But if you want to delve deeper into this field and develop advanced skills, Inesdi offers a Master in Digital Marketing and Artificial Intelligence . This program is designed to provide comprehensive knowledge on how algorithms and other technological tools can be effectively used to design and execute marketing strategies.
What exactly is a computer algorithm?
If you ask a search engine what an algorithm is, you will discover that gambling data russia phone number Google's own algorithm defines it as an "ordered set of systematic operations that allows a calculation to be made and the solution to a type of problem to be found." In other words, a sequence of instructions or rules established to perform specific tasks, process data and make automatic decisions .
In simple terms, they are the steps that a computer system follows to achieve a specific goal . Algorithms can be simple , such as a rule to show ads to certain users, or complex , in which artificial intelligence is used to personalize experiences in real time .
In digital marketing, different types of algorithms are used to analyze very large volumes of data and extract patterns from them that can be used to improve strategic decision-making. For example, product recommendation algorithms suggest products related to a user's previous behavior, while segmentation algorithms help identify specific audience groups that are more likely to respond to certain campaigns.
types of algorithms
The 3 most used types of computer algorithms in digital marketing
We have seen a small preview of the usefulness of algorithms in digital marketing. But now we are going to delve into three specific types of algorithms. Although these are the most commonly used, there are many more.
Google Algorithm
Google's algorithm is probably the most influential in digital marketing, as it determines how websites are ranked in search results. For this ranking, Google uses several algorithms that assess the relevance and quality of each page.
The factors taken into account are the quality of the content, the authority of the site and the user experience , among many others. The exact functioning of this search algorithm is not known . But its continuous updates, such as those of Panda, Penguin and Hummingbird, have a direct impact on the visibility of web pages. Therefore, they also have an impact on SEO and SEM strategies.
Recommendation algorithm
Recommendation algorithms are used to suggest products, services, or content to users. They are based on their past behavior and preferences. This type of algorithm is most widely used on e-commerce platforms and streaming services, such as Amazon and Netflix . It analyzes user data and offers personalized recommendations. This increases the likelihood that users will make a purchase or consume more content.
Segmentation algorithm
Another type of algorithm used most in digital marketing is segmentation. They are used to divide users into specific groups based on demographic, behavioural or psychographic characteristics . Thanks to them, digital marketing campaigns are more effective. Since messages and offers are shown to a segment of the audience to which they will be relevant, performance is improved and the conversion rate is increased.
Functions of a computer algorithm in digital marketing
After looking at the types of algorithms, we can conclude that their operation is related to automation. But what are their specific functions and the benefits they provide?
Optimize campaign strategy
When algorithms are well designed, they can simplify complex decisions by transforming a large amount of data into suggestions for concrete actions. For example, in an AI-powered chess game, the algorithm can recommend the best move for a specific situation. It will be based on a detailed analysis of possible moves.
In digital marketing, algorithms process complex data to identify patterns and suggest actions . For example, an email marketing algorithm can determine the best time to send an email campaign by analyzing users' past behavior. Similarly, a computer algorithm that evaluates social media behavior can recommend the ideal time and place to show ads to the most relevant audience.
Segmenting the market
Today’s marketing tactics have become very sophisticated. Campaigns can now be tailored to a specific individual , rather than generalised segmentation by demographic groups. For example, on a dating platform, algorithms can match people by analysing an identity graph with their attributes, without them even having to register on the site.
Similarly, marketing algorithms can analyze data and behaviors to better understand the personality of the target individual . With this information, the algorithm decides what to display or recommend. That is, it will adapt the marketing strategy to the specific characteristics and preferences of the user.
Optimize the sales funnel
The relationship between a customer’s purchase and their previous actions, such as clicking on an ad or visiting a website, isn’t easy to decipher. But different types of algorithms can analyze previous interactions to decipher the journey. In other words, they transform the user’s actions into clear data about the decisive moment when the purchase was made . This is known as attribution modeling .
These models can identify the channels and media that contributed to a sale, but also highlight those that had little impact. Without these models, errors would be common when measuring the success of marketing campaigns . For example, underestimating or overestimating channels without accurate data.
