Lubomir Cvrk, Frantisek Mazuch, Tomas Sykora
Marketing Automation in the Services Sector with Combined Artificial Intelligence
Číslo: 1-4/2023
Periodikum: International Journal of Advances in Telecommunications, Electrotechnics, Signals and Systems
Klíčová slova: marketing automation, artificial intelligence, time-series analysis, classification, long short-term memory, gradient boosted trees.
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intelligence to address the issue of predicting future demand
in the service sector (hairdressing, massages, exercise, doctors,
physiotherapists, etc.). Future demand is examined on a weekly
granularity and may exhibit fluctuations, particularly declines.
The intention is to proactively respond to these fluctuations
through marketing automation and attract additional
customers who will compensate for the decline in demand.
The result is a combined artificial intelligence that predicts
future revenues for entrepreneurs using time-series analysis
(revenues are derived from demand). Subsequently, a binary
classifier is applied to identified demand fluctuations to
determine numbers of future customers. Thanks to artificial
intelligence, marketing automation is made possible.
The classifier minimizes the numbers of false positives and false
negatives while maximizing true positives. The goal is
to maximize the utilization of labor and capital for
entrepreneurs, as well as optimize their marketing expenses.
Discount offers will be sent to only a limited number of
customers where there is a higher probability of response.
Online advertising will only be operational for the necessary
duration, allowing entrepreneurs to achieve cost savings.