Akademische Referenzen

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Schweidel, DA, Srinivasan, K., & Chen, Y. (2021). Using artificial intelligence for efficient advertising in uncertain times . Journal of Marketing Research. This article focuses on why AI plays such a big role in your ad spend during tough economic times. The smart-aleck trio behind this study tells us that AI is not only good at guessing what you'll do next on your shopping spree, but also knows where to place ads so you actually see them. That could mean you get more for your money when every penny counts.
Davenport, T.H., Guha, A., & Grewal, D. (2020). AI-Driven Marketing in a Recession: How to Adapt to the New Normal . MIT Sloan Management Review. Gather around the campfire, folks, because this is about how to adapt to AI when the market looks as unfriendly as a bear with a headache. These authors explain it to us: When you use AI, it can be your best friend when it comes to understanding your customers' whims and desires. If you do it right, you can keep your advertising spend lean and effective—making your wallet happier in tough times.
Liu, Y., Tan, Y., & Wang, Y. (2019). Real-time bidding and machine learning: optimizing CPC in online advertising . cayman islands mobile database Journal of Business Research. Imagine being able to adjust your ad bids on the fly, as nimble as a cat chasing a laser pointer. Well, according to this study, that's not just a dream. These researchers have delved into the world of machine learning, which supercharges the online advertising space with a sort of digital ESP, optimizing those bids in real time so you don't throw your money down a black hole when profits falter.