[Introduction] What is AI / Machine Learning?
Its type and marketing method[Part 1]
In digital marketing, in addition to the sales history at stores and customer data of event participants that have been used in conventional marketing, there is a huge amount of activity history on websites, purchase history on EC sites, word-of-mouth information on SNS, etc. We will collect data and analyze and utilize it. We also perform statistical analysis by human power, but by introducing machine learning and AI, it will be possible to make more accurate forecasts and strategies. Therefore, here we will introduce the differences and types of machine learning and AI, and marketing methods.
What is the difference between AI and machine learning?
The idea of artificially reproducing human intelligence with a machine is very old, and it is said that the term AI (artificial intelligence) was born in the 1950s. However, it is difficult to reproduce the human brain that can efficiently process vast amounts of information, and technological innovation such as the development of ultra-high-performance computers that can analyze data at high speed was also necessary. Machine learning was born in the process of such AI research. Machine learning is a method that uses algorithms to narrow down to a specific field and analyze a large amount of data to find regularity and relationships in it. Instead of the computer making its own judgment to find out all the regularities and relationships, humans need to decide and set in advance where to look in the data. However, unlike traditional programs, the developer does not have to decide all the actions in advance.
By using such machine learning, it becomes possible to find out the rules buried in a large amount of data that humans do not notice, and to finish office work that takes a huge amount of time for humans in an instant. For example, on EC sites, products that customers may judge to like from purchase history and operation history are displayed as recommendations, which are already being used.
In addition, by going one step further from machine learning and combining advanced computers with special networks such as the human brain, a method of discovering while learning complex patterns hidden in a large amount of data has appeared, and deep It's called learning. Deep learning is also learned based on teacher data, but in general, the difference between machine learning and deep learning is that features are automatically found.
Nowadays, technologies and ideas that artificially reproduce human intelligence with machines are called AI (artificial intelligence), and machine learning and deep learning are one of the methods included in them.
AI / machine learning marketing methods that should be suppressed
AI and machine learning are being used in various fields against the backdrop of labor shortages, higher computer performance, and network development, but they are also being introduced into the fields of marketing and retail. Already, in the field of digital marketing, there are an increasing number of cases where AI is being adopted to produce results. The following are examples of actual marketing where AI / machine learning is used.
MA (Marketing Automation) Tool
It is also used in MAs that automate marketing processes such as KPI design, sales promotion scenario design, and evaluation / improvement of sales promotion measure implementation results, which were previously implemented by marketers. Even if it is difficult to secure experienced marketing personnel and you cannot spend time designing sales promotion scenarios, or if you are not able to respond to changes in products or changes in seasons and trends, you can use AI to implement effective sales promotion measures. It has the advantage of being able to make plans.
Listing advertisement
AI is also being used to automate automatic bidding and reporting in this area, which is major in web advertising. With AI, you can take care of almost everything that humans used to check and bid on ad performance.
Web customer service
More and more consumers are looking for answers on websites, etc. before making inquiries by phone or email if something goes wrong. However, even though I came to the website by searching etc., if there are a huge number of FAQs, I will fall into a situation where I can not find the answer I am looking for, and it will lead to complaints and customer churn due to dissatisfaction and stress. .. Therefore, a service has also appeared in which AI searches for the best answer to inquiries via chat and automatically responds.
Targeting
In sales promotion such as DM, targeting has been done based on the intuition and experience of marketers based on past purchase results. There are cases where AI is used to identify and send customers who are likely to lead to purchases by sending DMs, leading to purchases with higher accuracy than conventional targeting methods.
Store
The use of AI is progressing even in real stores. By capturing the customer's flow line with a sensor such as a camera and letting AI learn it together with the purchase data, the optimization of the store layout and the placement of the clerk are improved, and the customer's staying time and purchase unit price are improved.
Things to prepare
With the spread of AI and machine learning, the marketing practices that humans have been doing will be greatly reduced. However, only humans can formulate fundamental marketing policies such as "how to use AI and machine learning."
It can be said that future marketers will need a wide range of backgrounds to maximize the use of AI and machine learning in their marketing.
Summary
With the development of AI and machine learning, artificial intelligence has combined learning and reasoning abilities that were previously unthinkable. In the field of marketing, various uses have already begun to connect huge amounts of data to consumer behavior. It is necessary to keep checking the latest trends in AI and machine learning, which will become a major pillar of marketing in the future.
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