Advancements to Machine Learning are changing the game for busy marketers, with automation possibilities from personalised messaging and content creation to social listening and predictive analysis available.

1. Ruth Everett
Technical SEO & Content Executive
@rvtheverett
Machine Learning and
Python for Marketing
Automation
@rvtheverett@DeepCrawl

2. @rvtheverett@DeepCrawl
Allow: /dogs
Allow: /SEO
Allow: /python
My coding partner in crime

3. @rvtheverett@DeepCrawl
PROBLEM
Marketers are busy

4. @rvtheverett@DeepCrawl
SOLUTION
Automation

5. @rvtheverett@DeepCrawl
Enter Machine Learning and Python

6. What is Machine Learning?
What We’ll Cover
Automation Possibilities
Powering Machine Learning
with Python
@rvtheverett@DeepCrawl(there may also be a few dogs)

7. @rvtheverett@DeepCrawl
WHAT IS MACHINE
LEARNING?

8. MACHINE LEARNING
@rvtheverett@DeepCrawl
“Machine learning is an application of artificial
intelligence (AI) that provides systems the ability
to automatically learn and improve from
experience without being explicitly programmed.”
https://www.expertsystem.com/machine-learning-definition/

9. MACHINE LEARNING SIMPLIFIED
@rvtheverett@DeepCrawlhttps://www.expertsystem.com/machine-learning-definition/
Run a script to
train the
computer,
using a dataset
Summarise
and Visualise
the dataset
Evaluate the
algorithms
Make
Predictions

10. COMPANIES USING MACHINE LEARNING
@rvtheverett@DeepCrawl

11. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawl
RankBrain NLP
Computer
Vision
Keyword
Stuffing

12. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawl
Twitter Curated Timelines

13. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawlhttps://www.salesforce.com/uk/products/einstein/overview/
Salesforce Einstein

14. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawlhttps://ipullrank.com/machine-learning-guide/how-to-set-up-a-chatbot/
Facebook Chatbots

15. REAL WORLD MACHINE LEARNING EXAMPLES
@rvtheverett@DeepCrawlhttps://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
Personalised Recommendations

16. POWERING MACHINE LEARNING
@rvtheverett@DeepCrawl
Data is the fuel for
Machine Learning

17. SUPERVISED LEARNING
@rvtheverett@DeepCrawl

18. UNSUPERVISED LEARNING
@rvtheverett@DeepCrawl

19. MACHINE LEARNING SIMPLIFIED
@rvtheverett@DeepCrawl
- Ethem Alpaydin
Machine learning will help us make sense
of an increasingly complex world. Already
we are exposed to more data than what our
sensors can cope with or our brains can
process.

20. @rvtheverett@DeepCrawl
AUTOMATION
POSSIBILITIES

21. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Machine Learning is becoming more accessible and
will free us up to work on higher level strategy.
Allowing us to spend time finding the solution not the
problem.
- Britney Muller

22. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Spend 5 hours a week using excel
Thats 20 hours a month
Over 200 hours a year
(35 hours in dog time)
(140 hours in dog time)
(1400 hours in dog time)

23. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Average salary for Digital
Marketing Executive in Milton
Keynes: £25,000
Average £12 per hour
£2,400 you could save

24. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Imagine what we could
achieve if we spent
this time (and money)
on other important
tasks

25. MARKETING POSSIBILITIES WITH MACHINE LEARNING
@rvtheverett@DeepCrawl
Marketing
Possibilities with
Machine Learning
Personalised
Marketing
Social Media
Automation Content Creation
Engage
Customers
Predictive Analysis Social Listening

26. SEO POSSIBILITIES WITH MACHINE LEARNING
@rvtheverett@DeepCrawl
SEO Possibilities with
Machine Learning
Evaluating
Content Quality
Log File
Analysis
Automating Meta
Descriptions &
Title Tags
Image
Optimisation
User Engagement
Insights
Internal Linking
Analysis

27. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawl
Google’s NLP Model
Natural Language uses machine learning to reveal the structure and meaning of text.
Analyses text to understand the sentiment, as well as extract key information.
https://cloud.google.com/natural-language/

28. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawl

29. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawl
Find out how Google is understanding your content, and
your competitor’s content

30. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawl
Translation
Scalable auto translation model.
Train a custom model based on your specific content needs.
https://cloud.google.com/translate/

31. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawl
Speech to Text
Repurpose content from audio to text.
Automatically transcribes proper nouns and context-specific formatting.
https://cloud.google.com/speech-to-text/
Long-form audio, videos, voice commands.
Filter out inappropriate content.
BETA testing automed punctuation.

32. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawlhttps://www.emarsys.com/products/artificial-intelligence-marketing/
Understand and target
your customers
Personalised content,
social posts, email and
advertising
Predictive analysis
Automation throughout a
customer’s journey

33. MACHINE LEARNING TOOLS
@rvtheverett@DeepCrawlhttps://www.retentionscience.com/product-automation-ai/
Constantly optimises automation for better response.
Refines subject lines, discovers best time to send
emails, tracks user engagement.

34. @rvtheverett@DeepCrawl
POWERING
MACHINE LEARNING
WITH PYTHON

35. WHAT IS PYTHON?
Code written in the
terminal
@rvtheverett@DeepCrawl
Results generated
Open-source interactive programming
language
Interpreted line by line

36. PYTHON LIBRARIES
@rvtheverett@DeepCrawl
Data extraction & analysis
Scientific Computing
Natural Language Processing
Machine Learning

37. POWERING MACHINE LEARNING
@rvtheverett@DeepCrawl
Easy to learn and simple to
apply
Intuitive and accessible syntax
Open source
Additional libraries

38. COMPANIES USING PYTHON
"Python has been an important part of Google
since the beginning, and remains so as the
system grows and evolves. Today dozens of
Google engineers use Python, and we're
looking for more people with skills in this
language."
@rvtheverett@DeepCrawl

39. COMPANIES USING PYTHON
"Python is fast enough for our site and
allows us to produce maintainable
features in record times, with a minimum
of developers"
@rvtheverett@DeepCrawl

40. WHY SHOULD WE CARE?
@rvtheverett@DeepCrawl
Data extraction and analysis
to solve complex problems
Future-proofing your job
Efficiency and time-saving
Automating repetitive tasks
https://www.ranksense.com/empowering-a-new-generation-of-seos-with-python/

41. @rvtheverett@DeepCrawl
WHY IS PYTHON GROWING IN POPULARITY?
Make data driven decisions
Allowing us to focus on other
important optimisation efforts
Confidence in recommendations
Provide concrete insights
Better understand data

42. @rvtheverett@DeepCrawl
CHALLENGE - BROKEN PAGES
SOLUTION - CRAWL404

43. CRAWL404
@rvtheverett@DeepCrawl
Once you specify the sitemap the
script will;
Read the sitemap.xml file
Check the response code of each
link
Export all 404 error URLs to a text
file
Github Link

44. CRAWL404
@rvtheverett@DeepCrawl
Average Time Taken
Download and install script: 20 minutes
Crawl site: 10 minutes
Total: 30 minutes

45. @rvtheverett@DeepCrawl
CHALLENGE - LARGE IMAGE FILE
SIZES
SOLUTION - OPTIMISE IMAGES

46. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
optimize-images
filename.jpg
Optimise a single image
optimize-images ./
Optimise a folder with
multiple images
Github Link

47. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
Original Optimised

48. OPTIMISE IMAGES WITH PILLOW
@rvtheverett@DeepCrawl
Average Time Taken
Download and install script: 20 minutes
Optimise 1 image: 2 minutes
Total: 22 minutes

49. @rvtheverett@DeepCrawl
THE FUTURE OF DIGITAL MARKETING
Understand and solve problems
faster

50. @rvtheverett@DeepCrawl
THE FUTURE OF DIGITAL MARKETING
Understand what’s driving
conversions

51. @rvtheverett@DeepCrawl
THE FUTURE OF DIGITAL MARKETING
Optimise marketing campaigns

52. @rvtheverett@DeepCrawl
THE FUTURE OF DIGITAL MARKETING
Improve customer experience

53. @rvtheverett@DeepCrawl
THE FUTURE OF DIGITAL MARKETING
More accurate lead scoring

54. @rvtheverett@DeepCrawl
KEEP UP WITH YOUR COMPETITORS
- Gerry Brown, July 2017
By 2020, real-time personalised advertising
across digital platforms and optimised
message targeting accuracy, context and
precision will accelerate

55. KEY TAKEAWAYS
@rvtheverett@DeepCrawl
Machine learning is becoming more
accessible, freeing up valuable time for
higher level work
Automation with machine learning provides
the ability to personalise messages, optimise
campaigns and understand complex
problems.
Understanding large sets of data allows
more data driven decisions to be made and
implemented.

56. USEFUL RESOURCES
@rvtheverett@DeepCrawl
https://www.python.org/
https://www.searchenginejournal.com/python-seo-data-reference-guide/287927/
https://teachablemachine.withgoogle.com/
https://www.searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/
https://towardsdatascience.com/machine-learning-for-marketers-78bff070cbd6
https://www.deepcrawl.com/blog/webinars/scaling-automated-quality-text-generation-for-enterprise-sites/
https://automatetheboringstuff.com/
https://medium.com/machine-learning-for-humans/why-machine-learning-matters-6164faf1df12
https://towardsdatascience.com/beginners-guide-to-machine-learning-with-python-b9ff35bc9c51
https://www.hgsdigital.com/machine-learning-for-retail-marketers-white-paper
https://www.forbes.com/sites/louiscolumbus/2018/02/25/10-ways-machine-learning-is-revolutionizing-marketing/
https://codelabs.developers.google.com/?cat=Machine+Learning
https://ai.google/education/

57. Ruth Everett
Technical SEO & Content Executive
@DeepCrawl
@rvtheverett
THANK YOU
@DeepCrawl