What is Deep Learning? Here's Everything Marketers Need to Know
By esantiago@hubspot.com (Erica Santiago)
Artificial intelligence (AI) has been in the spotlight lately as many companies and brands like Zara and H&M incorporate AI into their business models. As a marketer, you may wonder if this is cause for concern. Is AI going to take over our jobs? In reality, AI can actually make marketing easier and more efficient for marketers via deep learning technology.
But what is deep learning? How does it work? And how can it be applied to marketing and sales in your company? Here is everything marketers need to know about deep learning and the helpful role it can play in the marketing industry.
What is deep learning in artificial intelligence?
Machine Learning vs. Deep Learning
Example of Deep Learning in Marketing and Advertising
Training of the Neural Network
How Marketers Can Use Deep Learning
Embracing Deep Learning in Marketing
Similar to how humans learn from experience, the deep learning algorithm performs a task repeatedly, making adjustments each time to improve the outcome. “Deep learning” refers to the neural networks’ vast (deep) layers that enable learning.
Machine Learning vs. Deep Learning
Deep learning is a type of machine learning. Machine learning means computers learn from data using algorithms to think and act without being programmed — in other words, without human intervention. As mentioned earlier, deep learning is about computers learning to think using structures modeled after the human brain.
Machine learning also involves less computing power, while deep learning requires less ongoing human intervention.
Example of Deep Learning in Marketing and Advertising
Let’s say we are an online car dealership, and we want to use real-time bidding (RTB) to buy ad space for our product on other websites for retargeting purposes.
RTB is an automated process that takes place in a short time frame of under 100 milliseconds. When a user visits a website, an advertiser is alerted, and a series of actions determine whether or not that advertiser bids for an ad display.
In RTB, we use software to decide if we want to bid for a particular ad — the software will decide by predicting how likely the website visitor is to buy one of our products. We call that “buying propensity.”
In this instance, we’ll use deep learning to make this prediction. That means our RTB software will use a neural network to predict the buying propensity.
The neural network inside our RTB software consists of neurons and the connections between them. The neural network in the above image has only a handful of neurons.
In this scenario, we want to find out if a certain website visitor is likely to buy a car and if we should pay for an ad to target the visitor. The result will depend on the interests and …read more
Source:: HubSpot Blog
