Hello,

We noticed you're browsing in private or incognito mode.

To continue reading this article, please exit incognito mode or log in.

Not an Insider? Subscribe now for unlimited access to online articles.

  • Adobe Stock
  • View from the Marketplace

    Views from the Marketplace are paid for by advertisers and select partners of MIT Technology Review.

    Breaking the marketing mold with machine learning

    Leading marketers say ML will help them identify high-value customers, predict intent, and discover new business opportunities.

    Leading-edge marketing organizations are shifting both strategy and culture to prioritize data storage and application to produce actionable insights. Results from a recent survey conducted by MIT Technology Review Insights in association with Google showed that “leaders” (companies that have experienced significant growth in revenue or market share) are more likely than “laggard” organizations to leverage machine learning (ML) to help their marketers better understand customer intent. Armed with insight into customer behaviors, marketers can focus on those customers with high lifetime value, providing the personalized and relevant offers they seek.

    Breaking the marketing mold with machine learning

    ML assists marketers in extracting intelligence from the enormous amounts of data their organizations generate daily, enabling certain customers to view the performance of specific marketing campaigns during specific time periods. ML is a powerful tool that uses empirical data to allow marketers to quickly respond to changing market conditions and customer needs by making informed decisions in real time.

    According to the survey, professional services firms and retailers are ahead of the pack when it comes to understanding that predicting customer intent drives better marketing results, and that ML is an adept tool for capturing customer intent. Automotive and financial services are among the other industries where marketers are using ML and analytics to better identify high-value customers.

    Analytics and ML can change not just how the marketing function uses data to optimize its messages and anticipate the needs of high-value customers, the survey concludes—it can elevate the definition of the marketing role in the organization.

    Learn more about machine learning’s impact on marketing.

     

    Tech Obsessive?
    Become an Insider to get the story behind the story — and before anyone else.

    Subscribe today
    More from Intelligent Machines

    Artificial intelligence and robots are transforming how we work and live.

    Want more award-winning journalism? Subscribe to Insider Basic.
    • Insider Basic {! insider.prices.basic !}*

      {! insider.display.menuOptionsLabel !}

      Six issues of our award winning print magazine, unlimited online access plus The Download with the top tech stories delivered daily to your inbox.

      See details+

      Print Magazine (6 bi-monthly issues)

      Unlimited online access including all articles, multimedia, and more

      The Download newsletter with top tech stories delivered daily to your inbox

    /3
    You've read of three free articles this month. for unlimited online access. You've read of three free articles this month. for unlimited online access. This is your last free article this month. for unlimited online access. You've read all your free articles this month. for unlimited online access. You've read of three free articles this month. for more, or for unlimited online access. for two more free articles, or for unlimited online access.