ABOUT

Brief:

Marketers must do more with less. They need to know what works to deliver more effective experiences and eradicate waste. For global brands who manage world-wide communications the importance of this is huge. Content visibility and related performance is hard to achieve with work delivered through dispersed teams across multiple channels and platforms.CMOs can spend millions generating assets without knowing if or where they are used, what their best content is and whattheir next best content should be.Suggest we add in a line e.g. “By automating this intelligence, we knew we could help marketers become smarter, more efficient and ultimately more effective.”

Concept:

We identified four key challenges:
• Brand experience – What are my customers seeing globally?
• Asset use – Where is my content used?
• Performance – What's working for different channels and audiences?
• Next steps – How to create effective content and stop waste?
And answered them with three capabilities:
• Capture and describe content at the atomic level
• Connect independent assets from every source, including DAM, ad servers, social media and other
• Connect channel performance data back to the underlying asset
So, we designed an integrated AI solution to:
• Join central assets based on similarity, enriched through synthetic tagging
• Collect channel-based performance and contextual data
• Capture ads at the point of activation
• Visualise the results
Our ultimate aim? To help CMOs understand exactly what their marketing spend is producing and optimise investment decisions.

Results

• We enabled our clients to easily detect the most effective campaign imagery. For a well-known car brand, we identified 83% wastage and showed only 17% of the assets came from the central source

• We saved our clients invaluable time thanks to improved searchability, with 82% time saving in timed tests

• Our findings informed future campaign creative, helping clients create more focused, effective content