Machine Learning in Marketing: Uber, Nubank, iFood, Waze, Google Maps, Facebook, Spotify, Gmail, Amazon, Magazine Luiza, Netflix… This is a short list of technology services that have benefited from machine learning and are part of the daily lives of companies. People.
Machine learning is only possible because of the enormous volume of data users generate daily, Big Data. This information is valuable for understanding and predicting people’s behavior, which marketers have known for years.
To differentiate yourself in the market, you must go beyond data and master other Data Science concepts, such as machine learning. Understanding the essentials of machine learning will make you come out ahead when disputing a vacancy in a selection process and develop a more robust marketing strategy.
What Is Machine Learning?
Machine learning is the ability of computers to learn autonomously from interaction with the user. This is possible thanks to Artificial Intelligence (AI) technology, which allows computers to make decisions and interpret data automatically based on algorithms.
In marketing, machine learning helps to offer consumers a more personalized experience – as is the case with Netflix, which recommends movies and series according to the user’s history. Ad campaigns on social networks and search engines must also meet this expectation.
For it to be effective, in fact, in your strategy, you need to define a marketing goal before using it. This will help the company’s data scientist to create a machine learning model that meets the objectives of the action, in addition to selecting the best data to train the model.
It would help if you also had a good database for the machine learning algorithm to be efficient. At these times, it is necessary to resort to an in-depth knowledge of Big Data. It will allow the selection and organization of relevant information for effective machine learning.
And there’s only a point in wanting to implement machine learning in your marketing strategies if you have a team capable of dealing with the algorithms and interpreting the results. The team must be multidisciplinary, relying on communication professionals, data scientists and designers, for example.
You can tell that using machine learning in marketing doesn’t happen in a snap of a finger. It takes planning and, above all, knowledge.
Benefits Of Machine Learning In Marketing
Efforts to include machine learning in marketing strategies pay off – and in the long run, save money. Discover four benefits of machine learning, according to Think with Google :
Discovering New Audiences:
Reaching the right users has become even more difficult in an online environment filled with offers and information. With machine learning, it is possible to classify and analyze the audience sources for your website or service. This way, you can optimize campaigns and show ads only to people more likely to buy your service.
Development Of Personalized Creatives:
An ad’s relevance is paramount for the consumer’s purchase decision, which seeks an increasingly personalized experience. Machine reading makes a digital marketing strategy more effective by combining different ad titles and descriptions, thus creating a unique creative for the user. It also simplifies the campaign creation process and delivers more efficient results.
Ad Bid Optimization: Search
Ads work on the search auction system. Whoever makes the highest bid will appear first in search results for a given keyword. To make the perfect bid, marketing uses machine learning. It analyzes millions of pieces of data to adjust bids in real-time.
Measurement Of Results:
Machine learning analyzes clicks on search network ads to identify which was the most effective in the user’s purchase decision. The algorithm compares the consumers’ click-through to purchase the product or service with those who did not close the deal. So he identifies patterns and identifies which are the most valuable touchpoints in the customer journey.
Notable. And you can even further deepen your knowledge in specific machine learning and extensive data courses to acquire new skills, create new strategies and leverage your career.