Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How Machine Learning is Shaping Digital Marketing

2,096 views

Published on

Dan Kuster held a workshop at General Assembly Boston on how machine learning is changing -- and improving -- the way digital marketers do their jobs.

Overview:
"Machine learning allows a marketer to target people based on an actual understanding of their interests, habits, and personality, rather than typical demographic data. To get more concrete here, machine learning lets you say: I want to target people that have posted a picture of a guitar in the last three months, or: I want to target people with the INTP personality type that posted something angry about Bernie Sanders recently.

It also allows marketers to look strategically at the content they use to engage their audience and reflect on what works and what doesn't work in a scientific way. If you make 30 posts with very different engagement rates, you can use your own intuition, but then also scientifically vet the wording of your message to get a sense ahead of time about how engaging it may be."

Published in: Data & Analytics
  • Be the first to comment

How Machine Learning is Shaping Digital Marketing

  1. 1. Digital Marketing + ML Daniel Kuster, Ph.D. @indicodata @djkust
  2. 2. 1. Machine learning 2. Digital marketing 3. How it works: using ML to automate digital marketing 4. Examples: real-world use cases
  3. 3. what is machine learning?
  4. 4. machine learning in a nutshell text, images, sequences, relationships 0.001, 0.0002, 0.077 -> logistic regression DATA FEATURES REP MODEL PREDICTIONS 42, 0, 1826, 19736, … -> frequencies vocabulary -> tokens { positive: 0.85, negative: 0.15 }
  5. 5. what is digital marketing?
  6. 6. digital marketing = marketing + data
  7. 7. many channels under the digital marketing umbrella Image credit: eperales via flickr.com; modified by cropping Video(YouTube) Social m edia (Twitter, Fb, Insta) Search ads (Google) Email(Mailchimp) Content(news,blogs) e-com m erce (Am azon)Mobile apps (iOS, Android) SMS/text messaging (telecoms) Chat/instant messaging (Slack)
  8. 8. OK, what ISN’T digital marketing? Broadcast media 
 (TV, radio) Most media-on-disc Word of mouth Books Printed newspaper Signs & Billboards
  9. 9. There are many channels + kinds of data
  10. 10. ? what year did $ spent for display ads surpass search ads?
  11. 11. 2016
  12. 12. 1. Machine learning 2. Digital marketing 3. How it works: using ML to automate digital marketing 4. Examples: real-world use cases
  13. 13. Since we have data, let’s automate this…
  14. 14. Why automation? Scale / throughput Latency Cost Complexity
  15. 15. Two kinds of data here 1. Demographics about you. Users often don’t know what data exist on server
 (definitely not “permission marketing”). Need scalable ways to store and access data about each user: • Metadata • Friends, Likes, browsing history, stuff in cart, … • Social graph 2. What you’re saying. Users post their own content. We know what we post, and we do it on purpose. We want to engage, productively, with others. To do this at scale, need a gazillion people evaluating content, or machine learning. • Images • Text
  16. 16. Ex: Facebook campaign target people, serve content
  17. 17. Pro • Facebook takes care of administration • Facebook controls everything • Facebook already has tons of data, you don’t need to gather • Can be effective way to reach audience and build brand • Can be cost-efficient compared to other channels • Can give you more data
 about your campaigns • You aren’t in control, Facebook is • Your reach might be limited by your own network • “Who you know” is an after-effect of interactions in the real world; Correlation != intention • Can be creepy to users? • Usually not a leading indicator • Interests change faster than your social graph. (Shopping for a house -> buy a house, not buying another. Might need a plumber though…) Con
  18. 18. machine learning in a nutshell Content = images + text deep neural networks DATA FEATURES REP MODEL PREDICTIONS informative pieces of things feature vectors search / similarity, sentiment, emotion,
  19. 19. 1. Machine learning 2. Digital marketing 3. How it works: using ML to automate digital marketing 4. Examples: real-world use cases
  20. 20. Example: Find the most positive and negative reviews (sentiment analysis)
  21. 21. indico API: Sentiment
 (one line of python code)
  22. 22. Example: What emotions are being expressed by chunk of text?
  23. 23. indico API: Emotion
  24. 24. Example: What personality type/tone was being expressed in this text?
  25. 25. indico API: Personas (MBTI)
  26. 26. Ex: Persuasion marketing What are influencers saying? sentiment, topics, etc
  27. 27. Example: Grow your audience
  28. 28. Twitter Engagement Campaign
  29. 29. Can we find people using the content they post?
  30. 30. Goal: Find new followers who write content that looks like our followers
  31. 31. 0 0.075 0.15 0.225 0.3 Twitter indico conversionrate(%) An experiment: Twitter user segmentation vs. indico model of user content
  32. 32. Example: Image-in-image
  33. 33. People posing with wine glasses in social media images Image credit: indico
  34. 34. Photo with wine glass -> intent <- campaign Image credit: indico
  35. 35. How does it work? Convolutional neural networks
  36. 36. Image credit: Nando de Freitas, “Deep Learning Lecture 10”: https://www.youtube.com/watch?v=bEUX_56Lojc
  37. 37. Example: Content filtering
  38. 38. Example: user-generated content Image credit: Brigitewear International; www.shop-brigite.com, modified with crop and pixelation You have a brand Your brand has an identity (Disney vs. Calvin Klein) Your audience might have different sensibilities than you do, about what is appropriate for your brand Use ML to filter out the inappropriate content
  39. 39. What digital channels require content filtering? • Social media (Instagram, Facebook, Twitter, …) • e-Commerce (Ebay, Amazon, …) • Web content (News, Forums, blogs) • Mobile (Apple, Google) Anywhere users upload content that everyone can see.
  40. 40. …also brands using social media to engage directly with the public? Doh! Don’t let this happen to your brand.
  41. 41. …also brands using social media to engage directly with the public? Doh! Don’t let this happen to your brand.
  42. 42. Digital Marketing + ML Daniel Kuster, Ph.D. @indicodata @djkust Questions?
  43. 43. Image credit for Mad Men / Don Draper images: AMC Studios indico.io

×