We’ve said it before, we’ll say it again, and now others are saying it too: not all AI marketing platforms are created equal (and some aren’t really AI at all).
Brett House, VP of Global Product Marketing for Nielsen Marketing Cloud, sat down with ExchangeWire to challenge the industry’s so-called marketing AI solutions and name 3 must-have components of a true marketing AI platform.
Well, challenge accepted, Nielsen. It seems Magnetic’s AI Platform meets (actually, exceeds) your expectations.
Let’s take a look at Nielsen’s 3 marketing AI must-haves and see how Magnetic’s AI stacks up:
MARKETING AI MUST-HAVE #1: AUTOMATED, ONLINE LEARNING (VS BATCH, OFFLINE LEARNING)
Marketing AI need to use dynamic, online learning – i.e. it should be hooked-up to real-time customer data, and have built-in testing and correcting to adapt its models based on changes in the data it sees.
MAGNETIC AGREES… AND OUR AI HAS IT ALL
The thought of static cookie pools, scheduled data refreshes, and offline learning make us cringe. Your advertising needs to quickly and accurately cater to the mindset of each prospective audience member, and to do that, you need dynamic learning and live data. The Magnetic AI Platform (aka “MAP”) has both:
Dynamic learning: Magnetic’s behavioral models are continuously auto-updated, and all model training, monitoring, and optimization are fully automated. This is critical as these activities deliver enormous value to our clients in many ways, like keeping predictive models highly accurate so they can precisely predict user actions, learn, and improve predictions (i.e. get smarter) over time.
For example, let’s say MAP predicts that “Mary” is 65% likely to click your ad. The ad is served and Mary doesn’t click. Because of dynamic learning, MAP automatically learns this about Mary and auto-adjusts her profile; her click probability in the next 5 minutes (if the ad is served again) is now lower, and it lessens with each subsequent impression served.
Important learnings like this can only be created and used if user histories and characteristics are live. Which brings us to…
Live data: Magnetic’s AI Platform continuously mines a breadth and depth of consumer data from 1st, 2nd, and 3rd party data sources, and organizes it into 260 million live consumer profiles that we’ve built and maintained over the past decade. Each individual profile is comprised of extensive user-level attributes, activity, and contextual indicators, as well as propensity scores (i.e. numerical values that reflect the person’s likelihood to take specific actions) derived from predictive modeling.
Because MAP is live, these profiles are constantly updated so your ads can be targeted based on events and behavior from the last 5 minutes (or less). And because MAP also has a real-time view of the marketplace, your ads are always delivered based on the most timely and accurate view of audiences, supply, and bid opportunities.
Learn more about audience characterization here.
MARKETING AI MUST-HAVE #2: AI-POWERED CAMPAIGN AUTOMATION
Marketing AI should automate the human tasks of audience selection. Campaigns are timelier, performant, and deliver a better customer experience when campaigns are auto-optimized based on recent changes in consumer behavior. This automation also reduces cost at scale (i.e. media efficiencies and operational savings).
MAGNETIC AGREES… AND DEMANDS MORE
Automating audience selection is a critical part to any marketing AI, but automation shouldn’t stop there. Marketing AIs are smarter and faster than any team of humans, so AI-automation should be used throughout campaign execution to maximize performance and profit.
Magnetic’s AI Platform powers Magnetic Force, our self-serve media buying platform. Force provides the most complete campaign automation in market today; it fully-automates campaign execution from start to finish, including:
This comprehensive, fully-automated campaign execution provides two-fold results:
MARKETING AI MUST-HAVE #3: MARKETER-FRIENDLY AI TRANSPARENCY (I.E. NO BLACK BOX AI-OPTIMIZATION)
Marketers need a self-service user interface that allows them to see and understand what AI systems are doing.
MAGNETIC AGREES…AND WE’RE EXPOSING IT ALL
That’s why Magnetic Force provides media buyers with radical transparency. Force is the industry’s first fully-transparent media buying platform. It provides unprecedented exposure to impression-level buy details, like pricing, placement, geo, and more.
Force will also provide a new level of visibility – “decision transparency.” Decision transparency empowers buyers to understand why Magnetic’s AI decided to purchase each impression by exploring user-level attributes and behavior used during AI-decisioning. This includes all criteria used to automatically generate the audience for your campaign.
Media buyers can monitor campaigns and analyze AI-decisioning at any time through Force’s intuitive UI.
Check out the Magnetic Force overview here.
SO WHAT DOES THIS ALL MEAN?
You have an AI, I have an AI, everybody has an AI. Which one is the best?
At the end of the day, the only thing that matters is performance. How you get there is secondary. If magical kitten kisses delivered 2-10x campaign performance, we’d all be buying kitten armies and forgetting about complex AI platforms.
But since AI outperforms kitten kisses, make sure your marketing AI platform or partner has the right stuff to deliver the performance you want. The 3 qualifications here are table stakes, but performance trumps all.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.