Machine Learning in E-Commerce and Online-Marketing – Learn why it is not the end of the story

Machine Learning is now on top of the Gartner hype cycle, and almost everyone in the world of digital marketing or e-Commerce talks about it or, at least, has heard about it. But although this term is discussed quite often, only a few do really know what it is or what it can do for them. Even less are aware about its limits. Within this article, we want to shed light on this dark through introducing you to the concept of machine learning, showing its application in online shops and comparing it to Operational Intelligence and Prescriptive Analysis for a better understanding. Basically, Machine Learning is a part of Artificial Intelligence (AI) that generates knowledge from experiences, i.e. historical data.