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»зкуствен интелект увеличава ефективността на рекламните кампании

ѕовече кликове, трафик и конверсии могат да очакват рекламодателите, ако при планирането на кампаниите се използва изкуствен интелект

от , 30 юни 2017 2 2828 прочитани€,

ѕовече кликове, трафик и конверсии могат да очакват рекламодателите, ако при планирането на кампаниите се използва изкуствен интелект. “ова сочат резултатите от изследване на технологичната компани€ RTB House, откъдето дори заключват, че „интуици€та на опитните маркетинг мениджъри вече не е най-правилната онлайн рекламна стратег舓.

ѕри изследването са били използвани банери от най-успешните минали кампании на търговски марки с добро дигитално представ€не в “урци€, –уси€ и ’оланди€. Ќа т€хна база са били стартирани нови с визии, селектирани от маркетинг директори и такива, избрани от алгоритми, ползващи т.нар. дълбоко учене (deep learning, подразделение на изкуствени€ интелект, което имитира невронните мрежи на човешки€ мозък).


ѕрочетете още: ≈ксперти прогнозират кога AI ще превъзхожда хората във всичко

—лед седмица изследователите са отчели, че самообучаващите се машини разпознават модели на поведение и предвиждат индивидуалните предпочитани€ на потребителите далеч по-добре от хората.  ампаниите, използващи изкуствен интелект са се радвали на 35% повече кликове, 7% повече конверсии и 28% повече трафик.


„„овешката интуици€ просто не може да се бори с решени€та на изкуствени€ интелект. «а милисекунди самообучаващите се алгоритми могат да сегментират аудитори€та, да таргетират изключително точно реклама към всеки отделен потребител и да разберат в реално време промените в потребителското поведение – об€сн€ва  аталин ≈милиан от RTB House. – ќсвен това те изб€гват грешките, които маркетинг специалистите пон€кога взимат на база его, или остар€ла информаци€. ћаркетинг специалистите тр€бва да се довер€т на изкуствени€ интелект, за да са адекватни на бързите промени в рекламната сфера. » само н€колко кампании са достатъчни, за да се вид€т мигновенни резултати.“

ћеждувременно ежегодното изследване на Gartner за маркетинг бюджетите през 2016-2017-а година сочи, че разходите за нови технологии в маркетинг отделите почти са изравнени с тези в »“ отделите, като очаквани€та са през насто€щата година да ги надминат. «аключението на анализаторите е, че маркетингът вече е борба в полето на информатиката.

 ќћ≈Ќ“ј–» ќ“  

 ќћ≈Ќ“ј–»

 
  
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20179.5wengdongdong

“р€бва да сте регистриран потребител, за да коментирате стати€та
"»зкуствен интелект увеличава ефективността на рекламните кампании"



    

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