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Books by Andrew Pearson

The A.I. Marketer, 2019

We seem to be living in the age of A.I. Everywhere you look, companies are touting their most rec... more We seem to be living in the age of A.I. Everywhere you look, companies are touting their most recent A.I., machine learning, and deep learning breakthroughs, even when they are far short of anything that could be touted as a “breakthrough.” “A.I.” has eclipsed “Blockchain” and “Crypto” as the buzzword of today. Indeed, one of the best ways to raise VC funding is to stick ‘AI’ or ‘ML’ at the front of your prospectus and “.ai” at the end of your website. Separating fact from fiction is more important than it has ever been.The A.I. Marketer breaks down A.I., machine learning, and deep learning into five unique use cases—sound, time series, text, image, and video—and also reveals how marketing executives can utilize this powerful technology to help them more finely tune their marketing campaigns, better segment their customers, increase lead generation, and foster strong customer loyalty. Today, “Personalization”—the process of utilizing mobile, social, geo-location data, web morphing, context and even affective computing to tailor messages and experiences to an individual interacting with them—is becoming the optimum word in a radically new customer intelligence environment. The A.I. Marketer explains this complex technology in simple to understand terms and then shows how marketers can utilize the psychology of personalization with A.I. to both create more effective marketing campaigns as well as increase customer loyalty. Pearson shows companies how to avoid Adobe’s warning of not using industrial-age technology in the digital era. Pearson also reveals how to create a platform of technology that seamlessly integrates EDW and real-time streaming data with social media content. Analytical models and neural nets can then be built on both commerical and open source technology to better understand the customer, thereby strengthening the brand and, just as importantly, increasing ROI.

Intelligencia, 2019

The A.I. Casino breaks down A.I., machine learning, and deep learning into five unique use cases—sound, time series, text, image, and video—and also reveals how casino marketing executives can utilize this powerful technology to help them more finely tune their marketing campaigns, better segment their customers, increase lead generation, and foster on strong customer loyalty.

Today, “Personalization”—the process of utilizing mobile, social, geo-location data, web morphing, context and even affective computing to tailor messages and experiences to an individual interacting with them—is becoming the optimum word in a radically new customer intelligence environment. The A.I. Casino explains this complex technology in simple to understand terms and then shows how marketers can utilize the psychology of personalization with A.I. to both create more effective marketing campaigns as well as increase customer loyalty.

The author, Andrew Pearson, shows companies how to avoid Adobe’s warning of not using industrial-age technology in the digital era. Pearson also reveals how to create a platform of technology that seamlessly integrates EDW and real-time streaming data with social media content. Analytical models and neural nets can then be built on both commercial and open source technology to better understand the customer, thereby strengthening the brand and, just as importantly, increasing ROI.
The final chapter of the book brings everything together and shows casino executives how to increase revenue with revenue management techniques to be implemented on the slot floor, at the tables, in the front office, and at the casino's restaurants. Revenue management can extend beyond hotel rooms, all the way down to the front office, into the property restaurant and onto the casino floor. Pearson explains the conceptual framework of “total RM”, and three necessary resources -- the RM tools, human resources, and “customer-centric revenue management.”
The A.I. Casino is a casino that takes into account how a patron who walks through the door of an integrated resort, or onto a casino bus, or is even driving down I-15 toward Vegas will affect every facet of the casino company's operations. It follows a customer before arrival, through his or her entire stay, then keeps tabs on them once they leave. From the moment of first contact, when the casino’s systems capture an IP Address, through capturing the social ID, to understanding the social activity, all the way through to the patron card sign up process so that the casino can understand gaming and commerce behavior.

Today, more and more casino companies are referring to themselves as “entertainment companies” rather than gaming companies, because of the new reality of the gaming business; i.e., it is a multi-faceted, multi-offering business, and gambling is only one piece of a giant pie. Admittedly, a substantial economic piece of the pie, especially in places like Macau, but it’s not the entire property’s raison d'être. More and more, gambling is becoming entertainment and casino companies must deal with customers interested in a multitude of entertainment opportunity, not just the ones who want to gamble. The A.I. Casino helps casino executives ensure that every visitor to their property, no matter how big or how small, will so enjoy their experience that, once they leave, they will be only thinking one thing - how great it will be once they return.

The Predictive Airline, 2019

The Predictive Airliner is an airline that utilizes the latest technology to deliver an exception... more The Predictive Airliner is an airline that utilizes the latest technology to deliver an exceptional personalized experience to each and every passenger it flies. Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, streaming analytics and wearables are altering the Customer Experience (CX) landscape and airlines need to jump aboard this fast moving technology or run the risk of being left out in the cold. The Predictive Airliner reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operational function within an airline. An IoT-connected airline can make its operations smart. Data collected at multiple company and customer touch points can be utilized to increase customer satisfaction, as well as make the airline more profitable. The book lays out a blueprint for airlines to use to build a better overall operation. By utilizing AI, machine learning, and deep learning airlines can monitor the health of their airplanes, ensure employee satisfaction, and deliver an award-winning customer experience every time. Analytical processes like decision trees, k-means clustering, logistic regression and neural networks are explained in detail, with specific use cases detailing how they are used profitably in the aviation industry. Edge analytics, sentiment analysis, clickstream analysis, and location analysis are seen through a customer intelligence lens to ensure passengers are treated in a personalized way that will not only increase loyalty but turn passengers into apostles for the airlines they chose to fly on. Connected devices can help with inventory optimization, supply chain management, labor management, waste management, as well as keep the airline’s data centers green and its energy use smart. Social media is no longer a vanity platform, but rather it is a place to both connect with current customers, as well as court new ones. It is also a powerful branding channel that can be utilized to both understand an airline’s position in the market, as well as a place to benchmark its position against competitors. The Predictive Airliner reveals how airlines can utilize this channel in a multitude of ways to connect with customers, as well as help in moments of crisis. Today, technology moves at break-neck speed and it can offer the potential of anticipatory capabilities, but it also comes with a confusing variety of technological terms--Big Data, Cognitive Computing, CX, Data Lakes, Hadoop, Kafka, Personalization, Spark, etc., etc. The Predictive Airliner will help airline executives make sense of it all, so that he or she can cut through the confusing clutter of technological jargon and understand why a Spark-based real-time stream processing data stream might be preferable to a TIBCO Streambase one, or none at all. The final chapter explains how an airline can utilize the concept of the customer journey as a roadmap to increase customer satisfaction. This book will help airline executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every passenger who steps aboard their planes.

Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processi... more Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, psychometrics, and wearables are radically altering the Customer Experience (CX) landscape. Sports books need to jump aboard this fast moving technology or run the risk of being left behind by their competitors. The Predictive Sports Book is a sports betting company that utilizes the latest technological developments to connect with their customers, while delivering an exceptional personalized experience to each and every one of them.

The Predictive Sports Book reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operating function in the sports book.

An IoT-connected sports book can make its operations smart. Connected devices can help with inventory optimization, labor management, marketing, and customer experience, as well as keep its data centers green and its energy use smart. Social media is no longer a vanity platform, but rather it is a place to both connect with current customers as well as court new ones. The Predictive Sports Book knows that social media can produce a healthy ROI, if done properly. Social media can also be utilized as a place to gauge a customers psychological profile; it's amazing how much information there is in a Facebook like or a Twitter Tweet.

The Predictive Sports Book breaks down social media into its six different categories -- collaborative projects, blogs and micros blogs, content communities, social networks, virtual game worlds and virtual social worlds -- and shows sports books how to utilize each one to both market to individuals as well as to attain real-time competitive intel.

The final chapter brings everything together, explaining how AI, ML, Hadoop, data lakes, and real-time streaming can turn a sports book's data into a treasure trove of information that can create powerful one-to-one customer relationships that patrons will recognize.

This book will help sports betting executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every one of their patrons to ensure that they keep coming through those front doors, as well as onto their websites.

The Predictive Sports Book, 2018

The Predictive Retailer is a retail company that utilizes the latest technological developments t... more The Predictive Retailer is a retail company that utilizes the latest technological developments to connect with its customers to deliver an exceptional personalized experience to each and every one of them. Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, and wearables are altering the Customer Experience (CX) landscape and retailers need to jump aboard this fast moving technology or run the risk of being left out in the cold.

The Predictive Retailer reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operating function of the retailer.

An IoT connected retailer can make its operations smart. Connected devices can help with inventory optimization, supply chain management, labor management, waste management, as well as keep its data centers green and its energy use smart.
Social media is no longer a vanity platform, but rather it is a place to both connect with current customers as well as court new ones. It is also a powerful branding channel that can be utilized to both understand a retailer's position in the market, as well as a place to benchmark its position against its competitors.
Today, technology moves at break-neck speed and it can offer the potential of anticipatory capabilities, but it also comes with a confusing variety of technology and technological terms--Big Data, Cognitive Computing, CX, Data Lakes, Hadoop, Kafka, Personalization, Spark, etc., etc. The Predictive Retailer will help make sense of it all, so that a retail executive can cut through the confusing technological jargon and understand why a Spark-based real-time stream processing data stream might be preferable over a TIBCO Streambase one, or an IBM Streaming Analytics one. This book will help retail executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every patron that comes through their doors.

The Predictive Casino is a casino that utilizes the latest technological developments to connect ... more The Predictive Casino is a casino that utilizes the latest technological developments to connect with its customers to deliver an exceptional personalized experience to each and every one of its patrons. Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, and wearables are altering the Customer Experience (CX) landscape and casino operators need to jump aboard this fast moving technology or run the risk of being left out in the cold.
The Predictive Casino reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operating function of the casino.
Facial recognition technology can spot a customer stepping onto a casino bus at the Macau/China border and that set off alerts that can notify a host on the floor, a restaurant manager, a dealer, or even the hotel’s GM should the player be a high-end VIP. A whole other sequence of events gets triggered as the player’s favorite table is prepared, his favorite, and his or her Theo gets added to a real-time table games revenue management model that takes into account his personal play. Labor needs are also considered and alerts can be sent to the required or unneeded staff.
An IoT connected casino can make its operations smart. Connected devices can help with inventory optimization, supply chain management, labor management, waste management, as well as keep its data centers green and its energy use smart.
Social media is no longer a vanity platform, but rather a place to both connect with current customers as well as court new ones. It is also a powerful branding channel that can be utilized to both understand a casino's position in the market, as well as a place to benchmark its position against its competitors.
Today, technology moves at break-neck speed and it can offer the potential of anticipatory capabilities, but it also comes with a confusing variety of technology and technological terms--Big Data, Cognitive Computing, CX, Data Lakes, Hadoop, Kafka, Personalization, Spark, etc., etc. The Predictive Casino will help make sense of it all, so that a casino executive can cut through the confusing technological jargon and understand why a Spark-based real-time stream processing data stream might be preferable over a TIBCO one, or an IBM one. This book will help casino executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every patron coming through their doors.

A company is only as strong as its weakest customer relationship and Going Mobile: Going Social s... more A company is only as strong as its weakest customer relationship and Going Mobile: Going Social shows how companies large and small can use the mobile and social media platforms to develop and foster these relationships. Much more than a wireless transmitter optimized for voice input and output, a mobile phone, a tablet or a phablet is an always-on, anytime, anywhere marketing and sales device that follows a mobile user throughout his or her digital day. It is also an entertainment, Customer Relationship Management (CRM) and social networking tool, which makes it, potentially, the most powerful device in the history of marketing and customer relationships. The mobile device is, literally, a marketing tool that can—and usually is—personalized by its owner, and is within the reach of that owner almost every hour of every single day—once again a marketer's dream.
Going Mobile: Going Social reveals how businesses of almost any type can benefit from mobile and social media technology. Social media is about more than just connecting with friends on Facebook or uploading videos to YouTube or photographs to Flickr. It is more than just making comments on a blog or firing off a tweet on a microblog. The social media world is a vast and not quite fully understood web of interconnected sites. Going Mobile: Going Social breaks down and fully explains the various forms of mobile and social media, including everything from augmented reality (AR) to Common Short Codes (CSC) to blogs to podcasts to RSS feeds to social networks to video-casting and a whole host of other technologies in-between. The author explains how and why individuals and businesses should use these platforms to get their message out as well as increase their sales. Using real-world examples, the author explains how companies are building strong customer brands through social media.
Going Mobile: Going Social also delves into the world of mobile advertising. In the not-too-distant future, digital advertising will employ a multi-screen strategy that follows its audience throughout his or her digital day. Mobile marketing and mobile advertising have the potential to transform the way marketers connect with their customers and potential customers. In this mobile advertising world, consumers will be seen as participants rather than as a “target audience.” With blogs, vlogs, social networks, message boards, and viral messaging, advertisers are now faced with a radically different marketing landscape than they were just a few short years ago. This is a new landscape, a landscape in which marketers are no longer in complete control of the message, but it is a world that must be embraced and not feared.
In the final chapter, the writer brings it all together, explaining how a specific mobile or social media solution works for eight individual industries and artistic fields. Web 2.0 changed the relationship between a company and its consumers forever. Web 3.0 has gone even further; in shifting the power away from the corporation and into the hands of the consumer, Web 3.0 has empowered the consumer with a voice unheard of in the history of advertising. The voice of the online consumer is now part of the message and consumers are fully vested participants in the conversation; this fact shouldn’t frighten business executives, it should actually excite them. The revolution has begun and it will be mobilized, localized, socialized and personalized.

Papers by Andrew Pearson

Intelligencia, 2020

Capacity planning or capacity management is the process of determining the production needed by a... more Capacity planning or capacity management is the process of determining the production needed by an organization to meet changing demands for its products and services. For a casino and integrated resort, its products and services include casino gambling games, hotel rooms, seats in its restaurants and bars, tickets for its theaters, music concerts, and other live events, admissions to its amusement parks and rides, as well as any purchases made on its property.
IT capacity planning involves estimating the storage, computer hardware, software and connection infrastructure resources required over some future period of time. A common concern of enterprises is whether the required resources are in place to handle an increase in users or number of interactions. Capacity management is concerned with adding CPUs, memory and storage to a physical or virtual server. This has been the traditional and vertical way of scaling up web applications, however IT capacity planning has been developed with the goal of forecasting the requirements for this vertical scaling approach. In the context of capacity planning, design capacity is the maximum amount of work that an organization is capable of completing in a given period.

The predictive casino is a casino or an integrated resort that takes into account everything that... more The predictive casino is a casino or an integrated resort that takes into account everything that is happening on the casino property by the patrons, customers (we’ll consider these the people who haven’t signed up for a player card yet and are, therefore, mostly untrackable), the employees, and the vendors. The predictive casino utilizes all of the data associated with all of these individuals to make better business decisions for the company as a whole. Descriptive analytics, diagnostic analytics, predictive analytics, prescriptive analytics and the newest entrant into the growing field of analytics—edge analytics—are exploited throughout the enterprise to reach as real-time an IT environment as possible. The predictive casino comingles structured, semi-structured, and unstructured data to provide customer insights down to the granular level and utilizes these insights to improve customer intelligence, marketing automation, analytics, and social media marketing. Extrapolating one customer’s experience to that of thousand, ten thousand, a hundred thousand, even, potentially, a million can provide insights into both short term labor needs, and long-term supply and operational needs.

The days of China simply being a country that copies, pirates and counterfeits US and European te... more The days of China simply being a country that copies, pirates and counterfeits US and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space. This competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral. On the e-commerce front, Taobao has formed a synergistic partnership in which store owners on Taobao create accounts on Weibo and utilise it as a channel to market their products and communicate with customers. On the virtual social world front, China might also be leading the world with sites like yy.com, which have figured out a way to monetise karaoke. Technology has always moved at the
speed of light, but today the barriers of culture, language and communication are falling by the wayside and China is finding itself at the forefront of this new technological revolution.

In 1999, ’The Cluetrain Manifesto’ warned that ‘markets are conversations’. Finally, some 15 year... more In 1999, ’The Cluetrain Manifesto’ warned that ‘markets are conversations’. Finally, some 15 years later, software, hardware, mobile and social media vendors have come together to provide tools that allow companies to join and manipulate the conversation. This paper provides a quick overview of the available hardware and software solutions; a discussion of the in-memory landscape, including the strengths and weaknesses of the competing products; and a summary of the latest developments in the social media monitoring space. Given the importance of personalisation and one-to-one advertising for increasing traffic, raising customer conversion rates and increasing average order value, these systems can either be a company’s best friend or its worst enemy.

A company is only as strong as its weakest customer relationship and mobile and social media are ... more A company is only as strong as its weakest customer relationship and mobile and social media are the perfect platforms to strengthen these relationships. By harnessing the power of the mobile platform, mobile users can make phone calls, send a tweet or fire off a text. Mobile users can IM a friend, “like” a business, surf the net, hail a cab, upload a blog, download a vlog, listen to a song, shoot a video, make a check deposit, play a game, shop online, shop offline (with a mobile coupon), check-in to a retail store, check out of a hotel, find a business’s location or even track down a lost mobile phone. Mobile users can communicate with their friends via hold-to-talk voice messaging, they can stream their content feeds via one-to-many messages, share photos, videos, contacts, or broadcast their location. With today’s mobile phone, making a voice call is almost the least important of its multitude of functions. Customer persona, Today, mobile apps, mobile banking, mobile commerce, mobile chat and mobile gaming have revolutionized the way people do business, seek entertainment and gamble. Mobile commerce has now evolved into what has become known as “omni-commerce”, a seamless approach to selling that puts the shoppers experience first and foremost, giving that shopper access through multiple channels. Mobile marketing via Bluetooth, OTT, SMS, MMS, CSC or QR codes has become some of the most effective marketing available, while social media has turned the normal channels of marketing on its head. By accessing the Web through a wireless connection, mobile users can now surf the Internet almost as easily as if they were using a PC. Photos and videos can be uploaded seconds after they are shot, then shared with the most intimate of friends or the most distant of peoples with little more than the touch of a button. Connected via a Natural User Interface (NUI) applications like Apple’s SIRI, Speaktoit’s Assistant and Microsoft’s Tellme services, mobile devices can become talking personal assistants that understand normal speech and connect to a vast world of data that can turn a mobile phone into a verbal business location finder, a weather reporter, an encyclopedia, an appointment maker, an email sender, and much, much more. The mobile platform is so robust and it holds so much promise that if a marketing executive had been asked to dream up the perfect device to connect to, market to and sell its company's products and/or services to its customers and potential customers, he could hardly have come up with something more superior to it. One of mobile’s best features is its ability to cross-pollinate the marketing message through several mediums, which include social media and I will expound upon this throughout the book.

This is a case study that Qualex Asia did using some sports betting website data. To highlight th... more This is a case study that Qualex Asia did using some sports betting website data. To highlight the application of QlikView and SAP’s InfiniteInsights with a real source of data, Qualex Asia has done an analysis using transactional information from a boutique global sports book predominantly accepting wagers via the internet. The majority of their business is on soccer and American team sports. The raw data set contains approximately four (4) years of single wagers (i.e. no multi/accumulator bets) comprising some 2.2M unique transactions across almost 300K unique events and 37.5K unique customers. The total turnover is $4.2B (AUD).
It is clearly evident that a significant reduction in data has taken place, allowing the sports book to utilise the much more succinct representation of their clientele to make strategic decisions across different areas of the business. The results of this analysis would be beneficial to the odds makers, risk managers, marketing department and also senior management.

The A.I. Marketer, 2019

Intelligencia, 2019

The Predictive Airline, 2019