Machine Learning That Gets You Further, Faster

Just when you thought the digital transformation of industries and companies could not go at a faster speed than breakneck, big data value is (finally) delivered by a little darling: Artificial Intelligence. Gone are the days of sifting through mind-numbing mountains of data to find itty bitty insights, or implementation of spurious *intuitive* business and marketing ideas, or even having a lot of 'descriptive data' that was left flaccid by the unanswered, "so what?" questions. Arrived is the day that your software points out conversion paths for highest ROI or shows you which content existing and prospective customers like – and in what order.

So, you may be asking, "just what is this?" … and, "is it important to me?"

The answer: Aside from the qualifying factors that would make your company a good candidate or not, if you are committed to a future that includes digital communication and marketing – particularly across many platforms and venues, then this is decisively of value and potential benefit to you. So we’ll answer some questions you might have and to explain our thinking.

Artificial intelligence that is of value to the marketing effort is also known as machine learning. Massive amounts of data are churned through, and instead of just providing summary descriptive statistics, there is ‘learning’ that occurs by the detection of patterns in the data. From these analyses, predictions and recommendations (prescriptive analytics) are provided.

This ability to drive improvements in conversions through changes in marketing derived from these recommendations is the essence of artificial intelligence / machine learning as it is applied in marketing today. So, we’ve moved from prescriptive analytics (what happened) to anticipation (what will happen) to prescriptions (what to do).

Our product offering has several key features that are of importance to marketers:

Initial implementation is super-simple. Our code is akin to the Google Analytics code many are familiar with, and placement of the code on your webpages takes minutes. Existing API integrations are quick as well, and custom integrations can be built can be to connect with other important platforms or sources of data. Within days of your code placement, we will review your dashboard components with you, and you can begin watching the gathering of data, and the culling of information.

Because machine learning is dependent on large amounts of data, your program will progress in three phases over the course of time (weeks or months, depending on data flow). You will first see how our product starts to group and segment prospects and/or customers, test, iterate… then comes learning in the form of testing of predictions, and finally, prescriptive recommendations or autonomous actions.

The value and importance of our marketing artificial intelligence program is that you no longer have to guess about what is working or not working for you, nor do you need to make hypotheses to test your theories, or in some cases, you may not even need to manually optimize.

All of these changes will ultimately lead to more learning inside your organization, a higher ROI for your marketing spend, and with proactive and preemptive or anticipatory actions, can lead to a competitive advantage for you vis-à-vis your competitors.