Campaign Optimization

Uses AI and scenario modeling to compare campaign and marketing investment choices, then adjust spend toward better-performing outcomes.

Business impact

• Target return on ad spend (tROAS) — In the app-advertising case, AppsFlyer-reported Day 0 tROAS rose 18% during alpha testing.
• Billing ratio — In the app-advertising case, billing ratio increased 15% during alpha testing.

Data requirements

• Conversion signals (tabular) — Used to train optimization decisions around bidding, delivery, and budget allocation.
• Attribution data (tabular) — Used as the source of truth for reporting and optimization.
• Campaign performance data (tabular) — Used to evaluate results and compare campaign outcomes.

AI methods and techniques

• Scenario modeling — Used to compare marketing and commercial investment choices before committing spend.
• Machine learning-based optimization — Uses conversion signals to inform bidding, delivery, and budget allocation.
• Attribution source optimization — Lets the advertiser choose which attribution framework informs reporting and optimization.

Industries

Real-world evidence

2 documented case studies on record.

Companies using this: Coca-Cola, That's My Seat.