - Purchase
  - Post-Purchase
  - Advocacy
- IMVUs Strategy for Automating on the Growth Team
- Building a Business Case for Automation
5. Framework of an Intelligent Machine
- Breaking Down Machine Learning for Marketing Purposes
- Major Types of Supervised Learning Algorithms
  - Linear Regression
  - Logistic Regression
  - k-Nearest Neighbor
  - Support Vector Machines
- Major Type of Unsupervised Learning Algorithms
  - k-Means
- Learning Algorithms That Can Be Supervised or Unsupervised
  - Decision Tree
  - Nave Bayes
  - Random Forest
- The Importance of Data
- Audience Selection
  - First-Party/CRM Data
  - Custom Audiences
- Message Placement
- Exploration and Optimization
- Applying Machine Learning and AI to the Customer Journey for IMVU
  - Autonomous Marketing
  - Iterative Testing
  - Artificial Intelligence
  - Rapid-Fire Experimentation
  - Findings
- Bringing It All Together
6. Build Versus Buy
- Build Versus Buy Analysis
  - The Problem
  - The Budget
  - The Timeline
- Risks of Building an AI Solution
- Risks of Buying an AI Solution
- Machine Learning as a Service
- Build or Buyor Both?
- Weighing It All Out
III. What Metrics Matter to You?
7. Key Metrics for Startup Growth
- Customer Acquisition Cost
- Retention Rate
- Customer Lifetime Value
- Return on Advertising Spending
- Conversion Rate
- Beware of Vanity Metrics
8. Creative Performance
- The Importance of Creative Assets
  - Creative Campaign Inputs
  - Creative Scheduling
- Using Creative Teams
- Ad Fatigue
- Benefits of Great Creative
- Creative Best Practices
- Mobile Ads Best Practices
- Future Creative Development and Iteration
9. Cross-Channel Attribution
- What Is Marketing Attribution?
- Marketing Attribution Models
  - First- and Last-Touch Attribution Models
  - Multi-Touch Attribution Models
- Choosing the Right Attribution Model for Your Startup
- Marketing Attribution Tools
- Benefits of Marketing Attribution
- People-Based Attribution Is the Future
  - The Why of People-Based Attribution
  - The Current State of People-Based Attribution
  - Attribution Basics: Recognizing the User Behind Individual Touchpoints
    - Deterministic matching
    - Probabilistic matching
    - Holistic matching
  - Two Approaches to People-Based Attribution
    - Shared graphs
    - Private graphs
  - Common and Advanced Use Cases for People-Based Attribution
    - Optimize media mix and budget allocation
    - Boost ad efficiency
    - Smarter retargeting
    - Identify and prevent advanced forms of fraud
    - Improve the customer journey and user experience
IV. Selecting the Right Approach to User Acquisition
10. Different User Acquisition Strategies
- Ways to Think About User Acquisition Strategy
- Stages of a User Funnel
- Five Key User Acquisition Strategies
11. The Growth Stack
- How Does It Work?
- Analytics and Insights
  - Attribution
    - Deep links
  - Event Tracking
  - Campaign Measurement
  - App Store Analytics and Intelligence
  - User Segmentation
  - Cohort Analysis
  - Content Analytics
  - Sentiment Tracking
  - User Testing
  - A/B Testing Measurement
  - Screen Flows
  - Conversion Funnels
  - Billing and Revenue Reporting
  - Growth Modeling
  - LTV Modeling
  - Growth Accounting
- App Performance Analysis (CPU, Battery, Network, Crashes)
- Acquisition
  - PR
  - App Store Optimization
  - Content Marketing
  - Performance Marketing
  - Influencer Marketing
  - Distribution Deals
  - Virality Loops
  - Cross-Sell
  - Content Indexing
- Engagement and Retention
  - Activation
  - User Accounts
    - Deep linking
  - Life-Cycle Marketing
  - Activity Notifications
  - Community (Engagement and Support)
- Monetization
  - Revenue Model Development
  - Payment Processing
  - Pricing
    - Virtual currency
    - Bundling
    - Discount coupons and sales
  - Ad Inventory Management
- Activities That Cut Across the Stack
  - Internationalization
  - Retargeting
  - Partnerships and Integrations
  - Conversion Optimization
  - Channels
  - Push
  - In-App Messaging
  - Email
  - SMS
  - Search
  - Social
  - Ad Networks
  - TV, Print, and Radio
  - Owned
- Messenger Platforms
  - Chatbots
  - Mobile DSPs and SSPs
  - App Streaming
- Applying the Stack in an AI World
V. Managing Increased Complexity and Risk
12. How to Manage Complexity
- Identifying Use Cases
- Expected Value
- The Operational State
- Focus on Outcomes
- Customer Data
- Choose the Right Metrics
13. How to Reduce Risk
- Data Dependency
- Transparency
- Biased Algorithms
- Compliance
- Clear Goals
- Adaptability of Machine Learning Models
14. Human Versus Machine
- Skill Set for the Future Growth Team
  - Hybrid Growth Team
- Adopt a Growth Mindset
- AI Will Create More Job Opportunities
VI. The Next Frontier
15. Planning for Success
- Success Goals and Measurements
- AI and Humans Working Together
- Data Is at the Core of Everything
  - Customer Data Platform
  - Data System
  - Decision System: Real-Time Customer Analytics, Segmentation, and Personalization
  - Delivery System: Make User Data Shareable and Accessible to Other Systems
- Data Privacy and Integrity
  - CDPs Are the Lifeblood of AI
16. Ongoing Challenges
- Data Acquisition
- Privacy Controls
- Team Downsizing
- New Channels and Opportunities
- Staying on Top of Fraud
- Facing Challenges
17. How to Win Together with AI
- Final Thoughts
Index