Machine Learning & Digital Marketing: The Must-Have Duo

Machine Learning & Digital Marketing

Digital marketing is constantly evolving thanks to the development of new tools and innovations. Indeed, Machine Learning is a prime example of this as it offers new performance opportunities to companies and allows them to better understand their customers. Thus, enabling companies to offer their clients the best possible experience.   

Thanks to Machine Learning’s powerful analytical abilities, this digital tool allows companies to benefit from a wealth of data collected.   

What is Machine Learning?  


Machine Learning is a method of data analysis that examines the capabilities of a machine and how it works. It is a branch of artificial intelligence that automates analytical model building. Machine Learning is the study of computer algorithms. It aims to improve automatically the algorithms by analysing and processing the various available data in a relevant and efficient way. Machine Learning is divided into two main phases: learning and prediction 

  • Phase 1: The Learning Phase  

This consists in letting the machine build its reasoning system without having to impose a program beforehand. For this learning phase, the machine relies on several examples in order to understand the logic of the model it has to integrate. To train itself, the Machine Learning will focus on the Big Data to be analyzed in order to determine its transformation algorithm. Based on the examples studied, the Machine Learning starts its learning phase in complete autonomy 

  • Phase 2: The Prediction Phase  

After integrating the reasoning and the problem’s algorithm itself, the Machine Learning must be able to determine the purpose of a given situation. The more complete the Machine Learning is, the more accurate the predictions obtained by this tool will be.   

Supervised and Unsupervised Machine Learning  


Machine Learning is divided into two categories:   

  • Supervised Machine Learning systems: they require the supervision of a specialist or of a data analyst who is asked to provide the variables that the model should use and analyze to develop forecasts. Once created, an algorithm applies what it has learned to new data.  
  • Unsupervised algorithms: Based on Deep Learning, they analyze data and deduce results using neural networks that identify correlations between multiple variables among large amounts of data. They use what they learn to process incoming data. Supervised systems are better suited to more complex processing tasks such as image recognition and speech synthesis 


Predictive analytics  

Predictive analysis consists of exploiting and processing the data from Big Data using statistical algorithms or Machine Learning techniques, in order to establish probabilities based on the past 

Predictive analytics bring together multiple data sets to help companies decide in which direction to go next and how they can deliver a better customer experience. With the increase in data, computing power, the development of Artificial Intelligence (AI) software and simpler-to-use analytical tools, many companies can now use this type of analysis and integrate it into their strategies 


The Advantages of Machine Learning   


Machine Learning can be applied to web marketing and it can be used to:  

  • Collect and analyze data  

Data is the basis of all marketing actions. Indeed, it is crucial to correctly know how to collect and use it.  

In this field, AI makes it possible to carry out tasks that would be impossible to be processed by a human being, because it would take too much time or because it is imperceptible to the human eye 

AI enables large volumes of data to be taken into account in real time and processed according to predefined rules.   

AI is able to identify information such as conversion probability and interest for one product or message over another 

  • Segment and target your audience  

Artificial Intelligence enables you to segment your audiences in real time based on data that has been collected and segments that have been defined. You can therefore target different types of audiences and reach customers and prospects with the right level of personalization 

  • Personalize your site   

Consumers are looking for experiences adapted to their own needs when browsing the Internet. Customization allows you to adapt each element of your site in real time according to the identified type of visitor. With Artificial Intelligence, you can trigger actions in real time according to the segmentation carried out by the algorithms. This allows you to prioritize your actions and to optimize your marketing budget, since the targeting is much more concise. It is then possible to personalize many elements in real time according to the purchase probability and the visitor’s sensitivity to messages, banners, pop-ups, voucher proposals, etc.   

  • Predict consumer behavior  

Machine Learning helps you identify your target consumers, understand their past and present interactions, anticipate their needs and their next Internet searches. This allows you to adapt your offers to address their expectations.   

  • Foster brand commitment 

The more data that Machine Learning has to work with, the more effective it will be in reaching potential customers with the right message at the right time and on the right channel 

  • Optimize sales 

In order to define the best price, Machine Learning’s algorithms factor in seasonality as well as supply and demand. This helps companies offer the right price at the right time, while achieving specific objectives, such as maximizing profits or optimizing sales.  

  • Improve product recommendations  

Machine Learning’s algorithms can detect patterns to help brands respond to buying habits and buyer behaviors. Based on market trends, Machine Learning can create suggestions for complementary items that the consumer may need; for example, a cushion for the couch you just bought. Brand experiences and product recommendations are customized to drive sales. 


 Examples of use of the Machine Learning  


The chatbots  

Chatbots are one of the best-known applications of Machine Learning. These virtual assistants are robots that can conduct a conversation instead of a human being thanks to pre-established scenarios and predictive data analysis 

Chatbots offer many advantages in terms of customer relations:  

  • Responsiveness to messages and questions, even outside of working hours   
  • Time saved, as the Chatbot resolves simple problems and frequently asked questions 
  • The more the chatbot interacts, the more concise it’s analysis and responses will become 

Product recommendation  


When it comes to online sales, Machine Learning’s algorithms can propose the right product to each customer after collecting a substantial amount of data (customer behavior, purchase history, trends, etc.).  

This application of Artificial Intelligence enables better customer orientation, qualified traffic and potentially increased sales. This is valuable information that can also be applied to physical sales touchpoints that receive a large number of customers 


Machine Learning’s algorithms are able to identify threats faster than humans, even if they are new or unknown 

Medical Diagnoses 

Machine Learning’s algorithms can help establish an accurate medical diagnosis by taking into account clinical trials, studies, research, and interpreting each patient’s data. Indeed, having thousands of data analyzed by the machine takes the advantage over the human being, like Watson, IBM’s artificial intelligence that has made it possible to find treatments still unknown to health professionals 

A chatbot may also be able to analyze symptoms and answer a user’s questions about his or her state of health 


Spam filtering and network security  


The Machine Learning can also help filter out unwanted emails. When we move an email to the spam folder, Machine Learning analyzes the characteristics of that email. Meaning that when you receive again an email with similar characteristics, your mailbox will automatically put it in your spam folder. The algorithms help companies to quickly detect malicious activity and stop attacks before they cause damage.  

In order to stand out from a competition in constant evolution, it is essential to develop an effective digital marketing strategy. Machine Learning responds well to this need with its numerous analysis and interpretation tools, to facilitate the relationship with the customer and meet his expectations.  

Our Experts at Eminence can help you integrate the Machine Learning into your digital strategy.
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