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Five Ways Artificial Intelligence Will Set Your Marketing Campaign on Fire

FIVE WAYS ARTIFICIAL INTELLIGENCE WILL SET YOUR MARKETING CAMPAIGN ON FIRE

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Albert Does the Heavy Lifting

TABLE OF CONTENTS

Five Ways AI Will Light Up Your Marketing Campaign AI in the Marketplace

Best-Use Cases: Harley-Davidson and Evisu

Digital marketing platforms, for all the analytics and insights they allow, have also engendered some

unexpected headaches. One giant one: the data tsunami, which means that marketers are spending a lot of time sifting through data to figure out the who, what, and where regarding their customers.

Now, however, we’d like you to imagine a different scenario. In our corner of the world, marketers aren’t spending time crunching numbers in order to try to decipher all the data that digital media companies have laid at their doorstep. Instead, they focus their time and energy on their core strengths: the ability to strategize, tell stories, and create marketing magic.

What brought about this trans-formation? Artificial intelligence. No doubt you’ve been hearing a lot about AI marketing, and for good reason — it is the wave of the future.

AI is a combination of machine learning, predictive analytics, proprietary algorithms, natural language processing, and feedback systems. AI systems run with mini-mal manual input to achieve the marketer’s desired goals, becoming

more intelligent as the software learns and grows with the business.

Unlike humans, AI marketing solutions don’t make assumptions. They use the results of multivariate testing and deep-level analysis to make every decision.

The best AI platforms handle the heavy lifting of the entire digital execution of marketing campaigns, giving marketers the tools to create experiences that delight and resonate with customers throughout their engagement with a brand.

In this eBook, we’ll discuss Albert, an AI system created by Adgorithms. For those who know Albert well, “he” seems to be a living, breathing system. He is a team member — the one that never goes on vacation and never leaves the company for a better offer. Albert acts autonomously, helping marketers plan, execute, optimize, and analyze cross-channel campaigns through both paid and nonpaid avenues.

We’ll also distill the results of a recent DMN–Adgorithms study looking at AI in the marketplace and finish up with some best-use case studies that detail the phenomenal success Albert has had in these leading brands’ marketing efforts.

1 Seamless cross-channel execution

W hile a cross-channel market-ing plan is a requirement for any 21st-century marketing

campaign, seamless execution is still not a reality for most brands and their agencies. One principal reason is the persistent and pervasive existence of silos. Within the business enterprise, marketing teams are typically set up by channel — one for social media, anoth-er for paid search, the next for email, and so on. Information and insights aren’t shared as quickly and readily as they should be for real-time execution: Infrastructure, workflow, and tools — even goals — often go unaligned.

Adding to the problem is that many marketing platforms are themselves si-loed — that is, they don’t execute cam-paigns across channels. “Marketers still have to open their AdWords account to create a search campaign, their email marketing solution to create an email campaign, and so on,” says Amy Inlow, CMO, Albert.

Determining attribution and the most effective mix of channels often requires significant efforts on the part of market-ers, or for larger organizations, on the

part of data scientists, who then need to communicate their analyses and find-ings to the marketing team.

Not only is this workflow not efficient, but information and insights also often get lost in the process. Silos hamper the ability to impact any real-time digital interactions across channels, as well.

In order for seamless cross-channel execution across all the varying chan-nels, you have to operate holistically from the ground up. AI, and in particu-lar Albert, allows this to happen.

Albert works seamlessly across chan-nels without loss of information and without disruption when transferring data from one channel to another.

Most importantly, Albert doesn’t hold any channel biases. He doesn’t go into a campaign with any preconceptions re-garding which channel to use.

“Albert doesn’t operate with a pre-determined strategy or budget for each channel,” explains Eric Berkowitz, VP, customer success at Albert. “He ap-proaches the campaign with an open mindset, willing to use a mixture of those channels to help achieve the cli-ent’s end goals.”

— Amy Inlow, Albert

AI-driven technology removes the complexities of data-driven digital marketing, providing a fully autonomous system that accomplishes all the execution and analysis for you



2 Identifies completely new audiences

Marketers, like any other co-hort, tend to stay close to their comfort zone. When targeting

a demographic, they reach out to con-sumers they know who are attracted to their services or products — and that approach is not without merit. There’s a good reason why brands figure out who their key audiences are. Albert can and does work with existing known audi-ences, for example, integrating target customers who have visited your web-site into your CRM.

In addition to working with known key audiences, Albert can identify new customer segments that the brand may not have considered. “Instead of just creating an ideal persona and putting customers in buckets,” Inlow notes, “he identifies people outside those buckets.” Albert expands on the starting point of the known audience(s), discovering new high-value micro-segments as he goes.

When a user engages with a brand online — by visiting a website or click-ing on an ad, for example — Albert will place that user in a unique “bucket”

— an audience of one, say a 35-year-old male in Brooklyn who likes to go to the gym. He will then use that buck-et to look for similar demographics or behavior, creating thousands of micro- segments to build up audience profiles.

“To identify new audiences, Albert implements multivariant testing rapidly on a large scale faster than any human marketer can,” Inlow reports. He deliv-ers ads and marketing efforts to a wide variety of audience types, weeding out any that aren’t delivering results versus those that are engaging.

AI can do this at a scale and pace that are cost-effective and faster than hu-manly possible. Thousands and thou-sands of permutations can be created.

Because Albert can test so many permutations simultaneously, he will discover the right message and creative for the specific audience.

Then it’s the marketer’s turn to learn about this new micro-segment, or audi-ence of one, and figure out how to con-tinuously reach that audience and sat-isfy its need to engage with the brand.


To identify new audiences, Albert implements multivariant testing on a large scale faster than a human marketer can



3 Insights and recommendations are served on a silver platter

Every marketing technology plat-form can lay claim to great in-sights and top-level business intel-

ligence, but all too often it may prove difficult to extract relevant business information. Marketers can easily find themselves spending way too much time and resources in translating data into actionable business intelligence.“Albert skips that process,” says Ber-

kowitz. “He goes right to the heart of the matter, analyzing and uncovering actionable and meaningful insights.”Albert continuously works on the

marketer’s behalf throughout campaign inter actions, basing actions on machine learnings and other AI algorithms, while learning and expanding his knowledge base as he works with your brand. He doesn’t assume that what worked today will work tomorrow. Albert determines attribution across

different channels, how best to engage with your customer, and how your cus-tomer is changing over time. He makes recommendations related to the busi-ness decisions you determined and also

provides insights related to what your competitor is doing. Albert can also test the creative in-

cluded with messaging, ensuring that it is optimally performing. The marketer can supply Albert with a host of creative building blocks — images, text, and vid-eo — and Albert will mix and match to piece together an end result that creates the right message for the right person at the right time. So not only are you given raw data, you

are also being given specific recommen-dations and actions and what the likely outcome of taking that action will be. By using Albert, your marketing in-

telligence is also here to stay. “The sys-tem retains all the intelligence it has learned,” notes Berkowitz, “giving you an ongoing repository of information however long you have that history with your customers.” AI systems are poised to replace man-

ual tests, unearthing insights that al-low marketers the time for higher-level problem solving and developing cre-ative and messaging.

— Eric Berkowitz, Albert

The system retains the intelligence, giving you an ongoing repository however long you have that customer history



Makes smarter investment choices

Building out budgets is extremely difficult in the world of digital. As consumers move in and out

of platforms — daily, weekly, month-ly, yearly — deciding the channels in which to invest often seems like a ver-sion of three-card monte. Just when you think you’ve got the channel question figured out, today’s hot channel of the day turns into Myspace.

AI’s ability to process truckloads of data at a large scale enables fluid deci-sionmaking. “Albert determines attri-bution across different channels, how best to engage with your customer, and how your customer is changing over time,” Inlow says. He makes rec-ommendations relating to the business decisions you determined and also provides insights relating to what your competitors are doing.

Without the assumptions and pre-conceptions that often tie humans to a particular tactic, Albert will shift tactics, budgets, and methodologies, mo-ment to moment from one channel to another, consolidating all the learnings

he has gathered to a central hub in or-der to drive decisions.

“Our philosophy is to let the AI sys-tem run,” Inlow acknowledges. “It will hit your KPI and let you do what you are best equipped to do — objective thinking, understanding of emotion, strategy, creative storytelling.”

Albert is conscious of every dollar that gets invested. Focused on efficiencies, he finds the most cost-effective method to accomplish marketing goals.

“If Albert doesn’t think there is a good way to spend money on an effort, he will wait,” says Berkowitz. Fiscally conservative, he will change tactics if he sees it can get you 100 leads for $2,000 instead of $4,000.

Working autonomously, Albert has perfected the art of balancing perfor-mance with cost-effectiveness in mar-keting programs.

Free from preconceptions, Albert goes into a campaign open-mindedly. If there is a great reason to invest in an effort, he will. Otherwise, he will look for new opportunities.

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Albert determines attribution across channels, how best to engage with customers, and how customers are changing



5 Helps brands and marketers exceed KPIs and other revenue targets

Albert is ultimately measured by his performance.

The proof is with Adgorithm’s customers, which demonstrates that Al-bert is capable of achieving a consum-mate level of performance that is above and beyond those of which legacy sys-tems are capable.

Such brands as Harley-Davidson, Made.com, Cosabella, and Evisu cred-it Albert not only with significantly in-creased sales, but also with an acceler-ated path to revenue, the ability to make well-informed investment decisions, and reduced operational costs.

As mentioned above, Albert has the ability to learn and expand over time. As with the best AI systems, Albert ex-plores all of the variables, figuring out what works. To unearth new opportuni-ties, no stone is left unturned.

“Albert is a forerunner in the AI land-scape,” Berkowitz says. “He uses AI not just to analyze data, but also to be pro-active and run the campaign as a trust-ed member of the marketing team. He takes on a lot of the manual tasks that

are time-consuming, doing them better and faster than a human can.

Because Albert can learn and evolve, getting smarter and more efficient as he works, the results can be amazing.

“Albert is doing things at a scale and pace that none of our customers could have dreamed would have been pos-sible without him,” Inlow adds. The results are exponentially better than were previously possible. The ROI on ad spend can be counted by orders of magnitude.

“But Albert is not a silver bullet,” Berkowitz explains. The real benefit is to businesses that have a strong strategy and great creative.

Albert isn’t a panacea for a fail-ing business or for an enterprise that doesn’t know how to market or doesn’t have a strong business foundation.

“We work well with companies that have a solid footing and invest in best practices,” Berkowitz points out. “When these customers let Albert handle ma-chine learning, the resulting synergy is simply amazing.”

— Eric Berkowitz, Albert

Albert uses AI not just to analyze data, but also to run the campaign as a trusted member of the marketing team



AI in the MarketplaceWhich title describes you? How are you using AI now? Can AI better your efforts? How well integrated are your campaign efforts?

Which title best describes your position at your organization?

To what degree are you utilizing AI in your marketing efforts today?

Did you know that AI that can perform the entire campaign journey in an integrated fashion — from media buying to targeting, execution, testing and optimization, insights, and analytics — currently exists?

46%

27

98

4736 30

55

166

6158

7680

6

54%

C-level executive

We use it in analytics

No Yes

Director

We use it to build micro-

segments

Full-time/part-time

practitioner

We use it for testing and

optimization

VP

We use it in cross-channel,

cross-device campaigns

Manager

We use it for media

buying

Outside consultant

We aren’t using it yet

100

90

80

70

60

50

40

30

20

10

0

200

180

160

140

120

100

80

60

40

20

0

The application of sophis-ticated mass-market AI in everyday life is well under

way — think of personal assis-tants from Siri to Google Now — with advocates touting promises of the technology making society smarter, leaner, and more effi-cient. But just how prevalent is AI in current marketing programs? And is the word getting out about AI’s possibilities?

They number among the ques-tions that DMN and Adgorithms sought to answer in this survey.

The results demonstrate that upward of 40% of marketing professionals are not using AI in their marketing efforts at all. Of those who are using AI, most are using it for analytics.

Also worth noting is that more than 40% of respondents were unaware of the full breadth of AI’s capabilities within a market-ing campaign.

Base: 308 respondents answered the question


Note: Respondents could choose multiple answers



AI in the Marketplace

How do you think AI can improve your marketing efforts today?

How integrated are all your paid and non-paid campaign efforts?

How integrated are all your paid and non-paid campaign efforts?

Save time and money

Very integrated — we have a sophisticated program and process

in place to ensure optimal results

Scared that it will change or

replace jobs

Get employees focused on

higher-value work/problem solving

We are working toward a more integrated program,

but have more work to do and process

Overwhelmed — we’ve had so many changes it’s hard to think about how

to incorporate more

Improve the customer

experience

We are just exploring how to better integrate

these efforts

Excited — AI will let us focus on value- oriented

tasks like strategy devel-opment and creative

Reduce complexity of our marketing stack and technology

investment

Deliver exponential vs.

incremental results

We aren’t integrated at all yet and

still operate in silos

I don’t know how I feel about AI yet — I need

to do more research

200

180

160

140

120

100

80

60

40

20

0

160

140

120

100

80

60

40

20

0

160

140

120

100

80

60

40

20

0

180

43

19

134

58

77

122

54

109

125 132112

151

Note: Respondents could choose multiple answers






Harley-Davidson of New York City, a leading retailer of the trusted motorcycles and related products,

understood the impact digital could have on its business, but couldn’t realize the full potential on its own given the size of its team and available resources. It launched its first AI campaign with Albert, 48 Bikes in 48 Hours, in early 2016 to reduce seasonal overstock and determine how quickly Albert could ramp up audience knowledge to meet the brand’s conversion goals. In Albert’s first two-day campaign, the record near-ly doubled — 15 motorcycles were sold.

With Harley-Davidson NYC’s KPIs, business logic, and minimal past cam-paign performance data, Albert discov-ered trending behavior at a pace only a machine can handle and used continu-ously incoming information to optimize and scale performance.

SOLUTIONSIdentifying the unknown audience. Harley-Davidson NYC initially thought of its target audience based on buyer personas. Albert identified new audi-

ences by correlating online behaviors with customers’ likelihood of conver-sion and then autonomously targeting them with individualized creative and copy combinations.

Identifying top-performing creative and messaging combinations and prioritizing them across all digital channels. Albert discovered that ads with the term “call” were performing 447% better than ads with the term “buy,” so it began optimizing text and creative accordingly to enhance perfor-mance across all channels.

Pricing and budget allocation across all digital channels (aka on-the-fly marketing-mix modeling). Albert discovered that Facebook users’ perfor-mance on Android devices was five times better than on iOS for a particular campaign, so he autonomously reallo-cated budget to focus on relevant devic-es and maximize campaign results.

RESULTSAfter just six months, Harley-Davidson NYC credits 40% of its motorcycle sales to Albert and is in the process of hir-ing a team of six employees to keep up with resulting leads. At the three-month mark, Harley-Davidson NYC had al-ready seen an increase of 2,930 leads per month, 50% of which are look-alikes. The NYC franchise has been so successful that several other Harley- Davidson franchises have adopted the technology, while others are currently looking to implement Albert.

Harley-Davidson Prior to engaging Albert, Harley-Davidson NYC’s all-time record was eight motorcycles sold in a single weekend. Following Albert’s first two-day campaign, 15 were sold

Best-Use Cases



Evisu is a designer clothing compa-ny that specializes in luxury denim wear. In late 2015, it ran its own

cross-channel digital marketing cam-paign in the U.S. and determined that the costs of its efforts were exceeding the sales they generated. The retailer turned to Albert to determine whether the AI marketing platform could exe-cute and scale its efforts, starting with previously underperforming search and social channels.

In just one month of working togeth-er, Albert had met all of Evisu’s pre-determined campaign goals. Not only that, but Albert had also significantly in-creased inbound purchases, decreased Evisu’s eCPA, and identified new cus-tomer segments and micro- segments across the U.S.

SOLUTIONSAutonomous audience targeting. Al-bert swiftly discovered that a high vol-ume of conversions arose from return-ing users. He automatically created a campaign dedicated to driving the cus-tomers back to the site, increasing di-rect conversions by 25%.

Real-time micro-campaign creation and testing. Upon identifying top- performing U.S. cities — New York City, Pittsburgh, and Irvine, Califor-nia, numbering among them — Albert immediately created targeted micro- campaigns, maximizing performance potential and subsequently filtering out poor-performing regions.

Finding and engaging audiences of one. Albert discovered that Evisu users who engaged with “Jackets” produced a 54% higher ROI than those who en-gaged with “Jeans.” Once he learned this, he automatically built out more personalized, unique creative and mes-saging combinations in order to further increase engagement and conversions.

Identification of new high-value au-diences. On Facebook, for instance, Albert determined that the micro- segment “Engineer” engaged 300% more with Evisu’s ads than other Facebook users. He then targeted that audi ence with messaging and creative combinations specific to them, simul-taneously filtering out low-value audi-ences unlikely to convert.

RESULTSSince the launch of its initial campaign with Evisu, Albert’s work has resulted in an increase in total ROI across search, social, and display channels. Albert is now executing fully self-driven digital advertising and marketing efforts for the brand in the U.S., U.K., Australia, Canada, and Singapore.

EvisuWith Albert at its digital marketing helm, this retailer met all of its campaign goals while increasing inbound purchases and identifying new customer segments

Best-Use Cases



WHAT IF CAMPAIGNS COULD

RUN AND OPTIMIZE THEMSELVES?

Meet Alberttm, the first-ever fully autonomous artificial intelligence marketing platform, driving digital marketing campaigns from start to

finish for some of the world’s leading brands including Cosabella, Harley-Davidson, and Dole.

To learn more, visit www.albert.ai or contact us at [email protected] schedule a demo.

http://www.albert.ai

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