What the Machine Learning Revolution Means for Today’s Marketer

Scientists save lives. Marketers…maybe don’t save lives, but they would be a lot more successful at influencing desired outcomes if they, just like scientists, used a scalable approach to experimentation and discovery. Most marketers today are striving to achieve personalization, or at least high relevance with their marketing efforts to better engage and retain their customers. If you can create the right intervention that reaches the right customer at the right time, you can engage customers, increase sales, and prevent churn. But just like the side effects of a medicine, ill-timed or mischosen interventions have the potential to make things worse. With less than optimal targeting of marketing offers, companies may cannibalize future purchases or create negative customer experiences − experiences that don’t delight the customer and actually have a…


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