Presentation for the seminar at the European Master in Business Studies, Universidad de Leon.

1. Implementing AI in Marketing Data
SpecificAI applications inMarketing
AI applications and Software
by Dr. Isidro N avarro
AI in Marketing Data

2. Implementing
Artificial
Intelligence in
MarketingData
Artificial intelligence (AI) has revolutionizedthe fieldof
marketingby providingpowerful tools for data analysis and
customer engagement. By leveragingAI, businesses cangain
valuable insights, improve customer experience, andoptimize
marketingstrategies todrive growthandsuccess. Here's a
comprehensive guide toimplementingAI inmarketingdata.
by Dr. Isidro Navarro

3. Step 1: Data Collection
Utilize Data Collection Tools
Use sophisticated data collection tools to gather insights about customer
interactions, including social media data, website behavior, and
transaction data.

4. Step 2: Data Cleaningand Preprocessing
Ensure Data Quality
Cleanandprepare data toensure accuracy andreliability, whichis crucial for obtainingprecise results from
AI models.

5. Step 3: Customer Segmentation
Utilize Clustering Algorithms
Implement advanced clustering algorithms to segment customers into
more homogeneous groups for effective marketing strategies.

6. Step 4: Behavior Prediction
Apply MachineLearningModels
Utilize machine learningmodels topredict future customer behaviors
suchas buyingtrends, retention, andchurn.

7. Step 5: Content Personalization
Implement AI-Based Recommendation Systems
Integrate AI-poweredrecommendation systems topersonalize content
across various platforms, enhancinguser experiences.

8. Step 6: Price Optimization
Dynamic Price Adjustment
Utilize algorithms to dynamically optimize product or service prices based
on demand fluctuations and other factors.

9. Step 7: Campaign
Automation
Automate Marketing Campaigns
Implement AI-driven platforms to automate and
optimize marketing campaigns, enhancing efficiency and
effectiveness.

10. SpecificAI
Applications in
Marketing
The integration of artificial intelligence (AI) inmarketing
strategies offers multiple innovative applications toenhance the
customer experience and optimize campaigns. FromAI-
powered chatbots topredictive analytics, these tools can
revolutionize the way brands and consumers interact.
by Dr. IsidroNavarro

11. Intelligent Chatbots
1 Real-Time Interaction
AI-powered chatbots offer instant and efficient interactions with
customers, providingquickand accurate responses totheir
inquiries.
2 Assistance in Purchase Decisions
Chatbots canassist customers duringthepurchase decision-
makingprocess, providingrelevant information aboutproducts
and services.
3 PersonalizedCustomerSupport
AI enables the creation of chatbots that adapt toeach
customer's specificneeds, significantly enhancingthe customer
support experience.

12. Sentiment Analysis on Social
Media
1 Brand Perception
AI-based sentiment analysis
provides deep insights into
how customers perceive the
brand on social media and
other platforms.
2 Real-Time Feedback
By continuously monitoring
the expressed sentiments on
digital platforms, issues or
criticisms can be quickly
identified and addressed.
3 Improving Marketing Strategies
The obtained data allows for adjusting and adapting marketing strategies
to generate more relevant and engaging content for the audience.

13. Natural Language
Processing
User-
Generated
Content
Analysis
AI canefficiently
analyze large
volumes of
user-generated
content,
extracting
valuable insights
for the brand.
Customer
Comments
andReviews
Natural lang
uage
processingallows
for the
identification of
patterns and
trends incustomer
comments,
revealingimportant
perceptions.
Generation
of Valuable
Insights
ImplementingNLP
provides brands
with detailed
insights into
audience opinions
and preferences,
enablingbetter
decision-making.

14. PersonalizedandIntelligent
Ads
Deliveryof RelevantAds
AI-based recommendation
systems enable displayinghighly
personalized ads, increasingthe
probability of conversion.
IncreasedUser Interaction
Personalized ads generate
greater engagement fromthe
audience as they are tailored to
their individual interests and
preferences.
BoostingConversions
Precise targetingallows for offeringrelevantproducts or services at the right
time, generatinghigher conversionrates.

15. Predictive Analysis and
Personalization
Trend
Anticipation
AI-based predictive
models allow for
identifying and
preparing for emerging
market trends, offering
a competitive
advantage.
Advanced
Personalization
AI-based
personalization
enables adjusting
marketing strategies to
fit individual customer
preferences and
behaviors.
Maximizing ROI
Effective
implementation of
predictive techniques
can lead to significant
optimization of
marketing return on
investment (RO I).

16. Sales Funnel Optimization
24%
Conversion Improvement
AI-driven optimization can increase conversion rates in the sales funnel by up to
24% on average.
15x
Customer Retention
Optimized strategies can increase customer retention by up to 15 times
compared to conventional approaches.

17. Ethics andPrivacy inAI Implementation
Transparencyin Data Usag
e
Ensuringtransparency inthe collection and usage of customer
data is essential, providingclarity about the implemented AI
processes.
InformationSecurity
Dataprotection and security should be fundamental priorities
whenusingAI applications inmarketing, preservingcustomer
privacy.
Ethical Considerations
Brands should uphold highethical standards whenemployingAI,
avoidingdiscrimination and misuse of confidential data.

18. Artificial Intelligence
Applications and Software
in Data Marketing
The use of artificial intelligence in data marketing has revolutionized the way
companies understand and connect with their customers. With the constant
evolution of the technological landscape, it is crucial to explore the latest options to
optimize marketing strategies. Below are some of the main applications and
software platforms that incorporate artificial intelligence for data analysis.
by Dr. Isidro Navarro

19. Salesforce Einstein
1 Cam paign Personalization
Integrate artificial intelligence with CRM
solutions to personalize campaigns and
enhance customer interaction.
2 Sales Forecasting
Utilize predictive analytics to provide
accurate sales projections, optimizing
business strategies.
3 Predictive Analysis
O ffer advanced predictive analysis capabilities to guide strategic decision-making.

20. IBMWatsonMarketing
Customer Analysis
Provides deepinsights intocustomer
behavior and preferences throughadvanced
data analytics.
MarketingAutomation
Uses machine learningtoautomate
marketingprocesses, maximizingoperational
efficiency.
Content Personalization
Creates highly personalized content toenhance the customer experience and foster brand loyalty.

21. Adobe Marketing Cloud
Data Analysis
Uses artificial
intelligence to analyze
customer data,
identify trends, and
strategic
opportunities.
Real-time
Personalization
O ffers real-time
personalized
experiences,
enhancing customer
interaction at every
touchpoint.
Cam paign
Optimization
Uses AI to optimize
digital marketing
campaigns,
maximizing return on
advertising
investment.

22. HubSpot
Customer Segmentation
Uses artificial intelligencetoeffectively segment customers, identifyingtarget groups
withprecision.
Content Personalization
Creates highly personalized content toenhance the customer experience and increase
engagement.
Behavioral Analysis
Provides detailed analysis of user behavior, providingvaluable insights for strategic
decision-making.

23. Google Analytics 4
1 Predictive Analysis
Provides advanced insights into user behavior online, enabling informed decision-
making.
2 Machine Learning
Utilizes machine learning capabilities to enhance understanding of user interactions
and browsing trends.
3 Detailed Reporting
O ffers detailed reports based on artificial intelligence for a deep understanding of
website performance.

24. Optimizely
1 User Experience Optimization
Uses artificial intelligence to optimize the
user experience, improving usability and
retention.
2 A/B Testing
O ffers advanced A/B testing capabilities,
allowing continuous optimization of key
website elements.
3 Website Personalization
Utilizes AI to deliver personalized experiences, increasing content relevance for each user.

25. Mailchimpand Oracle Eloqua
Mailchimp Oracle Eloqua
Personalized Product
Recommendations
Content Personalization
AudienceSegmentation Lead Scoring
EmailCampaignAutomation CampaignOptimization