Machine learning for marketing

Machine learning is one of the main Applications of artificial intelligence to marketing. It can be defined as:

“Creating and applying predictive models and algorithms with the ability to learn without being explicitly programmed. The computer models then make predictions of success based on patterns extracted from historical data”.

For use in marketing, machine learning models are widely used in Artificial Intelligence (AI). Models are used to define rules, which are implemented to automate tasks such as targeting media or emails to the most valuable segments with the most relevant creative, offer and timing.

See the definition of 15 marketing applications of Artificial Intelligence across the RACE marketing model.

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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