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How marketing can get smarter with machine learning

30-October-2017
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How marketing can get smarter with machine learning

At a time when machine learning and artificial intelligence is revolutionising digital marketing, Sapna Chadha, Head Marketing, Google India and South Asia at a marketing event held at Gurgaon, spoke about why the technological advancement so far is only the tip of the iceberg and how marketers can use machine learning effectively.

Chadha says, “From 16 zettabytes (1 equals a trillion gigabytes) of data today the world will be creating 160+ zettabytes of data a year by 2025. So today the challenge is the huge amount of data that marketers have access to where artificial intelligence offers a ray of hope. Apart from analyzing data, machines can be taught to have the perspective that humans have and operate just like us. For e.g. Google developed a computer programme AlphaGo which mimics the complexity of the human brain and managed to defeat the world champion of the Game of Go setting a new record. In fact by 2029 a thousand dollar computer can be made to operate 1000 times faster than the human brain.”

She went on to give the example of a Japanese family that spent days sorting cucumbers on the basis of their shape and size till one of them developed a programme which did the task automatically. Chadha adds that with time computers can even be made to act in a certain way without explicitly programming them to do so, something that can be extremely advantageous to Digital marketers in future, giving their work scale, speed, and efficiency.
“Personaliation will come up in a big way, quite a bit of it is already being used by travel sites like Via.com to target people using customised ads. For e.g. depending on the data generated on a customer, the same search keyword by different people can yield different results suitable for each. For e.g., a certain customer gets a list of budget hotels and another may get options for expensive villas on typing the same keyword. The idea is to let go of standardised ads and make it dynamic and personal for better targeting. It is expected to lead to an increase in conversion rate at a stable ROI by a good 5-10%,” says Chadha.

Consumer data and machine learning today is thus expected to make lives simpler for marketers, some of who are already using it to their benefits like Via.com and Nissan, the latter having used the Double Click technology for the ‘Ignite the Excitement’ campaign earlier this year to stay relevant to the cricket loving audience. The company says it led to a fourfold increase in visits to their website in that period.

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