BusinessMarketingmachine learning in marketing


AI— artificial intelligence— has appeared in science fiction films for as long as I can remember; in every occurrence it has manifested differently but the reality of AI and machine learning has somehow surpassed what we imagined in all of those films! 

So what exactly is machine learning?

Machine learning can be defined as artificial intelligence being applied to varying systems giving said systems the ability to automatically learn and improve their functioning from experience without being explicitly programmed to do so. To say this is layman’s terms— machine learning allows systems to adapt and change based on data acquired through observations, trends and patterns. A program becomes intuitive and learns to solve problems, answer questions, and streamline effectiveness without being prompted to do so— like magic! 


What Exactly Can This Machine Learn?


Machine learning functions through the use of algorithms. These algorithms are categorized in 3 distinct ways.


  1. Supervised machine learning

    With supervised learning data that is already known to be true or accurate is used to train a system. Imagine you are a graphic designer who creates color palettes for clients, but your work requires you to manually input each color. If we are to utilize our new tool, we can train our system to know what the color blue looks like, we can train our system using a machine learning algorithm, to recognize the color. Now that your system has been trained, when it is presented with the color blue it is able to identify the color without being told to— streamlining your process. 

  2. Unsupervised machine learning

    In this scenario we are dealing with data that is unknown or unlabeled, this means it hasn’t been mentioned or used before in whatever medium you are using. Since this data is unknown, you would imagine that it is impossible to learn, you would be mistaken! With unknown data, this foreign information is fed into the same machine learning algorithm and the result yields perceived patterns and groupings. Let’s stick with our graphic designer to break this down. Our designer now inputs blue, red and green into their system. Our system has already learned blue so that is easy to identify but red and green are unknown. What the machine will do is group all of the reds and greens together so that you are able to view the similar pairing identify them easily and turn that unknown into a known variable.

  3. Reinforcement Learning

    Reinforcement learning allows the algorithm to discover data through trial and error; the algorithm then chooses what action to pursue solely on which action will produce more benefit. Back to our graphic designer— color palettes usually blend colors from varying families that work well together. If our designer is stuck in a creative rut and decides to randomize their selection process they can allow the algorithm to suggest colors. The algorithm can do so, suggesting combinations at random and based on whether or not the designer selects the palette or not, the algorithm can rate their performance. This method requires a bit of back and forth but in the end your machine learning algorithm is trained to essentially read your mind and fulfill your needs!


machine learning in marketing


How Does This Concern My Marketing Strategy?


While all of this sounds interesting and every sci-fi dweebs dream come true, I’m sure you are wondering how this affects you, your organization and marketing; the answer is data. Every date, every minute, every nano second, there is data being poured into your website and into your ads analytics that is not only valuable but is information that has the potential to change the way you do business. This information, for too long, has gone unused partly because of the sheer magnitude but machine learning has taken away the busy work and made that information accessible and digestible. Organizations who utilize AI and machine learning are able to acquire insights on current clients, understand trends that led to the loss of past clients, and understand the needs of new and potential clients. 


Where Does Marketop Fit In?


Marketop is powered by AI and machine learning. Marketing strategy changes depending on an organization but each strategy has one goal, get our organizations name out there to get customers interested. Companies have gone from door to door sales, to mailing letters en masse, that converted to sending mass emails  en masse, and we’ve landed on targeted ads as of late. With each passing trend we learn something new and the most important lesson learned is this: know your client, answer their questions, and be the first one to do it.


Sure, it sounds easy enough but in the age of technology it is much easier to get lost amongst the chaos than it is to stand out. At Marketop we have created an AI and machine learning platform that is able to provide you with information that will transform your understanding of your clients needs, refine your copy and bolster your ad views. Our technology coupled with our marketing expertise allows us to grow businesses exponentially and provides our partners with an added edge. 


We currently track over fifteen billion data points across the internet that monitor the browser behavior of more than two hundred and seventy-five million Americans, we are able to decrypt your website traffic and create full profiles of every individual that has interacted with your site. The information our algorithm is able to learn will teach you how to better interact with your current clients and provide background information needed to close deals. Knowledge is power, and that is exactly what Marketop is providing you.


AI in marketing


Sounds Nice, but Has It Worked Before?


I’m sure all of this sounds like the muses of a dreamer but there is data that proves the benefits of machine learning and AI. Take for example Pinterest. If you’ve never used the site before here is a great overview of the site and how it works! Essentially the site, a social media platform, allows users to utilize and reuse existing content. In 2015, Pinterest acquired a machine learning company, Kosei, that specialized in the commercial applications of machine learning. A current Pinterest user, like myself, can tell you just how intuitive the site has become. Based on my search history, past postings and using the information gathered from the pages I have visited, Pinterest is able to provide me with amazing suggestions, a newsletter that surpasses relevance, and ads that are so relevant they usually lead to a sale! They used machine learning to better understand their clients on an individual level, creating a personalized experience for each user. As a user, it is what brings me back to the site over and over again, the ease with which I can navigate information is unmatched; and as an organization it has increased customer retention and cemented them as a thought leader in their field. 


This isn’t to say that machine learning is without its flaws. Even with all of the proper information, without a fully understanding what that information means, organizations, even great ones, can make errors. Take for example Twitter. In 2015, Twitter changed the way timelines appeared on users’ feeds, no longer were things in chronological order, but with machine learning then changed things up and decided to use information they acquired to place tweets by relevance. Users hated the change! Twitter was amazing because users were allowed real time access to the thoughts of friends, celebrities, and strangers all around, this changed altered things. The change was in an attempt to increase their user count but in doing so they neglected the data of their current users, data that would have shown them this would not be a popular move. 


What’s The Future Going to Look Like?


To be honest, the reach of machine learning will far surpass marketing incentives. Currently computers have surpassed a human’s ability to recognize and analyze images; if I were to give a human thousands of pictures of birds, only a few bird experts would be able to identify and categorize them and it would take them quite a bit of time. If I were to provide the same information to a computer coded with a learned algorithm, that task could be completed in minutes. Machine learning and AI technologies are rapidly advancing, luckily for you, at Marketop we make it our business to stay on top of these ever changing trends. 


The future of AI and machine learning in regard to you and your organization starts today, with your decision to work with Marketop. Choosing not to step into the future is choosing to lose. Machine learning offers organizations a leg up we marketers would have paid and arm and a leg for years ago. This information is there for the taking and Marketop is here to ensure you are taking full advantage of it. 


In 10 years who knows what we’ll be able to do for you and your clients, right now what we do know is we are able to provide you with information that will set you apart from your competitors, data that will help you understand your clients as individuals, and a platform that keeps up with the deluge of information you are receiving. 


Turns out those old movies had a few things right… though, I’m still waiting for my time traveling car. 


machine learning in the future