Machine Learning: Why the Most Effective Marketing Strategy is Invisible

Innovative technology in the retail world doesn’t always mean flashy gadgets. In fact, most of the industry’s most effective form of digital disruption is invisible. Machine learning technology continues to further integrate with consumers’ daily lives, with new offerings such as Apple’s personalized App Store or Amazon price optimization tools. These platforms are seamlessly providing a personalized online experience through algorithms that are invisible to the average user. Think about how Facebook, Netflix, Amazon and Google make smart inferences and recommendations for the consumer. The technology operates behind the scenes, but is always evolving to understand the customer better over time. Facebook provides an accurate prediction of the content an individual would like to see on his or her timeline, and understands that these preferences change over time. The same…


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