Machine learning is a form of AI (artificial intelligence), where a system is programmed to automatically learn and improve as it works. In the case of marketing, it is one of the key features of predictive modeling and analytics, where the system uses the data it’s analyzing to continuously improve the modeling and analytics it provides.
Predictive modeling analyzes the characteristics of business or consumer leads to find what characteristics (or signals) correlate with desired behaviors (such as purchasing your product), and then creates and tests a statistical model to assess the probability of future behaviors and outcomes. The model is then used to predict,