Siti Zulaikha, Ph.D. and Hazik Muhamed, - and Masmira Kurniawati, - and Sulistya Rusgianto, Ph.D. and Sylva Alif Rusmita, - (2021) Customer Predictive Analytics Using Artificial Intelligence. Singapore Economic Review. pp. 1-12. ISSN 0217-5908, eISSN: 1793-6837

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Abstract

This conceptual paper exclusively focused on how artificial intelligence (AI) serves as a means to identify a target audience. Focusing on the marketing context, a structured discussion of how AI can identify the target customers precisely despite their different behaviors was presented in this paper. The applications of AI in customer targeting and the projected effectiveness throughout the different phases of customer lifecycle were also discussed. Through the historical analysis, behavioral insights of individual customers can be retrieved in a more reliable and efficient way. The review of the literature confirmed the use of technology-driven AI in revolutionizing marketing, where data can be processed at scale via supervised or unsupervised (machine) learning.

Item Type:	Article
Uncontrolled Keywords:	Artificial intelligence, big data, business automation, customer targeting, segmentation
Subjects:	H Social Sciences H Social Sciences > HJ Public Finance
Divisions:	04. Fakultas Ekonomi dan Bisnis > Manajemen
Creators:	Creators NIM Siti Zulaikha, Ph.D. UNSPECIFIED Hazik Muhamed, - UNSPECIFIED Masmira Kurniawati, - NIDN0025037507 Sulistya Rusgianto, Ph.D. UNSPECIFIED Sylva Alif Rusmita, - UNSPECIFIED
Depositing User:	Tn Sugeng Riyanto
Date Deposited:	01 Mar 2022 01:07
Last Modified:	01 Mar 2022 01:07
URI:	http://repository.unair.ac.id/id/eprint/113843
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