Webtrends CEO Joe Davis recently added his voice to the discussion surrounding machine learning in the article, "Four Reasons Marketers Should Be Excited About Machine Learning." Machine learning has the ability to consume virtually unlimited amounts of detailed data to constantly review and adjust your message based on very recent customer behaviors. Once a model is trained from a full set of data sources, it can identify the most relevant variables, limiting long and complicated integrations and allowing for focused data feeds. The speed at which machine learning can consume data and identify relevant data makes the ability to act in real time a reality. For example, machine learning can constantly optimize the next best offer for the customer, so what the customer might see at noon may be different than what that same customer sees at 1 PM.