The Business APAC HR Tech Exclusives of 2019 March 2019 | Page 39

understand their target audience better. Plus, it takes to a
new level of accuracy and speed for contextual content,
marketing automation which includes cross-channel
marketing campaigns and leads scoring, personalization,
and sales forecasting. Now, let us try to understand how
machine learning is shaping the digital marketing industry:
Predictive analysis for generating precise leads and
results
Predictive analysis is simply the use of data, statistical
algorithms, and techniques of machine learning to
determine the likelihood of future conclusions based on
data history. If predictive analysis blends with machine
learning, it will make salesperson life much easier. Machine
learning models a neural network according to the required
predictions. For instance, to model a neural network for
financial institutions, which predicts debtor risk, a recurrent
neural network (RNN) can be used. Further, while in
businessapac.com
39
practice to develop precise predictions, the neural system
will require a huge amount of data sets of previous debtors.
The inputs can be age, gender, current debt, income etc.
Such predictive analysis backed by machine learning can be
used in the ranking of prospects or lead scoring. Likewise,
the models generated through the expert system can be
trained to rank prospects or leads based on some criteria
defined by the sales team as qualified buyers. As a result,
the sales team can focus on the positive leads. In this way,
marketers can save considerable time and resources as well
as increase their sales.
An intelligent chatbot for improving the customer
experience
Many organizations are using chatbots for enhancing the
customers’ experience. Combined with machine learning,
chatbots make the process of automating responses even
Mar. 2019