10 Then 10 Ahead: The Evolution Of Machine Learning In Marketing

Concept about machine learning to improve artificial intelligence ability for predictions
SHARE
THIS



With programmatic turning 10 this year, Yun Yip (pictured below), Country Manager for Australia and New Zealand at MediaMath, looks at the changing role of machine learning and how intelligent automation is the key to driving marketing outcomes.

Yun Yip

Machine Learning (ML) has been a fundamental part of the marketing automation process for some years now and is only going to increase in terms of scope and importance over the next decade.

Deloitte expects ML to be a major trend in Australia, as the technology continues to offer extraordinary opportunities to businesses and their technology partners. But as the amount of available data grows exponentially and the algorithms that we put into machines grow in complexity, how does ML transform this influx of data to increase the insights available to marketers?

In short, ML turns simple marketing automation into intelligent marketing automation.

ML, or the practice of programming computers to “learn” without manual input, has been fundamental to the growth of Real-Time Bidding (RTB), which lies at the very heart of programmatic advertising. Relying on a series of algorithms that allows computers to adapt and learn from observing certain data sets and behaviours, ML can predict a consumer’s likelihood to purchase when exposed to an ad.

Back to the future

Looking back in time, Arthur Samuel wrote the first ML program in 1952, in which a computer learned to play checkers by building up patterns of winning behaviour and strategies that were most likely to secure a victory. ML steadily progressed from there, with events such as the introduction of Explanation Based Learning (EBL), where a computer analyses training data and created a general rule it can follow by discarding unimportant data, as well as the creation of NETalk, where a computer learned to pronounce words the same way a human baby does.

The 1990s is where ML moved away from machines relying on a knowledge-driven approach, shifting instead to a focus on learning with data. At this point, data scientists began creating programs that allowed computers to analyse large amounts of data and draw conclusions from the results.

 Machines in marketing

The same core value applies to ML in marketing, with the hope of a machine predicting the strategies that will lead to sales. Historical data is drawn in to a computer from a variety of sources, evaluated by a set of algorithms, and used to determine which ad to serve to a browser or potential customer. For example, an ML program can learn to recognize pictures of cats when shown a sufficiently large number of examples of pictures of “cat” and “not cat”.  Or an autonomous driving system learns to navigate roads after being trained by a human on a variety of types of roads. As the program gains “practice” with the task, it gets better over time, much like how we humans learn to get better at tasks with experience.

As programmatic adoption in the region continues to rise, ML will continue to be at the forefront of accurately predicting human behaviour – specifically their ever-changing wants and needs. As algorithms become more refined, machines will be able to predict things more accurately, like who is most likely to purchase, when they are likely to be in the mood to buy, and what they are most likely looking for. Static data rules will no longer be a viable way for marketers to use data, as ML provides much deeper insights in real-time.

With massive amounts of data now feeding into marketing systems, refinements to a campaign can be made as required, reacting almost instantly to a rise or fall in demand, shifts in browsing behaviour, geo-positioning data, and more. Ultimately, ML empowers marketers to optimise their campaigns, therefore absolutely maximising the investment that their company or client has made.

Intelligent marketing automation

With the wealth of data now available to marketers, the question of the quality over quantity of data always arises. No doubt, quality is key and ML has an important role to play in ensuring this, as data continues to flow in from more and more touchpoints. Discerning which data is most useful to a situation or campaign will become an important role for machines to take on, with algorithms driving the outcome. Machines will continue to take more of the guesswork out of data-driven marketing, applying rules for certain data sets, and elevating one above another depending on changing needs and circumstances.

Personalising customer experiences is also at the core of modern marketing and ML allows this, even across multiple platforms. Rather than relying on a small focus group to draw conclusions on customer behaviour, ML can take on board a whole swathe of data across different touchpoints and optimise it to draw a very wide range of conclusions. This in turn allows for a much more precise focus on the individual – their likes, dislikes, browsing behaviour, and more – and that knowledge can be used to offer them better, more tailored online marketing.

Ultimately, ML will allow marketers to do what they do best. By removing a lot of the heavy-lifting from a campaign and providing deeper insights that allow marketers to tailor their approach, ML enables marketers to reach the right customer at the very best time and with the most meaningful messaging. It is a tool to be used to drive better outcomes and make better use of data, making sense of this wealth of information that we now own.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]