There’s been a lot of progress made when it comes to machine learning and marketing.
This is great, because recently, there has been (and continues to be) a widening divide in the marketing analytics industry: increasing privacy regulation vs the ability to gather data.
You’re probably aware that major companies have been fined millions of dollars for mishandling (or even giving away) users’ data.
Now, of course, you may not intend to mishandle or share your users’ data, but it’s occurrences like this that may prompt governments and regulatory bodies, such as the EU (with the GDPR) to create regulations that require us to be more consent-based.
And some of these regulations may pose restrictions to how we use certain data-gathering technologies, such as cookies.
So, this brings us to an emerging milestone.
The article, How Modeling Technology Enhances Your Analytics and Prioritizes Privacy (which is one of the links in the tweet above), discusses some of Google’s advancements in this area.
The best way I can describe it is this way: marketers used to rely on certain types of user data.
But with the increasing emergence of privacy regulations, marketers are restricted in the data they can collect.
This leaves a data gap, because we can’t collect as much as we used to.
So, with machine learning, we can now use predictive data to fill in those gaps.
With this innovative progress, the future of machine learning and marketing looks poised to adapt very well to the increasing privacy restrictions that digital businesses face.
Source: Google Analytics Twitter channel