![]() ![]() He quickly found out that Target was right. The father was extremely upset and rushed to the store to complain about receiving what he thought were incorrect ads. Their household had received multiple coupons for baby products based on a certain group of items purchased together or in succession at Target. In 2012, a story hit the news about Target predicting the pregnancy of a teenage girl before her father knew about it. Machine learning (ML) has enabled marketing teams to define actionable segments of target customers and determine the next best action for each segment. This targeted approach has helped marketers realize eye-opening ROI on their campaigns and is now where most of them spend their time. Marketing has evolved from mass mailing every household to sending mass emails to everyone on a list to now being able to send a targeted message to a select group of people within an email list.
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