Machine Learning Through Google Tag Manager

This article was contributed by Mark Edmondson and Peter Meyer, both from IIH Nordic, specialists in online marketing and web communication headquartered in Copenhagen, Denmark. Many analytics specialists agree that Machine Learning is going to revolutionise the digital analytics industry in the future, as all the major vendors battle to provide Machine Learning APIs that offer to surface interesting features of your data. These APIs offer cloud solutions that you can use to both scale up your own models, or take advantage of pre-trained models. Following our presentation at Superweek Hungary 2017, we wanted to show how you could start using these services today to enhance your own digital analytics capabilities. Among all Machine Learning techniques, we chose Sentiment Analysis since it is a common use case, but the same code with small modifications could be used for any of the machine learning APIs offered by the services we chose, Algorithmia and Google Natural Language API.