Your website or landing page conversion rate starts to deteriorate, perhaps suddenly, perhaps gradually, and you’re not tracking to meet your conversion goals. Is this a canary or a canard? It’s hard to tell because conversion is just a surface measurement of so many underlying complicated processes. To determine why your conversion is declining, you need to truly understand the root cause(s).
We are in the era of big data, where everywhere you turn, people are sharing strategies and tools to learn from it. It certainly can lead to amazing insights, however, what marketers often have is far from big data. We can regard this as “artisanal data,” which is well-crafted, small batch, and simultaneously traditional and innovative. Lucky for the majority of us, artisanal data can also lead to amazing insights, as well.
Artificial Intelligence is sometimes better than humans. And sometimes worse. It’s usually faster and cheaper, and that alone ensures it a very important place in our world, but not to the exclusion of human intelligence. The fact remains that almost all machine learning still requires a human, and there's no changing that anytime soon. Here's why.
With machine learning tools becoming easier to use, more and more marketers are leveraging the technology. It’s tempting to simply dump data into an algorithm in search of patterns. However, these algorithms, no matter how powerful, still obey the rules of “garbage in, garbage out.” Therefore, it’s incumbent on the analyst to make sure the data is valid. Read on to learn how to craft your dataset so the output is valid.
Digital marketers have been using basic versions of machine learning for several years, although they may not have realized it. Now, machine learning has become even more sophisticated and accessible, and the industry is seeing rapid growth in ML marketing solutions. Here's how ML will impact digital marketing in the years to come.