Cut spending. Grow sales. Is this a marketer's fantasy, or real world?
Very likely marketing cloud competitors like Oracle, Salesforce, Neustar, and dozens of smaller vendors would disagree. And even Facebook and Google offer tools for marketers to assess the effectiveness of their customers’ spend.The company’s Experience Cloud suite of marketing, commerce, and analytics tools takes in trillions of data points from thousands of sources, includingThere is another challenge to media mix modeling however: it takes significant time in addition to scale.
It should be noted, of course, that there’s a few ways to make that happen. If any company engages in indiscriminate ad spend, it is very likely to feed bad guys operating ad fraud operations at scale. So some simple optimization is likely to cut a big chunk of fraudulent activity, and advanced technology can trim even more.
“Adobe’s AI is designed to not be black box,” says Bohra. “We want to make the marketer smarter … so they know why things are happening.” For instance, Adobe Sensei generates purchase propensity scores across customers, looking at what is influencing a higher propensity to buy. But the result is not just a probability or a percentage: it’s a list of the top key influential factors that are building that score, such as weather, location, and purchase history.And there’s huge value in marketing effectiveness scoring that doesn’t need to monitor and surveil people’s clicks and app installs and time spent on pages.
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