Machine Learning in Marketing Analytics

Many businesses are currently expanding their adoption of data science techniques to include machine learning. Marketing analytics is one of them. Anything can be reduced to numbers, including customer behavior and color perception, and therefore anything can be analyzed, modeled, and predicted. Marketing analytics already involves a wide range of data collection and transformation techniques. Social media and web driven marketing have given a big push in the digitalization of the space; counting the number of visits, the number of likes, the minutes of viewing, the number of returning customers, and so on is common practice.