Machine learning will free up time to be more strategic with accounts in 2020

Data is giving us an opportunity to look at bigger picture decisions in our accounts rather than the day-to-day work we have been doing.

 

Contributor and SMX speaker, Brooke Osmundson, explains how machine learning is changing our account work and why we need to be smarter about layering our campaign assets in 2020.

Below is the video transcript:

Hi, my name is Brooke Osmundson and I am the associate director of research for NordicClick Interactive. And today I want to talk about the top things that marketers should focus on the most for 2020.

The first thing I want to talk about is machine learning. It’s no secret that it is part of our lives right now, and part of your jobs. But what I’m thinking is going to happen is, it’s going to shift your focus on what you’re doing day-to-day within your accounts. We’re going to see less tactical pieces that we have to focus our time on. And it’s really going to help you be more strategic in your account. So with machine learning, what data can give you, what can it do for you to free up more of your time to start thinking more bigger picture and focus on those bigger picture decisions.

The second piece I want to talk about is audience layering on top of your campaigns with the differences in search or match types. You know they’re kind of not a thing anymore, so we’ve got to be smarter about layering on the assets that we have available to us in our campaigns in order to really reach our right customer based on what we know about them.

 


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Brooke Osmundson serves as the associate director of paid search at NordicClick Interactive with over six years’ experience. She helps her clients grow their digital strategies using tactics from paid search, social media and programmatic marketing. With her experience and passion in analytics, strategic planning and everything digital, she helps create relevant customer experience strategies at every stage of the user funnel. Brooke has been featured in the Journal of Digital & Social Media Marketing, spoke at SMX West and PubCon Pro, contributed to NordicClick’s 2018 US Search Award for “Best Use of Video in a Search Campaign” and most recently had her client strategy shortlisted for two 2019 US Search Awards. When not working, you can find her enjoying a round of golf, catching up on the latest episodes of Law & Order SVU or completing never-ending house renovations.

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