Great effect in a month for AAA
One of the early experimental users of Adobe's AI-as-a-Service approach is AAA Northeast, which used it to achieve a 28% increase in lead generation for its auto insurance business in March, while reducing costs. costs. 16% advertising of the month.
“Our technology footprint is essentially Adobe,” said Lisa Melton, senior vice president of marketing for AAA Northeast. "And when they approached us and asked if we wanted to be part of the jockey, we said exactly that. The goal of any salesperson is to make sure their money goes where it will get the most return.
Insurer AAA Northeast, which was part of the pilot project, is using digital display, search, connected TV, online TV and a small amount of direct mail, Milton said. Adobe's AI MMM analytics turns linear TV money into viewing and research.
Melton hopes to continue testing the MMM AI tool in other areas of the business, possibly including registration, which includes more direct mail. It now incorporates Adobe Experience Cloud into its suite of technologies.
Adobe previously had an AI attribution tool, but in discussions with marketers, it was discovered that they wanted ROI analytics solutions that covered other media that don't allow attribution, including offline media and cookieless parks. Monica Lay said she's caught up in social media. Senior Product Marketing Manager for the Digital Experience at Adobe.
The marketing mix model can analyze the results of these outlets, but historically the initial setup took six to 12 months and three months to provide ongoing reporting after that, Lai said. That doesn't help marketers who want to know how to spend extra dollars or cut budgets in the current budget cycle, he said.
The pressure to give more for less
"We're seeing pressure on management to deliver more at lower cost when we talk to customers," he said. "We're seeing budget cuts in marketing spending, but there's still pressure to meet the same revenue targets."
Liz Miller, vice president and senior analyst at Constellation Research, which tested the MMM AI tool, said she really likes it as "a way of calculating all the data that can come in like a huge tsunami that no one can handle. It takes it to a new level." of what I call speed of decision making," which is not just about making good decisions, it's about making good decisions faster.
Miller also believes that, as part of Adobe's suite of services, the tool can open up marketing-mix modeling to a much broader group of marketers who previously couldn't afford it. “The media mix model has been prohibitively expensive for many organizations,” he said.
Jerry Murray, director of marketing and distribution technologies research at IDC, calls Adobe's move a "game changer" to simplify the way marketers use templates that drive decision making.
