Prediction of Consumer-Oriented Sales Promotion Technique Using Artificial Intelligence
, Vol.12
, Special Issue (Fiftieth) about: Modern Trends in Media Management
PP:7-32
Authors:
Associate Prof. Dr. Farid Ali Moussa -Associate Professor,,Faculty of Computers and Artificial Intelligence,Beni-Suef University
Dr. Nesrin Nader El-Sherbini-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication,October University of Modern Sciences and Arts MSA
Abstract:
Artificial Intelligence (AI) has been integrated into various practices, among which is the field of marketing. It allows marketers to analyze enormous quantities of customer data to predict their needs and requirements and gain better consumers insights in order to enhance the overall customer experience. AI tools such as mega data or machine learning have proven to be very useful for segmenting, interpreting and predicting information about the company's target audience. Within the framework of Thaler’s Transactions Utility Theory, and the concept of value awareness, this study aims at offering a system to predict the customer’s preferred sales promotion technique using machine learning algorithms of Artificial Neural Network and Decision Tree. The dataset is composed of responses of 298 promotion sensitive participants collected through online survey.
Key Words:
Sales Promotions, Artificial Intelligence, Supervised Machine Learning, Transaction Utility Theory, Value Awareness.
Research Language:
English
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