Marketers by now know machine learning has made an impact on marketing personalization efforts. Machine learning includes personalization use cases in the areas of lookalike modeling, churn analysis, cross-sell/upsell analysis and many others, according to a Forrester report last year on machine learning’s future. “Machine learning powers targeted ads, personalized content, song recommendations, and Amazon Alexa,” Forrester lead researchers Mike Gualtieri, Brandon Purcell and Kjell Carlsson wrote in the report. “The internet giants are all-in on machine learning because it is the only way for them to satisfy hundreds of millions of users with smart, personalized services.
