5 ways that machine learning (ML) lets non-technical marketers outperform competitors.
- It democratises access to data science.
Every marketer seeks improved outcomes by optimising their marketing / audience fit. Until recently marketing’s tables tilted in favour of those with access to data scientists.
ML data science opens the door for every data rich marketer to deliver hyper-relevant communications.
2. It supercharges strategy. ML data science puts marketers’ thinking in control.
Lucky marketers have long collaborated with data science colleagues. But they haven’t had it all their own way. They’ve been hampered by human handoffs as briefs pass between parties, intentions becoming subject to interpretation along the way. And there’s nearly always competition for limited data science resource. Result? Marketers’ ability to experiment & test multiple ‘what ifs’ has been constrained by process, time, and cost.
Button push ML data science heaves handoffs into processes past. It frees marketers to do what they do best. Strategy and planning. If frees data scientists to focus on complex business challenges.
3. It lets organisations learn faster, execute faster than their competitors.
It’s what we all want, right? Relevant, timely, communications vs. less relevant, after the event, noise in our inbox. ML data science fuels every campaign with fresh insight. Old school data science’s handoff laden processes simply can’t produce campaign files that are as current and accurate as ML enables.
ML data science lets marketers refresh analysis for every campaign. The process has delivered +3x overall CRM engagement for Volvo / 18 months.
4. It shines a light on the unknown, unknowns.
‘’There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.’’ Donald Rumsfeld.
Traditional data science relies on briefings. ML data science’s briefing less wire delivers marketers a stream of unknown, unknowns, direct to their inbox. Segments they didn’t know about. Opportunities they could have missed. Chances to delight target audiences and leave competitors less well off.
5. It transforms efficiency and accountability.
Do more for less. Justify your budget. Ditch underused MarTech. Familiar challenges? ML’s ability to empower marketers is an efficiency game changer. It’s fast, removing process steps and reducing data science costs. It’s more strategic because insights up to date. It’s effective since fast insight generation to campaign execution seizes market opportunities. It’s accountable because marketers can demonstrate likely outcomes before pressing ‘go.’
‘So, fast, so easy to get results. Outputs arrive in one file that you can chop up as you like.’
Tony Allen, Global CRM Lead at Volvo Cars.