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AI in Marketing, Sales and Service: How Marketers without a Data Science Degree can use AI, Big Data and Bots 1st Edition Peter Gentsch
Lesson two: The rise of AI in ecommerce and SAAS businesses
Lesson three: The importance of first party data in a cookie less world
Lesson four: The relevance of Customer Data Platforms (CDPs), Data Management Platforms (DMPs), Demand Side Platforms (DSPs), and Supply Side Platforms (SSPs)
Chapter 2
Lesson one: AI in Advertising
Lesson two: The use of AI in targeted advertising
Lesson three: The role of CDPs and DMPs in data-driven advertising
Lesson four: The benefits of AI-powered ad optimization and personalization
Chapter 3:
Lesson one: AI in Email Marketing
Lesson two: The use of AI in personalized email marketing campaigns
Lesson three: The role of CDPs in data-driven email marketing
Lesson four: The benefits of AI-powered email segmentation and targeting
Chapter 4:
Lesson one: AI and Paid Advertising
Lesson two: The use of AI in keyword research and optimization
Lesson three: The role of CDPs in data-driven SEO strategies
Lesson four: The benefits of AI-powered content recommendation and personalization
Chapter 5
Lesson one: AI and Email Marketing
Lesson two: The use of AI in website optimization and testing
Lesson three: The role of CDPs in data-driven CRO strategies
Lesson four: The benefits of AI-powered personalization and targeted messaging
Chapter 6
Lesson one: AI and Paid Advertising
Lesson two: The use of AI in targeted social media advertising
Lesson three: The role of CDPs and DSPs in data-driven paid social campaigns
Lesson four: The benefits of AI-powered ad targeting and optimization
Chapter 7
Lesson one: AI in Influencer Marketing
Lesson two: The use of AI in identifying and targeting influencers
Lesson three: The role of CDPs in data-driven influencer marketing campaigns
Lesson four: The benefits of AI-powered influencer matching and targeting
Chapter 8
Lesson one: AI in Viral Marketing
Lesson two: The use of AI in identifying and targeting viral content
Lesson three: The role of CDPs in data-driven viral marketing campaigns
Lesson four: The benefits of AI-powered content recommendation and personalization
Chapter 9
Lesson one: AI in SMS, Live Chat, and Push Notifications
Lesson two: The use of AI in personalized messaging and communication channels
Lesson three: The role of CDPs in data-driven messaging strategies
Lesson four: The benefits of AI-powered personalization and targeting
Chapter 10
Lesson one: AI in B2C Service Businesses
Lesson two: The use of AI in customer service and support
Lesson three: The role of CDPs in data-driven service strategies
Lesson four: The benefits of AI-powered personalization and automation
Chapter 11
Lesson one: AI in B2B Service Businesses
Lesson two: The use of AI in sales and marketing efforts for B2B businesses
Lesson three: The role of CDPs in data-driven B2B service strategies
Lesson four: The benefits of AI-powered personalization and targeting
Chapter 12
Lesson one: Case Studies of AI in Ecommerce and SAAS Based Businesses
Lesson two: Real-world examples of successful AI implementations in ecommerce and SAAS businesses
Lesson three: Lessons learned from these case studies
Chapter 13:
Lesson one: Challenges and Opportunities for AI in Ecommerce and SAAS Based Businesses
Lesson two: The challenges and opportunities of implementing AI in ecommerce and SAAS businesses
Lesson three: The role of data governance and ethical considerations in AI implementation
Chapter 14:
Lesson one: The Future of AI in Ecommerce and SAAS Based Businesses
Lesson two: Predictions and trends for the future of AI in ecommerce and SAAS businesses
Lesson three: The potential impact of AI on these industries
Chapter 15
Lesson one: AI in Product Recommendation
Lesson two: Understanding the importance of product recommendation in ecommerce
Lesson three: The role of AI in generating personalized product recommendations
Lesson four: Best practices for implementing AI-powered product recommendation in Shopify business
Chapter 16
Lesson one: AI in Customer Segmentation and Targeting
Lesson two: Understanding customer segmentation and targeting in e-commerce
Lesson three: How AI can help with customer segmentation and targeting
Lesson four: Best practices for implementing AI-powered customer segmentation and targeting in Shopify business
Chapter 17
Lesson one: AI in Inventory Management
Lesson two: Understanding the importance of inventory management in ecommerce
Lesson three: The role of AI in optimizing inventory management
Lesson four: Best practices for implementing AI-powered inventory management in Shopify business
Chapter 18
Lesson one: AI in Pricing Strategy
Lesson two: Understanding the importance of pricing strategy in e-commerce
Lesson three: How AI can help with dynamic pricing
Lesson four: Best practices for implementing AI-powered pricing strategy in Shopify business
Chapter 19
Lesson one: AI in Fraud Detection
Lesson two: Understanding the importance of fraud detection in e-commerce
Lesson three: The role of AI in detecting fraud
Lesson four: Best practices for implementing AI-powered fraud detection in Shopify business
Chapter 20
Lesson one: The Future of AI in Shopify Businesses
Lesson two: Predictions and trends for the future of AI in Shopify businesses
Lesson three: The potential impact of AI on the e-commerce industry
Conclusion
INTRODUCTION
I'm here to explain how artificial intelligence works and how it can benefit your business. Although artificial intelligence (AI) has been around for a while, it has only recently acquired popularity and become available to enterprises of all kinds.
AI can be applied to e-commerce to enhance consumer satisfaction, boost revenue, and lower overhead. To improve the shopping experience for your customers, use AI-powered solutions to analyze customer data, forecast purchasing trends, automate tedious processes, and customize recommendations.
Using chatbots in your Shopify shop is one of the most efficient methods to apply AI. Virtual assistants that are driven by AI and can conduct transactions, answer client questions, and recommend products are called chatbots. You may provide your clients with round-the-clock assistance, speed up response times, and boost client happiness by deploying chatbots.
Your marketing campaigns can be improved with AI. You can examine consumer information and behavior using analytics tools driven by AI to develop specialized marketing strategies that are directed at particular customer groups. To make product recommendations to customers based on their past purchases and browsing patterns, you can employ AI-powered product recommendation engines.
The automation of processes like inventory management, order processing, and shipping is another way that AI may help you streamline your business operations. You can minimize the chance of stockouts, improve pricing, and make sure you always have the proper products in stock by using AI-powered solutions to manage your inventory.
Chapter 1
Lesson one: Introduction to AI in Marketing
Artificial intelligence (AI) has become an increasingly important technology in marketing in recent years, with many businesses using AI to improve their marketing efforts and reach their target audience more effectively. In this book, we will explore the current state of AI in marketing and discuss the ways in which it is being used to drive exponential knowledge advancement and increase the effectiveness of marketing campaigns.
One of the main benefits of AI in marketing is its ability to analyze large amounts of data and make informed decisions based on that data. With the increasing amount of data available to businesses, AI has become an essential tool for sorting through that data and identifying trends and patterns that can be used to improve marketing efforts. AI is also being used to personalize marketing campaigns, with many businesses using AI to create personalized marketing messages and content that is tailored to the individual needs and preferences of their target audience. This level of personalization is not possible with traditional marketing techniques, and it is one of the key reasons that AI is becoming so popular in marketing.
In addition to personalization, AI is also being used to optimize marketing campaigns and improve their effectiveness. This includes the use of AI to optimize ad targeting, identify the best channels for reaching the target audience, and optimize the timing and frequency of marketing messages.
In this book, we will delve into the practical applications of AI in marketing and explore the ways in which it is being used to drive exponential knowledge advancement and increase the effectiveness
of marketing campaigns. We will also discuss the challenges and opportunities presented by AI in marketing, and look at the future of AI in this field.
Lesson two: The rise of AI in ecommerce
and
SAAS businesses
Businesses may automate and streamline a variety of operations, obtain insightful information from client data, and improve the overall customer experience with the help of AI-powered tools and technology. The following are some applications of AI in e-commerce and SAAS businesses:
Chatbots andvirtualassistants:
These AI-powered technologies may interact with customers in real time and offer them support and assistance. These technologies are capable of responding to simple inquiries, making tailored recommendations, and even carrying out transactions on behalf of users.
Frauddetection:
As the number of online transactions increases, ecommerce organizations are exposed to higher fraud risks. Tools for fraud detection powered by AI can examine consumer data and spot possible fraud, lowering the risk of financial losses for enterprises.
Inventory management:
For e-commerce companies, managing inventory can take a lot of time. To improve inventory levels and cut waste, AI-powered inventory management software can analyze data on sales, consumer behavior, and other factors.
Marketing Automation:
To deliver individualized marketing campaigns, AI-powered marketing automation systems may evaluate customer data. These tools enable the creation of focused marketing campaigns, the segmentation of the client base, and the impact optimization of marketing initiatives.
Voice Assistants:
Voice assistants like Google Home and Alexa from Amazon are becoming more common in homes all around the world. These devices can be integrated by e-commerce companies with their platforms, enabling users to shop, make purchases, and track delivery via voice requests.
AI is revolutionizing the SAAS and e-commerce sectors, enabling companies to streamline operations, automate processes, and improve the entire customer experience. We may anticipate seeing many more ground-breaking uses for AI technology in the years to come as it continues to develop.
Lesson three: The importance of first party data in a cookie less world
As we approach a cookie less future, the value of first-party data has become more and more clear. Third-party cookies are becoming less dependable as a source of data for organizations due to the growth in privacy concerns and rising regulatory scrutiny. As a result, a lot of businesses are using first-party data to fuel their marketing
initiatives. Here are a few explanations for why first-party data is becoming more significant:
1. Increased Consumer Understanding: Since first-party data is gathered directly from customers, it is possible to more fully comprehend their preferences and behaviors. Businesses can design more specialized and focused marketing efforts by using the insights they learn from the analysis of this data about client demands, interests, and purchasing habits. Compliance with privacy laws must be more stringent now that the General Data Protection Regulation (GDPR) and other privacy laws are in force.
2. Better Data Quality: Compared to third-party data, which can be incomplete or out-of-date, first-party data is often more accurate and reliable. Businesses can improve results and increase ROI by relying on first-party data to ensure that their marketing initiatives are based on accurate and current information.
3. More Control: Businesses have more control over their data and how it is used when they rely on first-party data. As a result, they may tailor their marketing strategies to suit their particular business requirements and make data-driven decisions.
Large amounts of client data are gathered by organizations from a variety of sources, including social media, email marketing, website traffic, and mobile applications. Effectively organizing and using this data, though, can be a difficult undertaking. Four crucial technologies are used by businesses to effectively manage and use consumer data: customer data platforms (CDPs), data management platforms (DMPs), demand-side platforms (DSPs), and supply-side platforms (SSPs).
CDPs are software platforms that compile and arrange customer data from numerous sources. A single customer profile offered by CDPs gives firms a comprehensive understanding of each client's activity and interests. Businesses can provide their clients with individualized and pertinent experiences through a variety of channels by using CDPs. Moreover, CDPs give companies the ability to divide their clientele into groups according to their interests and behaviors, which can improve their ability to target particular demographics.
Another crucial tool for companies that handle a lot of client data is the data management platform (DMP). Data management platforms (DMPs) are made to gather, store, and analyze information from a variety of sources to reveal patterns in consumer behavior and preferences. Businesses can more successfully target particular audiences by using DMPs to segment their client base based on factors such as demographics, interests, and behaviors. DMPs can help firms optimize their marketing strategies to increase customer engagement and return on investment. They can offer useful insights into customer journeys.
Demand Side Platforms (DSPs) are computerized platforms that let companies buy and control digital ad inventory from various sources in real-time. DSPs offer a consolidated platform that enables companies to target particular audiences and optimize their advertising campaigns using data collected in real-time. Businesses can use DSPs to provide targeted and pertinent ads to their target market, which can increase the efficacy of their campaigns.
Software platforms known as supply-side platforms (SSPs) allow publishers to manage and sell their digital ad inventory. To maximize revenue from their advertising inventory, publishers can connect with various demand-side platforms and ad networks using the unified platform offered by SSPs. SSPs also give publishers important information about their audience and can assist them in content optimization to raise income.
Chapter 2
Lesson one: AI in Advertising
Artificial intelligence (AI) has become an increasingly important technology in advertising, with many businesses using AI to improve their ad targeting, optimization, and personalization efforts. In this chapter, we will explore the various ways in which AI is being used in advertising and discuss the benefits of this technology for businesses.
One of the main benefits of AI in advertising is its ability to analyze large amounts of data and make informed decisions based on that data. This includes the use of AI to analyze consumer behavior, identify trends and patterns, and target ads to the most relevant audience. Many businesses are using AI to create targeted advertising campaigns that are more effective at reaching the desired audience and driving conversions.
AI is also being used to optimize ad campaigns, with many businesses using AI to optimize the timing, frequency, and placement of ads to maximize their effectiveness. This includes the use of AI to identify the best channels for reaching the target audience, such as social media, search engines, or other online platforms. In addition to targeting and optimization, AI is also being used to personalize advertising campaigns.
This includes the use of AI to create personalized ad content and messaging that is tailored to the individual needs and preferences of the target audience. This level of personalization is not possible with traditional advertising techniques, and it is one of the key reasons that AI is becoming so popular in advertising.
Customer Data Platforms (CDPs) and Data Management Platforms (DMPs) are also being used in conjunction with AI to improve advertising efforts. CDPs allow businesses to store, manage, and analyze customer data, while DMPs allow businesses to target ads to specific audiences based on their data and behavior. These platforms are essential for data-driven advertising campaigns that use AI to analyze and make decisions based on customer data.
AI is playing an increasingly important role in advertising, with many businesses using it to improve targeting, optimization, and personalization efforts. The use of CDPs and DMPs in conjunction with AI is also driving exponential knowledge advancement in the field of advertising.
Lesson two: The use of AI in targeted advertising
Targeted advertising powered by AI analyzes user data and activity using machine learning algorithms, allowing companies to send customers personalized ads based on their interests, choices, and actions. By focusing on certain demographics, behaviors, and interests, advertisers may more accurately target their campaigns and boost conversion rates.
The capability of real-time campaign optimization is another benefit of customized advertising enabled by AI. AI algorithms can spot patterns and modify ad targeting and messaging to increase engagement and conversions by examining user behavior and ad performance. This implies that companies can continually hone their advertising tactics for superior outcomes.
Businesses may broaden their reach and find new audiences with the aid of AI. AI algorithms may analyze user data to find patterns and trends that suggest new client categories, allowing firms to create ads specifically for these audiences.
The use of AI in targeted advertising, however, also prompts worries about data security and privacy. Large-scale data breaches and improper usage are a possibility when AI algorithms gather and examine so much personal information. Companies must follow data protection laws and be open and honest about how they gather and utilize user data.
The way organizations approach marketing has been completely transformed by the use of AI in targeted advertising. Businesses may send customized information to particular audiences with the help of AI-powered targeting, increasing the precision and efficacy of their efforts. Businesses must make sure they are open and in compliance with laws while also being conscious of privacy and data protection issues.
Lesson three: The role of CDPs and DMPs in data-driven advertising
Customer data platforms (CDPs) and data management platforms (DMPs) are critical tools for organizations to use to provide customers with individualized and pertinent advertising experiences in the data-driven advertising market. Businesses may gather, manage, and analyze huge volumes of customer data from several sources using CDPs and DMPs to gain insightful knowledge on the behavior and preferences of their customers.
Customer data from numerous sources, including social media, email campaigns, website traffic, and mobile applications, is consolidated by CDPs. Businesses may get a comprehensive understanding of each client's activity and preferences thanks to CDPs, which offer a unified customer profile.
Businesses can provide their clients with individualized and pertinent advertising experiences across a variety of channels by using CDPs. Moreover, CDPs give companies the ability to divide their clientele into groups according to their interests and behaviors, which can improve their ability to target particular demographics.
Data management platforms (DMPs) are made to gather, store, and analyze information from a variety of sources to reveal patterns in consumer behavior and preferences. Businesses can more successfully target particular audiences by using DMPs to segment their client base based on factors such as demographics, interests, and behaviors. DMPs can help firms optimize their advertising efforts to increase consumer engagement and return on investment. They can offer useful insights into customer journeys.
Lesson four: The benefits of AIpowered ad optimization and personalization
Because it makes it feasible for companies to optimize and customize their ad campaigns on a scale that was previously unattainable, artificial intelligence (AI) has completely transformed the advertising sector. Businesses may gain a lot from AI-powered ad optimization and personalization in terms of strengthening customer engagement, boosting ROI, and improving ad performance. The advantages of AI-powered ad personalization and optimization will be covered in this article.
Enhancing AdPerformance:
Large amounts of data can be analyzed using AI-powered ad optimization to improve the performance of advertising campaigns. To find the best combinations for a given audience, AI algorithms can examine data on ad placements, ad text, and targeting. Businesses may improve ad performance, click-through rates, and conversion rates using AI-powered ad optimization.
Greater ROI:
By determining the most efficient channels, ad placements, and targeting, AI-powered ad optimization may help organizations get the most out of their advertising budgets. Businesses may improve ad effectiveness while lowering costs and increasing ROI with AIpowered ad optimization.
More Individualization:
Customers can receive tailored advertising experiences based on their interests, preferences, and behavior thanks to AI-powered ad personalization. AI systems may examine client data to find unique tastes and produce tailored advertising that appeals to each
individual customer. Businesses can deliver more relevant ad experiences, increase customer engagement, and foster brand loyalty with AI-powered ad customization.
Admanagementautomation:
Several facets of ad management can be automated with the help of AI-powered ad optimization and personalization, allowing businesses to concentrate their time and resources elsewhere. In order to reduce the need for manual intervention, AI algorithms can automatically modify ad placements, targeting, and content based on real-time data.
Chapter 3: Lesson one: AI in Email Marketing
Artificial intelligence (AI) has become an increasingly important technology in email marketing, with many businesses using AI to improve their personalization, segmentation, and targeting efforts. In this chapter, we will explore the various ways in which AI is being used in email marketing and discuss the benefits of this technology for businesses.
One of the main benefits of AI in email marketing is its ability to personalize emails based on the individual needs and preferences of the recipient. This includes the use of AI to analyze consumer behavior and tailor emails to the specific interests and behaviors of the recipient. This level of personalization is not possible with traditional email marketing techniques, and it is one of the key reasons that AI is becoming so popular in this field.
AI is also being used to improve the segmentation of email marketing campaigns, with many businesses using AI to identify groups of customers with similar characteristics and tailor emails to their specific needs and preferences. This allows businesses to send more targeted and relevant emails to their audience, which leads to higher engagement and conversion rates. In addition to personalization and segmentation, AI is also being used to improve the targeting of email marketing campaigns. This includes the use of AI to identify the best time and frequency to send emails, as well as the best channels for reaching the target audience. This allows businesses to send more targeted and effective emails to their audience, which leads to higher engagement and conversion rates.
Customer Data Platforms (CDPs) are also being used in conjunction with AI to improve email marketing efforts. CDPs allow businesses to store, manage, and analyze customer data, which can be used to personalize and target emails based on the specific needs and
preferences of the recipient. AI is playing an increasingly important role in email marketing, with many businesses using it to improve personalization, segmentation, and targeting efforts. The use of CDPs in conjunction with AI is also driving exponential knowledge advancement in the field of email marketing.
BonusChapter:AIPracticalMarketingApplications
Creative: AI is being used to create personalized ad content and messaging that is tailored to the individual needs and preferences of the target audience. This includes the use of AI to generate personalized product recommendations, email subject lines, and social media posts.
Governance: AI is being used to improve data governance in marketing, with many businesses using AI to analyze customer data and identify trends and patterns that can be used to improve marketing efforts.
Predictive actions: AI is being used to predict customer behavior and make informed decisions based on that data. This includes the use of AI to identify the best time and frequency to send marketing messages, as well as the best channels for reaching the target audience.
Attribution modeling: AI is being used to improve attribution modeling in marketing, with many businesses using AI to identify the most effective marketing channels and campaigns for driving conversions.
SEO: AI is being used to optimize search engine rankings and improve the effectiveness of SEO efforts. This includes the use of AI to identify relevant keywords, optimize website content, and improve the user experience.
Google Ads: AI is being used to optimize Google Ads campaigns and improve their effectiveness. This includes the use of AI to identify relevant keywords, optimize ad targeting, and improve the user experience.
Facebook Ads: AI is being used to optimize Facebook
Paid media buys: AI is being used to optimize paid media buys, with many businesses using AI to identify the most effective channels and placements for their ads. This includes the use of AI to analyze consumer behavior and target ads to the most relevant audience.
Creative testing: AI is being used to improve creative testing in marketing, with many businesses using AI to identify the most effective ad content and messaging based on the specific needs and preferences of their target audience.
User journey building: AI is being used to improve the user journey in marketing, with many businesses using AI to identify the most effective marketing channels and campaigns for driving conversions. This includes the use of AI to optimize the user experience and identify the best times and frequencies to send marketing messages.
First party data: First party data is essential for businesses looking to use AI in their marketing efforts. This data allows businesses to understand the specific needs and preferences of their target audience, which is essential for creating personalized marketing campaigns and optimizing marketing efforts. First party data is also important in a cookie-less world, as it allows businesses to own and control their data and make informed decisions based on that data.
There are many practical uses of AI in organic marketing, paid advertising, and customer experience. Some of the ways in which AI is being used in these areas include:
Organic marketing: AI is being used to optimize organic marketing efforts, with many businesses using AI to identify relevant keywords, optimize website content, and
improve the user experience. This includes the use of AI to analyze consumer behavior and identify trends and patterns that can be used to improve marketing efforts. Technologies such as natural language processing (NLP) and machine learning (ML) are often used in organic marketing efforts.
Paid advertising: AI is being used to optimize paid advertising efforts, with many businesses using AI to identify the most effective channels and placements for their ads. This includes the use of AI to analyze consumer behavior and target ads to the most relevant audience. Technologies such as CDPs, DMPs, and DSPs are often used in paid advertising efforts.
Customer experience: AI is being used to improve the customer experience in marketing, with many businesses using AI to personalize marketing campaigns and create personalized customer journeys. This includes the use of AI to analyze customer data and identify the most effective marketing channels and campaigns for driving conversions. Technologies such as chatbots, live chat, and push notifications are often used in customer experience efforts.
Lesson two: The use of AI in personalized email marketing campaigns
One of the best methods for businesses to interact with customers and foster brand loyalty is through email marketing campaigns. Yet, it's getting harder and harder to make unique, targeted, and relevant email campaigns as more and more emails compete for a customer's attention in their inbox. Delivering individualized email marketing that connects with each consumer is one of the many ways artificial intelligences (AI) can help organizations tackle this
difficulty. We'll talk about the application of AI to customized email marketing campaigns in this article.
1. Individualized Content: Artificial intelligence (AI) algorithms can examine consumer data to determine personal preferences and produce customized email content that appeals to each unique customer. Subject lines, email content, and call-to-actions may all be tailored using AI-powered email marketing solutions according to the interests, actions, and previous engagements of the customer with the company.
2. Time and repetition: Email marketing platforms with AI capabilities can evaluate consumer behavior to better time and schedule emails for maximum engagement. To choose the best moment to send emails to each consumer, AI algorithms can examine data on email open rates, click-through rates, and conversion rates.
3. Testing A/B: A/B testing can be done with AI-powered email marketing solutions to find the most effective email design and content. Two copies of an email are sent to a small sample of the audience as part of A/B testing, and the results are analyzed to see which version works better. A/B testing may be automated, and AI algorithms can swiftly determine the best email subject lines, designs, and calls to action.
4. Statistical Analysis: Predictive analytics can be used by AIpowered email marketing solutions to identify clients who are most likely to interact with a certain email campaign. With the use of predictive analytics, it is possible to examine customer behavior and spot trends that suggest how likely a given client is to interact with an email campaign. Businesses may boost engagement and conversions by sending clients targeted email campaigns that are catered to their behavior.
Lesson three: The role of CDPs in data-driven email marketing
A customer data platform, or CDP, is a centralized system that gathers client information from many platforms, like websites, mobile apps, social networking sites, and in-person encounters. This data is then processed and unified by the platform to produce an indepth portrait of each consumer. Businesses may deliver personalized messages and experiences across many channels, including email, by using CDPs to segment customers based on their behavior, preferences, and purchasing histories. CDPs play a crucial part in data-driven email marketing. The following are some ways that CDPs aid companies in developing fruitful email marketing campaigns:
1. Personalization: By using customer data to segment audiences based on their behavior and preferences, CDPs allow organizations to develop highly tailored email messages. Businesses may boost engagement and conversions by providing clients with targeted and customized messages.
2. Data fusion: CDPs give companies the ability to combine customer data from several sources, such as CRM, social media, and website analytics. This enables companies to get a thorough understanding of every customer, which can be applied to the delivery of more pertinent and customized communications.
3. Real-time insights: CDPs give organizations real-time information about client behavior that they may use to improve their email marketing efforts. Businesses may increase the likelihood of engagement and conversions by sending pertinent information at the appropriate moment and by understanding customer behavior.
4. Cross-channel communication: CDPs make it possible for companies to interact with their clients over a variety of channels, such as email, social media, and mobile apps. As a result, customers
are more satisfied and loyal to organizations since they receive a consistent customer experience across all touchpoints.
5. Automation: Based on customer behavior and preferences, CDPs can automate the process of delivering clients tailored email messages. By doing this, firms may concentrate on other areas of their marketing initiatives while saving time and resources.
Lesson four: The benefits of AIpowered email segmentation and targeting
Artificial intelligence (AI) is rapidly being used in email marketing. The ability to send individualized and pertinent messages that boost engagement and conversion rates has altered how organizations connect with their clients. This is due to AI-powered email segmentation and targeting. The following are some advantages of email segmentation and targeting powered by AI:
1. Enhanced personalization: Businesses may develop highly customized communications for each consumer using email segmentation and targeting enabled by AI. AI algorithms can segment customers based on their behavior, preferences, and demographics by evaluating customer data. As a result, there is a higher probability of engagement and conversion when firms provide communications that are pertinent to each customer's interests and needs.
2. Improved engagement: Customers are more likely to open and click on personalized messages. This may result in higher conversion rates and engagement rates. Businesses may send messages that are customized to each customer's interests and needs using AIpowered email segmentation and targeting, increasing the likelihood that the recipient will interact with the message.
3. Lower unsubscribe rates: Giving clients messages that are irrelevant can cause high unsubscribe rates. Businesses may avoid delivering irrelevant communications to each consumer by employing AI-powered email segmentation and targeting. Lower unsubscribe rates and higher engagement rates may result from this.
Chapter 4: Lesson one: AI and Paid Advertising
Paid advertising has come a long way in recent years, with the rise of digital advertising and the increasing use of AI in the marketing mix. AI has revolutionized the way that businesses approach paid advertising, making it more targeted, personalized, and effective. In this chapter, we will explore the use of AI in paid advertising and how it is changing the advertising landscape.
DMPs, DSPs, andSSPs:
One of the key technologies that has been instrumental in the rise of AI in paid advertising is the DMP (data management platform), DSP (demand-side platform), and SSP (supply-side platform). DMPs help businesses to collect, manage, and segment their customer data, while DSPs allow businesses to bid on and purchase advertising space programmatically. SSPs, on the other hand, allow publishers to manage and sell their advertising inventory programmatically. These technologies work together to create a more streamlined and efficient advertising ecosystem, with AI algorithms using customer data to drive optimization and personalization efforts.
Google Ads andFacebookAds:
Two of the most popular platforms for paid advertising are Google Ads and Facebook Ads. Both platforms have integrated AI algorithms to help businesses optimize their advertising efforts and reach the most relevant audience. Google Ads uses AI algorithms to analyze
consumer search patterns and identify the most relevant keywords for businesses to target, while Facebook Ads uses AI to analyze consumer behavior and target ads to the most relevant audience. Both platforms allow businesses to optimize their ad spend and increase the effectiveness of their advertising efforts.
TikTokAds:
The rise of TikTok has created a new opportunity for businesses to reach audiences through paid advertising. TikTok Ads leverages AI algorithms to target ads to the most relevant audience and optimize ad spend, allowing businesses to reach new customers and increase conversions.
Predictive Actions:
One of the key applications of AI in paid advertising is predictive actions. Predictive actions use AI algorithms to analyze customer data and make predictions about customer behavior, allowing businesses to target ads to the most relevant audience and increase the effectiveness of their advertising efforts. Predictive actions are becoming increasingly popular in the world of paid advertising, with businesses using AI algorithms to improve targeting and increase conversions.
Attribution Modeling:
Attribution modeling is the process of determining the value of different marketing channels and how they contribute to conversions. AI algorithms are being used in attribution modeling to analyze customer data and identify the most effective marketing channels and campaigns for driving conversions. This allows businesses to optimize their marketing efforts and increase the effectiveness of their advertising efforts.
Lesson two: The use of AI in keyword research and optimization
Important components of search engine optimization (SEO) are keyword research and optimization. In recent years, the use of AI in keyword research and optimization has grown in popularity. Businesses now find it simpler to select the most important and relevant keywords for their website and tailor their content accordingly, thanks to AI-powered tools and algorithms. Following are some examples of how artificial intelligence is being applied to keyword research and optimization:
AI-powered systems can scan enormous volumes of data to find the most pertinent and worthwhile keywords for a website. These technologies can recognize patterns and trends in search queries by utilizing natural language processing and machine learning algorithms, assisting businesses in identifying the terms most likely to increase traffic and conversions.
Analyzing competitors' term usage with AI-powered technologies might help firms find possibilities to outperform them in search engine results pages (SERPs). Businesses can optimize their own content to boost their results by looking at the keywords used by rivals and the content that ranks highly for those keywords. AIpowered technologies can group keywords together depending on how semantically similar they are.
Content optimization: AI-driven systems are able to assess a website's content and offer suggestions for improving it for particular keywords. These tools can provide recommendations for enhancing the relevance and quality of content by examining its structure, language, and readability, which will result in improved rankings in search engine results pages (SERPs).
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³ In Joshua xxi. 18, Almon.
60. of Benjamin; Geba] In Joshua xxi. 17 Gibeon and her suburbs is inserted before Geba. Compare the Critical Note above. Geba was situated by the pass of Michmash, some six miles from Jerusalem; compare 1 Samuel vi. 9 ff.
Allemeth] In Joshua xxi. 18, Almon.
thirteen cities] Compare the Critical Note above.
61‒65 (compare Joshua xxi. 26, 33, 40).
D - L .
⁶¹And unto the rest of the sons of Kohath were given by lot, out of the family of the tribe, out of the half tribe, the half of Manasseh, ten cities.
61. the rest of the sons of Kohath] i.e. the Kohathites who were not sons of Aaron (verse 54).
out of the family ... Manasseh] read out of the families of the tribe of Ephraim and out of the tribe of Dan and out of the half tribe of Manasseh. See the Critical Note on verses 54‒81.
⁶²And to the sons of Gershom, according to their families, out of the tribe of Issachar, and out of the tribe of Asher, and out of the tribe of Naphtali, and out of the tribe of Manasseh in Bashan, thirteen cities.
62. the tribe of Manasseh in Bashan] i.e. the half tribe of Manasseh beyond Jordan.
⁶³Unto the sons of Merari were given by lot, according to their families, out of the tribe of Reuben, and out of the tribe of Gad, and out of the tribe of Zebulun, twelve cities. ⁶⁴And the children of Israel gave to the Levites the cities with their suburbs.
63. twelve cities] The total number of Levitic cities (verse 60 thirteen, verse 61 ten, verse 62 thirteen, verse 63 twelve) was fortyeight (so Joshua xxi. 41), of which the Kohathites, as the largest division (compare xv. 5, note), received twenty-three or nearly half.
⁶⁵And they gave by lot out of the tribe of the children of Judah, and out of the tribe of the children of Simeon, and out of the tribe of the children of Benjamin, these cities which are mentioned by name.
65. by lot] as a means of gaining Divine sanction for the assignment of cities. This verse (= Joshua xxi. 9) is plainly unsuitable in its present context. In Joshua it is the introduction to the list of Aaronic cities (here verses 54‒60). The Chronicler, having rearranged the material of his source, nevertheless preferred to transcribe this verse, despite the lack of harmony with the context; or possibly, if verses 66‒81 are an addition to the original text of Chronicles (see the head-note on verses 54‒81), verse 65 may also be a later insertion intended to help as a connecting link between verses 64 and 66 ff.
66‒81.
C L .
66‒70 (= Joshua xxi. 20‒25).
T [ ] -A K .
⁶⁶And some of the families of the sons of Kohath had cities of their borders out of the tribe of Ephraim.
66. of their borders] rather, as Joshua xxi. 20, of their lot (the difference in Hebrew is very slight).
⁶⁷And they gave unto them the cities of refuge, Shechem in the hill country of Ephraim with her suburbs; Gezer also with her suburbs;
67. the cities of refuge, Shechem] Read (a slight change in Hebrew) the city of refuge, Shechem. Compare verse 57, note.
Shechem] Genesis xii. 6, xxxiii. 18; Joshua xxiv. 1; Judges ix. 1; 1 Kings xii. 1. Shechem is the modern Nabulus, situated almost in the middle of Palestine.
Gezer] Joshua xvi. 3; Judges i. 29; 1 Kings ix. 16. It is the modern Tell Jezer about 18 miles north-west of Jerusalem. The site has recently been excavated with excellent results—see Macalister, The Excavation of Gezer, or Driver, Modern Research Illustrating the Bible (Schweich Lectures, 1908).
⁶⁸and¹ Jokmeam with her suburbs, and Bethhoron with her suburbs;
¹ See Joshua xxi 22‒39, where some of the names are different
68. Jokmeam] In Joshua xxi. 22, Kibzaim. The two words resemble one another more closely in Hebrew, and are to be taken
as various readings of the same name. Nothing is known of a Kibzaim in Ephraim. A Jokmeam is mentioned 1 Kings iv. 12.
Beth-horon] Joshua x. 10, 11, xvi. 3, 5; 1 Maccabees iii. 24. There were two cities, a lower and an upper Beth-horon, the modern Beitur, “near the head and the foot respectively of the ascent from the Maritime Plain to the plateau of Benjamin.”
⁶⁹and Aijalon with her suburbs, and Gathrimmon with her suburbs:
69. and Aijalon] Aijalon and Gath-rimmon were in Dan near the Jaffa road some 13 miles from Jerusalem; compare Joshua xxi. 23, 24. See also the Critical Note on verses 54‒81.
⁷⁰and out of the half tribe of Manasseh; Aner with her suburbs, and Bileam with her suburbs, for the rest of the family of the sons of Kohath.
70. the half tribe of Manasseh] the western half tribe; the eastern is mentioned verse 71.
Aner] Read probably Taanach, as in vii. 29; Joshua xxi. 25; Judges v. 19. Taanach was situated in the plain of Esdraelon, some four miles south of Megiddo.
Bileam] read Ibleam, compare Judges i. 27; 2 Kings ix. 27. In Joshua xxi. 25, Gath-rimmon, an error of dittography.
for the rest ... Kohath] a fragment of Joshua xxi. 26. 71‒76 (= Joshua xxi. 27‒32).
T G .
⁷¹Unto the sons of Gershom were given, out of the family of the half tribe of Manasseh, Golan in Bashan with her suburbs, and Ashtaroth with her suburbs:
71. Golan] a city of refuge, Joshua xxi. 27. The name of this city is still preserved in Jolan (Jaulan), the name of a district east of Jordan extending from Hermon to the Jarmuk.
Ashtaroth] mentioned with Edrei in Joshua ix. 10 as the capital of Og, king of Bashan. The name testifies to the worship of Ashtoreth.
⁷²and out of the tribe of Issachar; Kedesh with her suburbs, Daberath with her suburbs;
72. Kedesh] Read Kishion with Joshua xxi. 28 (so Joshua xix. 20).
Daberath] the modern Dabūriyeh at the foot of Mount Tabor.
⁷³and Ramoth with her suburbs, and Anem with her suburbs:
73. Ramoth] Jarmuth, Joshua xxi. 29; or perhaps Remeth, Joshua xix. 21.
Anem] Read En-gannim with Joshua xxi. 29. Probably the modern large village of Jenîn on the edge of the plain of Esdraelon.
⁷⁴and out of the tribe of Asher; Mashal with her suburbs, and Abdon with her suburbs;
⁷⁵and Hukok with her suburbs, and Rehob with her suburbs:
75. Hukok] Read Helkath with Joshua xxi. 31 (compare Joshua xix. 25).
⁷⁶and out of the tribe of Naphtali; Kedesh in Galilee with her suburbs, and Hammon with her suburbs, and Kiriathaim with her suburbs.
76. Kedesh in Galilee] called Kedesh-naphtali in Judges iv. 6; it is the modern Kedes, situated on a lofty plateau overlooking the waters of Ḥūleh (Merom). It was a city of refuge, Joshua xxi. 32.
Hammon ... Kiriathaim] In Joshua xxi. 32, Hammoth-dor ... Kartan.
77‒81 (= Joshua xxi. 34‒39).
T [ ] M .
⁷⁷Unto the rest of the Levites, the sons of Merari, were given, out of the tribe of Zebulun, Rimmono with her suburbs, Tabor with her suburbs:
77. Rimmono ... Tabor] Read Rimmon or Rimmonah. Against these two names there are four in Joshua xxi. 34, 35; Jokneam, Kartah, Dimnah and Nahalal. As regards the number of the cities the text of Joshua is certainly right. See Critical Note on verses 54‒81.
Tabor] No city, but only a mountain named Tabor is known to us, as having certainly existed in Old Testament times. A city however named Tabor existed on the mountain as early as 218 . ., and it may have been as old as the times of the Chronicler. Mount Tabor was in Issachar near the border of Zebulun. For Nahalal, the reading
in Joshua, compare Joshua xix. 15; Judges i. 30. Compare Bädeker, Palestine⁵, p. 250.
⁷⁸and beyond the Jordan at Jericho, on the east side of Jordan, were given them, out of the tribe of Reuben, Bezer in the wilderness with her suburbs, and Jahzah with her suburbs, ⁷⁹and Kedemoth with her suburbs, and Mephaath with her suburbs:
78. at Jericho] The crossing-place of the Jordan nearest to Reuben was at Jericho. For the phrase Jordan at Jericho compare Joshua xvi. 1.
in the wilderness] further defined by the addition in the table-land (Deuteronomy iv. 43, Revised Version margin). Bezer was among the high pasture lands of Reuben. It was a city of refuge.
Jahzah] also called Jahaz. Compare Judges xi. 20; Isaiah xv. 4.
⁸⁰and out of the tribe of Gad; Ramoth in Gilead with her suburbs, and Mahanaim with her suburbs,
80. Ramoth in Gilead] a city of refuge, Joshua xxi. 38. See 1 Kings xxii. 3; 2 Kings ix. 1.
Mahanaim] Genesis xxxii. 2.
⁸¹and Heshbon with her suburbs, and Jazer with her suburbs.
81. Heshbon] Numbers xxi. 25, 26; Isaiah xv. 4.
Jazer] Numbers xxi. 32 (Revised Version); Isaiah xvi. 8.
The priestly organisation known to the Chronicler represents the latest stage of a system, the development of which can to some extent be traced in the Old Testament records. (1) It appears from the earliest sources that the great “priestly” duty of sacrifice at one period did not require a priest for its due performance but might be, and was, undertaken by any responsible male. For example in Exodus xxiv. 5, an occasion of the deepest solemnity, sacrifices are spoken of as offered by “young men of the children of Israel.” In Exodus xxxiii. 7‒11 it is clear that the other great function of early religion, charge of the responses given by the Divine oracle, is regarded as being under the control of Moses. In fact it would seem that in the earlier period there were neither priests nor Levites as a religious order; at any rate, as an order exercising a monopoly in the religious functions which they afterwards claimed the sole right of discharging. (2) In course of time those who administered the oracle and offered sacrifices at the manifold shrines and high places of Palestine gained importance and were recognised as a distinct religious class, priests; and persons claiming descent from Levi were numerous or prominent among them. But the right of offering sacrifices was still by no means confined to these priests of the shrines. The priesthood of the various shrines was often hereditary, passing on from father to son; and, even apart from that fact, it was most natural that members of this religious order, or perhaps one should say “profession,” should be thought of as connected by blood-relationship. Eventually they were all reckoned descendants of Levi. (3) After the exile and the suppression of the local shrines of Judah, the pre-eminence of the priests or Levites of Jerusalem was definitely established, and (as Ezekiel had suggested) such priests of the local shrines as were satisfied to migrate to Jerusalem became subordinate to the original ministers of the Temple there. All were accounted sons of Levi; but only the original Jerusalem priests, who traced their descent through the Levitical family of Aaron, were entitled to rank as priests: the rest were Levites but not priests. Thus there arose a distinction in the ranks of the religious officials. (4) Finally, the functions and privileges of priests as distinct from
Levites were carefully discriminated, and the tradition that their origin as a religious order was due to Moses became firmly established, whilst the complex system of their organisation, in particular the subdivisions of the Levites as singers and doorkeepers, was confidently ascribed to David. Chronicles consistently represents this latest stage of development. For a concise statement of the facts see MᶜNeile, Numbers, pp. xiv ff. in the present series; and for further discussion the appropriate articles in the Dictionaries; especially Cook in Encyclopedia Britannica¹¹, s.v. Levites.
C VII.
1‒40.
G S R T .
The treatment of the several tribes in this chapter is very unequal. In the case of Issachar (1‒5), Zebulun (6‒12, see note verse 6), and Asher (30‒40), genealogies are given and the number of fightingmen of each tribe is stated. To Naphtali is devoted a single verse (13), giving only the names of his sons. For Manasseh and Ephraim (14‒29) genealogies are given and their possessions are shortly enumerated. The mention of Dan is obliterated, owing to the state of the text of verse 12.
1‒5.
T G I .
¹And of the sons of Issachar; Tola, and Puah¹ , Jashub, and Shimron, four.
¹ In Genesis xlvi. 13, Puvah, and Iob.
1. the sons of Issachar] Genesis xlvi. 13; Numbers xxvi. 23, 24. verses 2‒5 are from an unknown source, or from the Chronicler himself.
Tola] the name of one of the minor Judges (Judges x. 1). He is there described as “Tola the son of Puah, dwelling [Hebrew josheb] in Shamir.” No descendants are mentioned from Puah, Jashub, and Shimron, but only from Tola; and it has been suggested that these four sons of Issachar are imaginary, being simply deduced from the
statement in Judges—Jashub = josheb, and Shimron = Shamir. This is very ingenious but by no means convincing.
Puah] In Genesis and Numbers Puvah (Revised Version).
Jashub] So in Numbers, but in Genesis Iob.
²And the sons of Tola; Uzzi, and Rephaiah, and Jeriel, and Jahmai, and Ibsam, and Shemuel, heads of their fathers’ houses, to wit, of Tola; mighty men of valour in their generations: their number in the days of David was two and twenty thousand and six hundred.
2. of their fathers’ houses] i.e. clans or families; see note on v. 13.
in their generations] Render, after (or according to) their generations, the rendering given to the same phrase in Genesis x. 32, xxv. 13.
their number] i.e. of the divisions which claimed Tola as ancestor.
in the days of David] xxi. 1 ff. (= 2 Samuel xxiv. 1 ff.).
³And the sons of Uzzi; Izrahiah: and the sons of Izrahiah; Michael, and Obadiah, and Joel, Isshiah, five: all of them chief men.
3. five] i.e. reckoning the four grandsons as sons.
⁴And with them, by their generations, after their fathers’ houses, were bands of the host
for war, six and thirty thousand: for they had many wives and sons.
4. by their generations] i.e. according to descent. Each head commanded men that were his kinsfolk.
⁵And their brethren among all the families of Issachar, mighty men of valour, reckoned in all by genealogy, were fourscore and seven thousand.
5. fourscore and seven thousand] In Numbers ii. 6 Issachar is reckoned at 54,400, and in Numbers xxvi. 25 at 64,300.
6‒12.
T G Z .
6‒12. According to the existing text these verses are a genealogy of Benjamin; but, as such, they present most serious difficulties. Notice (1) that the customary “sons of” is lacking in the Hebrew text before Benjamin: (2) that the sons of Benjamin here number three, whereas in Numbers xxvi. 38, 39, they are five (five also in 1 Chronicles viii. 2!), and in Genesis xlii. 21 ten; and further that one of the sons here mentioned, Jediael, is nowhere else referred to as a Benjamite: (3) that the sons of Bela (verse 7) are entirely different in viii. 3: and (4) that in general the names in the list (with only three certain exceptions and two of them place-names) are not elsewhere found in lists of Benjamite names—a startling fact. (5) Finally and most important of all, a genealogy of Benjamin is given in chapter viii., exactly where we might expect to find it according to the order in which the Chronicler describes the tribes.
The first of these points could be (and has usually been) explained by the elision of some letters; for the words “the sons of” (Bᵉnê) in Hebrew writing most closely resemble “Ben” the first syllable of Benjamin. For a few other minor difficulties tentative
suggestions have been put forward, but are very unsatisfying, whilst for most of the features noted above, and especially for the most important of them, no proper explanation can be given on the supposition that the list really is a genealogy of Benjamin. It is therefore most probable that the view urged by Curtis, Chronicles, p. 127, should be adopted. He finds in these verses the genealogy of Zebulun, the absence of which otherwise is a striking feature of the genealogies in these chapters. The letters which are now taken to be the first part of the word Benjamin should be read Bᵉnê (i.e. the sons of), and the following letters are a corruption of Zebulun, which was originally followed by the names of Zebulun’s three sons, Sered and Elon and Jahleel, as given in Genesis xlvi. 14. The changes involved by this suggestion may seem violent in English, but they are by no means so in the Hebrew, and moreover it must be understood that they all follow inevitably or at least most naturally upon the slight initial error whereby “the sons of Zebulun” was corrupted into “Benjamin.” The development and details of Curtis’ reasoning cannot be set forth except in connection with the Hebrew text, and it must therefore suffice here to indicate the one essential point, and to remark that the convincing feature of his hypothesis is that it furnishes a clear and natural explanation of all the difficulties noted above.
⁶The sons of Benjamin; Bela, and Becher, and Jediael, three.
6. Bela, and Becher, and Jediael] Contrast viii. 2. Read, following Genesis xlvi. 14, Sered and Elon and Jahleel.
⁷And the sons of Bela; Ezbon, and Uzzi, and Uzziel, and Jerimoth, and Iri, five; heads of fathers’ houses, mighty men of valour; and they were reckoned by genealogy twenty and two thousand and thirty and four.
7. the sons of Bela] Contrast viii. 3; and read instead the sons of Sered. These are differently stated in viii. 3‒5.
⁸And the sons of Becher; Zemirah, and Joash, and Eliezer, and Elioenai, and Omri, and Jeremoth, and Abijah, and Anathoth, and Alemeth. All these were the sons of Becher.
⁹And they were reckoned by genealogy, after their generations, heads of their fathers’ houses, mighty men of valour, twenty thousand and two hundred.
8. Becher] Read Elon.
Anathoth, and Alemeth] both names of places in Benjamin; vi. 60 (45, Hebrew, “Allemeth”); Jeremiah i. 1. These are the only placenames in the list, and they are admittedly Benjamite: as to the significance of this fact see note on Ehud, verse 10.
¹⁰And the sons of Jediael; Bilhan: and the sons of Bilhan; Jeush, and Benjamin, and Ehud, and Chenaanah, and Zethan, and Tarshish, and Ahishahar.
10. Jediael] or rather Jahleel.
Benjamin, and Ehud] The error in verse 6 by which this Zebulunite list becomes ostensibly Benjamite must have been very early. When once it had arisen, the tendency to introduce names which were to be expected in a Benjamite genealogy was inevitably strong. This is the ground on which the names Anathoth and Alemeth (verse 8) are to be explained, as also Shuppim and Huppim (verse 12). Most clearly, however, is the tendency illustrated by the present verse, where the reading Benjamin and Ehud most probably
has its origin in a marginal addition “and Ehud the Benjamite” (from Judges iii. 15) which was later inserted in the text as two separate names.
Tarshish] It is said of Zebulun in Genesis xlix. 13 that he shall be “a haven for ships,” and Tarshish, absolutely unknown as a Hebrew personal name, is regularly used in the Old Testament in connection with ships and commerce by sea. It would be astonishingly out of place in a genealogy of Benjamin, but is appropriate in one of Zebulun (compare Genesis xlix. 13 “Zebulun shall dwell at the haven of the sea”).
¹¹All these were sons of Jediael, according to the heads of their fathers’ houses, mighty men of valour, seventeen thousand and two hundred, that were able to go forth in the host for war.
11. able to go forth] the total number of warriors is here 59,434; compare 50,000 in xii. 33; and compare Numbers i. 37, xxvi. 41.
¹²Shuppim¹ also, and Huppim, the sons of Ir² , Hushim, the sons of Aher³ . ¹ In Numbers xxvi. 39, Shephupham and Hupham.
² In verse 7, Iri ³ In Numbers xxvi 38, Ahiram
12. Shuppim also, and Huppim] for the spelling compare viii. 5, Numbers xxvi. 39, and Genesis xlvi. 21. These Benjamite names are an addition, and illustrate the tendency referred to above in the note on Benjamin and Ehud, verse 10.
12b.
T G D .
Ir] compare verse 7, Iri. But see following note.
Hushim, the sons of Aher] In Aher (literally “another”) some commentators find the word Dan. More probably Ir is a corruption for Dan, and the word Aher an error for “one” (the differences are small in Hebrew). Following the indication of Genesis xlvi. 23 and the LXX., read therefore the sons of Dan, Hushim his son, one.
13. (= Genesis xlvi. 24).
T G N .
¹³The sons of Naphtali; Jahziel¹ , and Guni, and Jezer, and Shallum² , the sons of Bilhah.
¹ In Genesis xlvi. 24, Jahzeel.
² In Genesis xlvi 24, Shillem
13. Jahziel ... Shallum] In Genesis Jahzeel ... Shillem.
14‒19.
T G M .
A difficult section. The text is much disturbed in verses 14, 15; and there is hardly any material available for the illustration of verses 16, 17.
¹⁴The sons of Manasseh; Asriel, whom¹ his wife bare: (his concubine the Aramitess bare Machir the father of Gilead:
¹ Or, according to the Septuagint, whom his concubine the Aramitess bare; she bare &c.
14. Asriel, whom his wife bare: (his concubine the Aramitess bare] Compare Numbers xxvi. 31. Probably, however, the name is due to an error of dittography. Read simply as margin, following LXX., whom his concubine the Aramitess bare; she bare, etc.
his concubine the Aramitess] The inhabitants of Gilead were thus in part Arameans (Syrians) by descent. A different tradition is preserved in Genesis 1. 23.
¹⁵and Machir took a wife of¹ Huppim and Shuppim, whose² sister’s name was Maacah;) and the name of the second was Zelophehad: and Zelophehad had daughters.
¹ Or, for. ² Or, and his.
15. took a wife of Huppim and Shuppim] i.e. allied himself by marriage to these two families.
whose sister’s name] Render, and his (Machir’s) sister’s name The statement regarding Maacah is ethnographical, and means that the people of Maacah (a district at the foot of Hermon) were related by blood to Machir (the Eastern Manassites).
Zelophehad had daughters] Numbers xxvii. 1‒11.
¹⁶And Maacah the wife of Machir bare a son, and she called his name Peresh; and the name of his brother was Sheresh; and his sons were Ulam and Rakem.
16. wife of] But in verse 15, Maacah is sister of Machir. The text of verses 15, 16 has probably suffered some disturbance.
¹⁷And the sons of Ulam; Bedan. These were the sons of Gilead the son of Machir, the son of Manasseh.
17. the sons of Ulam] Sons of Ulam are mentioned (viii. 40) among the descendants of Benjamin: a variation in the tradition of their descent.
¹⁸And his sister Hammolecheth bare Ishhod, and Abiezer¹ , and Mahlah.
¹ In Numbers xxvi 30, Iezer
18. Abiezer] Gideon’s family; Judges vi. 11; compare Joshua xvii. 2.
¹⁹And the sons of Shemida were Ahian, and Shechem, and Likhi, and Aniam.
19. Shechem] This name represents the Israelite portion of the inhabitants of Shechem: the rest of the inhabitants were Hivites or Canaanites. See Judges ix.
20‒27.
T L E J
20‒27. The section presents several difficulties, arising either from the attempt to combine various threads of traditions or possibly from textual corruption. Note that Ezer and Elead, who in verse 21 are removed by several generations from Ephraim, are in verse 22 f. treated as his immediate sons.
²⁰And the sons of Ephraim; Shuthelah, and Bered his son, and Tahath his son, and
Eleadah his son, and Tahath his son,
20. Shuthelah ... Bered ... Tahath ... Eleadah] These four names appear to correspond with Shuthelah ... Becher ... Tahan ... Eran in Numbers xxvi. 35, 36.
²¹and Zabad his son, and Shuthelah his son, and Ezer, and Elead, whom the men of Gath that were born in the land slew, because they came down to take away their cattle.
21. the men of Gath that were born in the land] i.e. the Philistine population.
they came down] This phrase suits a descent from the hills of Ephraim into the Philistine lowlands. The raid presumably took place after the period of the Exodus and the settlement of Israel in Canaan. Yet it is also possible that the story should be classed with certain traditions which ignore the narrative of the Egyptian sojourn and the Exodus—see Cook, Encyclopedia Britannica¹¹, s.v. Genesis, p. 584, col. 2.
²²And Ephraim their father mourned many days, and his brethren came to comfort him.
22. And Ephraim their father] i.e. the tribe, or district, to which the clans, Ezer and Elead, belonged.
²³And he went in to his wife, and she conceived, and bare a son, and he called his name Beriah, because it went evil with his house.
23. Beriah, because it went evil] Hebrew Beri‘ah because it went berā‘ah, a play on the sound of the name. This is a feature characteristic of the patriarchal narratives in Genesis, compare Genesis xxx. 11, etc. It is interesting to find it in the tradition upon which the Chronicler here depends. Compare also iv. 9 (note).
²⁴And his daughter was Sheerah, who built Beth-horon the nether and the upper, and Uzzen-sheerah. ²⁵And Rephah was his son, and Resheph, and Telah his son, and Tahan his son; ²⁶Ladan his son, Ammihud his son, Elishama his son; ²⁷Nun¹ his son, Joshua his son.
¹ Hebrew Non
24. Beth-horon] See vi. 68, note.
28, 29.
S S J .
The writer of these verses does not intend to give a full list of the seats of Ephraim (verse 28) and Manasseh (verse 29); but apparently to indicate the area and position of their territory by the mention of towns on the borders.
²⁸And their possessions and habitations were Beth-el and the towns¹ thereof, and eastward Naaran² , and westward Gezer, with the towns thereof; Shechem also and the towns thereof, unto Azzah³ and the towns thereof:
