This will only be possible with your data providing forward-looking opportunities. Our efforts to optimise will most likely be focused on the quick-wins and other activities that drive immediate impact and value.
With accurate and high quality data along with the learnings from tactical optimisation activities we can ensure personalised experienced are designed to elicit the best response for your audience based on their individual behaviour.
With a value model proven by manual optimisations and personalisation automation will be the way to provide continued scale. With the groundwork done, it will be possible to allow machine learning to have the desired impact.