by Daniele Masiello | Oct 31, 2024 | Our News, Performance Marketing, PR
We’re thrilled to announce that Booster Box has been honoured as the Performance Marketing Team of the Year 🏆 at the 2024 Global Performance Marketing Awards (GPMA)! Known for spotlighting innovation, creativity, and tangible results, the GPMA celebrates the standout teams and agencies pushing digital marketing to new heights across the globe.
Winning this award is more than a recognition! it’s a nod to the competitive edge that sets Booster Box apart. Our proprietary Martech Suite has been pivotal in positioning us ahead, allowing us to get a foot in the door with clients who seek sophisticated, data-powered solutions for scalable growth. From precision analytics to automation tools that streamline every campaign touchpoint, our technology has allowed us to tailor strategies that fit like a glove and deliver results that matter.
Reflecting on the journey, Alice Piselli, our Events Manager, shares:
“Being named Performance Marketing Team of the Year is huge for us. It’s a moment that highlights our collective dedication to innovation, our clients, and each other. Every member of our team has played a part in driving our vision forward.”
Our Martech solutions are not only the engine behind our success but also a testament to our philosophy that innovation in digital marketing should be both cutting-edge and accessible. Over the past year, we’ve harnessed this technology to help clients navigate complex markets, optimise their investment strategies, and amplify their growth. From Marketing Mix Modelling to advanced campaign optimisation, our team has consistently unlocked new opportunities for clients worldwide.
This award is more than a milestone; it’s a motivator. We’re deeply grateful to our clients, partners, and team for being part of this journey, and we’re more excited than ever to keep raising the bar in performance marketing.
Here’s to new frontiers in digital marketing, made possible by the tools and strategies that drive us forward every day 🥂🎉✨
by Daniele Masiello | Oct 14, 2024 | Our News, Performance Marketing, PR
Alvie platform launch provides e-commerce and B2C brands with a strategic control panel for performance marketing, improving decision-making and budget allocation.
London, 15.10.24, — Precis, the leading full-service digital marketing agency, today unveils Alvie, a performance marketing optimisation platform, built over 12 years of agency experience. Designed specifically for e-commerce and B2C brands, Alvie empowers marketing teams with modern, privacy-first attribution, AI-derived actionable insights, and a unique approach to value-based bidding, all aimed at maximising the impact of a brand’s marketing investments.
Based on their deep experience of working with major international retail brands, Precis recognised that e-commerce companies struggle with fragmented marketing data across multiple channels and platforms, hindering their ability to perform accurate cross-channel analysis and attribution. Disparate data across platforms makes it difficult to connect the dots, optimise budgets effectively, and demonstrate the true impact of marketing efforts. Alvie tackles this challenge head-on by consolidating data from multiple channels into a single, unified platform.
Alvie also offers a revolutionary approach to bidding signals, empowering marketers with custom conversion signals that map to specific business goals.This means brands can send signals that reflect the most important KPIs, whether it’s profit margin, customer acquisition, or repeat customers, for example, rather than just ROAS, revenue or ROI. Alvie’s attribution product offers greater flexibility and adaptability compared to traditional path-based models, allowing for a more accurate assessment of marketing impact while aligning with evolving privacy regulations.
Overall, Alvie is designed to help brand marketers:
- Gain a holistic view of campaign performance: Alvie eliminates data silos, enabling marketers to visualise data in custom dashboards in seconds, providing a complete picture of performance marketing activity across channels.
- Make data-driven decisions: Alvie’s AI co-pilot, provides actionable insights and recommendations, leveraging the power of artificial intelligence combined with learnings from Precis’ 12 years of marketing experience and best practices
- Optimise budgets for maximum ROI and allocate budget with confidence: In-depth channel and campaign budget recommendations enable brands to allocate resources to where they will see the greatest impact.
- Demonstrate marketing’s value: Measure the true impact of marketing on key business metrics.
The launch has already garnered positive feedback from launch clients.
Martina Enebrand, Online Marketing Manager, Homeroom comments: “Since implementing Alvie’s Bidding Signals*, we’ve transformed our approach to marketing efficiency. By integrating first-party data on COGS into Google Ads bidding, we shifted our focus from treating all revenue equally to prioritising profitability and business value. This strategy has been instrumental in optimising our spend across markets and product categories, and with Alvie’s real-time capabilities, we’ve been able to make these adjustments instantly. With Alvie, we’re making better, faster decisions that support our long-term business success.”
Christoffer Lötebo, Group CEO of Precis, comments, “Alvie helps marketers answer the age-old question of what part of their marketing budget is being wasted. Today, each channel is reporting their own results, making it hard for brands to see the full picture. Marketers are often left choosing between limited tools or costly custom models that are out of reach for many. Alvie changes that. We’ve built a platform that’s easy to use yet powerful, offering transparent and unbiased insights. Our goal is to make data-driven decision-making accessible to everyone, from CMOs to marketing coordinators, so they can confidently drive real marketing impact—without needing a data science team.’’
Alvie is available to Precis’ agency customers as part of a tech-enabled agency experience, or as a standalone product for in-house teams with ambitions to make their marketing more data-driven and effective
For more information about Alvie and how it can transform your marketing efforts, please visit https://www.alvie.io/
For further information or to arrange an interview please contact [email protected]
by Daniele Masiello | Oct 8, 2024 | Analytics, Incrementality, Marketing Mix Modelling, Our News, Performance Marketing, PR
We’re beyond excited to announce that Booster Box has secured a major win at the European Paid Media Awards 2024, taking home the prize for Best Use of Attribution! This recognition was awarded for our work with Tenacta Group using an innovative approach centred around Marketing Mix Modelling attribution 🎉
Our Marketing Mix Modelling attribution project with Tenacta Group showcased how combining data science and creativity can deliver results that stand out on a global stage. This isn’t just about winning an award, it’s about proving the power of marketing mix modelling as a key method for understanding and optimising the performance of marketing investments.
Marketing Mix Modelling attribution: the secret to success
For this project, we implemented a Marketing Mix Modelling attribution approach that allowed us to understand how different marketing channels contributed to overall sales, both online and offline. By using an advanced Bayesian model, we were able to integrate and analyse data from digital campaigns and traditional channels like TV, to uncover which activities were driving the most value.
This holistic attribution approach gave Tenacta Group the insights they needed to optimise their budget allocation and increase overall performance. By breaking through the limitations of traditional attribution models, marketing mix modelling attribution helped Tenacta make smarter, data-backed decisions that transformed their marketing strategy.
What the Judges had to say 💬
The judges at EPMA were impressed with the results of this campaign and gave it high praise: “This campaign has achieved remarkable results through a well-balanced mix of strategic planning and execution. It’s impressive to see the emphasis on both theoretical frameworks and practical applications, which were utilised to great effect. This comprehensive approach, considering all relevant factors, showcases a deep level of insight and ingenuity, contributing significantly to the campaigns overall success.”
Results that speak for themselves 📈
The Marketing Mix Modelling attribution project helped Tenacta Group achieve some standout results, proving that this data-driven approach works:
- +62% Growth in budget investment thanks to MMM insights
- +12% Purchases increased after the first iteration
- -28% Decrease in CPA (Cost Per Acquisition)
- +52% Increased visibility for Amazon Ads
These numbers reflect the effectiveness of marketing mix modelling attribution, allowing Tenacta to fine-tune their spending across all channels and focus on the strategies that worked best.
Client Testimonial 💬
Paolo Morgandi, CMO of Tenacta Group, expressed satisfaction with the results achieved: “Thanks to the scientific approach and the use of advanced technologies like Marketing Mix Modelling, we were able to gain a clear and detailed view of our activities, both online and offline. This allowed us to optimise performance and make more informed decisions on budget allocation, with tangible results in terms of sales”.
Booster Box’s Perspective 🚀
Gianluca Binelli, CEO of Southern Europe and founder of Booster Box, added: “We are thrilled with this recognition, which highlights the importance of a scientific approach to marketing. Marketing Mix Modelling enabled us to work with concrete data to improve campaign efficiency and maximise results for our clients”.
Why Marketing Mix Modelling attribution matters
In today’s marketing landscape, Marketing Mix Modelling attribution is a game-changing strategy that helps brands understand the full impact of their marketing activities. Unlike traditional models that often overlook offline channels, MMM attribution gives businesses a comprehensive view of how all channels contribute to sales, making it easier to optimise spend and maximise ROI.
For Booster Box, this win isn’t just about celebrating success, it’s about showing the world the power of data-driven marketing. Marketing Mix Modelling allows brands to make smarter, more informed decisions, and we’re excited to continue helping our clients unlock their full potential.
Learn More
Curious to dive deeper into the details of this award-winning project? Check out the full case study here:
👉 Maximising ROI with Data-Driven Insights through Marketing Mix Modelling
by Daniele Masiello | Jul 11, 2024 | AI & ML, Performance Marketing, PPC Strategy
Welcome to the world of generative AI in advertising: a realm where creativity meets cutting-edge technology, promising to revolutionise how we craft and deliver our messages. Our recent webinar delved deep into this transformative technology, offering insights and practical examples on how generative AI can elevate your advertising game. Grab a cup, settle in, and let’s embark on this journey through the land of AI-driven advertising.
Understanding Generative AI in Advertising
Generative AI refers to artificial intelligence capable of creating new assets that closely mimic human creation. This includes text, images, audio, and video. Using advanced algorithms like generative adversarial networks (GANs) and transformer models such as GPT-4, generative AI can produce content that is often indistinguishable from that created by humans. Think of it as a tireless creative assistant, constantly generating fresh and innovative content specifically tailored for advertising needs.
The Four Pillars of Generative AI in Advertising
Data accessibility and insights
Generative AI simplifies the process of accessing and analysing complex data sets. By quickly navigating and extracting insights, AI empowers advertisers to make informed decisions swiftly. This capability is crucial in today’s data-driven market, where understanding consumer behaviour and preferences can significantly enhance the effectiveness of advertising campaigns.
For instance, AI tools can sift through massive amounts of data to uncover patterns and trends that human analysts might miss. This enables the creation of highly targeted ad campaigns that resonate with specific audience segments.
Conversational AI
Generative AI enhances online interactions, making them more natural and engaging. This improvement in customer experience can lead to better engagement and a broader audience reach. Conversational AI, through chatbots and virtual assistants, ensures that customer interactions are seamless and personalised, driving higher satisfaction and loyalty.
Imagine a chatbot that not only answers customer queries but also understands the context of their previous interactions, providing a more personalised experience. This level of sophistication can significantly enhance customer engagement and satisfaction.
Accelerated content creation
Generative AI accelerates content creation processes, whether it’s text, images, videos, or even music. This allows creative teams to focus more on strategic tasks, boosting overall productivity. For instance, AI can generate high-quality copy for ads at scale or social media posts, ensuring consistency in tone and style while saving valuable time.
In fact, as reported on ZDNET, generative AI can save marketers over five hours weekly – and you might be thinking: not such a big deal, but when you realise that’s the equivalent of over a month per year you’ll jump out of your chair.
Adaptability and innovation
AI models can be integrated into existing platforms, keeping businesses at the forefront of innovation. This adaptability means that large AI models can enhance machine learning platforms, providing businesses with the tools to innovate continuously and stay ahead of the competition.
Generative AI’s adaptability also means it can be used to create customised solutions for specific marketing challenges. As reported on McKinsey, a European telecommunications company used generative AI (specifically: GPT-4 for copy and Dall-E for imagery) to create hyper-personalised messaging for 150 specific customer segments, which were then ported into the email service provider via API, resulting in a 40% lift in response rates and a 25% reduction in deployment costs. Now, tell us that’s not bloody fantastic (and scary).
Real-World Applications of Generative AI in Advertising
Efficient Copy Generation
During the webinar, we demonstrated how our team integrates ChatGPT with Google Sheets to generate compelling ad copy with just a few clicks. This process not only speeds up the workflow but also ensures consistency across various pieces of content.
Imagine feeding a brief into ChatGPT and receiving multiple high-quality ad copies tailored to different audience segments. This efficiency allows marketing teams to spend more time strategising and less time writing. One of our retail clients used this integration to streamline their social media content creation, generating engaging posts in a fraction of the time it previously took.
Dynamic Concept Creation
Generative AI enables dynamic creation of brand assets. Using tools like MidJourney, creative teams can quickly generate custom images that adapt to different contexts without needing to overhaul the entire image. This capability allows for rapid testing and iteration, invaluable in fast-paced advertising environments.
For instance, we helped Bokio, a client with limited advertising materials, by leveraging MidJourney to expand their brand assets. This approach allowed us to create a broad range of distinctive materials, providing them with a wealth of content for future campaigns without significant resource investment.
Enhanced Translation Capabilities
For global campaigns, timely and accurate translations are crucial. Generative AI facilitates quick translations and adaptations for different platforms, ensuring that messages resonate with diverse audiences. This feature is particularly beneficial for businesses looking to scale their operations internationally.
During the webinar, we showed how selecting the desired language from a drop-down menu in our integrated system provides accurate translations in seconds. This capability was crucial for an international fashion brand we worked with, enabling them to localise their marketing materials across 10 different countries, significantly enhancing their global reach.
Analysing and Optimising Content
Generative AI tools like Google’s Gemini can analyse visual content, extracting detailed metadata such as objects, emotions, and context. This in-depth analysis provides a comprehensive understanding of visual elements, enabling advertisers to fine-tune their strategies. By associating these labels with ad performance, businesses can predict the success of their assets and make data-driven adjustments to maximise impact.
We used Gemini to help a global electronics brand understand which creative elements resonated most with their audience, leading to a 30% increase in engagement rates. This predictive capability allowed us to fine-tune our strategies and maximise the effectiveness of our campaigns.
The Broader Implications of Generative AI in Advertising
As eloquently stated during the webinar:
“Netscape was to the Internet what ChatGPT is to Artificial Intelligence. The Internet existed before Netscape. But the browser helped millions of mere mortals connect the dots on what could be done, and dream of what could be. A.I. existed before ChatGPT. But…“.
Dharmesh Shah – Founder and CTO at HubSpot
This quote perfectly encapsulates the transformative impact generative AI has on the advertising landscape. We don’t want to spoil the profundity of this moment, so we’ll let you ponder it yourself. Goosebumps, right? We thought so.
Democratisation of AI
Generative AI has democratised technology, making it accessible to businesses of all sizes. No longer confined to tech giants, AI tools are now available to small and medium-sized enterprises, enabling them to compete on a more level playing field. This democratisation means that even small businesses can leverage the power of AI to create high-quality, personalised advertising campaigns without the need for extensive resources.
Productivity Boosts
AI significantly enhances productivity by automating mundane tasks. This boost allows creative and strategic teams to focus on high–value activities, fostering innovation and efficiency. For example, AI can handle repetitive tasks like data entry and analysis, freeing up human employees to focus on more strategic and creative tasks.
AI-Generated Environments
We are entering an era where AI–generated environments are becoming the norm. From search engines using AI to curate content to personalised marketing campaigns, the integration of AI is reshaping how we interact with digital spaces. Imagine a world where your digital assistant can remember every product you’ve shown interest in and suggest the best deals or alternatives based on your preferences. This level of personalisation can significantly enhance the user experience and drive higher conversion rates.
Rethinking Communication
With AI-generated content becoming ubiquitous, traditional communication methods are evolving. The efficiency and speed of AI in generating and summarising content mean that businesses can respond to market demands more swiftly and effectively. Generative AI can help businesses stay ahead of the curve by quickly adapting to new trends and customer preferences.
Future Trends and Predictions for Generative AI in Advertising
Increased Personalisation
AI will enable even more personalised advertising experiences, tailoring content to individual preferences and behaviours. This personalisation will drive higher engagement and conversion rates. As AI continues to evolve, it will become even better at understanding and predicting customer preferences, leading to more effective and personalised advertising campaigns.
Integration with Emerging Technologies
Generative AI will increasingly integrate with other emerging technologies, such as augmented reality (AR) and virtual reality (VR), creating immersive and interactive advertising experiences. Imagine a future where customers can virtually try on clothes or test out products in a simulated environment before making a purchase. This level of interactivity can significantly enhance the shopping experience and drive higher sales.
Ethical and Environmental Considerations
As AI becomes more prevalent, ethical considerations around data privacy and environmental impact will become more critical. Businesses will need to navigate these challenges responsibly to maintain consumer trust and sustainability. Companies will need to ensure that their use of AI is transparent and ethical, protecting customer data and minimising environmental impact.
Embracing the AI Revolution in Advertising
Generative AI in advertising is more than just a technological advancement; it’s a revolution that promises to reshape the advertising industry. By leveraging AI’s capabilities, businesses can create more effective, innovative, and personalised campaigns. The key lies in embracing this technology, continuously exploring its potential, and remaining adaptable in a rapidly changing landscape.
As we move forward, the challenge will be to harness AI’s power without losing the human touch that makes advertising truly impactful. It’s a balancing act, but one that holds immense potential for those willing to embrace the future.
by Daniele Masiello | Jun 17, 2024 | AI & ML, Marketing Mix Modelling, Performance Marketing, PPC Strategy
Hello there, blog fam! Buckle up: today we’re deep diving into the mind-blowing world of generative AI in advertising platforms. If you think AI is just about robots taking over, think again: it’s all about giving us marketers superpowers (minus the capes, unfortunately). If you just can’t take our word for it, you got it 💃🕺🏻We decided to call in the cavalry and ask our CEO Gianluca Binelli to guide us all on this journey.
He’ll be sharing his insights on how this technology is revolutionising our industry, with a particular focus on advertising platforms. So, whether you’re sipping a double espresso (suggested) or a matcha smoothie (slightly less suggested, but accepted anyway), sit back, relax, and prepare for a dose of generative AI in advertising platforms wisdom that’s as refreshing as iced coffee.
Q1: Hey Gianluca, thank you for your time today! Let’s dive right in. How are leading advertising platforms utilising generative AI to enhance their offerings? And by the way, if AI starts writing ads, does that mean we get to spend more time on coffee breaks?
Gianluca: Thanks for having me!
Leading advertising platforms like Google, Microsoft, and Meta are heavily investing in generative AI to revolutionise ad creation and optimisation. For instance, Google now provides headline and description copy suggestions, as well as image generation for Performance Max and Demand Gen campaigns. Microsoft, with its ChatGPT integration, offers Copilot, an AI assistant that generates copy and images. Meta has also embraced AI with features like AI-generated headlines, background generation, and image expansion to fit various aspect ratios across different platforms such as Feed and Reels.
And, by the way, you’re free to spend as much time on coffee breaks as you need, when you need it 🙂 It shouldn’t take AI for that.
Q2: These tools sound incredibly powerful. Can you elaborate on the specific benefits these AI-driven solutions provide to advertisers? Also, do you think AI can come up with better headlines than my cat’s Instagram account?
Gianluca: That’s for sure.
One of the main benefits is the significant reduction in entry barriers for advertisers. Generative AI in advertising platforms democratises access to high-quality ad creation, allowing small and medium-sized businesses to compete more effectively. This is particularly impactful for those with limited resources or expertise.
Moreover, for larger brands, these tools streamline the creative process, making it easier to produce and optimise ads at scale. This efficiency allows marketers to focus more on strategy and less on repetitive tasks.
Wait, does your cat really have an Instagram account?
Q3: She does indeed, but sorry, that’s private. Back to business: with these advancements, are there any challenges or potential downsides that generative AI in advertising platforms can bring? Should we prepare for a future where our AI overlords take over our marketing departments?
Gianluca: Absolutely, there are a few challenges.
As the landscape becomes more accessible, it also gets more crowded, leading to higher ad fatigue and potentially lower CTRs and higher CPCs. Moreover, while AI tools are powerful, they’re not infallible. The quality of AI-generated content can vary, and human oversight is still crucial to ensure the ads align with brand values and strategic goals.
It’s also worth noting that these tools are still in their infancy, particularly when it comes to image generation. While the copy generated by AI is generally reliable, images might not always meet the desired standards without human intervention.
Q4: It’s clear that human oversight remains essential. How do you see the role of human marketers evolving in this AI-driven environment? Should we start calling ourselves ‘AI wranglers’?
Gianluca: You’re all free to be and call yourselves as you wish 🙂 but yes – human marketers will continue to play a critical role.
AI can handle many tasks, but it lacks creativity, strategic insight, and the nuanced understanding of consumer behaviour that humans bring. Marketers will need to focus on overseeing generative AI outputs within the advertising platforms, providing creative direction, and staying updated with the latest AI capabilities. This will ensure they can effectively leverage these tools to enhance their campaigns while maintaining a unique and authentic brand voice, for instance.
Q5: Given the rapid evolution of generative AI, how are advertising platforms like Google and Bing balancing these advancements with their existing business models? Do you think Google’s AI will start recommending our mum’s lasagna recipe next?
Gianluca: Well, if we start a business on our mum’s lasagnas, Google will end up recommending it for its taste and also because we’re an advanced, data-driven and dangerous, performance marketing agency 🙂 Regarding the balancing act, it’s a complex one.
Google, for instance, is introducing AI overviews in search results, which will change the look of the SERP. This involves matching ads not only to query context but also to the information in AI overviews. This shift could impact organic search strategies and how users interact with search results.
Bing, on the other hand, integrates ChatGPT with its search engine, allowing ads to appear within AI-generated answers. While we don’t have extensive data on this yet, it’s an exciting development to watch.
Q6: Looking ahead, what do you see as the next big thing in generative AI in advertising platforms? Can we expect AI to start predicting the next big dance craze on TikTok?
Gianluca: I believe the next big advancements will be in scaling AI-driven creative solutions like virtual try-ons and 3D spin ads. These innovations, though already existing, have the potential to provide even more immersive ad experiences as they become more widespread, enhancing user engagement.
Additionally, AI’s role in measurement and analytics will grow, with more sophisticated models like Marketing Mix Modelling becoming mainstream. These models will help marketers better understand the impact of their campaigns across various channels, leading to more informed decision-making.
Q7: Speaking about measurement, it seems to be a big topic these days, especially with generative AI advancements. How are platforms addressing the challenges of measurement and attribution?
Gianluca: Great question! Measurement is indeed becoming more complex and crucial. Everyone is doubling down on incrementality and Marketing Mix Modelling as traditional attribution models face challenges.
Meta has invested heavily in its proprietary solution, Robyn, while TikTok is developing in-house incrementality models. Google also has its own solution, Meridian. These models are statistically backed and external, which helps maintain objectivity. However, as platforms develop their own solutions, the question of trust arises.
While these proprietary models will be adopted, especially by those without access to other options, they may not dominate due to potential biases. Advertisers should stay informed and critically evaluate these tools to ensure they align with their measurement needs.
They also may rely on and get in touch with a scientific, data-driven partner to run those models with no conflict of interest. That wasn’t a question.
Q8: What advice would you give to advertisers looking to stay ahead in this AI-driven landscape? We dare you to make it as catchy as a slogan AI would generate 😏
Gianluca: Wow, that’s a lot of pressure. I’d say: stay informed and adaptable.
The pace of generative AI in advertising platforms advancements is rapid, and keeping up with the latest developments is crucial. Embrace these technologies, but don’t rely on them entirely. Combine the power of AI with your unique human creativity and strategic thinking to achieve the best results. Remember, AI is a tool to enhance your capabilities, not replace them.
Bonus tip: Register for our upcoming ‘Generative AI in advertising’ webinar today!
Don’t miss this opportunity to stay ahead of the curve. Secure your spot in our 45-minute webinar and gain the knowledge you need to revolutionise your advertising strategies with Generative AI.
REGISTER NOWt
That’s all.
Thanks, Gianluca!
