How to cluster marketing audiences with k-Means in Machine Learning Share on facebook Facebook Share on twitter Twitter Share on linkedin LinkedIn Clustering audiences is a crucial task in online marketing. It’s the basis for personalized messaging and user experience Make the segment too big and you’ll target too many Read more…
Python commands to import algorithms in Machine Learning Share on facebook Facebook Share on twitter Twitter Share on linkedin LinkedIn One very comfortable thing about Machine Learning is, that we don’t have to write an algorithm from scratch every time. By importing algorithms from libraries we can save tons of Read more…
How to build a keyword-classifier with Machine Learning Share on facebook Facebook Share on twitter Twitter Share on linkedin LinkedIn In this article we will train a model to automatically recognize search-keywords as lower or upper funnel keywords based on historical performance. What we want to know is: Is a term Read more…
The four steps every Machine Learning application takes – even Google’s Share on facebook Facebook Share on twitter Twitter Share on linkedin LinkedIn To learn about Machine Learning sometimes becomes confusing when you don’t know where to start. To make your way you can use the four fundamental steps of Read more…
„Never tell me the odds“ – Han Solo, Empire Strikes Back As a search engine marketing manager you’re working with Google’s ad-algorithm every day. But do you actually know how it is working? It’s worth to take a look behind the machine learning curtain of ad tech. Google, Bing, Facebook Read more…
The currency in Machine learning is data-quality. The more quality we have the better. Sounds logical. But how do we define ‘data-quality’ and how can we integrate it into our Machine Learning model for Search Engine Marketing? 1st party first – But what exactly is 1st party-data? Using a simple Read more…
Google’s auto-bidding-optimization-feature towards certain business-goals, called smartbidding, is a great tool. You can save tons of time and money by automating your bidding. In Google’s own words: Smartbidding helps to “make more accurate predictions across your account”. The flipside is the blackbox you’ve to deal with. You throw something in Read more…
There is a theorem in Machine Learning which says, that a free lunch does not exist. This literally means: there is no model and algorithm which performs best for every problem. Same counts for Google’s Smartbidding solutions. They can be incredibly successful. But it depends heavily on your market, your Read more…
After we’ve collected and cleaned our data, the next step is to build a Machine Learning environment for our purpose and to push the SEM-data into our library. It only needs a few steps to install all the directories and libraries we need. Afterwards you’ll be ready to start with Read more…
Highly underrated but hyper relevant is the second step in the Machine Learning process, called ‚Data Cleaning’. Let’s stick with the goldrush analogy from chapter number one. Even if you search in the right location, what you’ll hold in your hands first, is a lot of mud you’ve to clean Read more…