In recent times, adaptive machine learning has grown in demand among the marketing fraternity. Also, the availability of vast amounts of data when churned through a machine learning algorithm creates meaningful and proactive marketing decisions and communications relevant to the customer's wants. Our 4th part of Marketing Week Series speaks on the ability of Machine learning in solving problems of marketing. Machine learning is a discipline combining science, statistics and computer coding that aims to make predictions based on patterns discovered in data. It is a great way to automate marketing activities to make them less time consuming and to provide better experiences for your customers.