[{"data":1,"prerenderedAt":627},["ShallowReactive",2],{"blog-en-can-tv-become-a-performance-channel":3,"related-en-can-tv-become-a-performance-channel":182},{"id":4,"title":5,"author":6,"body":7,"category":6,"description":13,"extension":166,"image":167,"isToc":168,"langAlt":6,"meta":169,"metaDescription":6,"navigation":170,"path":171,"published":170,"publishedAt":172,"readingTimeMinutes":173,"readingTimeText":174,"relatedArticles":175,"seo":178,"stem":179,"teaser":180,"updatedAtCustom":6,"__hash__":181},"blog_en\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel.md","Can TV become a performance channel?",null,{"type":8,"value":9,"toc":153},"minimark",[10,14,17,29,32,35,40,43,65,70,73,77,80,84,87,91,94,97,101,104,108,111,118,122,127,133,136,147],[11,12,13],"p",{},"One of the goals of the performance part of a TV campaign can be to attract more potential customers and raise the website traffic, in other words, to take action. You can then target these customers via remarketing and other digital channels. Thus, TV advertising can bring new customers to your site that you haven't yet managed to reach online.",[11,15,16],{},"This effect can be measured as traffic on your website or the company name search results on the internet increase within a few minutes or seconds after your ad is broadcasted, compared to regular traffic.",[18,19,20],"blockquote",{},[11,21,22],{},[23,24,25],"strong",{},[26,27,28],"em",{},"Three-quarters of TV viewers watch their favorite show with a \"second screen\" in their hands, mobile or tablet, and often see advertised sites after watching ads.",[11,30,31],{},"It means looking at TV advertising from a different perspective - you do not want to broadcast it to as many viewers as possible but to the viewers who will respond to it.",[11,33,34],{},"In a regular TV campaign evaluation, you can see if several members of the target audience saw the ad, remembered it, and liked it. If you look at the broadcast spot in terms of performance, you can measure its immediate effect on all viewers by analyzing site traffic. This way, you can optimize the ad itself and its placement in the broadcast.",[36,37,39],"h2",{"id":38},"how","How?",[11,41,42],{},"Three complex steps can be harder to take than it might seem. Each step involves smaller steps.",[44,45,46,50,53,56,59,62],"ol",{},[47,48,49],"li",{},"Evaluate your previous campaigns",[47,51,52],{},"Consult with experts to increase your strengths",[47,54,55],{},"Test and then evaluate different TV channels",[47,57,58],{},"Compare different lengths and versions of spots",[47,60,61],{},"Split your budget into multiple sections and run your campaign one at a time",[47,63,64],{},"Create a clear “call-to-action” message",[66,67,69],"h3",{"id":68},"_1-evaluate-your-previous-campaigns-to-see-which-channels-shows-and-broadcast-times-delivered-the-highest-response","1. Evaluate your previous campaigns to see which channels, shows, and broadcast times delivered the highest response",[11,71,72],{},"Track short-term traffic increases (peaks) during the time your ad airs. You need to know the normal daily traffic first and compare it to these peaks. The advanced statistical computing and comparison of before and after campaign state uncover, which ads, showtimes, or TV channels work the best. The results can be truly dramatic. TV Ad analysis can be a very powerful tool for further investment.",[66,74,76],{"id":75},"_2-consult-with-your-media-agency-to-increase-your-strengths","2. Consult with your media agency to increase your strengths",[11,78,79],{},"Redistributing the budget from inefficient (cost \u002F visit-acquisition) ads to those that drive more traffic increases ROI. Thanks to the correlation between the short-term and long-term effects of TV advertising, the marketing investment in the short-term effect of advertising will positively reflect on the brand. However, solely relying on official statistics and people meter measurements usually don’t provide informative value for your campaign, sufficiently. When a million people see your ad in news, ten come to your site. The same ad that airs in the afternoon in a music show can receive 100 visits and 10 conversions. Although the first spot was predicted to have a better effect, the second spot proved to be better in terms of performance.",[66,81,83],{"id":82},"_3-test-different-tv-channels-or-broadcast-times-and-evaluate-which-were-the-most-successful","3. Test different TV channels or broadcast times and evaluate which were the most successful",[11,85,86],{},"Often the results are very surprising. Unusual formats and times can bring unexpectedly positive outcomes. Even if testing your TV ads on a focus group, it may happen that its perception will be very different from reality and larger target groups. Thus, do not be afraid to advertise, for example, cosmetics in between a show on cars, perhaps you will find that car drivers like to buy gifts for their wives and are grateful for any help.",[66,88,90],{"id":89},"_4-compare-different-lengths-and-versions-of-spots","4. Compare different lengths and versions of spots",[11,92,93],{},"Different spots can have dramatically different response rates. Viewers respond differently to ads placed in shows and in between two shows. Some TV spots have a significantly higher response when broadcasted after the show, and some excel when placed directly into an advertising break within a single show. There can also be a big difference if the spot is placed first, within the series of the advertisement, or as the last one.",[11,95,96],{},"Keep in mind that your perception of the spot will probably be different from the way an ordinary viewer understands it. You, your team, and your agency know the product or service in detail. The main testing, quantitative research, will be conducted during the broadcast. There you will be able to measure very precisely how appropriate each ad type is for the target group, whether the short or long version of the spot works better. When evaluating, consider also other parameters: day of the week, holiday, holiday in the region, championship match on another channel.",[66,98,100],{"id":99},"_5-split-your-budget-into-multiple-sections-and-run-your-campaign-one-at-a-time-to-adjust-the-layout-over-time","5. Split your budget into multiple sections and run your campaign one at a time to adjust the layout over time",[11,102,103],{},"Try to distribute your campaign in several waves, analyzing the results over time, and using the insight from one wave to optimize the next. It can help to optimize your campaign, reach higher performance, and increase ROI.",[66,105,107],{"id":106},"_6-significant-call-to-action-doubles-viewer-response-in-the-form-of-site-visits-and-searches","6. Significant \"call to action\" doubles viewer response in the form of site visits and searches",[11,109,110],{},"People mostly relax while watching TV. Therefore, if you want a TV campaign to be productive, your message should be crystal clear. Explicit instruction for what people should do will grow the response 80-100%. Sell ​​your old phone, buy our goods, order a service, register now! Make it easy for viewers to make decisions and tell them what you want them to do. It is much easier for them to respond to advertising. This “performance” part of the TV ad can very elegantly complement a brand-focused message. Out of curiosity, think about how many TV ads you see actually meet this rule?",[11,112,113],{},[114,115],"img",{"alt":116,"src":117},"","\u002Fupload\u002Fexperimentmeasureevaluate.svg",[36,119,121],{"id":120},"conclusion","Conclusion",[11,123,124],{},[23,125,126],{},"Experiment. Measure. Evaluate. This is the only way to get the best results.",[11,128,129,130],{},"After each broadcast of the spot, compare its performance with the previous ones. If it worked exceptionally well, try repeating the constellation to see if you can replicate the success. You pay the same attention to flops. Which of the parameters had the main influence on the fact that only a few dozen visits came after the broadcast? ",[23,131,132],{},"Define, test, and turn TV advertising into a performance channel.",[11,134,135],{},"Start-ups that have started running TV advertising after maxing out their online marketing channels are challenging this “it is not possible” attitude. Especially e-commerce players and other online transaction-focused companies, such as online gaming companies, can track the immediate impact of a TV ad through their websites.",[11,137,138,139,146],{},"Evaluate your TV Ad and get the most out of with. We have analyzed many TV spots and were able to provide valuable insights to improve TV ads and support better decisions for the next campaigns. The ",[140,141,145],"a",{"href":142,"rel":143},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Ftv-advertising-effectiveness\u002F",[144],"nofollow","analysis"," is beneficial on many different levels, and depending on the purpose of the campaign, the analysis provides valuable insights and supports better decisions for future campaigns to achieve more effective marketing and better performance.",[148,149,152],"action",{"link":150,"button":151},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\nContact us and improve your sales from your TV spots.\n",{"title":116,"searchDepth":154,"depth":154,"links":155},2,[156,165],{"id":38,"depth":154,"text":39,"children":157},[158,160,161,162,163,164],{"id":68,"depth":159,"text":69},3,{"id":75,"depth":159,"text":76},{"id":82,"depth":159,"text":83},{"id":89,"depth":159,"text":90},{"id":99,"depth":159,"text":100},{"id":106,"depth":159,"text":107},{"id":120,"depth":154,"text":121},"md","\u002Fupload\u002Ftvmeasurement-li-banner.webp",false,{},true,"\u002Fen\u002Fblog\u002Fcan-tv-become-a-performance-channel","2020-06-24T12:00:00.000+00:00",6.145,"7 min read",[176,177],"content\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md","content\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md",{"title":5,"description":13},"en\u002Fblog\u002Fcan-tv-become-a-performance-channel","Television advertising is not only brand awareness activity. Our analysis uncovers that TV Ad supports digital advertising, paid and unpaid channels very well and contributes to improved efficiency. One part of the advertising effect remains branded, yet the other creates some measurable performance.","Fgty4mD-e9Knxmu8d9Y1JrfOBJ3UnC4o0JOxypMPZRo",[183,376],{"id":184,"title":185,"author":6,"body":186,"category":363,"description":116,"extension":166,"image":364,"isToc":168,"langAlt":6,"meta":365,"metaDescription":6,"navigation":170,"path":366,"published":170,"publishedAt":367,"readingTimeMinutes":368,"readingTimeText":369,"relatedArticles":370,"seo":372,"stem":373,"teaser":374,"updatedAtCustom":6,"__hash__":375},"blog_en\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","Getting the most out of Permission Marketing",{"type":8,"value":187,"toc":350},[188,192,195,199,202,206,217,221,242,246,253,260,264,275,279,290,294,299,302,306,309,313,316,320,327,329,332,347],[36,189,191],{"id":190},"defining-permission-marketing","Defining permission marketing",[11,193,194],{},"Permission marketing is based on customers' anticipation, personalization, and relevancy to build lasting customer relationships, and lead successful campaigns through utilizing customers' consent. The concept was introduced by Seth Godin, who discovered that successful marketing campaigns succeed because of seeking customer's consent. As a non-traditional marketing approach (opposed to direct or interruption marketing) it contributes vitally to your overall brand image.",[36,196,198],{"id":197},"interruption-marketing","Interruption marketing",[11,200,201],{},"On the contrary, interruption marketing is a well-known and heavily practiced type of marketing messaging that customers did not ask to receive. With new privacy laws it is now being pushed back, however, there are still some popular examples such as radio ads, video ads, billboards, flyers, that might be disturbing to the customers. This approach is quick, can target large audiences at once, and can be a fast way to increase temporary sales, yet it is perceived too pushy and the retention is quite low. On the other hand, permission marketing is respectful toward the customer’s privacy, emphasizing the relationship value.",[36,203,205],{"id":204},"benefits-of-permission-marketing","Benefits of permission marketing",[11,207,208,209,212,213,216],{},"Permission marketing, in its true application, provides more benefits than one might think. ",[23,210,211],{},"Targeting only interested groups"," of customers lowers marketing costs, boosts the engagement, and subsequently increases conversion rates, hence not wasting resources on those, who find their interest elsewhere, or prefer different offers. Besides, it ",[23,214,215],{},"also demonstrates an ethical form of marketing",". Thus it mostly helps to build lasting relationships based on trust, resulting in positive customer lifetime value.",[66,218,220],{"id":219},"the-main-benefits-of-actively-using-consent-management-are","The main benefits of actively using consent management are:",[222,223,224,227,230,233,236,239],"ul",{},[47,225,226],{},"Visibility to interested groups, right audience",[47,228,229],{},"Increased customer engagement",[47,231,232],{},"Growing conversion rates",[47,234,235],{},"Increased retention and loyalty",[47,237,238],{},"Strong relationships built on trust",[47,240,241],{},"Better customers lifetime value",[36,243,245],{"id":244},"customers-intent-is-an-opportunity","Customers’ intent is an opportunity",[11,247,248,249,252],{},"Many companies have already adopted, or at least tried, some form of permission marketing. Since the enforcement of various data privacy regulations, e.g. GDPR or CCPA, companies are now obliged to ask permission to use their customers' data, respect their privacy while using the data, and extend the right to opt-out. When the regulations were introduced, the majority of the organizations perceived them as an unnecessary business obstacle, excessive costs, something that would decelerate their marketing and communication efforts. ",[23,250,251],{},"Choosing to look at it as a threat, is a wasted opportunity."," In our experience, changing the perception and incorporating permission marketing into marketing activities is much more beneficial than only being aligned with the law without further thinking.",[11,254,255,256,259],{},"Leveraging, what customers have to say about their interests, is a ",[23,257,258],{},"competitive advantage"," in every industry, especially in such an oversaturated market of online shopping. However, there is much more to it than just choosing yes or no.",[36,261,263],{"id":262},"right-approach","Right approach",[11,265,266,267,270,271,274],{},"The key is to ",[23,268,269],{},"present more granular"," choices of opting-in. From the customer point of view, having only two extreme options might invoke the negative one in order to avoid constant marketing 'invasion' from all sides. Eventually causing a lose-lose scenario. Whereas being able to choose, for example, channels, frequency, and specific offers will ",[23,272,273],{},"ease the pressure",", in addition to helping them find what they really want.",[36,276,278],{"id":277},"let-your-customers-know-that-you-care","Let your customers know that you care",[11,280,281,282,285,286,289],{},"The results from our research uncover that customers prefer to have control over the settings, be able to choose what they want to be communicated and how often. The customers appreciate being asked about their interests. It demonstrates that the company notices them as individuals and care for them. ",[23,283,284],{},"Just the question itself increases the probability of the purchase,"," for example, when asking a customer if they plan to buy a car, instead of not asking it. Continually working with their preferences, being able to detect when it changes, and immediately considering it, ",[23,287,288],{},"positively impact their attitude toward the brand"," and the company. The initial investment is small compared to the overall increased revenues. The outcome can be visible soon after the first steps, whereas the effect is long-term.",[36,291,293],{"id":292},"permission-marketing-best-practices","Permission marketing best practices",[295,296,298],"h4",{"id":297},"clear-instructions","Clear instructions",[11,300,301],{},"One of the first steps toward effective permission marketing is transparency and clear communication. Let your customers know how and where they can consent or opt out when they change their preferences.",[295,303,305],{"id":304},"tell-them-your-intentions-upfront","Tell them your intentions upfront",[11,307,308],{},"Customers will appreciate knowing, how often you will contact them, what topics you will present. It helps them decide what is relevant and what they like.",[295,310,312],{"id":311},"preference-management","Preference management",[11,314,315],{},"Let the customer choose the right option or the combination of marketing communication, for example weekly or bi-weekly. They might feel overwhelmed or want to be contacted differently, they may change their preferences, and providing them with space where they can do so helps the business to target the relevant audience and the customers to find what they need.",[36,317,319],{"id":318},"effective-management","Effective management",[11,321,322,323,326],{},"Although permission marketing seems easy, setting it up correctly and harvesting the most out of it from the beginning can be quite challenging. The crucial part of the process is ",[23,324,325],{},"collecting the necessary permissions via marketing automation",". However, the differentiation lays in managing it all effectively.",[36,328,121],{"id":120},[11,330,331],{},"Permission marketing brings many benefits not only to the customers but it certainly strengthens the relationships between them and the brand. Implementing this approach ensures customer loyalty and increases customer lifetime value. Privacy is not a threat, it is an opportunity to get to know your audience better and deliver relevant content with appreciated communication.",[11,333,334,335,342,343,346],{},"The good news is you do not have to tackle it by yourself. We have solved many similar problems for our clients by implementing ",[140,336,339],{"href":337,"rel":338},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Fwecoma\u002F",[144],[23,340,341],{},"Wecoma",", our Web Consent Management product, which is principally developed to adjust the company's permission settings. ",[23,344,345],{},"Wecoma creates new opportunities for marketing strategy."," This product advances not only web marketing, but also emailing, mails, text messages, and other forms of communication.",[148,348,349],{"link":150,"button":151},"\nTo understand more deeply, how this marketing approach can help your business to grow, get in touch with us today!\n",{"title":116,"searchDepth":154,"depth":154,"links":351},[352,353,354,357,358,359,360,361,362],{"id":190,"depth":154,"text":191},{"id":197,"depth":154,"text":198},{"id":204,"depth":154,"text":205,"children":355},[356],{"id":219,"depth":159,"text":220},{"id":244,"depth":154,"text":245},{"id":262,"depth":154,"text":263},{"id":277,"depth":154,"text":278},{"id":292,"depth":154,"text":293},{"id":318,"depth":154,"text":319},{"id":120,"depth":154,"text":121},"Products","\u002Fupload\u002Fpermmision-marketing-article-cover.webp",{},"\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","2020-04-29T12:00:00.000+00:00",5.215,"6 min read",[371,176],"content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md",{"title":185,"description":116},"en\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","Sending nicely prepared newsletters to inform about new products and great offers continuously, yet still reaching low engagement and unsatisfactory conversion rate? Well, the problem might be in not embracing your customers' intent.","bFNH-LcP3x15yvAs2-eodhnqFaofgL5WGYgxxILgbVc",{"id":377,"title":378,"author":6,"body":379,"category":614,"description":383,"extension":166,"image":615,"isToc":168,"langAlt":6,"meta":616,"metaDescription":6,"navigation":170,"path":617,"published":170,"publishedAt":618,"readingTimeMinutes":619,"readingTimeText":620,"relatedArticles":621,"seo":623,"stem":624,"teaser":625,"updatedAtCustom":6,"__hash__":626},"blog_en\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md","Machine Learning in Marketing Practice",{"type":8,"value":380,"toc":602},[381,384,387,391,394,398,401,421,424,427,432,436,439,442,446,451,477,480,483,494,503,506,509,514,517,522,529,533,536,540,543,546,551,555,558,566,569,574,578,581,584,589,593,596,599],[11,382,383],{},"While businesses are beginning to fully realize the potential of Machine Learning (ML), building ML models requires advanced data science skills and is a very tedious and time-consuming process. Automated ML focuses on improving the productivity of data scientists by recommending good ML models in a very short period of time and enabling data analysts, BI professionals, developers, and domain experts to build ML models without understanding the complexity of feature engineering, algorithm selection, and hyperparameter tuning. During a three-hour-long session, we highlighted several Machine Learning technologies and automated capabilities, to help understand the value it provides.",[11,385,386],{},"At the very beginning, we overviewed interesting and innovative technologies and applications of AI, mostly on the theoretical level, and gave a good introduction to the following practical presentations given by our Marketing Data Science experts.",[36,388,390],{"id":389},"part-1-azure-machine-learning","Part 1 | Azure Machine Learning",[11,392,393],{},"The first practical part of the workshop focused on Azure Machine Learning (AML). A short tool overview was followed by a business case of how to use ML to effectively motivate customers with discounts taking into consideration that some customers do not need to be given discounts, which in the end can bring significant savings.",[66,395,397],{"id":396},"introducing-azure-machine-learning","Introducing Azure Machine Learning",[11,399,400],{},"Azure Machine Learning is a tool developed by Microsoft providing a comprehensive solution for managing the whole process of creating machine learning models. This tool provides an option to create ML models for various professional levels:",[222,402,403,409,415],{},[47,404,405,408],{},[26,406,407],{},"Notebooks"," for data scientists who love coding in Python\u002FR",[47,410,411,414],{},[26,412,413],{},"Designer"," for analysts with knowledge of modeling process",[47,416,417,420],{},[26,418,419],{},"Automated ML"," option is useful especially for marketers and managers",[11,422,423],{},"It is possible to create models based on “standard” structured tabular data and also custom algorithms for text analytics and object recognition based on textual files or pictures. AML supports deployment of the models as a web service which is easily approachable via simple REST API or as a batch service for batch modeling within databases. Powerful computing ensures quick response, stability, and high accessibility.",[11,425,426],{},"AML covers the whole process of creating ML models:",[11,428,429],{},[114,430],{"alt":116,"src":431},"\u002Fupload\u002Fml-process.webp",[66,433,435],{"id":434},"business-case-optimizing-discount-popup","Business Case - Optimizing discount popup",[11,437,438],{},"One of our clients has an e-shop with apparel. They decided to run a campaign to motivate visitors to make a purchase on their website by offering them a 10% discount via a popup message when visiting the e-shop.",[11,440,441],{},"The current solution was not effective as it did not differentiate between various types of intents visitors could have and treated them equally. This led to a loss of interest resulting in loss of money!",[295,443,445],{"id":444},"more-efficient-solution-with-machine-learning","More efficient solution with Machine Learning",[11,447,448],{},[23,449,450],{},"Before:",[222,452,453,459,465],{},[47,454,455,458],{},[26,456,457],{},"Visitor A"," visited the website to see some inspiration and check offers. They were not interested in purchasing anything at that moment and they actually did not buy anything in the end (red cross). It would be more suitable to engage them via some inspirational content.",[47,460,461,464],{},[26,462,463],{},"Visitor B"," visited the web page after some investigation of its offer on product comparators, however, they were still hesitating. The discount stimulated them to purchase the shoes they always wanted.",[47,466,467,470,471,474],{},[26,468,469],{},"Visitor C"," visited the website with a clear intent to buy a specific product, they would buy regardless of the discount. In the end, they bought the product with a 10% discount. This is an additional cost for the e-shop.",[472,473],"br",{},[114,475],{"alt":116,"src":476},"\u002Fupload\u002Fbefore-ml-model.webp",[11,478,479],{},"The goal of the ML model is to make the popup content more efficient by predicting customers’ intent. To do so, visitors are divided into four groups based on the decision process funnel and the probability of their intent.",[11,481,482],{},"Each group receives personalized content in the popup. This solution can save money by not offering a discount to those visitors who would purchase the product anyway and moreover it moves down through the funnel all visitors that are in earlier stages of the decision process.",[11,484,485,486,489,490,493],{},"Visitors recognized as in the ",[26,487,488],{},"“Attention”"," stage with conversion probability below 25% are provided with inspirational content, increasing their engagement and moving them towards the ",[26,491,492],{},"“Interest”"," stage",[11,495,485,496,498,499,502],{},[26,497,492],{}," or “Desire” stage with conversion probability between 25% and 75% are offered a newsletter subscription which will tell them more about specific products and increase their motivation to move to the final ",[26,500,501],{},"“Action”"," stage.",[11,504,505],{},"Visitors recognized as in the “Action” stage with conversion probability between 75% and 90% are provided with a 10% discount voucher to motivate them to finish the conversion process.",[11,507,508],{},"Visitors recognized as in the “Action” stage with a conversion probability of over 90% are not provided with any offer, the model expects they would convert anyway, and no additional stimulation is needed.",[11,510,511],{},[114,512],{"alt":116,"src":513},"\u002Fupload\u002Ffunnel.webp",[11,515,516],{},"This particular model was trained on exemplary data of customers and their behavior on the web (from what channel they approach the website, what was the landing page, if they ever purchased something etc.).",[11,518,519],{},[114,520],{"alt":116,"src":521},"\u002Fupload\u002Fafter-ml-model.webp",[11,523,524,525,528],{},"After the deployment of the model, each user is provided with suited content leading to a ",[23,526,527],{},"30% profit increase"," and an escalated number of visitors moving through the decision process towards the action.",[36,530,532],{"id":531},"part-2-azure-databricks","Part 2 | Azure Databricks",[11,534,535],{},"The second practical part of the workshop concentrated on Azure Databricks. As an introduction, we went over the tool overview and continued with two business cases: effective product recommendation and optimizing smart bidding.",[66,537,539],{"id":538},"introducing-azure-databricks","Introducing Azure Databricks",[11,541,542],{},"Azure Databricks is an Azure service providing a very broad spectrum of possible uses. Serving people from many data-utilizing areas, it can process data from a wide range of sources and can output results into many other services. Incorporating the Apache Spark for data processing, Azure Databricks is constructed for simple and optimized use of big data.",[11,544,545],{},"Another main advantage of Databricks is allowing cooperation even at the same time and within the same notebook which is further enhanced by the support of multiple programming languages (Python, Scala, R, SQL, Java). The security is ensured by role-based access and integration of Azure Key Vault service for safe work with sensitive information. The usefulness of Azure Databricks is illustrated in two selected cases below.",[11,547,548],{},[114,549],{"alt":116,"src":550},"\u002Fupload\u002Fimage.webp",[66,552,554],{"id":553},"business-case-product-ranking","Business Case - Product ranking",[11,556,557],{},"Due to a generally high number of product pages, e-shops need to sort their products to ensure that customers do not need to search through many pages before finding the most favorite pieces. There are several ways to approach sorting which can be selected based on the company's needs and data availability.",[222,559,560,563],{},[47,561,562],{},"Sorting based on a single metric, like impressions and conversions would lead to fixing the same products on the top of the list and thus driving away bored customers. Therefore, when sorting based on product parameters, it is important to include other metrics, like past trends and profit margin to respond to trends and to optimize based on profit.",[47,564,565],{},"Alternatively, sorting can be personalized based on either related products to those a customer has already viewed or related customers by offering products they have shown interest in. Personalization may provide more tailored recommendations but requires significantly more data and more time and space for computation. By incorporating Azure Databricks into your solution you have the benefit of optimized big data processing along with the possibility to process data in real-time.",[11,567,568],{},"To evaluate the selected sorting of products, the A\u002FB test allows you to compare two groups of randomly divided customers which helps you to avoid interpreting the evaluation without mistaking the effect of improved sorting with unrelated external influence. If the first version of product ranking is successful (as is visible on the result from the A\u002FB test below), the continual improvement and subsequent testing can proceed.",[11,570,571],{},[114,572],{"alt":116,"src":573},"\u002Fupload\u002Fgraph.webp",[66,575,577],{"id":576},"business-case-improving-google-ads-smart-bidding-algorithm","Business Case - Improving Google Ads Smart Bidding Algorithm",[11,579,580],{},"The smart Bidding Algorithm for Google Ads is optimizing advertisement strategy by investing in ads that bring more profit. For this optimization, the algorithm needs to have correct and timely information about the profits from orders. However, this is often a problem e.g. due to returned orders or due to buying the products to store only after a customer has paid for them. For this reason, the Smart Bidding Algorithm calculates with revenues, assuming the simple constant margin and constant return rate for all products. This can be improved by predicting the profits - either using a complex model for the profit or separating profit into a multiplication of revenue, margin, and return rate where revenue is known, average margin can be taken from the database, and return rate can be predicted using a binary model.",[11,582,583],{},"Azure Databricks helps you combine the necessary data both from real-time streams and a regularly updated database. Predicted profits are loaded into Google Ads so that Smart Bidding Algorithm can improve the advertising in the browser and bring more customers and more future profit.",[11,585,586],{},[114,587],{"alt":116,"src":588},"\u002Fupload\u002Fgoogleads-smart-bidding.webp",[36,590,592],{"id":591},"summary","Summary",[11,594,595],{},"In summary, we showcased three practical uses of Machine Learning in e-Commerce, yet the number of ML applications is far bigger. With an increasing number of different tools providing automated algorithms it is always good to know what your data is flowing through before deciding on a specific option. With Azure, you can not only ensure security, but also it can be very easily connected to cloud storage and other tools that overall create one well-working and inter-connected environment, built for your convenience and, more importantly, increasing customer engagement and returns.",[11,597,598],{},"We have applied similar and many more solutions. Marketing combined with Data Science experience and technical expertise provides us with a competitive advantage to build custom solutions for each project.",[148,600,601],{"link":150,"button":151},"\nLet us know, how we can help you grow.\n",{"title":116,"searchDepth":154,"depth":154,"links":603},[604,608,613],{"id":389,"depth":154,"text":390,"children":605},[606,607],{"id":396,"depth":159,"text":397},{"id":434,"depth":159,"text":435},{"id":531,"depth":154,"text":532,"children":609},[610,611,612],{"id":538,"depth":159,"text":539},{"id":553,"depth":159,"text":554},{"id":576,"depth":159,"text":577},{"id":591,"depth":154,"text":592},"Company","\u002Fupload\u002Fmachine-learning-marketing-banner.webp",{},"\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice","2020-10-07T01:49:55.000+00:00",8.2,"9 min read",[622],"content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md",{"title":378,"description":383},"en\u002Fblog\u002Fmachine-learning-in-marketing-practice","A few months ago, we organized an online workshop on the practical use of Machine Learning. We talked about how to open new opportunities with Machine Learning in marketing as well as in other fields.","Sxt_6uoFUTDWOfF7FQ8d1O_IHFvxlepp4_lDBbuCfNU",1789131823093]