Machine learning is a highly talked about topic. Amidst all this noise, it’s important to understand the meaning and relevance of machine learning to marketing and how it helps to enhance customer engagement, and do it at scale. Machine learning can be defined as an application of artificial intelligence that provides systems the ability to automatically learn and improve from the experience (without explicitly being programmed to do so). The benefit to marketers is that it helps them to collect and process massive amounts of data, enabling them to better get to know their customers in real-time, and act in milliseconds to provide relevant offers creating a personalized and engaging experience. And more marketers are adapting machine learning into their marketing programs. 48 percent of companies plan to use machine learning to gain a greater competitive advantage.
Customers now expect innovative brands to engage them on the device and medium they are using at the time. Therron Hofsetz, Director, Enterprise Applications at Holland America Line explains how Holland America is connecting first and third-party data, predictive analytics and machine learning to enhance email, online and onboard experiences for guests.