Marketing and Machine Learning: A Perfect Pairing

September 22, 2020

The more we evolve in technology, the more marketing strategies change over the years. Utilizing these enhancements to leverage marketing campaigns to your or your client’s advantage is a way to set yourself apart from your competition. While artificial intelligence (AI) and machine learning have been around for decades, these tech advances have streamlined this as one of the upcoming tools for more successful digital marketing strategies.

Machine learning analyzes vast data sets more quickly than humans, helping to meet the growing demands of more personalized and relevant experiences that consumers seek. Marketers can set up machine learning to develop smarter customer segmentation, provide precise optimization, serve up more creative and relevant campaigns, and more effectively measure performance.

While this all seems excellent, we need to remember that machines, like humans, aren’t perfect and can make mistakes by learning the wrong data. If you want to incorporate machine learning into your marketing strategy, combine it with professional marketers like the team at KSA&D. We’ll work with you to get to know your customer personas, customer journey, and what search terms and content are relevant for your business.

Once we have a full understanding of the personalization of your company’s website needs, our marketing experts sit with you and your team to help define personas and then input them into whichever experience platform you choose. As certified partners of Sitecore and Kentico, both website platforms offer machine learning capabilities that KSA&D is well versed in.

Sitecore delivers a powerful CMS system. With the addition of the Experience Platform that offers marketing automation, your website will serve up personalized content in real-time at any stage of the customer buying journey. Kentico, another excellent platform, provides similar features with Kontent that helps streamline content creation and quickly build digital experiences. We also work with AccesiBe, an accessibility platform that offers machine automated solutions for ADA and WCGA compliance.

Whatever your website needs are, when it comes to machine learning, sometimes AI drives the personas hard; other times, more legwork needs to be done, and it is a manual process. Whether you want to use machine learning or manual personalization techniques for your website, KSA&D will take care of you. Get started with us today.

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