https://www.entrepreneur.com/article/338447

We've entered an era in which marketeres are being bombarded by volumes of data about consumer preferences. In theory, all of this information should make grouping users and creating relevant content easier, but that's not always the case. Generally, the more data added to a marketer’s workflow, the more time required to make sense of the information and take action. 

Machine learning is a subset of artificial intelligence. The technology equips computers with the capacity to analyze and interpret data to proffer accurate predictions without the need for explicit programming. As more data is fed into the algorithm, the more the algorithm learns, in theory, to be more accurate and perform better.  If marketers expect to create more meaningful campaigns with target audiences and boost engagement, integrating machine learning can be the tool to unveil hidden patterns and actionable tactics tucked away in those heaping amounts of big data.