Mumbai: Measurement and analytics company Adjust has unveiled InSight. This is a machine learning and AI-powered measurement solution that gives marketers a data-driven lens to evaluate campaign effectiveness.
With the introduction of Adjust’s InSight in the INSEA region and other markets across the globe, marketers can now benefit from incrementality analysis to measure the impact that particular marketing actions, such as budget increases, have on ROI. This enables marketers to analyse these marketing activities against target KPIs – discerning if they provide incremental lift, cannibalise organics, or have no effect – to make ROI-positive decisions.
“As our industry moves towards a more privacy-centric, aggregated approach to measurement, marketers are faced with even more complexity in understanding the true impact of their efforts. This new era demands new innovative approaches that unlock real visibility. Without it, optimising campaigns and allocating budget becomes a guessing game and marketers could be highly misled by relying solely on short-term measurement” said Katie Madding chief product officer Adjust.
Incrementality analysis can boost a marketer’s current measurement toolkit by uncovering the true value behind new advertising channels, campaigns, budget changes, and seasonality that are not being delivered by any other marketing efforts. With InSight – Adjust’s first recommendation-driven solution – marketers can leverage:
● Synthetic control groups that eliminate data variables and leave the heavy lifting to Adjust.
● Incremental models that are adaptable and consider many external variables like seasonality.
● Charts that turn advanced analysis into results that are simple to read.
● Intuitive setup that enables marketers to easily run as many experiments as they’d like and get results within minutes.
“Adjust is deeply committed to delivering next-gen solutions that answer the most critical question on marketers’ minds: ‘Is a campaign having a positive impact on my business?’. With InSight, marketers are no longer in the dark. Our models can accurately predict ‘what could have happened if this marketing action hadn’t taken place’, delivering results with a 95% confidence interval, which is the highest on the market” Madding added.
Adjust added that its solution was tested and refined with the help of existing customers. During the testing period, Adjust gathered feedback and insights to fine-tune the product to meet the exact needs of the market.
“Adjust’s incrementality measurement brought us insights into iOS campaign optimization once thought was no longer possible. With their machine learning models doing the heavy lifting and analyzing our historical aggregated data, insightful outcomes and advanced incrementality metrics are available at the push of a button” said Jay Christian, performance marketing manager Pret A Manger.
