Though machine learning can help optimise media and crunch numbers, brands must rely on human potential to translate data insights into creative ideas.
Brands must choose unique insights to inform their algorithms. A simple step like choosing a better or different key performance indicator can help brands access new data points. Similarly, businesses must identify the pieces of data that they are currently missing.
Chief information officers can then run tests to access that missing data, and eventually strengthen their algorithms. While machine learning can help brands understand what customers are concerned about, real people can turn such insights into personalised, compelling ads.
Businesses must regularly work with their creative teams and agency partners to identify the latest trends in their niche. Marketers can then create ads based on those trends and use automated tools to build customised variations of the creative.
[5 minute read]
