You’ve undoubtedly heard quite a bit about marketing powered by machine learning in the last two years. But maybe you’re still a bit mystified by it. Where do you even begin to get your marketing organisation started? Cassie Kozyrkov is the chief decision scientist with Google Cloud, and she’s got an interesting take for marketers who may be overwhelmed by it all.
The first step is to realise the difference between the research side of machine learning and the applied side, she says. It’s sort of like building kitchen appliances vs. cooking at scale. “Just because you know how to build a microwave doesn’t make you a great chef and vice versa.”