Behind the buzz: What researchers should know about machine learning

Editor's note: Kevin Gray is president of Cannon Gray LLC, a marketing science and analytics consultancy. He would like to thank Marco Vriens of Ipsos for his helpful comments on a draft of this article. Machine learning gets a lot of buzz these days, usually in connection with big data and artificial intelligence (AI). But what exactly is it? Broadly speaking, machine learners are computer algorithms designed for pattern recognition, curve fitting, classification and clustering.