Enhancing marketing through artificial intelligence and analytics
Barton, Alexandra (2021)
Barton, Alexandra
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121025114
https://urn.fi/URN:NBN:fi:amk-2021121025114
Tiivistelmä
The aim of this thesis is to study the extremely current phenomenon of artificial intelligence and how it is utilised in marketing. This study will be conducted with company X as the commissioning company and the author aims to understand company X’s current utilisation of AI, the challenges they face and what does the future for them look like with artificial intelligence. This thesis is a as qualitative research, and the data is collected through secondary and primary research methods.
The theoretical framework introduces the reader to artificial intelligence and its subsets. To tie the topic into marketing the author also discusses digital marketing, content marketing, search engine marketing and AI marketing. The data was collected with desktop research and analysed through secondary data analysis methods.
The primary data was collected mainly through a focus group with experts on the topic from company X. The study provides an understanding how artificial intelligence is utilised in company X’s digital marketing, the challenges they face with it and recommendations for the commissioning company on how they could better their marketing with artificial intelligence.
The thesis concludes with the author discussing on the used methodology, key findings, and her reflections on her own learning. Company X enhances marketing with AI mainly through outside service providers. There are several restrictions company X need to take into consideration before applying AI solutions into marketing. Due to this, they are not aware of many AI tools.
The project will be given to the commissioning company, and they can utilise it for educational purposes. This thesis was conducted mainly between August 2021 and November 2021.
The theoretical framework introduces the reader to artificial intelligence and its subsets. To tie the topic into marketing the author also discusses digital marketing, content marketing, search engine marketing and AI marketing. The data was collected with desktop research and analysed through secondary data analysis methods.
The primary data was collected mainly through a focus group with experts on the topic from company X. The study provides an understanding how artificial intelligence is utilised in company X’s digital marketing, the challenges they face with it and recommendations for the commissioning company on how they could better their marketing with artificial intelligence.
The thesis concludes with the author discussing on the used methodology, key findings, and her reflections on her own learning. Company X enhances marketing with AI mainly through outside service providers. There are several restrictions company X need to take into consideration before applying AI solutions into marketing. Due to this, they are not aware of many AI tools.
The project will be given to the commissioning company, and they can utilise it for educational purposes. This thesis was conducted mainly between August 2021 and November 2021.