How Bringing Machine Learning Into Marketing Improves Business Results


One of my favorite topics to discuss with other marketers is how both the art and science of marketing are changing. While the design and creativity of marketing is very exciting to me -- new interactive ways of creating and producing content, in this article I want to focus on the science of marketing -- the techniques used behind the scenes to improve marketing results for organizations. Specifically, I would like to focus on how machine learning intersects with the marketing function. Machine learning, as a technique, involves predictive and prescriptive techniques of data analysis to identify patterns and detect behaviors. The massive data volumes that are accessible to marketers -- whether Instagram or Twitter activity data, vehicle or device data, home automation data, or even spending and transaction data -- is data that can be collected and used for marketing purposes.