Marathwada Mitra Mandal's

COLLEGE OF ENGINEERING
S.No.18, Plot No.5/3, Karvenagar, PUNE -52
Accredited with “A” Grade by NAAC // Accredited by NBA (Mechanical Engg. & Electrical Engg.)
Recipient of “Best College Award 2019” by SPPU // Recognized under section 2(f) and 12B of UGC Act 1956

Department of Information Technology

(Academic Year 2022-23)
Seminar Review-1
Date- 20/08/2022

Seminar Title: Adoption of Machine Learning Based Analytical Tools in Digital Marketing

Domain: Machine Learning

Roll. No: T152 Guide: Mr. VS Bidve

Name: Rohan Pathak

 Content

Seminar Title

Domain Introduction

Research Papers Survey - Literature Survey

Innovation –Algorithm / Methodology (Technique Mentioned in Paper)

Application
Seminar Topic: Adoption of Machine Learning Based
Analytical Tools in Digital Marketing

+
 Domain introduction: Machine Learning

Machine learning is a field of inquiry devoted to understanding and building methods

that 'learn', that is, methods that leverage data to improve performance on some set of
tasks. It is seen as a part of artificial intelligence.
 Machine Learning X Digital Marketing

Machine learning can be utilized to:

Research market trends by looking at large sets of data

Automate decision-making by utilizing data
Support strategic and decision management
Optimize marketing to drive revenue with minimal cost, effort and time
 Research paper survey/literature survey
Sr. Publication
Paper Title Authors Findings Limitations
No. and year

How ML can be
Towards the Adoption Andrej Miklosik,
used to create
of Machine Learning- Martin Kuchta,
1. June 16, 2020 better marketing

Based Analytical Tools Nina Evans and

decisions using
in Digital Marketing Stefan Zack
data analytics.

How ML and Data

Analysis can be
Impact of Social Media sued to find
Elif Kongar,
2. Marketing on Business March 2021 interesting

Olumide Adebayo
performance insights to
optimize the
marketing
 Methodology/Technique used in the paper

Qualitative as well as quantitative analysis and interviews were conducted to

gain a deeper insight into how machine learning is used in digital marketing

Formal questionnaires were presented to the interviewees

In the second set of questions in the in-depth interviews, the intention was to
find out how respondents perceive marketing analyses and analytical tools and
how they implement these tools in digital marketing processes in their company

The in-depth interviews identified respondents’ perception regarding terms

such as big data and data management and how they perceive these terms.
The researchers were able to figure how the marketers are able to execute the
entire marketing strategy right from step one to step 9!
The marketing executives talked about the most commonly used
analytical tools in digital marketing
After the interviews, the researchers were able to come up with a
model/process to use ML in digital marketing
Process of identification, deconstruction and substitution of
periodical processes by ML-driven analytical tools
 Researchers pointed out four factors that affect the
adoption of ML into digital marketing:

Firstly, the project needs top management support.

Secondly, the company needs to encourage the use of new-age

technological solutions to optimize systems and processes in their
company.

Thirdly, the company needs to realize that technologies form the

base for its effective operation success.

Lastly, the company should realize that data forms the base of the
business decisions to be taken
 4 ways to use ML in digital marketing

Improved customer experience: Use Content creation and curation: Use data to
ML-enabled chatbots on websites and uncover trends and topics to help create
apps to enhance customer experience. and curate content.
 4 ways to use ML in digital marketing

More optimized advertising: ML can help

Website UI/UX design: Using tools like us pinpoint exactly the types of campaigns
Hotjar, we can uncover valuable user we can use to optimize the ads for
behaviour to optimize our website. maximum conversions