Machine learning also has the ability to take account of what led a user to convert, by taking account of the content they consumed to highlight Having the ability to make sense of all the different drivers involved in a consumer’s purchase process means machine learning can go beyond the audiences marketers already know are interested in their product or service, and find those individuals displaying signals of intent that marketers may never have previously considered.
Uncovering new audiences with the intention to convert is where the technology really adds value for marketers; giving brands that all important competitive advantage.
There will be changes, and this can be seen with AI already challenging many preconceived notions held in the industry, it challenges a notion that we can make decisions by intuition alone, the potential to make decisions with data in real-time is the real credible strength we can see with machine learning.
With the ability to target new audiences, understand consumers’ behavioural patterns and personalise content, it’s easy to understand why so many marketers are eager to adopt a machine learning approach to their programmatic campaigns.
One thing is for sure, machine learning will only get better, smarter and more accurate with more data, and marketers have a lot to gain from adopting early.