Publisher's Synopsis
We seem to be living in the age of A.I. Everywhere you look, companies are touting their most recent A.I., machine learning, and deep learning breakthroughs, even when they are far short of anything that could be dubbed a "breakthrough." "A.I." has eclipsed "Blockchain" and "Crypto" as the buzzword of today. The A.I. Sports Book breaks down A.I., machine learning, and deep learning into five unique business use cases-sound, time series, text, image, and video-and reveals how sports book marketing executives can utilize this powerful technology to help them more finely tune their marketing campaigns, better segment their customers, increase lead generation, and foster strong customer loyalty. Today, "Personalization"-the process of utilizing mobile, social, geo-location data, web morphing, context and even affective computing to tailor messages and experiences to an individual interacting with them-is becoming the optimum word in a radically new customer intelligence environment. The A.I. Sports Book explains this complex technology in simple to understand terms and then shows how sports book marketers can utilize the psychology of personalization with A.I. to both create more effective marketing campaigns as well as increase customer loyalty. Pearson shows companies how to avoid Adobe's warning of not using industrial-age technology in the digital era. Pearson also reveals how to create a platform of technology that seamlessly integrates EDW and real-time streaming data with social media content. Analytical models and neural nets can then be built on both commercial and open source technology to better understand the customer, thereby strengthening the brand and, just as importantly, increasing ROI.The A.I. Sports Book reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics-descriptive, diagnostic, predictive, prescriptive, and edge analytics-affect not only the customer journey, but also just about every operating function in a sports book. An IoT-connected sports book can make its operations smart. Connected devices can help with inventory optimization, labor management, marketing, and customer experience, as well as keep its data centers green and its energy use smart. Social media is no longer a vanity platform, but rather it is a place to both connect with current customers as well as court new ones. The A.I. Sports Book knows that social media can produce a healthy ROI, if done properly. Social media can also be utilized as a place to gauge a customer's psychological profile; it's amazing how much information there is in a Facebook like, a Twitter Tweet, or a YouTube comment. The A.I. Sports Book breaks down social media into its six different categories -- collaborative projects, blogs and micros blogs, content communities, social networks, virtual game worlds and virtual social worlds -- and shows sports books how to utilize each one to both market to individuals as well as to attain real-time competitive intel. This book will help sports betting executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every one of their patrons to ensure that they keep coming through those front doors, as well as onto their websites.
