Artificial Intelligence and Marketing

For the first time in history, digital media spend accounts for more than half of US and worldwide advertising budgets.

As Google, Facebook, Instagram and LinkedIn battle for the lion’s share of advertising dollars their use of artificial intelligence and machine learning are evolving at a breakneck pace. Each ad platform operates differently and they are all becoming increasingly complex for digital marketers to understand and navigate. Successful optimization today requires sophisticated tracking and creative problem solving that spans complex cross-platform funnels and remarketing systems.

AI in Marketing Blog

Learn how digital marketers are adopting
artificial intelligence in 2021

Over the past decade, Digital Marketers have learned that sustainable ROI requires bulletproof tracking, consistent and frequent experiments and creative optimizations across the entire buyer journey. However, more ‘arms and legs’ to scale marketing teams is no longer a sustainable strategy.

While the intersection of Artificial Intelligence and marketing is still in its infancy, a clear demand for AI is starting to emerge. In a recent Morphio research study, Agency Confessions over 300 digital marketing leaders highlighted their top three uses for AI as:

  1. Gaining a deeper understanding of customer segments (46%)
  2. Optimization of budgets and campaigns (44%)
  3. Automating manual data aggregation and analysis (42%)

Why Do Digital Marketing Agencies Need Predictive Analytics?

First we should answer the more basic question – what is predictive analytics? But let’s also agree that artificial intelligence should definitely feature in some shape or form in the modern digital agency tech stack.

Predictive analytics for digital marketing agencies includes a variety of data mining, machine learning, predictive modelling and forecasting to analyze advertising and marketing data to monitor and make predictions about future marketing performance.

In 2021, most advanced digital marketers are no longer asking what is predictive analytics? Instead, early AI and marketing adopters are experimenting with new software, algorithms and team processes to benchmark and measure the current and potential value of predictive analytics that are integrated and balanced with human-centric creative processes.

Morphio’s Predictive Monitoring Tools and Forecasting Software includes Anomaly Detection for a wide spectrum of digital marketing key performance indicators (KPIs) and forecasting to optimize media budget across Google, Facebook, Instagram, Microsoft and LinkedIn ad platforms.

Morphio helps marketing humans better understand and act on data including answering the question: How should I split my advertising budget across Google, Facebook and LinkedIn to get the best return-on-ad-spend (ROAS)?

What is Anomaly Detection for Digital Marketing Agencies?

Again, let’s first answer the basic question – what is anomaly detection? Anomalies, or outliers as some people call them are spikes or dips in activity (they can be good or bad) that occur outside of normal or expected behaviour.

Anomaly detection has been successfully used by banks, credit card companies and other financial institutions to help detect fraud for many years.

Morphio’s anomaly detection for digital marketing agencies runs on integration with analytics and advertising platforms. Morphio alerts digital marketers to events as they are happening without the need of logging in and out of ad platforms and and Google Analytics.

Morphio’s Anomaly Detection includes daily and weekly alerts for the following metrics:

  • impressions, CPM, sessions, media spend, ad clicks, conversions, goal completions, transactions, ROAS, ROI, cost per lead (CPL), cost per click (CPC), click-through-rate (CTR), conversion rate, bounce rate, new users, average time on site, average order value (AOV), search ranking, Shopify Transactions, Shopify Revenue, Shopify (AOV) and SEO Score.
Learn More about Morphio Anomaly Detection

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