Campaign effectiveness

Personalization is key to utilizing today’s wealth of data.  SparkBeyond Discovery helps marketers understand each customer, anticipate their unmet needs, and tailor campaigns, whether local, global, niche or scale.   

To uncover thousands of previously hidden patterns driving customer behavior, Discovery aggregates internal datasets – browsing history, product reviews, purchase, history – and combines them with external data ranging from social media trends, footfall/mobility, geospatial (mapping), weather, demographic, psychographic, trade and economic indicators.  

By automatically testing millions of hypotheses on selected criteria and generating thousands of novel insights, the platform can help a media buyer, for example, determine the subtle factors affecting ratings (typical viewer, fan groups, in-episode attributes etc) and optimize social media strategies.  

Predictive insights continue to update automatically, mapping the evolving consumer landscape every 24-hours to generate optimized ad spend plans and recommend targeted promotions that reflect consumers’ multi-platform consumption.

With global connectivity continuing to evolve, a leading telco aimed to grow revenues via an advertising platform exposed to industry partners.  SparkBeyond developed a standard engine that ingested ad campaign results, connected telco data assets with external data sources and embedded analytics into the existing business process. It identified predictive drivers across target personas (gamer, hipster etc) to drive the following outcomes:

• Rapid A/B testing of campaign and scaling to wider audience within 6 hours.
• Improved conversion rates on ad campaigns by multiplier of 3x–4x.
• Insights embedded in Competitive Intelligence Dashboard and repeated across campaigns.
  

AI-powered problem-solving technology helps identify hyper-personal campaign opportunities and deliver click-through at the right time, on the right device.  Putting customers first has always been a campaign maxim, but today’s scale-generated customer data makes hyper-personalization an imperative.