How You Can Use Machine Learning To Gain an Advantage With Your Marketing

The value of your data is only as good as the actions you're able to glean from it. As the amount of data collected grows in both variety and volume, companies need assistance to help them gain insights into their customers to decipher connections, identify new behavior patterns, predict spending likelihood and assess lifetime customer value. Companies are looking for some edge -- any edge -- as customer spending habits can shift almost overnight. To give them that edge, many marketing departments are exploring machine learning tools for marketing, according to the latest Gartner research.(1) One way to leverage machine learning (ML) is through customer data platforms with ML capabilities built in.