The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
The App Science Lab in Hyderabad is a productivity multiplier, both as an engineering capability and also time efficiency—allowing Sabio’s development teams to operate seamlessly around the clock. Sabio’s App Science technology, a proprietary machine learning platform that pairs observations of consumer behavior to corresponding data that inform marketing decisions was developed in the US and continues to progress through collaboration with Sabio’s extremely talented Indian team to provide marketers a competitive edge through more effective targeting and greater prediction accuracy.
Opinion: There is an appetite for ad content that puts the user in the front seat.
Brands are always looking for ways to make their advertisements more engaging. Well, what’s more engaging than having the customer play a central role in the advertisement?
Every company wants to be able to predict the behavior of its customers, both to ensure the efficacy of their advertising and to sell more products in general. Artificial intelligence has often been touted as the way to give advertisers the ability to see in the future, so to speak, or at the very least detect the general trends amongst their target audiences that will then inform the way companies advertise and reach out to consumers. Any system that relies on AI, however, is only as good as the data you give it. Needless to say, it’s imperative that you input only the best data available, which means going beyond Nielsen surveys and information gathered from a select few, and embracing sources of information (such as mobile phones) that present a more holistic and nuanced view of each individual consumer.
Amazon is dominating retail. That’s hardly a secret. As a result, established brands are struggling to maintain market share, and brick-and-mortar stores are bending over backwards to try and lure shoppers back in. Others have thrown in the towel, with Toys R Us as the most recent casualty of Amazon’s aggressive tactics.