How Machine Learning Potentials are transforming the Practice of Digital Marketing: State of the Art
DOI:
https://doi.org/10.21533/pen.v6.i2.1754Abstract
Today, the digital marketing is constantly evolving, new tools are regularly introduced with the new consumer habits and the multiplication of data, often forcing marketers to delve into too much data that may not even give them the overview they need to make business decisions that have an impact.
After the revolution of machine learning technology in other real world application, machine learning is changing the digital marketing landscape, 84% of marketing organizations are implementing or expanding their use of machine learning in 2018[1].It becomes easier to predict and analyze consumer behavior with great accuracy.
In our work we will start by establish an art of state on the main and most used machine learning potentials in digital marketing strategies and we show how machine learning tools can be used at large scale for marketing purposes by analyzing extremely large sets of data. The way that ML is integrated in digital marketing practices helps them better understand the target consumers and optimize their interactions with them.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
