Deep learning can help mine special insights

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 03, 2020, 11:03 AM UTC

Marketers must be careful to restrict or correct the amplification of inherent biases.

This article argues for the use of deep learning in marketing efforts. Based on neural nets and being a powerful form of machine learning, deep learning can help marketers understand client interactions at a granular level and predict how those interactions will lead to particular outcomes.

To implement deep learning, marketers must clearly define the problem they’re trying to solve for. The data that is to be entered into deep learning should be machine-readable. Special insights can be mined by connecting different data silos.

Based on explicit and implicit data, deep learning can help identify which tactic from a strategy should be implemented. However, the author flags deep learning’s tendency to amplify biases and recommends continual monitoring and evaluation of predictions against the outcomes.

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[6 minute read]