Why Owned Machine Learning is essential in online marketing today
Posted: Thu Jan 30, 2025 3:51 am
The machine learning tools from Google and Facebook have fundamentally revolutionized our work in online marketing. Advertising messages can now be delivered to the right user at the right time and in the right place faster and more effectively than ever before. However, the price we as marketers pay for the increased effectiveness is an increased level of dependency and lack of transparency. We put data into smart bidding black boxes and hope for the best. The result is often satisfactory, so that sufficient conversions can be recorded in the next report.
How these ultimately came about is beyond luxembourg phone number data our perspective. But this is precisely where the real value lies. If we want to be successful as a company in the long term, we need exactly this information. As we all know, target group knowledge is power in marketing. If you know which trigger is most effective for which target group, you can effectively focus your resources on it.
For example, Google has been offering a so-called "Bid Strategy Report" for some time, but also mentions that the "top signals" shown are just examples. There is no information on the weighting of the variables against each other. We cannot see what significance, for example, the user signal mobile device has on the conversion probability compared to a certain day of the week or a certain interest.
Bid strategy report in Google Ads , source: searchengineland.com
It feels a bit like driving a self-driving car that doesn't tell us the planned route. We sit back and don't worry about storing knowledge about the optimal route in our brains.
But one day the autopilot fails and we have to get back behind the wheel. The road layout has changed in the meantime. What now? We no longer know the fastest and most effective route to our destination.
What if Google or Facebook pull the plug (or have it pulled) the day after tomorrow?
Could we then say which variables have the greatest leverage on our most valuable target audience?
Could we still say in a well-founded and data-driven manner which target group is the most valuable to us?
This is where it is worth starting and using your own machine learning models to identify high-revenue target groups and leverage effects in advance of a campaign launch.
Our greatest asset as account managers is, unsurprisingly, what Google & Co. desire most.
How these ultimately came about is beyond luxembourg phone number data our perspective. But this is precisely where the real value lies. If we want to be successful as a company in the long term, we need exactly this information. As we all know, target group knowledge is power in marketing. If you know which trigger is most effective for which target group, you can effectively focus your resources on it.
For example, Google has been offering a so-called "Bid Strategy Report" for some time, but also mentions that the "top signals" shown are just examples. There is no information on the weighting of the variables against each other. We cannot see what significance, for example, the user signal mobile device has on the conversion probability compared to a certain day of the week or a certain interest.
Bid strategy report in Google Ads , source: searchengineland.com
It feels a bit like driving a self-driving car that doesn't tell us the planned route. We sit back and don't worry about storing knowledge about the optimal route in our brains.
But one day the autopilot fails and we have to get back behind the wheel. The road layout has changed in the meantime. What now? We no longer know the fastest and most effective route to our destination.
What if Google or Facebook pull the plug (or have it pulled) the day after tomorrow?
Could we then say which variables have the greatest leverage on our most valuable target audience?
Could we still say in a well-founded and data-driven manner which target group is the most valuable to us?
This is where it is worth starting and using your own machine learning models to identify high-revenue target groups and leverage effects in advance of a campaign launch.
Our greatest asset as account managers is, unsurprisingly, what Google & Co. desire most.