Amazing effect in one month for AAA
One of the early experimental users of Adobe's AI-as-a-service approach was AAA Northeast, which in March used it to achieve a 28% increase in lead generation for its auto insurance business, while ad spending increased by 16 % per month is reduced.
“Our technology group is basically Adobe,” said Lisa Melton, senior vice president of marketing for AAA Northeast. "So when they approached us and asked if we wanted to be part of the pilot, we said: Absolutely. Every vendor's goal is to make sure their money goes where it makes the most profit."
Pilot insurance company AAA Northeast used digital screens, search, connected TV, cable TV and a small number of direct-mail postcards, Milton said. Adobe MMM AI analytics turns linear TV money into viewing and search.
Melton hopes to continue testing MMM's AI tools in other business areas, perhaps including membership acquisition, which has more direct mail. It now includes Adobe Experience Cloud in its suite of technologies.
Adobe previously had an AI benchmarking tool, but in conversations with marketers, they found they wanted an ROI analytics solution that covered other non-attributable media, including offline media and walled social media gardens. he said. Monica Lai, director. Great product marketing in the digital realm. Adobe experience.
The marketing mix model can analyze the results of those outlets, but historically it has taken six to 12 months to prepare initially and three months to report on it on an ongoing basis, Lay said. That doesn't help marketers who want to know how to spend the extra dollars, or cut budgets, in the current budget cycle, he said.
Pressure to give more for less
"In conversations with clients, we see pressure on senior leadership to deliver more with less," he said. "We are seeing budget cuts in marketing spending, but there is still pressure to meet the same revenue targets."
Liz Miller, vice president and principal analyst at Constellation Research, which tested the MMM AI tool, said she likes it a lot as "a way to account for all the data that can come in like a giant tsunami that nobody can doesn't deal with ... a new layer on which I emphasize". This is called decision speed, which is not just about making good decisions, but making important decisions faster."
Miller also believes that the tool, as part of Adobe's suite of services, could open up marketing mix modeling to a much wider range of marketers who previously couldn't afford it. "The mixed media model is too expensive for many organizations," he said.
Jerry Murray, research director for Marketing and Sales Technology at IDC, sees Adobe's move as a "tipping point" to intuitively simplify the way marketers use models that drive decision making.