New Amplero Solution Eliminates Targeting Rule Development For Marketers
Self-Optimizing Personalization Utilizes Machine Learning for Targeting, Driving Significant Lift above Targeting Rules
SEATTLE, May 5, 2015 /PRNewswire/ -- Globys, the leading innovator in contextual marketing, today announced the launch of Amplero, a self-optimizing personalization solution for mobile marketing campaigns powered by machine learning.
Existing personalization platforms depend on manually designed and developed rules for targeting. Marketers rely on traditional testing and optimization tools and are seeing diminishing returns from them. Marketers have spent years fine tuning their campaign targeting rules. They continue to use A/B testing to run experiments and attempt to analyze as many customer segments as possible using business intelligence. However, with the growth in customer data, the traditional tools can't keep pace and development of targeting rules becomes a bottleneck to campaign performance.
The new Amplero solution uniquely leverages a continuous cycle of self-designed experimentation and machine learning to automatically discover and execute the optimal experience – i.e., the experience producing the highest revenue lift – for each customer throughout the entire customer journey. The solution uses science-based target and control groups to rapidly test thousands of combinations of customer, experience and execution contexts and then applies a range of analytics over hundreds of variables to find targeting optimizations with statistically-valid lift.
The benefit of the Amplero's machine learning is that it eliminates the process of designing, developing, testing, and optimizing targeting rules by automatically discovering the conditions and context of optimal targeting. As a result of a machine automated approach, Amplero is able to optimize marketing 200-500% better than manually coded targeting rules.
In place of targeting rules. Amplero creates a revenue lift score for every combination of experience, customer and execution context. As a result, the solution identifies the optimal experience for each customer and context resulting in increased targeting granularity and higher revenue per experience across all campaigns.
"Granularity is the key to breaking the 80/20 rule where twenty percent of the customers deliver eighty percent of the campaign result," said Dr. Olly Downs, chief scientist at Globys. "Amplero scores experiences in thousands of contexts to ensure the other eighty percent of the customers get the experience that is relevant for them."
Based on customer deployments, Amplero is proven to significantly increase performance over the targeting rule approach. Benchmarks in customer studies show that as targeting granularity increases so does the performance of the campaign. Amplero allows marketers to score revenue uplift across thousands of different machine learned contexts to precisely target customer populations of hundreds to thousands with the optimal experience.
Amplero features an interactive web user interface with cutting-edge visualization for customer behavior analytics, configuration of marketing strategies, and performance and business impact reporting.
For more information on Amplero or to request a demo, please visit http://amplero.com/. For updates on product and company news, including upcoming webcasts and research alerts, follow Amplero on Twitter (@Amplerodotcom) or visit http://www.amplero.com/research/updates.php.
About Globys
Globys is a big data analytics company that specializes in contextual marketing and revenue analytics. Our Amplero solution combines controlled experimentation and machine learning to help brands in banking, telecommunications, gaming and hospitality deliver highly personalized and contextual campaigns that maximize mobile campaign performance. For more than 15 years, Globys has delivered out-of-the box SaaS solutions to help brands accelerate time to market and minimize their operational costs. Globys is a venture-backed company headquartered in Seattle, with offices in Toronto, Melbourne and Dubai.
Photo - http://photos.prnewswire.com/prnh/20150504/213774-INFO
Logo - http://photos.prnewswire.com/prnh/20150504/213773LOGO
SOURCE Globys
Share this article