Sri Srinivasa Educational and Charitable Trust

SAPTHAGIRI COLLEGE OF ENGINEERING

(Afflicted to Visvesvaraya Technology University, Belagavi & Approved by AICTE, New Delhi.)
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14/5, Chikkasandra , Hesaraghatta Main Road, Bengaluru-560057,
Karnataka, India

Department of Computer Science & Engineering

Presentation On
“ DIGITAL MARKETING USING ML”

Under the Guidance of: Presented By:

Prof. Kiran S Ayan Biswas
Dept of CSE, SCE 1SG17CS014

1
 OUTLINE
• Abstract

• Introduction

• Applications

• Technical Details (Existing Techniques, System Architecture, Methodology)

• Results

• Conclusion

• References

Dept. of CSE, SCE 2

 ABSTRACT

 Data analytics, mobile devices, automation, and artificial intelligence (AI), are changing the way
society and individuals interact on a fundamental level.
 Use of marketing to find a microcosm of how new software solutions, machine learning, and big-
data analytics are changing the game.
 Discuss the changing scenario of marketing especially digital marketing.
 Possible sectors in digital marketing where artificial intelligence/machine learning has made its
presence felt.

Dept. of CSE, SCE 3

 Introduction

 Artificial Intelligence (AI) is rapidly becoming more central to the day-to-day digital world, and the
marketing and advertising world is no exception.

 The applications of Artificial Intelligence range from detecting trends in data to mitigate market risks

 In marketing, the very tempo of change is constantly quickening.

 The major change in marketing environment is the emergence of electronic data-processing equipment.

 Real-time marketing involves creating a marketing strategy focused on up-to-date events.

 Real-time marketing is growing in popularity with the rise of social media because it provides businesses
with access to real-time information on target audiences.

Dept. of CSE, SCE 4

 Applications

 Advertising medium

 Relationship-building medium

 Lead-generation method

 Customer service mechanism

 Direct-response medium

 Distribution Channel

Dept. of CSE, SCE 5

 Literature Survey

Sl. No. Paper Author Year Technique Used

1 The Rise of Machine Mari, Alex 2019 Scenario of ML in
Learning in marketing is
Marketing discussed
2 Towards the A. Miklosik, M. 2019 Various tools used
Adoption of Kuchta in Digital Marketing
Machine Learning- is discussed.
Based Analytical
Tools in Digital
Marketing
3 Transforming Digital N. Evans and S. Zak 2018 AI techniques to use
Marketing with in marketing
Artificial Intelligence

Dept. of CSE, SCE 6

Technical Details

Existing Techniques

 Social Media Marketing

 Search Engine Optimization

 Email Marketing

 Content Marketing

 Web Advertising

 Affiliate Advertising

Dept. of CSE, SCE 7

Technical Details

Targeted Ads using ML

 Targeted advertising is a form of online advertising which micro-targets it’s

customers.

 It is based on the traits and behavioral patterns of different people.

1. Location Data: This is probably the easiest to track for the company.
2. Mouse Movements: Using the mouse movements and other interaction data points,
it gets an insight into the type of content the user interacts with the most.
3. Connected Applications: Facebook collects data from the other applications it owns
like WhatsApp and Instagram to get more insight into its users.

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METHODOLOGY

Dept. of CSE, SCE 9

 METHODOLOGY (contd.)
System Architecture

Dept. of CSE, SCE 10

METHODOLOGY (contd.)

Dept. of CSE, SCE 11

 RESULTS

 Better Leads Generation

 Significantly More amount of Sales

 Brand Recognition

 Improved Traffic and engagement

 New Customer Acquisition

Dept. of CSE, SCE 12

 CONCLUSION

• Artificial Intelligence in B2B sales and marketing is here to transform the way
people interact with brands, information and services.
• The world of digital marketing and its future is poised to be touched by Artificial
Intelligence.
• A good handful of enterprise are already invested in the idea of full automation
of marketing movements through smart Artificial intelligence technology.

Dept. of CSE, SCE 13

 RFERENCES

• 1. Transforming Digital Marketing with Artificial Intelligence, International

Journal of Latest Technology in Engineering, Management & Applied Science
(IJLTEMAS) Volume VII, Issue IV, April 2018 | ISSN 2278-2540
• 2. A. Miklosik, M. Kuchta, N. Evans and S. Zak, "Towards the Adoption of
Machine Learning-Based Analytical Tools in Digital Marketing," in IEEE
Access, vol. 7, pp. 85705-85718, 2019, doi: 10.1109/ACCESS.2019.2924425.
• 3. Mari, Alex. (2019). The Rise of Machine Learning in Marketing: Goal,
Process, and Benefit of AI-Driven Marketing. 10.13140/RG.2.2.16328.16649.

Dept. of CSE, SCE 14

THANK YOU

Dept. of CSE, SCE 15