Deep learning, or the subfield of machine learning that uses algorithms inspired by the structure and function of the brain or ‘neural networks,’ is increasingly popular with marketers as they imagine a world in which machines like IBM Watson might out-diagnose human physicians and more.
“Some of the hype is quite futuristic” said GiftsForYouNow.com eCommerce Marketing Manager, Jeremy Wagner “The real proof is when today’s marketing providers can actually show that deep learning driven solutions predictably drive better results. In RTB House’s case it positions itself as the ‘Waze’ of marketers, in the sense that, like Google’s popular drive route application, its deep learning based solutions help marketers make real-time decisions that help them get to their goal destinations the fastest. ”
“The predictable performance results of our new clickthrough forecasting tool and all others we’ve release to date and on our roadmap are precisely why so many marketers around the world and in the US are moving to our platform,” said RTB House’s North American Business Development Director, Radoslaw Dobrolecki. “In every case, RTB House’s Deep Learning approach proves a winner and our customers’ performance increases prove it. With our new clickthrough forecasting tool, our customers are showing an average clickthrough boost of 16.5% without any increased spend requirement.
RTB House’s new clickthrough forecasting tool is the fourth major deep learning solution the company has released this year. The increase in overall performance the retargeting solutions for marketers are driving strong results. To date, marketers have shown as much as a 29% increase in conversions and increases in product selection efficiency by up to 41%. Increasing click-through rates (CTRs), or the ratio of clicks on a digital calls-to action marketers introduce to their target audiences is one of the most common metrics of digital advertising success as it shows engagement and is the gateway to moving audiences further along the commerce funnel. By employing technology that can predict users’ behaviors based on previous activities and recommend the best product offer for them, brands can increase CTR metrics and reach their most valuable potential customers without any spending increase. Essentially they can spend the same, but drive more activity.
“With the recent release of RTB House’s click through forecasting tool, 100% of our company’s algorithms are now deep learning based,” said Bartłomiej Romański, Chief Technology Officer RTB House. “The achievement provides greatly empowers our customers and is a vast improvement over other methods typically used in retargeting”.
