Jim Sterne

Generative artificial intelligence (GenAI) can deliver tangible and intangible values that can be calculated to decide which projects benefit from GenAI and which do not. This paper is intended to be a guide for businesses just starting to build traction for their ideas. The focus is on evaluating and leveraging GenAI’s potential to innovate faster and compete effectively in a rapidly evolving digital economy. The paper specifies the many ways GenAI can have an impact on a business and… Show more

Generative artificial intelligence (GenAI) can deliver tangible and intangible values that can be calculated to decide which projects benefit from GenAI and which do not. This paper is intended to be a guide for businesses just starting to build traction for their ideas. The focus is on evaluating and leveraging GenAI’s potential to innovate faster and compete effectively in a rapidly evolving digital economy. The paper specifies the many ways GenAI can have an impact on a business and considers how to measure that impact. It starts with standard business metrics (revenue, profit, customer satisfaction, etc.) and then turns to the more esoteric task of measuring the impact on creativity, inspiration and innovation, followed by business disruption and process metrics. It finishes with a look at improving process improvement. Show less

A straightforward, non-technical guide to the next major marketing tool

Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you what you how to use it most effectively.

How can marketers use the latest… Show more

A straightforward, non-technical guide to the next major marketing tool

Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you what you how to use it most effectively.

How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way.

Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you:

Speak intelligently about Artificial Intelligence and its advantages in marketing

Understand how marketers without a Data Science degree can make use of machine learning technology

Collaborate with data scientists as a subject matter expert to help develop focused-use applications

Help your company gain a competitive advantage by leveraging leading-edge technology in marketing

Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve. Show less

In this modern homage to Ambrose Bierce, Sterne tucks his tongue firmly in cheek and lets loose on an industry only Dilbert could love.

With a mix of wry humor and outlandish sarcasm Sterne hits the datarati upside the head with a well-worn humerus bone and puts the pun in pundit.

While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune.

Email is conceptually brilliant: low cost, high speed, personal, dynamic, and interactive. But there's a big difference between knowing that email is a powerful marketing tool and proving it.
So how do you know if you're doing it well? How do you show your CFO that it's really helping the bottom line? How do you convince your boss or business partners that a decent investment in email management tools will pay off? You can promise to prove how well email is increasing awareness, building… Show more

Email is conceptually brilliant: low cost, high speed, personal, dynamic, and interactive. But there's a big difference between knowing that email is a powerful marketing tool and proving it.
So how do you know if you're doing it well? How do you show your CFO that it's really helping the bottom line? How do you convince your boss or business partners that a decent investment in email management tools will pay off? You can promise to prove how well email is increasing awareness, building interest, populating your sales cycle, and generating revenue.

This is a book of proofs. A book about the ways and means that email can be put to the test. A book about how an individual goes about demonstrating the power of email and pointing to specific results. This is a story that shows how you can as well. Show less

Learn how to determine whether a Web site is offering a competitive advantage

Despite the fact that numerous online ventures have recently fallen by the wayside, companies still realize that the Web plays an integral role in conducting business. They recognize the importance of measuring and analyzing the information gathered from their sites so they can find new ways to balance online and offline efforts. In this innovative book, leading Internet marketing expert Jim Sterne uncovers the… Show more

Learn how to determine whether a Web site is offering a competitive advantage

Despite the fact that numerous online ventures have recently fallen by the wayside, companies still realize that the Web plays an integral role in conducting business. They recognize the importance of measuring and analyzing the information gathered from their sites so they can find new ways to balance online and offline efforts. In this innovative book, leading Internet marketing expert Jim Sterne uncovers the latest tools and techniques that will help you determine if and how your Web site is adding value to your company. He clearly shows you how to use the range of available metrics to improve your Web marketing strategies. Incorporating his vast experience with clients such as Eastman Kodak, Ericsson, Sears Roebuck, and IBM, Sterne exposes the key issues facing corporate sites today. He then explains the role of Web metrics, detailing the criteria to follow in order to build a successful site and gain a competitive advantage in the marketplace.

Web Metrics provides you with everything you'll need to know to measure your online business strategy, including:
* Types of Web metrics tools, services, techniques, and standards for Web measurement
* Ways to fully integrate Web metrics with the customer experience
* Details on how to use metrics to meet specific business goals Show less

Written for the marketing professional, this book shows how to use the World Wide Web on the Internet to promote products and services and how to create a corporate Web site. Uses screen shots of the latest Web sites to demonstrate what works and what doesn't. Feature interviews with marketing professionals who have extensive experience on the Internet. Includes specific examples of winning techniques which will make a marketing professional successful.