Artifical intelligence (AI) is a branch of informatics that aims to enable machines to perform tasks "intelligently". It is not defined exactly what "intelligent" means, nor which techniques are used. Machine Learning (ML), on the other hand, defines algorithms that can recognize patterns from existing knowledge through training and thus make predictions. For example, ML can be used in the field of data analytics to detect hidden patterns.

The content of the doctoral project is to investigate data analytics and artificial intelligence in the fields of marketing automation and video-on-demand (VoD) systems. In terms of business informatics, the contents cover both technological and business issues. Firstly, the focus is on the analysis and evaluation of artificial intelligence and data analytics in marketing automation applications (marketing communication). The digitization of local advertising products is to be better mapped by means of marketing automation on the basis of digital visibility analysis. In addition, studies in editorial media (media communication) are part of the doctoral project. In particular, the investigations are to examine, optimize and further develop activities such as the creation of metadata and the generation of context-based recommendations.

The working title of this doctoral project is "Data Analytics and Artificial Intelligence in Marketing and Media Communication". The project was launched on January 1, 2019 together with the Chair of Information Systems and Business Administration of the University of Mainz, Prof. Dr. Franz Rothlauf, and the Mainz company loci GmbH Deutschland, Managing Director Christan Wild. At Mainz University of Applied Sciences it is integrated in the Research Group Information Systems and Media Management (WIMM) under Prof. Dr. Sven Pagel.

The doctoral candidate is Marcel Hauck, M. Sc. Prior to his doctorate, he worked for Sparkasse Rhein-Nahe from 2006 to 2012. After completing his training as an IT Specialist, he worked there for seven years as a 2nd level administrator in the IT Separtment. He then joined the Sparkasse's Media Sales Department as an Online Marketing Manager. While working, he completed a bachelor's degree in "Media, IT and Management" at Mainz University of Applied Sciences. He subsequently earned a Master's degree in Media Informatics from the Environmental Campus in Birkenfeld.

On this microsite we will inform you about initial results and the progress of the research project.