Which three of the following skills do marketers bring to the table when working with machine learning? Select the best answers.

While machine learning (ML) automates and optimizes many aspects of app campaigns, it relies on human expertise for direction and input. Marketers provide the essential human intelligence that guides the technology.

Analysis of Correct Answer(s)

• Strategy: Marketers are responsible for the overall campaign plan. They define the target audience, market positioning, and the role the app campaign plays in the broader business objectives. This strategic framework is crucial for guiding the ML model.

• Goal-setting: Machine learning needs a clear objective to optimize towards. Marketers set specific and measurable goals, such as a target cost per install (tCPI), a target cost per action (tCPA), or a target return on ad spend (tROAS). The algorithm works to achieve these predefined targets.

• Creativity: ML can test and combine different ad assets, but it cannot create them. Marketers supply the creative elements—the compelling ad copy, engaging images, and high-quality videos. This creative input is the raw material that the system uses to find winning combinations.

Analysis of Incorrect Options

• Efficiency: This is an outcome of successfully pairing human strategy with machine learning, not a skill the marketer brings to the process itself. The marketer's strategic goals and creative assets, combined with the ML's optimization power, result in greater campaign efficiency.