Machine Learning for Marketing

A tale of using artificial intelligence
to improve marketing visibility and outcomes

Once upon a time…

a social marketing and content production company wrote all kinds of copy for their clients.   Their clients were large and small companies that needed thoughtful people to write for them.

Every day…

they wrote posts on Facebook, Twitter, and LinkedIn. They also wrote white papers, blog posts, and full-length articles with interviews. 

One day…

they realized that they needed a more effective way to create content for their clients on social media.  The number of “likes” and “shares” were not as high as they wanted to provide for their clients.

Because of that…

we suggested a machine learning approach to social media content production.  What if we could look at a lot of social media posts and automatically assess what makes a popular post?  We could help them make better content for their clients by having a clear understanding of how people respond.

And because of that…

we created a set of tools that collected millions of social media posts in many different industries.  We then applied BigData and Machine Learning algorithms to create models of the kinds of posts that are successful.  We automatically looked at many different attributes, like the number of words, posting time-of-day, whether the post contained pictures or videos, and what day of the week. And, because the target is moving, the tools we created looked at changes over time.

Until finally…

our client has much better visibility into optimizing their posts for the best impact.  They are also able to share that data with their clients for better client satisfaction.