Machine Learning And The Use Of Data In Digital Marketing

Machine learning is a type of Artificial Intelligence that can learn to detect patterns from a huge amount of data. The information acquired from the analysis makes it possible to make highly accurate predictions, which will be used as a basis for making more assertive decisions!

How Is Machine Learning Already Being Used?

If we stop to reflect briefly, the technology services and products considered the most disruptive today have machine learning in common! This is the case with Netflix when it “knows” which movie to recommend you to watch that Sunday afternoon. Or when Spotify hits the spot in the indication of a playlist.

Another example that unites data and machine learning is Waze, which can update a suggested route in real-time. This GPS does this based on data generated by countless users, converting this information into assertive paths to save time and gasoline.

And the stakes for the future of interaction between brands and people are even more enjoyable. If we live in the era of voice experiences, the future will bet on using visuals with augmented reality.

An example of this artificial intelligence is the game Pokémon Go, which became a rage in 2016 and allowed you to point your cell phone at the street and see virtual pets. But one of the biggest promises of augmented reality comes from Google.

The company has already announced initial tests with the Google Maps application, allowing the application to read the environment and show the person which way to go! For example, this will be great for those who struggle to read maps.

The Importance Of Machine Learning To Generate More Business

Today, companies of all sizes can purchase machine-learning tools to optimize internal processes and business intelligence. But beyond the internal aspect of the company, such technology also needs to extend outside the company to be helpful to people. After all, today’s consumer is more connected than ever and expects brands to offer quick and accurate answers increasingly.

Machine Learning Applied To Digital Marketing

Have you ever stopped to think about how much data we produce? It is estimated that more than 2.5 quintillion bytes of data are produced every day! That is: more than 90% of the data produced in the history of all humanity were generated in recent years! 

Data is paramount for marketing people to ensure assertive results without relying on guesswork! Thus, these professionals analyze and learn from the results to generate new insights.

In this way, machine learning is a technology that can bring ideas for better-targeted actions and, consequently, more business opportunities!

More Assertive Ads

Can you imagine having to manually analyze the billions of data on the internet individually to define which audience is best to advertise to? It would be virtually impossible!

Thus, the algorithms carry out this analysis, helping professionals make the most proactive decisions and leaving the zone of guesswork. And the best: the algorithms do it very quickly, which would be incapable of a human being.

An example is the Google Ads algorithm, Google’s ad platform. According to the company, it analyzes 70 million signals in up to a tenth of a second!

Process Automation

As already seen, the use of machine learning also makes it possible to optimize time and work. With this technology, it is possible to send several emails simultaneously without sending them individually, for example.

Using email marketing automation tools, it is possible to identify consumption patterns and other valuable information from leads and customers. They also allow you to remove emails from inactive users from your list. And they even show how users interact with their emails!

Customer Service via Chatbots

Chatbots are already a trend and are increasingly changing the way of customer service for some companies! With machine learning, these service bots can use natural language processing and service data to answer the most common questions about a given brand.

Content That Generates More Engagement

Machine learning tools can analyze customer behavior, defining the best approach for content to engage potential customers. You certainly use – or have used – Google to search for information. It’s even scary how you usually start typing; the search field guesses what you’re looking for.

Also Read: Machine Learning Applications And Cases