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The Beauty of Machine Learning (or Trends and Supermodels)

Posted 9 April 2015 2:30 PM by Leonard Johnson

With over 2.5 quintillion bytes of data being generated every day, companies need to develop systems that deliver insight into their data streams. Analytical models must be built, tested and deployed at a faster pace. The challenge: On average, humans can only deliver two good models a week. This is where machine learning comes in. 

With the potential to deliver thousands of models in a week, machine learning could truly transform the practice — and, yes, accuracy, efficacy and ROI — of data analysis.

Machine learning essentially uses algorithms (processes and rule sets) to enable a computer to identify patterns and significant events without being explicitly told where to search data. By iteratively tweaking models, machine learning allows the application of complex mathematical calculations to large sets of data. It’s basically expansive data analysis with minimal manual interaction. And with faster and more comprehensive access to data, machine learning is evolving from a concept only discussed in the halls of academia into a platform deliberated in corporate boardrooms.

Only recently have companies started to shift — and reluctantly at that — from their “Rear View Mirror” approach (i.e., placing a heavy emphasis on past performance). Historically, projections regarding future trends were light on substance. With the processing power available today, models can analyze previous trends using unrealized or ignored variables, predict trends and self-correct with each cycle to gain accuracy. Suffice it to say machine learning will lead to faster and better decision-making. Trends can be more accurately assessed and predicted, and in turn, brands can be more measured and focused — from the ideas they propose and the strategies they implement to the technologies they leverage and dollars they spend.

Examples of machine learning technology include:

> Web search results

> Text-related sentiment analysis in social media

> Recommendation engines

While some in the advertising and marketing world have just started embracing this technology, Moxie is already putting it to work. Our status as a forerunner in development, data platforms and analytics (hey, we’ve even invented some proprietary tools and solutions of our own) is a testament to that. We have a firm handle on this technology and are actively employing it to provide greater value to our clients.

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