From segments to signals: The rise of machine learning

Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

The beginning of the end of personalisation as we know it

We are just at the start of a period of epic disruption of the entire marketing ecosystem by machine learning. It is starting in digital performance advertising, but it will work its way up through the marketing and advertising ecosystem. It will replace the need for targeting, segmentation and manual optimisation in the near horizon and then eventually it will be at the heart of the creative process. It...

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