Machine Learning

Definition

Machine learning is a subset of AI, artificial intelligence. A hallmark of machine learning is its ability to learn, on its own, important features of the data on which to base predictions or decisions, rather than relying on human-engineered features.

Applied to marketing, machine learning is used for personalization of messaging and offers, constant iterative segmentation, and predictive modeling to support marketing decisions. 

“Training data” are sometimes initially used to calibrate these models for making predictions or decisions.  The results from machine learning are routinely monitored for unexpected biases and deviations.

References

  1. Common Language in Marketing Project, 2020.

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