Increasingly sophisticated tools and technologies are enabling marketers to enhance and optimise data-driven marketing strategies more than ever before. This chapter of Econsultancy’s Data-Driven Marketing Best Practice Guide provides:
- The fundamentals: What the relationship between AI, ML and predictive analytics looks like and their role in marketing.
- Useful tools: A model for marketers to use to improve their understanding of analytics maturity.
- Application: How marketers can apply and benefit from three distinct types of machine learning: supervised, unsupervised, reinforcement.