Machine learning: The factors to consider for marketing success

Adoption of machine learning is moving up a gear. From diagnosing diseases, to driving cars, to stopping crime, the ability of machines to learn from data and apply those learnings to solve real problems is being leveraged all around us at an accelerating pace. As data volumes continue to grow, along with advances in computational science, machine learning is poised to become the next great technological revolution. Digital marketing represents one of the most exciting arenas where machine learning is being applied. Across websites, mobile apps, and other digital media, there are hundreds of billions of opportunities for advertisers to deliver ads to consumers every single day. Typically, those opportunities each come with a wealth of data attached and are made available in a real-time auction where potential buyers (i.e.,…

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