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Marketing analytics in the age of machine learning

Author

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  • Booth, David

Abstract

Machine learning presents unique challenges and tremendous opportunities for today’s marketer, and while many applications have already become common practice, the future holds exciting use cases, some of which are in development and others yet to be imagined. Leveraging the vast amount of data available in the exhaust stream of digital marketing and advertising, and coupling this with almost limitless data storage and processing capacity, the move from rules-based to intelligent analysis is driving efficiencies across a number of marketing initiatives and capabilities. From intelligent bidding and the serving of advertisements across the most common digital channels to advanced segmentation, audience creation, attribution and more, machine learning has already established itself across a large and complex marketing ecosystem. Recent applications in purchase intent and churn modelling, data-driven retargeting and even data-driven creative are using machine learning to provide competitive advantage now and into the future.

Suggested Citation

  • Booth, David, 2019. "Marketing analytics in the age of machine learning," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(3), pages 214-221, February.
  • Handle: RePEc:aza:ama000:y:2019:v:4:i:3:p:214-221
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    Cited by:

    1. Marika Parcesepe & Francesca Forgione & Celeste Maria Ciampi & Gerardo Nisco Ciarcia & Valeria Guerriero & Mariaconsiglia Iannotti & Letizia Saviano & Maria Letizia Melisi & Salvatore Rampone, 2023. "Towards the automated evaluation of product packaging in the Food&Beverage sector through data science/machine learning methods," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2269-2280, June.

    More about this item

    Keywords

    artificial intelligence; machine learning; marketing analytics; predictive; digital analytics; marketing technology;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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