SMART GUIDE TO

ROI of AI Marketing

AI is poised to transform every industry in extensive and radical ways. Our benchmark analysis of 4 billion marketing messages shows AI increases revenue up to 3x and customer engagement up to 7x. In this Smart Guide, you’ll learn how some of the world’s fastest-growing companies are applying AI for marketing success.

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SUMMARY

AI, More than a Buzzword

“AI” is the buzzword of the decade for good reason. It’s transforming every industry and the innovation it enables will only accelerate. But nowhere has AI’s potential been as built up as it’s been in marketing. As leading analyst firm, Gartner, recently stated “AI’s capacity to transform marketing is obscured by a fog of hype, but the breakthroughs are real. Marketing technology leaders need to engage in AI initiatives or risk being blindsided by disruptive AI-enabled competition.”1

Many today view AI as a black box, with even the most cutting-edge marketers uncertain about how to apply it to their strategies. More importantly, marketers wonder are the breakthroughs real? What is its actual value and ROI?

To help marketers understand the impact AI can have on their marketing strategies, we analyzed 3.8 billion marketing interactions across a dozen verticals, including ecommerce, media, travel, and consumer finance. This report presents the findings and introduces an actionable framework for marketers to start applying AI across the customer journey.

1Cool Vendors in AI for Marketing by Andrew Frank, Mike McGuire, Bryan Yeager, Benjamin Bloom. October 2018.

3.8 billion

MARKETING INTERACTIONS ANALYZED

THE RISE OF AI MARKETING

Simplifying Marketing Complexities

In the last 2 decades, marketers’ day-to-day has been taken over by managing a growing number of channels, programs, data sources, and marketing tools. At the same time, consumer attention has become increasingly fleeting, while their desire for relevancy and personalization has increased. How do marketers today deliver compelling customer experiences that push customers through the purchase funnel, and do so at a meaningful scale?

Enter AI-powered marketing, with its focus on making complex marketing initiatives simple by adding speed and scale to marketing workflows and driving better, faster, more accurate marketing decisions. AI gives marketers the tool to scale personalized, multi-touch programs that deliver relevancy and impact across the customer journey without added effort, heavy IT involvement or data-science resources.

As an added perk, by cutting down manual tasks AI frees marketers to get back to the heart of marketing ­— creativity, strategy, and crafting next-level customer experiences.

AI MARKETING APPLICATION

Optimizing the Who, What, When and Where

AI takes out the guesswork by translating customer data into the right marketing actions for each customer and driving profitable customer behaviors.

To help understand how AI can improve and scale marketing effectiveness across the customer journey, we’ve introduced an actionable framework, the 4 Levers of AI Marketing, helping marketers answer the “Who, What, When & Where” of marketing. In the next section we’ll explain how to use AI to finally reach marketing’s promised land.

MARKETING PROMISED LAND

Reaching the right person with the right message at the right time and the right place, every second and at scale.

AI MARKETING APPLICATION

Optimizing the Who, What, When and Where

AI takes out the guesswork by translating customer data into the right marketing actions for each customer and driving profitable customer behaviors.

To help understand how AI can improve and scale marketing effectiveness across the customer journey, we’ve introduced an actionable framework, the 4 Levers of AI Marketing, helping marketers answer the “Who, What, When & Where” of marketing. In the next section we’ll explain how to use AI to finally reach marketing’s promised land.

Promised Land

Reaching the right person with the right message at the right time and the right place, every second and at scale.

AI  MARKETING

The Four Levers

The Who

PREDICTIVE AUDIENCES

Select the best customers to target for every marketing campaign.

The Where

PREDICTIVE CHANNEL-OF-CHOICE

Deliver campaigns on each unique customer’s channel-of-choice.

The What

PREDICTIVE RECOMMENDATIONS

Determine the right piece of content, offer, or product to show each unique customer based on where they are in the customer journey.

The When

PREDICTIVE ENGAGE TIME

Optimize campaign delivery to the times when each unique customer is most likely to engage.

APPLYING AI

Continuously Optimize Your
Marketing and Engagement Strategy

Combine multiple AI levers to drive incremental ROI. Use AI to optimize every part of the marketing puzzle. Marketers applying AI across multiple levers of the “Who, What, Where, & When” realize +50% incremental engagement.

AI Campaigns Increase Revenue

AI-powered campaigns DRIVE 3X REVENUE relative to
their use in the marketing mix.

APPLYING AI

Continuously Optimize Your
Marketing and Engagement Strategy

Combine multiple AI levers to drive incremental ROI. Use AI to optimize every part of the marketing puzzle. Marketers applying AI across multiple levers of the “Who, What, Where, & When” realize +50% incremental engagement.

AI Campaigns Increase Revenue

AI-powered campaigns DRIVE 3X REVENUE relative to
their use in the marketing mix.

ONLINE USED GOODS MARKETPLACE

Increased Gross Sales Per Session 125%

“We achieved a 10X increase in webinar registrations through Facebook by using Blueshift’s Audience Syndication. The Audience Syndication provides an efficient way to find potential customers on Facebook by leveraging existing customer data.”


Pierre Ferraud Norberg
Head of Marketing, Tradera

ONLINE USED GOODS MARKETPLACE

Increased Gross Sales Per Session 125%

“We achieved a 10X increase in webinar registrations through Facebook by using Blueshift’s Audience Syndication. The Audience Syndication provides an efficient way to find potential customers on Facebook by leveraging existing customer data.”


Pierre Ferraud Norberg
Head of Marketing, Tradera

SMART GUIDE TO

ROI of AI Marketing

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