3 Things About Machine Learning Every Marketer Needs to Know – Business Intelligence Info

2019年11月8日 in bck体育app二维码

TL;DR:MachineLearning101:3ThingsMarketersNeedtoKnow

Gotdata?

Ibetyoudo。

Mountainsofdata,infact。

Terabytesofdata。

Librariesworthofdata。

Withmorestreamingineveryhourofeveryday。

Wemarketersloveourdata,but,let’sfaceit…weprobablyonlyuseafractionofthedatawecollect。

It’snotthatwedon’twanttousemoreofit。

Wedo。

Itwouldbefantastic,forexample,tofolloweachandeverycustomeraround,toseeeverythingtheyread,howlongtheyreaditfor,wheretheyclickednext。

Youmightevenwanttodropacookieontheircomputerandseealltheotherwebsitestheywentto。

Youcouldsurveythem,too,andsendthempersonalmessagesonsocialmedia。

Testwhenisthebesttimetosendthemmessages,andwhichchanneltheyrespondtobest。

Then,withallthatwonderfulknowledge,youcouldholeupinyourofficeanddesignacompletesoup-to-nutsmarketingstrategyjustforthem。

I’mnottalkingaboutsomethinglikeaccount-basedmarketing,whereyourworkisforonebigtargetcompany。

I’mtalkingaboutatotallypersonalized,hand-craftedmarketingstrategyandexecutionforeverysinglepossibleprospectyourcompanycouldhave。

Justthinkofit:thousandsofcompletelypersonalizedmarketingplans。

Tensofthousandsofpersonalizedmessages。

Hundredsofthousandsofhoursporingoverthedata,studyingexactlyhoweachandeverysingleprospectbehaves。

That’dbegreat,right?

Well,ifyouhadunlimitedtimeandunlimitedresources,maybe。

Ifyouneverhadtosleep,andhadnofamilyandnolife…andtheassurancethatyou’dlivetobeatleast312。

Otherwise…forgetit。

Beingabletofocusthatcloselyandtoprocesseverylittlebitofdatawehaveaboutourprospectsandcustomersislaughable。

Delusional。

Wearenotmachines。

Atthemost,weonlyhaveenoughresourcestosegmentouraudiences。

Wehavetocreatepersonasandbuyersjourneysbasedonourbestguesses(informedbythedata,ofcourse)。

Butwhatifmachinescoulddoallthat?

Whatifawell-trainedalgorithmcouldfolloweachoneofyourprospectsaroundandcouldrecommendtheperfectpieceofcontentandsendittothemattheperfecttime,inthechannelthey’dbemostlikelytorespondtoitin?

Andwhatifthealgorithmcouldevenpredicttheperfecttimeforyouracesalespersontofinallygivethemacall?

That’swhatmachinelearningcando。

Here’swhatyouneedtoknowaboutit(atleastforstarters)。

Machinelearningisasubsetofartificialintelligence。

Atitssimplestdefinition,machinelearningisnothingmorethan“usingdatatoanswerquestions。

”HattiptothankGoogle’ssuperbvideoseriesonmachinelearningforthatdefinition。

It’saspecifictype?

ordiscipline,ifyouwill?

ofartificialintelligence。

Oneofitsstrengthsisthatamachinelearningalgorithm’saccuracycanimproveovertime。

Itcan“learn。

”So。

whileaprogramthatcanplaychessmightbeconsideredartificialintelligence,aprogramthatcanlearntoplaychess,andpingpong,andanyothergame,wouldbeanexampleofmachinelearning。

Morecomplicatedmachinelearningsystemsareoftencalled“deeplearning。

”So,forthegameexample,deeplearningsystemsaresetuptousemultiplelevels–called“neuralnets”?

todotheirprocessing。

Here’saVenndiagramtohelpunderstand:

Letsblockads!

(Why?

)

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