1. RESEARCH
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2. RE5EARCICHALLENGE
SHEKHARDEO
AUDIENCEMEASUREMENTTHROUGH
DIGITAL COMMTINICAIIONS
AND ADVANCEDTECHNOLOGIES
Sincethebeginningofmod,emadvertking,marketingprofessionakhaveatternptedtomeasure
audiencesatkJadiontojustifubudgetdollarsandproveralue.Theoldmethodswerecostly.
I n add,tionto operationalepenses,the
I old methodsrequnedthe purchaseof
I third paftydata.Sythe iime the data
I wascolecteda.d analysed,ltwas
oftenoutdated,failingto keeppacewith
the evolutionofthe audience!interest.
behavioura'rdengagementpatterns.
Today,marketersarebeginningto
emblacenewtechnologiesthatcombine
machinelearnlngwithdigital
communicationstomeasureaudience
engagementin realtinreto create
effectiveandsuccesstu|cmpaigns.
[,4odernconsumerscontnueto adopt
andlnteractwithsmarttechnologies
(wearables.smartTVs,smarthomes,etc.)
thatlntegEtewithallaspedsofdaily lives.
Datagatheredfromtheseinte€ctions
ikes,inte€sts,evengeogEphic
lo€ations-wilcontinueto amassat an
exponentialraie,forevertransformingthe
paEdigm ofmarketing,{or betterorfor
worse.We havereachedajunctionwherc
we ouBelvesarethe {oca point,where
vallabe bytesof informationarc
exchansedduringeveryfractionof every
secondof everyday.
DAIA
As audlencescontinuetoinc€asetheir
lnteracuonswithsmarttechnologies,flst
paftydata becomesevenmorereadily
availabeandisnowaccumulatedata rate
neverpossiblebefore.Unlikethiii-party
data,fiBt-partydatacolledionisnot only
veryusefullnaudiencetargetingmore
granuary but aso n nndingseveral
ensagementbehaviou|sof an audience
basedon theirdeslgnpreferencestor
marketingmessages.Howeverthisisjust
the tip ofthe icebergwhenit comesto the
impactofthe a mostimmediate
accessibiity of fnst-partydata.Ma*eters
mun nowfacewhatmayappearto be
obviousquestions:Howcana I ofthis data
be usedto beiter undeEtandconsumers?
HowcanmarketersfiBt comprchendand,
ultimately,applywhatwasleamedfrom
th s datato curent andfuturemarketing
To bestenrploythe data,it isimportant
to ldentifythe characteristicstobe
measuredin aldiences.Tobetter
!ndeGtandhowbig dataanddigital
communlcationsarechangingihe
marketinglandscape,it is importantto
gaina bettersenseofthe machine-
learningtechnologlesthat helpmarkete6
bestusethe lnformationco lected.
Machinelearningtechnologies,a
subsetof artificiaLintelllgence,arc
softwaresystemsthatdevelopskils
nomally associatedwithhuman
intelligencesuchasvisualperceptionor
the abiityto weighdecisions.Machine
leamingsystemsallowlearninsfrcmdata
pointsat scaleandhelpin automatic
classification,clusteringandbuilding
predictlvemodesfor newuseB.By
crunchingverylargesetsofdata, machine
leamingsystemsGn oftencomeup with
highlyunintuitiveconcusions.Athough a
relativelynewtoo in the ream of
consumermarketing,machlnelearningis
farfroma newbusinesspractice.Machine
earningsysiemsareuseda loverthe
word to improveandexpediteroutine
taskssuchaseliminatingspame'mails
fromour inboxes.Suchtechnologiesare
alsousedto recommendnewmoviesor
restauhntsbasedon our previous
Thetrueva ue ofmachineleamlngcan
be found in ts abiiV to breakdowndata
setstoo argefor h!mansto comprehend.
Whenapp iedto big digita marketing
data,machinelearningcanbe usedto
predictthe mosteffectivemessageform
basedon howprevioususershave
reacted.lvlachlnelearnlngworkswith
algorithmsto analyseconsumer
preferencesin realtinreandadaptthe
messagefor eachuserby segmenting
use6 intosimilargroups.
Inadditionto identifoingpatternsin
consunrerengagement,machineearning
automaticallyappliestheleamedpatterns
andbehaviouBto futureaudlences
withouthlman contrcl.lvla$esof
consumerdatapointsarelearned,
revealingan unde yingpulsethatlsoften
hiddenor unperceivabeby humaneyes.

3. "Thetruevalueofmachinelearningcanbefounil in its
ability to breakilownilata setstoolargetor humansto
comprehend."
Byappyingmachinelearning
technologiesto datacollectedthrcugh
smarttechnoogieYdigital
communicaiions,the platforrnallows
ma*etersto feelthe c!rrent pulseof
theiraudienceandimmediatelyadapt
theirmessagesbasedon theirunderlylng
engagemenrDenavrours.
MEASURINGREALTIME
WhenmaReterslnitiatea campalgn,it is
essentialthatthecampaignbe built in a
mannerthatwill alloweFcientand
accuratemeasurementof the audience.
Tocrcatean effectivecampaign,the first
stepisto ldentit an audienceof interest
andapplytechnologiestoearnthe
purchaseandengagementbehaviouro{
thataudience.Theleamedbehaviourand
engagementpaiiens of audiencesare
achi€vedthroughthe carcfu development
of the creativeandcontentstrategy.The
meticulousattentionapplledio this
strategyenablestheintelligentmachineto
handleearningandpredi€tivecapabiities.
Tolauncha successfulcampaign,it is
essentialthatthe creativesandcontent
gathercda€ capabeoflearningaudience
signals.
However,a cornprehensivecreatlve
andcontentstrategyisnot enough.
Oncethe a!diencemeasurementis
obtained,it islmportantto applythe
measurementintothe creativeand
contentstrategresagarn-
An audiencetbehaviourfreq!ently
evolvesandchangesovershortperiodsof
time.Thereal-timecoledion andanalysis
of frsrparty dataandthe ensuing
targetedmarketingresponseiscriticalto
the successofthe campaign.Gettingthe
clstomerthe rightlnfomationatthe ght
time iscriticalto gameringandretaining
intercst,andu timatelyd vingsales.RW
iscofounderandCTOof Engageclicki. the lSA
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