Working in online marketing without tools like automated bidding , affinity targeting or responsive search ads . It's hard to imagine, is it? They are all an integral part of our everyday office life. And they are all based on machine learning . The problem here: As account managers, we often sit in front of a black box. Valuable knowledge about the user, their behavior and interests remain on the servers of Google and Facebook . In-market audiences, for example, are provided as a ready-made marketing segment. The background and calculations behind these assignments remain hidden. Yet it is precisely this knowledge that determines long-term success or failure in marketing. With owned machine learning , self-implemented and trained algorithms, companies can extract this knowledge from large amounts of data in a short space of time and use it to their advantage. This article will show how machine learning basically works, why it is necessary for long-term company success and how we can meaningfully integrate this tool into our online marketing .
This article focuses on the use of machine learning in SEA , Facebook advertising and paid advertising. In addition, the article Importance of Machine Learning, AI & Rankbrain for SEO & Google
Table of contents [ Hide ]
1 What is Machine Learning?
2 Machine learning potential in online marketing
3 Supervised vs. Unsupervised Machine Learning
4 How a machine learns: mistakes are expressly desired
5 Why Owned Machine Learning is essential in online marketing today
6 First party data should not be left lying around unused
7 Online Marketing Implementation: Owned Machine Learning in Use
8 Which algorithm is useful for which marketing problem
9 Conclusion
What is Machine Learning anyway?
“What we want is a machine that can learn from experience” - Alan Turing (mathematician, IT pioneer)
Machine learning is one of many sub-areas of artificial intelligence . According to the common definition of the American computer scientist Tom Mitchell, the basic idea of machine learning is that a kuwait phone number data computer program automatically improves its performance through new experiences (data) in a certain area. The advantage of this is that the program does not have to be constantly reprogrammed with thousands of lines of code. A wide variety of mathematical algorithms ensure that the data is processed automatically and thus the learning process takes place.
Machine Learning is one of many areas of Artificial Intelligence
The best-known examples of machine learning implementations are probably the recommendation systems used by Amazon and Netflix . Online shopping and video streaming as we know it today would not be possible without algorithms and without the processing of user data .
Self-driving cars and social media feeds would not exist without artificial intelligence . Machine learning is currently potentially saving many lives in the wake of the corona epidemic, as scientists and virologists can use the algorithms to make predictions about the spread.
Without machine learning, Amazon’s recommendations would not be as accurate and effective
The interaction of big data and a constantly increasing amount of CPU computing power has of course made it increasingly possible in online marketing over the past few decades to train models with data and let them "learn". Algorithms are now an integral part of the daily digital business of most marketers. Google and Facebook have significantly driven this development. Both generate more than 85% of their revenue from online advertising and have made great progress in the area of deep learning implementation in the 2010s.
A widely read article about Google's groundbreaking decision to organize the entire company around artificial intelligence and machine learning was the NY Times feature by Gideon Lewis-Kraus from November 2016.