Datorama revealed today that its customers have deployed more than 100,000 bots to analyze information about their marketing outcomes. The announcement came as part of the AI Innovation Showcase at VB Summit 2017 in Berkeley, California.
“When people think about marketing, they think of Don Draper on TV,” said Nate Sandford, a solution architect and evangelist for Datorama.
But today, marketing is a precise data-crunching job. And the amount of legwork required to analyze today’s flood of info is far more than a human can do, Sandford told attendees. He then gave a peek under the hood of his company’s machine learning-driven marketing suite, Datorama Genius.
The software, released about four months ago, spins up a hard-working dedicated “bot” for each research goal. Within seconds, he said, each bot can perform 10,000 tests, evaluate 10 models, and rank 100 insights from the research. “You can get answers to questions that you didn’t even know to ask. And even if you knew to ask those questions, you’d need hundreds of hours to get there,” said Sandford.
Sandford emphasized that Genius goes beyond “anomaly detection,” such as noticing that marketing results are way lower than they should be. It also simulates the results that tweaks to marketing strategies would lead to. As an example, he pulled up a dashboard from Genius that shows key marketing goals, such as campaign reach and conversion rates (converting site visitors to customers) for a video-driven campaign.
After determining that conversions were low, Sandford pulled up a set of alternative creative approaches that Datorama thinks would be more effective than what the customer was doing initially.