Author Archives: Michelle Keyser

Types of Machine Learning

There are three major types of machine learning that exists today. Within each type, there can be hundreds of different techniques for machine learning based on a statistical or mathematical principle, which makes them highly effective in certain circumstances.  1) Supervised machine learning, which is task driven, 2) Unsupervised machine learning, which is data driven, and 3) Reinforcement machine learning, which is feedback driven.

1. Supervised Machine Learning

Supervised machine learning algorithms and software are trained to recognize something using labeled examples. It uses patterns through methods like classification, regression, prediction and gradient boosting, to predict the values of unlabeled data. It receives a known training library of inputs along with the corresponding correct outputs and the algorithm modifies the model by comparing its actual output with correct outputs to find errors.

For example, machine learning algorithms help sift messages as spam in your inbox through training received from users … Continue reading

Impact Of Online Reviews On Your Business

In the age of the Internet, customer reviews have become integral to the business of online marketplaces and even who we are as consumers. It may seem odd, but people do trust the opinion of total strangers before deciding where to eat, what to watch, and even when making significant purchases. In fact 8/10 consumers conduct online research about products before making a purchase. This shows how highly influential online reviews are and its massive impact on how well businesses perform or not.

It is not enough for a business to just build a website, include customer testimonials, have social media profiles.  You also need to be aware of all the instances in which your business appears online, including industry specific review sites and on various other platforms such as Google, Facebook, online catalogs, comments on your business blog and social media posts, and have a business strategy … Continue reading

Cost of Online Review Management

Do you know what people are saying about you online? Traditional marketing has always known the value of word of mouth marketing. Today the internet, well, more specifically search engines, has made knowing what people are saying about you even more important than traditional word of mouth marketing. Why? Because 88% of consumers trust online reviews as much as personal recommendations. So, if your reputation isn’t managed well it could be very costly. And, did you know that what people say about you online impacts your search results?

Case in Point

A few years ago, United Airlines had a costly run in with a guitar. In fact, it cost the airline $180 million and a 10% loss in their stock prices. When a passenger witnessed the airline mishandling his guitar, which resulted in the instrument being seriously damaged, and the airline refused to pay for the damages, the passenger — … Continue reading

Knowing Facebook’s Rules Can Improve Your Business

These days, there are standards for everything. Facebook, for instance, has their own set of community standards and terms of use. These standards are there to protect the consumer and the business. In many ways, it’s intended to police the consumer, putting the kibosh on hate speech and trolling. Luckily, it is to the benefit of business owners and social media managers alike.

Where to Find Facebook’s Regulations

Facebook’s Community Standards page is a catch-all for everyone who uses the site. They keep things pretty simple. Don’t sell or trade drugs. Encourage respectful behavior. And respect the intellectual, individual, and property rights. While it’s laid out plainly, the Community Standards page does not go deep into detail.

As a business owner or social media guru, what you want is the Terms of Service page. Keep this link in your back pocket. After all, you do not want to be searching … Continue reading

Benefits Of Adding Social Media To Your Marketing Automation Mix

With new digital marketing tools becoming more powerful and accessible thanks to the B2B software-as-a-service revolution, not just large enterprises but SMBs can also use resources like business intelligence data platforms, mobile app development, etc. And there is no better game changing digital marketing tool for businesses engaged in the digital spaces as marketing automation.

A marketing automation platform allows marketers to score, nurture, and attribute leads by analyzing digital footprint trails that users leave behind them when browsing the Internet. A report by Emailmonday confirms that more than half the B2B companies (58%) plan to use marketing automation technology. According to Oktopost, companies that utilize marketing automation on average enjoy a 68% increase in customer engagement and a 77% increase in conversions.

Bet you have already figured out how best to utilize the marketing automation platform and understand the nitty-gritty’s of approaching potential customers by sending automated direct … Continue reading

SSL Encryption — Why You Must Comply

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Organic Marketing, Michelle Keyser, discusses an Inc article by Lunarpages.

Security on the Internet is not a new thing. What is new is that Google is now getting involved and that should make anyone with a website sit up and take notice. When the search giant makes a suggestion it’s like your mother telling you to put a coat on. You better do it if you want cookies after dinner. Google has made HTTPS (Hypertext Transfer Protocol Secure) and website loading speeds major ranking factors. If you don’t want to be penalized you better comply.

For starters, most browsers like Firefox and Chrome now prominently show ‘Not Secure’ warnings in the address bar and warnings also appear directly below form fields on pages using HTTP. These … Continue reading