DATA IS THE FUEL

Machine learning does its work with data. The more data we feed the machine, the better it does its job. We start by uploading existing datasets for the machine to match. And we then work with the machine to improve that matching over time.

Marketers need to adapt to take advantage of this incredible opportunity. It is not optional and it is urgent. Google has recently rolled out a complete overhaul of its Display Ads facility. Keywords have been relegated to a support role. You can watch the impact this has had in this video, where some of the world's leading Google Ads experts discuss the impact of this change on their business. As you can see, what they're struggling with is the reframing of what they do.

Psychographics is now the way the digital marketing game is played.

Here's an interesting article on why marketers need to pay attention to Machine Learning..