{"id":13782,"date":"2022-06-05T10:10:22","date_gmt":"2022-06-05T10:10:22","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/machine-learning-examples\/451881\/"},"modified":"2022-06-05T10:10:22","modified_gmt":"2022-06-05T10:10:22","slug":"8-machine-learning-examples-from-brands-to-inspire-digital-marketers-via-sejournal-kaitlynnfrank","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13782","title":{"rendered":"8 Machine Learning Examples From Brands To Inspire Digital Marketers via @sejournal, @KaitlynnFrank"},"content":{"rendered":"
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Machine learning is all the rage but what does it actually look like in practice, as part of a digital marketing strategy?<\/p>\n

You\u2019ve encountered a machine learning strategy if you\u2019ve used a website that recommends products based on previous purchases.<\/p>\n

Machine learning is a facet of artificial intelligence (AI) that uses algorithms to complete specific tasks, such as product recommendations.<\/p>\n

It can achieve a multitude of functions for digital marketers, including:<\/p>\n

Machine learning has been in digital marketing for years.<\/p>\n

In fact, you are using machine learning whenever you use search engines<\/a>.<\/p>\n

While still a new strategy for most, many businesses have begun implementing this technology into their marketing campaigns.<\/p>\n

Below are eight examples of machine learning in digital marketing.<\/p>\n

1. Chase<\/h2>\n

In 2019, the banking giant, Chase Bank, partnered with Persado to help create marketing copy for its campaigns.<\/p>\n

They challenged the AI company to generate copy that yields more clicks \u2014 which they did.<\/p>\n

Examples of the machine learning generated copy are:<\/p>\n

Human copy<\/strong>: \u201cGo paperless and earn $5 Cash Back.\u201d<\/p>\n

Machine-generated copy<\/strong>: \u201cLimited Time Offer: We\u2019ll reward you with $5 Cash Back when you go paperless.\u201d<\/p>\n

Results<\/strong>: AI copy generated nearly double the clicks.<\/p>\n

Human copy<\/strong>: \u201cAccess cash from the equity in your home\u201d with a \u201cTake a look\u201d button.<\/p>\n

Machine-generated copy<\/strong>: \u201cIt\u2019s true \u2013 You can unlock cash from the equity in your home\u201d with a quick \u201cClick To Apply.\u201d<\/p>\n

Results<\/strong>: AI copy attracted 47 applicants a week, while human copy attracted 25 applicants a week.<\/p>\n

Human copy<\/strong>: \u201cHurry, It Ends December 31 Earn 5% Cash Back At Department Stores, Wholesale Clubs.\u201d<\/p>\n

Machine-generated copy<\/strong>: \u201cRegarding Your Card: 5% Cash Back Is Waiting For You\u201d<\/p>\n

Results<\/strong>: AI copy generated nearly five times the unique clicks.<\/p>\n

While the machine-generated copy may have performed better with customers, it\u2019s important to remember that it worked with human copywriters feeding it ideas.<\/p>\n

Together, human copywriters and machine learning can create and optimize copy that resonates.<\/p>\n

2. Starbucks<\/h2>\n

With stores worldwide, Starbucks obtains a lot of data.<\/p>\n

Starbucks can access purchase insights and turn this information into marketing collateral with the Starbucks loyalty card and mobile app. This strategy is called predictive analysis<\/a>.<\/p>\n

For example, machine learning collects the drinks each customer buys, where they buy them, and when they buy them, and matches this with outside data such as weather and promotions to serve ultra-personalized ads to customers.<\/p>\n

One instance includes identifying the customer through Starbucks\u2019 point-of-sale system and providing the barista with their preferred order.<\/p>\n

The app can also suggest new products based on previous purchases (which can change according to weather conditions or holidays).<\/p>\n

Machine learning can take the guesswork out of product recommendations.<\/p>\n

Retail giants like Starbucks have millions of customers, yet they can make each feel like they get personalized recommendations because they can sift through data quickly and efficiently.<\/p>\n

3. eBay<\/h2>\n

eBay has millions of email subscribers. Each email needed engaging subject lines that would cause the customer to click.<\/p>\n

However, delivering over 100 million eye-catching subject lines proved overwhelming to human writers.<\/p>\n

Enter machine learning.<\/p>\n

eBay partnered with Phrasee to help generate engaging subject lines that didn\u2019t trigger spam filters. Additionally, the machine-generated copy aligned with eBay\u2019s brand voice.<\/p>\n

Their results show success:<\/p>\n