A comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning.
Improve customer experience by providing convenient services and interfaces for browsing and searching the products.
Learn how to decompose marketing problems into optimization and machine learing tasks.
Build models for identifying the most relevant customers,personalizing messages and offers, and optimizing marketing spend.
Recommendation systems
Pricing and assortment
Create recommendation engines that leverage customer behavior and content data.
Optimize prices and promotion calendars to improve inventory turnover, maximize profits, and avoid stockouts.
Praise for Introduction to Algorithmic Marketing
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
"Its all possible now. This book brings practicality to concepts that just a few years ago would have been dismissed as mere theory. It features principled framing that captures what the best marketers innately feel but cannot express."
"If you’re tired of the vague fluff about AI in marketing, and you want to understand the real substance of what’s possible today and how it works, then you must read An Introduction to Algorithmic Marketing. This is the best book in the field of marketing technology and operations that I’ve read yet."
Scott Brinker
Eric Colson
Ali Bouhouch
Author of Hacking Marketing, Editor of chiefmartec.com
Chief Algorithms Officer, Stitch Fix
CTO, Sephora Americas
"This book is a live portrait of digital transformation in marketing. It shows how data science becomes an essential part of every marketing activity. The book details how data-driven approaches and smart algorithms result in deep automation of traditionally labor-intensive marketing tasks. Decision-making is getting not only better but much faster, and this is crucial in our ever-accelerating competitive environment. It is a must-read for both data scientists and marketing officers—even better if they read it together."
"This book provides a much-needed collection of recipes for marketing practitioners on how to use advanced methods of machine learning and data science to understand customer behavior, personalize product offerings, optimize the incentives, and control the engagement – thus creating a new generation of data-driven analytic platform for marketing systems."
"This book by Ilya Katsov draws from the deep domain expertise he developed at Grid Dynamics in delivering innovative, yet practical digital marketing solutions to large organizations and helping them successfully compete, remain relevant, and adapt in the new age of data analytics."
Andrey Sebrant
Eric Benhamou
Kira Makagon
Director of Strategic Marketing, Yandex
Founder and General Partner, Benhamou Global Ventures
Chief Innovation Officer, RingCentral
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
"Introduction to Algorithmic Marketing isn’t just about machine learning and economic modeling. It’s ultimately a framework for running business and marketing operations in the AI economy."
Kyle McKiou
Victoria Livschitz
Sr. Director of Data Science,The Marketing Store
Founder and CTO, Grid Dynamics
About the Author
Ilya Katsov
Head of Practice, Industrial AI, Grid Dynamics
Ilya joined Grid Dynamics in 2009 and since then has been leading engagements with a number of major retail and technology companies, focusing primarily on Big Data, Machine Learning, and Economic Modeling. He is currently managing the Industrial AI consulting practice that helps clients to become successful AI adopters and deliver innovative AI solutions. Prior to joining Grid Dynamics, Ilya worked at Intel Research on emerging wireless communication technologies. He is the author of several scientific articles and international patents, and also authored a book, “Introduction to Algorithmic Marketing: Artificial Intelligence for Marketing Operations” (2017).
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