Today, I interview Tyler Carson, a senior strategist here at WebMechanix. He’s a subject matter expert on any digital platform that you can advertise on. If you want to run ads on Facebook, if you want to create Google Ads campaigns, — this guy knows how to do it.

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Transcript:

– It’s not just “Who are these people that we want to be in front of? And how much budget do I have and how many leads do I have to generate? How many prospects do I have to generate?? It’s now, “How can I get in front of machine learning? Use it to the best of my abilities?” And I think that’s gonna be more with targeting.- Welcome back to another episode of More Than Marketing. I am your host Arsham Mirshah. I have with me today the beautiful NASA bound Tyler Carson. Tyler is a senior strategist here at WebMechanix He’s a subject matter expert as well on paid media. Pretty much anything that you can buy media online. If you can place an ad. If you can buy an email newsletter. This guy knows how to do it. He knows the best practices. He does it all day every day. I think in particular I would say your strongest suits are probably Google Ads, Facebook, Bing Ads.- Yup.

– Do you agree?

– Yeah.

– So Tyler Carson is with me today. And we want to talk about machine learning. Big buzzword out there. I think it’s akin to big data. Five years ago, It was like big data. Big data. Oh my god, big data.

– Everyone does it.

– Everyone does it. Everyone wants to do it. Everyone does it. People do it without knowing they’re doing it, right? So machine learning is kind of that hot topic of today. So why don’t you give me, just tell me a little about machine learning.

– So machine learning and big data they go hand in hand. Machine learning, the best way to think about it is the usage of big data in a lot of different aspects. I mean it affects our day to day too. Big data and machine learning as a consumer.

– Yeah, give me an example of that.

– Yeah, you’re using Spotify. If anyone here uses Spotify, then you’re gonna know that they’ll create a customized playlist for you based off of what you listen to in the past, what your friends are listening to, what they think you’re interested in, based off demographic data, and probably a whole bunch of stuff we don’t even get access to.

– Love that.

– There is that. I mean… Tweaking the SERP or the search engine result page for users that are using Google. Tweaking that using machine learning based off of what they think you’re gonna be most interested in. But also your past trends.

– Past trends. Your location.

– Your location, of course.

– What they know about you.

– Local. All of that fun stuff.

– And then, the other one, which is another easy one to kind of internalize is Amazon.

– Yeah.

– You purchase something. What’s the next thing that you’re gonna see in your check out page?

– The customers who bought this, also bought this.

– Yup. Trying to get that upsell.

– So trying to upsell you right there on the check out or on the cart page or on the product page. Yeah, so. What they’re doing is they’re, Amazon is looking at their huge set of data and they’re saying look, show me all. They’re telling the machine to find patterns and then, use those patterns in marketing or advertising, right? So, and by the way. Spotify, great example. I love that because that’s how I find new music.

– Yeah. Discover weekly. The release radar is always good. And then, it gives you like the six day playlist

– I just tell Google Home. I’m like, “Hey Google,