How to Apply Machine Learning to Your Digital Marketing Strategy
As a digital marketing expert, have you ever made a spreadsheet comprising the individual purchase history of all customers searching for a particular product in your category, the time of day they’re most expected to purchase, the kind of device they’re using when they purchased last, their location when they made that purchase, statistically calculated ad creative quality and numerous other proprietary Google data points; then utilized this information to manually modify each bid – in real time – for every single auction? If you have several hours and a very powerful laptop, you may be able to study all this data manually. Or you could utilize Google Adwords Smart Bidding, an application of machine learning which makes it thinkable for Google to set the right bid at auction-time immediately using all these data points and more. Along with the growth of Big Data, Machine Learning is perhaps the most groundbreaking technology to change the background of digital marketing...