Insights

The Value of Big Data and AI for Advertisers

The way people use the media and social networks, investing part of their time and attention, has changed dramatically in recent years. A good example is the precious convenience provided by mobile media, which is a strong 21st century attribute to better manage the vast amount of information; advertisers seek quality services, technologies and applications that help organize and make the implementation of programmatic media.

We are living in the Digital Era, and the consumer has full power of choice and forces advertisers to go through a major adjustment to present unique customer experiences, personalized and adapted to preferences and needs. Every day, no matter what we are doing, we receive information that turns into moments of "inspiration and desire." We therefore believe that only aiming for the right individual based solely on profile information is no longer enough for advertisers. Now, the moment is what matters!

The success of an advertiser in this brave new world will depend on the ability to understand the ideal moment to perform a defined action and leverage ROI. To reach this point, it needs to look for other parameters like: know your customers and understand how they respond in different situations, making decisions in fractions of seconds on how and when to present its proposal to the user. An individual has different habits every day. What makes the 14h of Tuesday may be different from 14pm on a Saturday. Everything around us can influence the buying decision – if a person bought a plane ticket, whether it’s raining outside or recently watched an Internet video on how to build a new plot.

All these different times combined can indicate to advertisers the best advertisements for specific occasions. Called moment scoring, the resulting supply of this simultaneous calculation is combined between the artificial intelligence (AI) and big data. Our AI is constantly evolving as our algorithms improvise calculations, thus adding information during the process, increasing and improving the influence of marketing for the next opportunity to view an ad. From this formula, data is generated continuously, reaching more successful campaigns within the attributes of the desired public profile.

Another example of the effectiveness of AI use is rapid diagnosis. A campaign is offered for people interested in sports due to purchases made while sailing sites of this segment by assigning a filter of interest between them. Over time, the AI learns and identifies who these users are fans of in certain categories, such as football. With this result, the consumer will receive a new score, with a larger number to the previous one with a full base of their interest, diminishing the focus for lovers of other sports.

With this amount of stored data and decision-making speed, the machines are ready to work; however, it does not mean that human contribution is not required. Remember, all of artificial intelligence learning process requires human understanding – the ability to observe many factors that enter and leave the game – adjusting parameters, messages, creativity and optimizing their results.

Within this complex virtual world, to know the actual value of each impression is the crucial difference for a successful advertising campaign. What is the likelihood of a user replying to your ad right now? This is the main issue. And the best thing is, you do not try to guess when you have provided artificial intelligence and big data to inform responses. In other words, the right moments are important to generate the love to your brand and, of course, the best results for your campaign.

Article written by Edvaldo Acir
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