Define a use case that matches the requirements of a ML project, identify aligned models, assess and prepare a dataset, design a training and testing process, and refine the model for best performance.
Once an organization reaches significant data science maturity, machine learning is a necessary tool within marketing to remain competitive and realize insights beyond traditional analytics. To begin a ML project, senior analysts or ML engineers define a use case aligned with company strategic goals, and determine if the data problem meets the requirements of a ML project: large relevant datasets, model types aligned with the data problem, and solution value justifying the project effort.
Once the use case is qualified as a potential ML project, lead analysts design the solution:
- Identifying and validating datasets
- Matching algorithm/model classes to the problem
- Specify data prep requirements
- Define training/testing approach
Defining the solution sets expectations, and allows detailed planning necessary to reach model deployment.
Learn more about machine learning in marketing here.