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Machine Learning and Generative AI for Marketing

You're reading from   Machine Learning and Generative AI for Marketing Take your data-driven marketing strategies to the next level using Python

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Product type Paperback
Published in Aug 2024
Publisher Packt
ISBN-13 9781835889404
Length 482 pages
Edition 1st Edition
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Authors (2):
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Nicholas C. Burtch Nicholas C. Burtch
Author Profile Icon Nicholas C. Burtch
Nicholas C. Burtch
Yoon Hyup Hwang Yoon Hyup Hwang
Author Profile Icon Yoon Hyup Hwang
Yoon Hyup Hwang
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Table of Contents (16) Chapters Close

Preface 1. The Evolution of Marketing in the AI Era and Preparing Your Toolkit FREE CHAPTER 2. Decoding Marketing Performance with KPIs 3. Unveiling the Dynamics of Marketing Success 4. Harnessing Seasonality and Trends for Strategic Planning 5. Enhancing Customer Insight with Sentiment Analysis 6. Leveraging Predictive Analytics and A/B Testing for Customer Engagement 7. Personalized Product Recommendations 8. Segmenting Customers with Machine Learning 9. Creating Compelling Content with Zero-Shot Learning 10. Enhancing Brand Presence with Few-Shot Learning and Transfer Learning 11. Micro-Targeting with Retrieval-Augmented Generation 12. The Future Landscape of AI and ML in Marketing 13. Ethics and Governance in AI-Enabled Marketing 14. Other Books You May Enjoy
15. Index

Performing sentiment analysis

The power of sentiment analysis lies in its ability to uncover the emotions behind text data, providing invaluable insights into customer sentiments. While the focus of the Twitter Airline Sentiment dataset is on categorizing sentiments into positive, negative, and neutral classes, sentiment analysis can also extend beyond these basic categories. Depending on the application, sentiments can be analyzed to detect more nuanced emotional states or attitudes, such as happiness, anger, surprise, or disappointment.

Building your own ML model

A fundamental aspect of training sentiment analysis models, especially with traditional NLP techniques, is the necessity for pre-labeled data. These labels are typically derived from human annotations, a process that involves individuals assessing the sentiment of a piece of text and categorizing it accordingly. The sentiment scores in this Twitter dataset were collected with the help of volunteers, and some of...

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