Atsuho Nakayama : Applying Deep Learning Approaches to Marketing Challenges : Examples of Market Segmentation and Positioning Strategies

Abstract

In recent years, convolutional neural networks (CNN) have become leading algorithms for many computer vision tasks. Many studies have used deep learning and artificial intelligence (AI). This paper summarizes the development of deep learning approaches and the impact of AI on marketing and customer behavior and discusses the challenges facing marketing research. The major marketing application of AI is to support customer decision-making. However, most previous marketing research has focused on how to contribute to marketing decision-making in practice. We believe that there is room for research on how deep learning approaches can be used to support marketing decision-making. One area that has seen major developments in deep learning approaches is that of image data analysis, including video analysis. In marketing decision-making, market segmentation and positioning strategies are closely related to image data analysis. We believe that more research based on deep learning approaches should be conducted to support decision-making in these areas. Therefore, to support decision-making in marketing, we present studies on market segmentation and position- ing strategy formulation as examples of studies that combine deep learning approaches with traditional marketing research.