Leverage ML tech in predictive models to reach more consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2021, 12:11 PM UTC

Companies should build custom predictive technology that accounts for numerous variables to inform decision making.

Given that ML can transform marketing, it should ideally help marketers attract consumers as well as tech giants might be able to. For this, building proprietary ML tools with predictive modelling is recommended. Combining ML tools using predictive tech lets brands collect consumer data and augment the use of data applications.

Integrating ML and AI helps perform tasks faster and at a larger scale. Moreover, the set of custom variables like location, available in ML and predictive tech should enhance ad bidding, target new and existing consumers, drive profits, as well as optimise creatives.

Plugging consumer data into custom variables in ML results in profitable outcomes. Advancement in ML tech can help brands discover new variables, store data, understand consumers better and enhance ad targeting campaigns.

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