Blog: Machine Learning in Marketing: Research Report
Machine Learning (ML) is developing under the great promise that marketing can now be both more efficient and human. Machine learning models, embedded or not into marketing software, are powering every single functional area of marketing and each step of the consumer journey.
So, what does the rise of machine learning mean for marketers?
This study explores the goal, process, and benefit of AI-driven marketing. In particular, I discuss how marketing leverages machine learning models to automate, optimize, and augment the transformational process of data into actions and interactions with the scope of predicting behaviors, anticipating needs, and hyper-personalizing messages.
Designing an ML strategy requires managers to systematically evaluate marketing needs in terms of automation, optimization, and augmentation in relation to the searched benefits of prediction, anticipation, and personalization.
This research lays out a model for the definition of AI-driven strategies within the marketing context. And, it explores the critical elements of what, how, and why to infuse machine learning into the sequential steps of a marketing process.
Machine-inspired marketing forces managers to strategically assess their organization to redesign roles and responsibilities while adequately defining the division of tasks between humans and machines.
Download the full Research Report.
Powerpoint Presentation with Key Learnings
I am Research Associate at the Chair for Marketing and Market Research at the University of Zurich where I study the impact of machine learning on consumer-brand relationships. I am a lecturer, entrepreneur, and digital marketing executive.