The Role of Machine Learning in Digital Marketing

Mr. Mithun, S Ullal and Dr. Iqbal Hawaldar, Thonse and Rashmi, Soni and Mohammed, Nadeem (2021) The Role of Machine Learning in Digital Marketing. Sage Open. pp. 1-12. ISSN 2158-2440

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Abstract

Artificial Intelligence has been under researched. Machines with deep learning abilities can take digital marketing to new heights with their Artificial Intelligence making all the difference. This research aims to identify the outcomes from the study of Indian customer’s responses across varying demographics to machines and their abilities to sell, which will well be the future of digital marketing. We find that software developers need to build the architecture is partnership with digital marketers who use machines with deep learning by taking attitude of the customers, behavior and choices into consideration. This will unlock huge benefits to the companies as accurate information about customers will be easily available to the marketers in future. How the machines are going to perform under various conditions are explained using a causal model using regression models. SPSS version 24 and R software were used for analysing the data and data regarding the customer’s behaviors, their choices and emotions are collected and based on fuzzy-set qualitative comparative analysis (fsQCA) approach how they can be influenced to use the services of the machine, fsQCA is used to compare case oriented and variable oriented quantitative analysis.

Item Type: Article
Uncontrolled Keywords: AI, deep learning, digital marketing, machine learning
Subjects: Departments at MU > Commerce
Depositing User: department of Commerce
Date Deposited: 06 Jan 2022 04:05
Last Modified: 06 Jan 2022 04:05
URI: http://eprints.manipal.edu/id/eprint/158033

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