Care and Feeding of Machine Learning in Marketing. - Wednesday, 24th May 2017 at 4Hoteliers

The most straightforward definition of machine learning is making computers work without explicit telling them what to do (i.e., programming). In terms of marketing, machine learning has many practical applications today. For example, improving the ability to predict how consumers will respond to marketing messages based on how they've responded in the past. Or, decreasing churn rates by better predicting the conditions and behaviors that indicate that a customer is likely to reduce or cancel service. Machine learning can help marketers predict the best time to send an email and what creative elements, what mix of copy, image, and call to action is likely to work best with specific customer segments.