Powerful Customer Interaction
You can bet in every tech company, there is a small group of people whose favourite tea time game is asking Siri, Cortana and Google random questions for fun, and comparing the efficiency of results (it’s a geek thing).
For the uninitiated, it’s the built-in “Intelligent Assistant” that enables users to speak natural voice commands and operate the systems available on most of the latest iPhones, Microsoft Phones, and Android supported phones in the respective order.
Basically, it is machine learning in a small way – pattern recognition by analyzing new patterns, data analysis that is collected and analyzed by engineers to improve algorithms and probabilistic models, and context-sensitive information (location, previous searches) used to improve speech recognition and search results.
Marketers use data sets to create algorithms to create accurate and predictive models of customer behaviour, to offer unparalleled buying experience. We’d like to hear more examples of this from you, so please feel free to comment.
We all are now familiar with Ola, Uber and the like for taxis, but ever wondered how they’re just a couple minutes way? These companies use data analysis and machine learning for their complex
mathematical models which can predict demand for taxis and direct their drivers to popular regions before demand occurs.
So there’s not just a bunch of cars parked in every street…the cab company knows they will be needed the most at a certain location during the day, and hence they keep a check on cabs’ availability in that particular location
Companies like Target use mind-bogglingly complex data prediction models to offer coupons, discounts and direct mailers for relevant products. A Forbes article way back in 2012 described how a consumer realized his daughter was pregnant based on marketing material that he received before she declared it. Oops! But this article is worth a read to understand how much and what kind of data is collected just from the shopping carts of consumers.
Cost Cutting Your Digital Marketing Spend
Machine learning and predictive analysis can help marketers ensure their campaigns don’t contact customers who are not interested or those who won’t respond, and not waste money on already loyal customers, and even test products or carry out market research.
The most famous example of machine learning to carry out product testing and market research would obviously be Netflix; This is a powerful company that offers live streaming movies and TV series watched all over the world. Netflix has taken the world by a storm and almost killed cable and TV programming for a large section of North American viewers. The beauty of Netflix is its original content and refreshing shows which are researched by a complex system that analyses the viewing trends of more than 81 million views globally! Imagine getting to know what 81 million people would like to watch, that’s more than the entire population of a country like Germany!
To sum up, Digital Marketing is rapidly changing, and its adoption has become almost mandatory for companies today. Whether you are an entrepreneur and experienced business person, a startup or an aspiring marketer, Collabera TACT’s Digital Marketing course will teach you the basics while keeping you up to date with the latest trends. So start transforming your career or company with Digital Marketing today !