Using Machine Learning to Grow Business!

Dell and Harley Davidson

Machine Learning… Another buzz word that does not just seem to stay away from your ears yet. A lot of researchers have been working on this for around half a decade now. Companies have been using ML for their businesses too, after recognizing what ML can do.

Dell

One of the leaders in technology, Dell, provides hardware and software solutions to individuals, companies and communities across the globe.

Since data is a core part of Dell’s hard drive, their marketing team needed a data-driven solution that supercharges response rates and displays why certain words and phrases outperform others.

Dell partnered with Persado, the world’s leading technology in AI and ML generated marketing creative, to harness the power of words in their email channel and garner data-driven analytics for each of their key audiences.

As a result of this partnership, Dell noticed a 50% average increase in CTR and a 46% average increase in responses from customers. It also generated a 22% average increase in page visits and a 77% average increase in add-to-carts. After their success and learnings with email, Dell wanted to elevate their entire marketing platform with Persado. Dell now uses ML to improve the marketing copy of their promotional and lifecycle emails, Facebook ads, display banners, direct mail, and even radio content.

Dell is an example of how a business can use ML to improve email channel and garner data-driven analytics.

Harley Davidson

The place we are in today is where it is difficult to break through traditional marketing. For a business like Harley Davidson NYC, Albert (an artificial intelligence-powered robot) has a lot of appeal.

Powered by machine learning and artificial intelligence, robots are writing news stories, working in hotels, managing traffic, and even running McDonald’s.

Albert can be applied to various marketing channels including social media and email. The software predicts which consumers are most likely to convert and adjusts personal creative copies on its own.

Harley Davidson is the only brand to make use of Albert. The company analyzed customer data to determine the behavior of previous customers whose actions were positive in terms of purchasing and spending more than the average amount of time on browsing through the website. With this information, Albert created segments of customers and scaled up the test campaigns accordingly.

Results show that Harley Davidson increased its sales by 40% with the use of Albert. The brand also had a 2,930% increase in leads, with 50% of those from high converting ‘lookalikes’ identified by artificial intelligence and machine learning.

Harley Davidson is an example of how a business can use ML for analysis of customer data to determine behavior.

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