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Hope he plays (but doesn’t light up the niners too much).
As the use of machine learning has grown, so has its reputation -- including expectations that can be overblown or even inaccurate. These are the “myths” of machine learning.
Let’s start with a definition.
Machine learning is the use of computerized algorithms to analyze large amounts of data; for the machine to learn from this data; and, to make predictions and continually apply learning to new data — all accomplished faster and more efficiently than humanly possible.
In a marketing context, machine learning identifies what outcomes deliver better performance, measured in clicks, leads, sales and revenue.
While the results are real, some hyperbole is not. Here are seven common misconceptions on working with machine learning – plus strategies to optimize your efforts.
Myth One: You do not need a clear objective.
The most basic: start with a business objective, a reason for leveraging machine learning. What do you want to achieve or solve? The objective is the way to tell the machine what it needs to learn.
Myth Two: You do not need to form a hypothesis.
Let’s clear this up early: simply loading bundles of data into your marketing platform is not an effective strategy. A more logical starting point is to form a hypothesis. More granular than the objective, the hypothesis is an assumption that you want to test against alternatives. Of course, one beauty of machine learning is the ability to test multiple assumptions and alternatives simultaneously.
Myth Three: You do not need to calculate sample size and test duration.
Like any type of marketing analytics, the sample size must be large enough to have confidence in the statistical significance and the performance results. How long does this take? The answer depends on the amount of data, number of variables, and the degree of consumer response – and, ultimately, the “learning curve” from the machine itself.
Myth Four: Eventually machine learning will determine a one-size-fits-all winner.
A tough one for marketers with backgrounds in disciplines like direct mail, where, in simplistic terms, you are working to determine a new control. Think differently regarding machine learning, with emphasis on targeting, personalization and experience. With the machine’s ability to ingest consumer attributes and test multiple experiences, the goal is to determine the best outcomes for each customer type, not a one-size-fits-all experience.
Myth Five: Machines can learn to target immediately.
Building from your hypothesis, think of the first phase of machine learning akin to a random test. By serving different experiences, the machine learns what consumer attributes and factors correlate – and what is effectively engaging customers. This experimentation takes time, while the machine learns and targeting capabilities improve.
Myth Six: Machine learning takes the place of random A/B split testing.
In the world of machine learning, there is room for both A/B and multi-variant testing. A/B testing may be all that is required when decisions are simple, data is not available in real time or you simply want initial insights before starting more complex testing.
Myth Seven: Machine learning can always outperform.
Machine learning often delivers amazing insights and outcome – but it doesn’t always achieve more. The quality of inputs is critical to achieving performance outcomes. Four areas where machine performance may go amiss: input attributes are not relevant; too many attributes prevents statistical significance; target audience is too homogeneous; and, creative execution is not relevant to targets.
One last myth: machine learning will eventually replace the need for marketing and analytics experts. Quite the contrary: machine learning simply enables us to be more strategic and empowered as we make very human decisions on products, media, positioning and customer experience.
3 comments about "7 Myths About Machine Learning".
Steve McKenzie from Troposphere, February 6, 2019 at 3:08 p.m.
Great piece! My experience is marketers sometimes think of machine-learning as a panacea, while it actually takes good upfront planning and onging intevention to achieve optimal results. Especially like your take on #4.
Kathryn Rothstein from Digital Pollen LLC, February 6, 2019 at 8:53 p.m.
Great article and couldn't agree more. Like many marketers, its always exciting to learn about what's next – but equally important not to get swept up in the 'it can do everything' mentality. As the last line entails, it is truly the marriage of people and techonology that yield the greatest results.
Brad Stewart from Molecule Inc., February 6, 2019 at 10:42 p.m.
Thank you Stacie. This is excellent. It very much reminds me of similar advice provided to me in the early big data days. Great article.
Home / Celebrity Big Brother / Celebrity Big Brother 2018: Who is The Human Ken Doll Rodrigo Alves? How much surgery has he had? Why did he QUIT the series?
Celebrity Big Brother 2018: Who is The Human Ken Doll Rodrigo Alves? How much surgery has he had? Why did he QUIT the series?
Celebrity Big Brother 2018 is back for its summer series later this year. And while the Channel 5 start date has been confirmed, the full housemate line-up is yet to be announced.
The winter 2018 series concluded earlier this year, with Ru Paul's Drag Race star Courtney Act beating Ann Widdecombe to be crowned the winner.
CBB’s next chapter, themed on the Eye of the Storm, began on August 16, with names including ex Love Island Beauty Gabby Allen, ex Coronation Street hunk Ryan Thomas and former The Only Way Is Essex hunk Dan Osborne all in the frame for the title.
Here’s everything you need to know about The Human Ken Doll, aka Rodrigo Alves.
Who is The Human Ken Doll Rodrigo Alves?
The Human Ken Doll Rodrigo Alves is a former air steward turned reality TV personality.
He has appeared on panel shows including Loose Women and This Morning.
He has previously explained how his love of Disney movies inspired his Human Ken Doll look.
How old is The Human Ken Doll?
Rodrigo is 34 years old and originates from Brazil.
He is a British national and went to university in London.
How is The Human Ken Doll famous?
The reality TV star used to work as an air steward yet is better known for splashing out £500,000 on cosmetic surgery procedures to transform his look.
Rodrigo opted for 60 procedures from the age of 17 including Botox, fillers, a hair transplant as well as surgery to create a six pack and a bum lift.
After having two ribs removed for a more corset-style, trim, waist he explained his decision on ITV series This Morning, with the bones sitting in a jar behind.
What is his connection to Celebrity Big Brother?
Rodrigo previously dated glamour model Chloe Khan, who starred in CBB’s 2016 line-up.
The pair’s romance, which began in April 2017, was short-lived yet Rodrigo exclusively told OK! Online: "We've been friends for a while and its just happened so naturally. Chloe is perfect for me, she's sweet and beautiful and has a good heart. I love her."
Why is he on Celebrity Big Brother?
A source close to Rodrigo told the Sun Online he hoped his new TV role would show a different side to him and said: "Rodrigo is known for his dramatic plastic surgeries, but he wants people to get to know the real him.
Why has Rodrigo proved controversial on Celebrity Big Brother?
Rodrigo faced suggestions he should be axed after he used the N-word twice during a conversation in the bedroom early on in the series.
A total of 985 viewers launched complaints about the language to watchdog Ofcom, according to The Sun.
Meanwhile, he faced further calls for an early eviction after asking Ben Jardine to show him his willy.
Why was Rodrigo Alves removed from the Celebrity Big Brother house?
Rodrigo was swiftly removed from the Borehamwood bungalow in the early hours of Saturday morning in scenes which Channel 5 have decided not to air.
It's not easy being Superman, especially the version of Superman that we see in the DC Extended Universe, played by Henry Cavill. Though the fledgling superhero may have ultimately saved the world from Kryptonian invasion in Man of Steel, his first major battles involved a lot of collateral damage that left mankind divided over the issue of whether he was a messiah figure, or a dangerous alien.
The aftermath of Superman's battle with General Zod became the driving force behind director Zack Snyder's follow-up Batman V Superman: Dawn of Justice, which found Bruce Wayne (Ben Affleck) among the faction of society who believed that Superman needed to be stopped - and uniquely positioned to achieve that goal. The film achieved a modest profit at the box office and won a few hearts amid an overall negative reception, but one of the chief criticisms (even before it was released) was that Batman V Superman was too dark and violent to be truly enjoyable.
Warner Bros. noticeably flexed its marketing approach in response to the discussion surrounding the film, with the final trailer in particular offering a view of the movie that focused more on action, humor and "cool" moments. Now Reddit poster Mister_873 has shared a couple of character posters that eventually went unused in the movie's marketing campaign - and while they're perfectly good posters, it's easy to understand why the studio ultimately decided not to use them.
While the Batman poster is more or less what we've come to expect from the Dark Knight - especially in Snyder's movie, where he was weary and disillusioned after 20 years trying to clean up Gotham, and fixated upon Superman's destruction - the Superman poster would likely only have intensified criticism over Snyder's depiction of the character. With his heat vision charging up behind his eyes, the Man of Steel looks more like the villain from a horror film than a superhero and role model.
Since Superman actually doesn't use his heat vision much in the film, the poster mostly brings to mind the "Knightmare" sequence from the movie, in which Batman dreams of a terrible future where Superman has gone very, very bad. If this plot point is revisited in future films - most likely the two upcoming Justice League movies - perhaps we'll get to see the nasty side of Superman again.
Batman V Superman: Dawn of Justice is expected to release on DVD, Blu-ray and Digital HD this summer, though a release date has not yet been set. Suicide Squad will arrive on August 5, 2016, followed by Wonder Woman on June 2, 2017; Justice League Part One on November 17, 2017; The Flash on March 16, 2018; Aquaman on July 27, 2018; an untitled DC Film on October 5, 2018; Shazam on April 5, 2019; Justice League Part Two on June 14, 2019; an untitled DC film on November 1, 2019; Cyborg on April 3, 2020; and Green Lantern Corps on July 24, 2020.
The decision by a judge to persuade labour and platinum mining companies to enter into mediation headed by herself to try to resolve a 17-week strike is “highly unusual”, according to a labour court expert.
Not least because Labour Court judge Hilary Rabkin-Naicker had been scheduled on Tuesday to hear an urgent application by the Association of Mineworkers and Construction Union (Amcu) to interdict the platinum companies from communicating their pay offers directly to employees though SMSes and telephone campaigns.
Meanwhile, the companies and Amcu have undertaken not to make any public comments or continue the campaign to communicate directly with striking workers during the Labour Court mediation process.
A senior mining employee said the decision by Rabkin-Naicker came “totally off left field” as the two parties were expected to battle it out.
Judges have in the past recommended that opposing parties attempt mediation before asking the court to rule on the matter, calling on the Commission for Conciliation, Mediation and Arbitration (CCMA) to hear the matter. It is unusual for a Labour Court judge to oversee the mediation.
In this case, Amcu and affected mining companies Anglo American Platinum (Amplats), Impala Platinum (Implats) and Lonmin have already gone the mediation route at the CCMA, without moving any closer to a resolution.
It has been three weeks since the last meeting and, according to Lonmin representatives at a press conference on Monday, no further meeting had been scheduled between labour and the companies.
The judge on Tuesday held talks behind closed doors with legal teams representing both sides. It is alleged that she asked both parties to consider the bigger issue of the strike first, rather than the lesser issue around whether companies Amplats, Implats and Lonmin had a right to communicate directly with staff around the wage dispute.
According to a source involved in the negotiations, should no agreement be reached, the matter is expected to go back to square one, which means the court will then hear the urgent interdict around communication by companies with unionised striking employees.
It is not clear if Rabkin-Naicker would then hear that matter, having mediated in this process.
On Monday Lonmin dismissed 235 essential services workers, the company said, as the workers ignored a court order to return to work by May 12.
Under Lonmin’s recognition agreement with Amcu, employees engaged in essential services may not participate in any strike.
A dense fog blanketing the Salt Lake City area has forced the cancellation of dozens of flights in to and out of the airport.
Airport officials say 30 outbound and 25 inbound flights were canceled on Sunday after the heavy fog settled over a wide swath of northern Utah. The Deseret News reports that nearly two dozen more flights were diverted to other states, including airports in Las Vegas, Idaho and Colorado.
Authorities are telling fliers to check with their airlines as several Monday flights have also been canceled.
Drivers are being urged to be careful. The National Weather Service says visibility is less than a quarter-mile in some areas, including roads from Salt Lake City north to the Idaho border and west to Wendover, Nevada.
Boise Airport spokesman Sean Briggs tells us several flights bound for Salt Lake Sunday were diverted and landed in Boise. The flights were from Calgary, Canada, and Austin and San Antonio, Texas. It is unclear how -- or if -- travelers were able to make it to their destination.
As of 10 a.m. Monday, Briggs said several Boise-to-Salt Lake flights were delayed or canceled.
At least half of the 1.2 million people displaced by the flood waters are rescued.
The massive relief effort was the first to deploy all three branches of India's military: the army, the navy and the air force, said Amrit.
Despite having more than 5,000 troops deployed across the state to rescue marooned communities and provide food and medical supplies, the rising flood waters left even more villagers stranded.
The road linking Saharia village to the rest of the hard-hit Saharsa district washed away on Monday.
"The water came on Saturday and since then no government officials have come to us," Ram Bachan Rai, 60-year old Saharia resident, said.
Rajendra Sah, 43, was one of many to complain that authorities were not distributing aid equally.
"Influential people are taking all the relief materials," he said.
There were also reports of looting across the region.
Dr. Unnikrishnan PV, the Emergencies and Conflicts Advisor for ActionAid International in Bihar, told Al Jazeera that he was in one of the worst affected areas and the situation seems to be "deteriorating fast."
"There are hundreds of thousands of people looking for food, water and other support systems" the flood waters have not receded as many continue to flee the rising flood waters and "time is running out for them," he said.
"People came in a boat and took away the grain we had stored on the roof," Chetu Yadav, a Saharia resident, said.
"They were armed so we were afraid to challenge them."
Nearby, aid workers from Unicef and the European Union tried to work out how best to provide help and distribute aid.
"We are going from place to place trying to assess the needs of the people, see what gaps there are and how we can fill them," Malini Morzaria, from the European Commission's Humanitarian Aid department, said.
The government has set up relief centres in schools across the region, and thousands of people crowded into the buildings for hot meals of rice and lentils.
Many also brought along their cattle and goats.
With the numbers in the camps expected to nearly double in the coming days, there were fears the crowded and often-unsanitary conditions could lead to outbreaks of diseases such as cholera.
The United Nations warned "the heat, combined with limited supplies of safe drinking water and poor hygiene conditions, poses a great risk of water and airborne diseases".
The relief was disjointed, and many areas saw displaced people camped out on whatever high ground they could find - embankments, railway tracks, bridges.
"This is quite an unimaginable disaster ... at the same time coordination could improve [relief] efforts ... unfortunately today coordination has not been efficient," Unnikrishnan said.