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Why Machine Learning Can Help Marketers Connect With Consumers

by Shekhar Deo  |  
January 23, 2015

For years, the marketing community has worked to establish, sustain, and extend relationships with consumers. Marketers have sought a means to not only understand current consumer behaviors but also to develop well-defined vision for the consumer's future. 

Some 77% of 374 surveyed client-side marketers believe that within the next three years they will need to clearly define customer journeys to better understand and gauge the marketing program focus, according to a recent survey conducted by ANA (Association of National Advertisers).

However, only half of the 77% surveyed have the capabilities to do so today.

As more consumer information becomes available through Big Data, machine learning is the elusive puzzle piece that will enable marketers to complete the picture.

Machine Learning Defined  

Although machine learning might be new tool in the campaign to develop better connections with consumers, it is far from a new business practice. Today, all over the world, machine learning is used daily to improve and expedite routine tasks, such as eliminating spam emails from our inbox and recommending new movies based on our choice. It can even be used to predict the winner of the FIFA World Cup.

Machine learning can be defined as "a subfield of computer science and statistics that deals with the construction and study of systems that can learn data rather than follow only explicitly programmed instructions."

That definition may make machine learning seem too analytical—almost counterintuitive in the effort to forge a better connection with the consumer. However, the opposite is proving true. If Big Data is the 800-pound gorilla in the room, machine learning has become the savvy animal trainer, working to not only understand the beast but also to optimize its performance.

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Shekhar Deo is co-founder and CTO of EngageClick, a technology integrator that makes advertising personal.

LinkedIn: Shekhar Deo

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  • by Fri Jan 23, 2015 via web

    Very informative article! Informative learning and marketing paired together for a better ROI really resonate with me. The system will enhance existing relationship with old customers and attract new customers since customers’ privacy will be respected and customers’ needs will be met on a timely manner. The data will then be more accurate for both parties (organization and guest) so more profitable and useful.

  • by Daniel Caccamo Fri Jan 23, 2015 via iphone

    At Convertant we have all of the capabilities needed (machine learning algorithms and more) to show you how to nurture each group of potential buyers across various stages of their path to purchase. Early results for our clients received 300% increases in sales, and 400% ROIs. Plus they knew what not to spend advertising dollars on. Truly Henry Wanamaker's dream come true. It's like having Gretsky as your CMO.

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