Wondering how to improve your marketing campaigns? With the development of new technologies, more and more companies are introducing solutions based on artificial intelligence and machine learning. See if it will work for you.
How does machine learning work?
You know that no one can do everything right away, and it is only with experience that skills are acquired. Machine learning algorithms allow computers to analyze data on their own and identify certain patterns based on experience. In this way, they learn and help detect trends or predict behavior, among other things.
There are several types of machine learning: reinforcement, supervised, semi-supervised and unsupervised.
- Supervised learning is learning by example. Based on input and output data, algorithms learn to classify previously unknown data. This works on the basis of an answer key, where, for example, given a set of images depicting object X or Y, algorithms see similarities and differences.
- In unsupervised learning, the algorithms themselves try to classify the data (without any labels) into some category on a clustering basis. Due to the lack of data labeling, it is faster than supervised learning.
- Semi-supervised learning includes both structured and unstructured data. It is mainly used with large data sets.
- Reinforcement learning involves repeating actions and receiving “rewards” and “punishments” for correct or incorrect classifications.
What can machine learning be used for in marketing?
Identifying sales trends, recommending personalized products or optimizing content are just some examples of the use of machine learning in marketing campaigns. Did you know that chatbots are mainly based on machine learning along with NLP (natural language processing)? Through this, they can, for example, remember customer orders and, based on this, personalize messages and recommend specific offers.
In iPresso, you can integrate recommendation frames with Vertex AI, a platform from Google for training and deploying machine learning models. Wondering how this works? When you feed products into Google Cloud, machine learning algorithms will learn the data and then recommend products individually tailored to you. Importantly, the recommendations in this case are based on a variety of actions taken by a particular person, so they change dynamically. A customer can see in the recommendation frame, for example, products he or she has recently bought, but also similar offers or ones he or she might like based on previous preferences. The use of machine learning also makes it possible to recommend to the recipient products that may be complementary to each other (e.g., a game console and a controller, or a smartphone and a case). Recommendation frames change on the fly in real time. Combining recommendation frames with Vertex AI is particularly useful in e-commerce, but you can successfully use it in other industries as well.
What should you keep in mind when using machine learning?
First of all, you can’t make mistakes in the data you provide to the algorithms. It’s obvious that if the algorithm reads the wrong information, it will then misrepresent the values all the time. Machine learning requires specialized knowledge and should not be handled by everyone. A machine learning engineer must be familiar with programming and coding in different languages. Remember also that artificial intelligence along with machine learning can make mistakes, and sometimes it’s hard to justify why exactly the model qualified a particular thing this way and not otherwise.
Summary
Machine learning has wide applications in marketing. By carefully analyzing data, machine learning algorithms can predict marketing trends, recommend products tailored to the customer or optimize content. This is especially useful with large data sets, for example, in e-commerce, where thousands of orders from different categories are made every day.
Want to learn more about recommendation frameworks and other iPresso functionalities? Are you curious about the integration with Vertex AI? Or are you simply looking for Marketing Automation tools that will transform your existing customer communications? Click here and give us some information about your company and we will get in touch immediately.
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