Adobe previewed the upcoming release of its Marketing Mix Modeling, an artificial intelligence-powered feature that enables marketers to better forecast and optimize channel marketing budget allocation today. digital and offline.
Predictive insights from Marketing Mix Modeling, which uses Adobe’s Sensei AI platform, can be combined with data gleaned from Attribution AI, which analyzes the historical impact of previous conversion events, to provide organizations with a consistent and comprehensive assessment of optimization of marketing spend.
Ali Bohra, director of product marketing at Adobe, sees this as a new business imperative.
“One of the challenges that brands face today is trying to accurately forecast how best to allocate budgets to support a wide range of marketing initiatives. While the historical context can be invaluable in helping to inform future strategies, companies also need to be able to act quickly and rapidly evolve their strategies at a time when the digital switchover has accelerated dramatically ”, a- he said in a blog post.
“The biggest challenges organizations face with AI are identifying the best use cases, and then configuring, implementing and managing algorithms and data flows appropriately,” said Gerry Murray , research director for marketing and business technologies at IDC, in a statement. “Adobe simplifies these challenges by integrating AI and ML capabilities through Adobe Sensei into Experience Cloud applications, enabling marketers and data scientists to rapidly design and deliver compelling customer experiences that learn and adapt. customer behavior over time. “