Machine learning (ML) is used to power both digital advertising and analytics platforms to solve large-scale real-time data problems.
In digital advertising, ML automates ad bidding processes and ad serving decisions for best performance; while in digital analytics ML rapidly processes vast amounts of data to identify actionable insights beyond the ability of an unaided analyst. In advertising platforms, such as Google Ads, ML can evaluate campaigns and determine optimizations most likely to increase performance. In digital analytics, ML can segment customers and data based on hundreds of signals and attributes over untold volumes of example data. Recently, analytics platforms are using ML to predict customer lifetime value (LTV), conversion probability, and customer churn. Machine learning is ubiquitous in marketing today, from recommendation engines in platforms such as Netflix and Amazon, to various levels of ad personalization and behavior prediction across the entire customer journey.
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