Breaking the marketing mold with machine learning

Leading-edge marketing organizations are shifting both strategy and culture to prioritize data storage and application to produce actionable insights. Results from a recent survey conducted by MIT Technology Review Insights in association with Google showed that "leaders" (companies that have experienced significant growth in revenue or market share) are more likely than "laggard" organizations to leverage machine learning (ML) to help their marketers better understand customer intent. Armed with insight into customer behaviors, marketers can focus on those customers with high lifetime value, providing the personalized and relevant offers they seek. ML assists marketers in extracting intelligence from the enormous amounts of data their organizations generate daily, enabling certain customers to view the performance of specific marketing campaigns during specific time periods. ML is a powerful tool that uses empirical data to allow marketers to quickly respond to changing market conditions and customer needs by making informed decisions in real time.