Marketing Analytics: “Apps & Alexa” – AMA
The American Marketing Association has published a sequel to our 2014 article on “Technology Personified” in Marketing News. Back then, we shared our work on personalization using data analytics and artificial intelligence algorithms in the auto industry. Since 2014 the emergence of smart speakers and virtual assistants, such as Amazon’s Alexa, have accelerated app-based personalization of products and services. In this piece on “Apps & Alexa” we summarize practical, step-by-step implications for every marketing department.
Crosby, L, and C. S. Langdon. 2017. Smart Technology. Marketing News, American Marketing Association (Nov-Dec),