Ready-to-Scale Lingerie With Albert
By Melissa Gonzalez, CEO and Founder of The Lion’Esque Group
Make a list of the daunting, monotonous and mundane tasks that steal time from creative thinking and implementation on a daily basis. Now, compare your list to what a robot excels at: gathering data, analyzing data, interpreting the results and determining a recommended course of action. See any overlap in these two lists? It seems like a game-changing proposition to leverage a robot’s skills to automate the things you determined to be boring, mechanic and distractions from more strategic work, right? On the flip side, we question whether this integration will be at the detriment of human capital. What will it mean for company costs? And how can a robot make personalized decisions and properly address customer needs and wants?
To many, there is a mixed connotation to the phrase “artificial intelligence.” Many marketers are still unsure what exactly AI marketing is and what it isn’t. According to a recent AI marketing study by Forrester Consulting, more than 40 percent of participants surveyed reported they believed they had already adopted AI-driven marketing, reflecting a belief that their targeting capabilities and automation meant that AI was just operating behind the scenes. This belief is due partly to the fact that marketers today still aren’t fully aware of the capabilities of their current marketing tools and processes, and they lean primarily on outside agencies to guide them through marketing campaign decisions. Because of that, they often find themselves at a crossroads when trying to scale performance. The fact is that many marketers are still swimming in data, making it difficult to translate customer insights into actionable marketing strategies. And many find it daunting to operate efficiently enough to keep up with the pace of customer and prospective customer interactions and data collection.
Albert, a fully autonomous artificial intelligence marketing platform (i.e., robot) created by Adgorithms, drives digital marketing campaigns from start to finish. With a mission to liberate businesses from the complexities of digital marketing, “Albert currently runs 200,000 marketing campaigns in over 50 countries simultaneously,” shared Adgorithms CEO Or Shani. At the core, what makes Albert intriguing are the benefits that computer learning promises as it tears off the complexities and endless layers of marketing scenarios. What a human can analyze in a day’s work, a computer algorithm can analyze and optimize in minutes. It’s now your company’s newest team member that provides continuous, autonomous optimization across marketing channels and empowers marketing teams to review, analyze and act upon customer engagement in a fluid and real-time manner.
Albert in Action
In late 2014, 35-year-old, family-owned lingerie brand Cosabella decided to switch their focus back to a solely direct-to-consumer distribution model. This meant the company would need to re-evaluate its internal structure and ensure the marketing department was seamlessly integrated with the online digital team. They were going to need to develop a strong and effective creative content strategy to support continuous direct-to-consumer marketing communication. They needed to optimize their content and be able to quickly respond and deliver on customer expectations.
As a leap of faith, as CMO Courtney Connell admitted, “Candidly, on-boarding was definitely a learning process, and I had to really just trust [that] Albert would find our optimal segmentations.” The company saw meaningful results in just one quarter of implementation. In month one, Cosabella’s ad spend dropped 12 percent while their return on ad placements improved by 50 percent. By month two, Albert had analyzed and optimized segments so finitely that he began making his own campaigns based on the options of creative content provided by the team. By month three (November), Albert doubled the company’s year-over-year performance on ad spend. What’s more, Cosabella is using Albert to reach global audiences across the U.S., U.K., Australia, Germany, France, Italy and Canada in four different languages (English, German, French and Italian). Before Albert, Connell and the company’s CEO Guido Campello found it was nearly impossible to dig through all of the available customer data in order to find relevant insights about what their customers were responding to and translate that into a marketing strategy in an impactful way. And yet, Albert could collect, analyze and report back on their biggest selling days worldwide in hours and then act on it without waiting for them to tell him what to do.
Getting Over the AI Hump
According to Forrester Research, some of marketers’ top concerns about AI revolve around assumed costs, associated difficulties and their lack of knowledge. However, AI is a tool that minimizes time-consuming tasks that should already be automated. When properly implemented, it opens up time for marketing managers to spend on creative content and overall strategy. Say goodbye to manually analyzing Google ads and manually creating ad groups; luckily, Albert loves it! Albert can’t decide the inputs as that’s still the onus of the marketing department, but he can help a team create a more effective campaign because the entire team is more informed than they’ve ever been before.
What makes Albert truly powerful is his focus on one vertical: marketing. In the future, Connell would like to see the various artificially intelligent platforms in her ecosystem connect with each other’s API and constantly learn from each other’s level of expertise. Albert can currently read any data that makes its way into the CRM or that he gains along his journey, but imagine a world where this digital marketing platform with a focus on driving sales from social and search could learn from the email marketing cloud Emarsys, who could learn from the customer experience system Sentient. To marketers, this amount of data coming in from all angles would be overwhelming. To an AI, it’s exactly what marketing should thrive on.
A former Wall Street executive, Melissa Gonzalez is the founder of The Lion’Esque Group, a firm of pop-up-shop experts who have produced more than 100 retail experiences in New York City, Los Angeles and the Hamptons. Some of her clients include major brands such as COTY/Marc Jacobs, Carbon38, Leesa, Raden, M.Gemi, Puma and Penguin Random Hose. She reflects on her work in her book, The Pop-Up Paradigm: How Brands Can Build Human Connections in a Digital Age. In 2015, she was awarded Innovator of the Year for pop-up retail experiences by Retail Touchpoints. In 2014, her work was honored with the CLIO Image Award for experiential engagement, and she was a finalist for the New York Design Award for marketing and branded experiences. She has also been awarded The Wall Street Journal’s Donor of the Day, one of the top 20 Most Inspiring People in New York City, and one of the Top 100 Young CEOs by Our Time’s White House Initiative. Learn more at http://lionesquegroup.com/.