Frequently Asked Questions

At Morphio we receive a lot of questions from prospects, clients, industry, and even competitors. We thought we shared them.

How was Morphio born?

It was in the founding days of building one of NA’s fastest-growing marketing technology agencies, it became apparent that the size and complexity of digital marketing spending were increasing and that only machines could crunch large sets of data quickly enough to make accurate and scalable insights. Finding technology that could assist with our needs was not available or affordable to an SME business like ours - so we decided to build our own. Three years later the market and our industry are ready for a new way to scale their business.

What is Morphio? How does it empower various businesses with AI in Marketing capabilities?

Morphio is an AI-driven anomaly platform built for advanced marketers. Businesses start by setting the KPIs that they want their digital marketing strategy to achieve and Morphio’s does the rest. Morphio starts by catching ‘threats’ such as Tracking; Web: 404s, broken forms, Ads: disapprovals, credit card failures before they become problems. This security ensures that the marketing foundation is in place and marketers are ready for scale and automation. Morphio’s algorithm then detects marketing and analytics anomalies faster and deeper than humanly possible. The real-time detection will alert teams via Slack saving team time and money while protecting against ROI threats.

In the last 5 years or so, how have “AI in Marketing, Sales and Communication’ evolved with maturing of Deep Learning capabilities?

AI for marketing itself is still relatively new. I would say that yes, advancements in computing power and the opennesses of major platforms now allow marketing to be ripe for disruption with AI. Morphio aims to lead this disruption across the SME space that has largely been unaffordable previously. The idea that a “light-enterprise” option like Morphio can add massive value at great price-point allowing even the smallest brands to scale through automation.

What makes Morphio different from others in this unique digital marketing automation space?

Morphio is one of the first platforms to offer data and anomaly detection across major integrated platforms at an affordable price point. The largest differentiator is that Morphio is enabled by business logic, meaning that users must tell Morphio what they wish their marketing investment to achieve. Morphio handles the rest.

You provide unique tech integration for Google, Facebook, Microsoft, and LinkedIn marketing analytics products. What kind of data engine runs and optimizes these integrations?

The Morphio algorithm powers all integrated data to monitor against users set, KPI’s. Morphio employes deep learning, linear regression, natural language processing, and goal-driven segmentation across our main features to optimize for user success.

Which industries and geographies have been the fastest to adapt and succeed with your product integrations?

As Morphio integrates with all major platforms, there are no limitations to geography or industry. We are seeing success across many global countries but our main focus for initial growth in the US.

Tell us more about your work in Explainable AI and the kind of adoption you are witnessing within your customer base?

Explainable AI (XAI) refers to methods and techniques in the application of artificial intelligence technology (AI) such that the results of the solution can be understood by a human expert. Our focus is to develop unique content and resources to do our part and communicate why AI matters as it relates to our platform. In general, our customers are now much more knowledgeable and realistic about AI compared to a couple of years ago. Both Google and Facebook have been pushing digital marketers to embrace AI and machine learning which has been helpful for overall awareness of AI, but they are both very ‘black box’ as they compete to own a bigger share of ad spend. Morphio, on the other hand, is very interested in educating our customers about our approach to AI. We feel that there is a necessary balance between humans and machines. While we do not want to give too much away to our competitors, we feel that our customers do need to understand how we are thinking and arriving at data insights so they can re-think their team structures and create new workflows and processes to scale better and happier.

As a CEO Eric, how do you tackle the challenges arising from data governance and security standards?

We employ best practices across all data platforms and ensure we monitor closely. As an online platform in the data space, our continued KPI is system-wide security, speed, and overall governance.

How do you ensure compliance with data privacy laws, especially since you service to a wide array of B2B marketing and E-commerce players?

We are unique in that Morphio is aggregated middleware between data such as Google Analytics and so Morphio does not collect any personal data directly.

What is your opinion on “Weaponization of AI, machine learning & Blockchain”? How do you promote your ideas in the modern digital economy?

The important part when not falling into a trend is to stick with what you know while aiming to cut through and connect to your audience. This means over-communicating with what customers care about, their work-flow, concerns as well as collaborating on how to be successful together. It’s in this mindset that technologies will drive the greater good and build a foundation for success.

What kind of skills/ technical specializations are you currently hiring to lead Product and Marketing teams? (Who is your ideal candidate/ employee profile in Product Development and Marketing teams?)

Our focus for growth right now is across the entire company actually as well as employing AI where we can. We are currently bringing on developers with specific skill-sets to round out our development team, leadership and power across our sales-force and ramping up an aggressive content strategy.

Tell us about the team and technology you handle at Morphio.

We have a nimble and highly motivated team of digital marketers, software engineers, and data scientists. We’re working together to change the way agencies and marketing teams approach digital data and decision making. Core AI technologies include TensorFlow for anomaly detection and forecasting. We also integrate a handful of ‘off the shelf’ scalable technologies with custom technologies that we have created to protect digital marketers against their unexpected vulnerabilities. Human errors, technology failures, and disruptive competition are some examples of what people in this industry facing.

Data Science is incomplete without discussions on Big Data and Analytics. What kind of data and analytics do you operate with at Morphio?

Our AI integrates and operates with all Google, Facebook, Microsoft and LinkedIn marketing analytic products. Morphio has created a new category of advanced analytics and insights including anomaly detection. We employ machine learning and a predictive model that includes normalized historical data, daily, weekly and monthly trends plus a few other parameters to help digital marketers make strategic budgeting and tactical optimizations much faster than previously possible.

In the last 5 years or so, what kind of unique Deep Learning capabilities emerged? What kind of products truly showcase your technical maturity at Morphio?

Roughly 10 years ago, many people in academia were skeptical about the efficacy of Neural Networks. Today Neural Networks are becoming much more common and are significantly changing the way we live such as the technology behind Google translation, Amazon Alexa, and iPhone face detection. At Morphio we use deep learning to predict and forecast performance for a wide variety of digital advertising platforms, tactics, and related budgets. An interesting example of our technical maturity is how we approach target audience segmentation. Originally we were using clustering algorithms to segment and profile the best and worst converting audience segments, but we figured out a more fruitful approach. While I am not prepared to expose our secret sauce at this time, I can assure you that clustering was not the best approach :)

What are your predictions on the future of Digital Marketing, especially with enriched data and analytics delivered to the Marketing teams in real-time?

I think the most common fear about AI is that people paint a picture of AI and technology replacing humans, but in practice, AI is being adopted as a supportive technology - given the global unemployment rates. My prediction about the future of digital marketing is more of a level playing field between small and large teams as access to advanced analytics and insights. Historically data-driven thinkers and leaders have had an edge, but as advanced analytics and AI such as Morphio are economically adopted I think we will see more focus, importance and success coming from marketing strategy and genuinely new creative approaches.

How does Morphio Define key metrics such as Conversions, Conversion Rate etc?

For the most part, these definitions are based on the industry-standard but for a more complete explanation, you can visit the Resource Section