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How To Use AI and Machine Learning To Measure Marketing Campaign Success

2022 09 15 3 success through AI and machine learningv2

Artificial Intelligence or AI incorporates a set of self-learning systems that learn from data without human input. These systems can consume information, learn from it and react accordingly. 

Machine learning, on the other hand, is a subset of AI that can learn from experience without human input. AI and machine learning can mimic a human’s thinking and learning as they go. 

Predictive analytics 

Predictive analytics can be a powerful tool to leverage data. But what is it exactly? In plain English, it simply extrapolates data from audiences to predict what they will do in the future. Some of the biggest companies in the world use predictive analytics to gain a deeper understanding of their customers. Ultimately it gives them a competitive edge but more importantly, it creates more loyal customers. The illustration below shows how it works. 

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The more data you collect, the more accurate the predictive analytics will be. You can create better results and more qualified leads by refining your algorithms. If you run a complex marketing campaign, predictive analytics modelling will give you an estimated outcome of your campaigns success. 

Analysing sentiment 

Sentiment analysis uses Natural Language Processing NLP to detect an individual’s emotional response to something. Marketers mainly use it on social media to measure responses to branded content. 

NLP basically measures how an audience feels. First developed in the 1950s, it enables machines to respond to voice and text messages much as humans do. It even mimics intent and sentiment. Marketers can tweak and adapt their content and tactics by looking at the insights of campaigns. Check out BrandsEye, it measures brand sentiment with both NLP and the crowd. 

Social listening 

Social listening monitors social media in real-time. It provides insight into consumer feelings around products. It’s a great way to measure brand sentiment to help improve content. Another application is to use social listening to measure what your competitors are up to and how people feel about them. You then apply the  insights to your marketing efforts, be it email campaigns or product descriptions, you’ll see conversions climb. Social listening will also tell you which products are in demand and which ones need improving. 

Content creation 

Recently an AI-generated artwork won first prize at the Colorado State Fair Competition. Artists were pissed, to say the least. The image was created with Midjourney, a research lab that uses AI to create images from textual descriptions. According to criticism on Twitter, it heralds the end of the creative workforce that includes design and copywriting. It may well be. While the jury is out, you can use AI to personalise content for your customers. Personalised landing pages, blogs, email campaigns and products are all examples of how AI can personalise at scale. Something that will take a human workforce days, if not months, to do.  

Content optimisation 

We’re all familiar with SEO and how it has impacted content optimisation. The AI-powered tool, Surfer SEO, analyses data points in the SERP and analyses top results to provide optimisation guidelines. It will also tell you how optimised a blog post is. Tools like this will help you improve your SEO strategy to create better content that stands out. 

Data analytics and insights 

The ultimate way to benefit from AI and machine learning is using them in your data analytics. You can gain greater insight into your audience to run more targeted campaigns, improve your SEO efforts and increase customer engagement. AI also provides greater insight into the customer experience. It means you can gain insight into critical patterns in user behaviour. Practically it means: 

  • You can see what brought a visitor to a page on your site 
  • You can understand which pages visitors come back to again and again 
  • You can see which part of an article consumers read the most 

Putting your insights into practice, will help you create better content that optimises, engages and ultimately sells. 

In short, AI and machine learning will help you understand your customers better to create more effective campaigns. 

Speak about effectiveness. After customers have consumed your content, visited your website and decided to buy your product, you need a payment solution that works. Speak to Truevo if you’re not a merchant already. We’d love to convert content into sales with you.

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