How can marketers apply machine learning? New report from The Drum explores the power of data-driven marketing

The Drum in partnership with intent marketing specialist, Iotec, has launched a report exploring the application of machine learning to solve commercial challenges. The report, Machine Learning: Empowering the Next Generation of Marketing, examines what implications machine learning has and will have on the marketing world, identifies common misconceptions and sheds light on applicable AI-driven marketing solutions. A growing body of research indicates that machine learning is moving to the top of the marketing agenda. A survey by Demandbase and Wakefield Research revealed that 80% of marketing executives believe that AI will revolutionise marketing over the next five years. But the same survey found that only 26% are confident in their understanding of AI technologies and its application to marketing.