Marketing analytics stages: Demystifying and deploying machine learning

Leonard J Paas

Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms.

Introduction

Researchers at universities, commercial firms and public organisations, develop, deploy, and evaluate machine learning (ML) algorithms (Balducci and Marinova, 2018; Chapman et al., 1999; Ma and Sun, 2020; Shankar and Parsana, 2022). Although Chapman et al. (1999) propose guidelines for deploying ML models, organisations often fail to consider their analytical capabilities and limitations when making such decisions, leading them to implement overly sophisticated data storage systems or prematurely introduce ML algorithms. Imagine an organisation that makes limited use of data. It is not ready for ML; it would need to build a data warehouse first or purchase external data...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands