Automation is now seen as essential by marketers for boosting campaign reach, in part due to its ability to better target communications with customers. According to a recent HubSpot investigation, email automation campaigns are among the top three tactics marketers use to improve performance. And in 2017, Salesforce reported that 67% of sales managers used a marketing automation platform.

To meet growing demand, today’s performance marketing company What If Media Group spear Excluding Beta Automated Response Intelligence Algorithm, or ARIA, a product that harnesses AI systems and techniques to drive response to sales campaigns. The company claims to analyze consumer behavior to send relevant offers to people at the right time to improve confidence and results, in the medium they interact with the most.

“We have tailored our platform to take advantage of the latest AI and machine learning technologies to improve the effectiveness of pay-for-performance marketing campaigns and drive the highest levels of return on investment. higher for our blue chip customers, ”Josh Gillon, co-founder and CEO of What If Media Group, said in a statement.

According to Gillon, ARIA, which has been in the works for two years, uses AI methodologies including look-alike modeling, content aggregation, modeling, collaborative filtering and a recommendation engine to encourage consumers to sign up. to email newsletters or text messages, to submit a job offer. or loan applications, drive online or offline sales, and more. Lookalike modeling identifies people who look and act exactly like a target audience, while content grouping automatically identifies relationships between groups of related content. As for collaborative filtering, it filters the elements likely to interest a user on the basis of the reactions of similar users, making it possible to highlight the elements likely to interest him.

“ARIA is a hive of models trying to predict the right ad to send to the right person at the right time and through the right channel,” Seth Gottlieb, president of What If Media Group, told VentureBeat via email. “To use a sports analogy, you don’t build an NBA team with a seamless skill set. Rather, you are building a team that complements the skills of others to maximize team effectiveness and efficiency. We do the same with ARIA – each model has a pocket where it wins over other models and internal decision making, and it’s up to the data science team and the algorithms to do that effectively.

In particular, ARIA uses an AI model that allows it to create a universal user profile, generating in-depth understanding of consumers across channels. “Combined with our extensive repository of first-party data and consumer insights, as well as our owned and operated media channels that extend far beyond the web, [tools like ARIA can further] our mission to become the preeminent platform for marketers seeking to profitably acquire valuable new customers at scale, ”continues Gottlieb.

Forrester predicted Spending on marketing automation tools will increase “vigorously” over the next few years, reaching $ 25.1 billion per year by 2023, from $ 11.4 billion in 2017. It is estimated that 55% of Marketing makers plan to increase their spending on marketing technologies, including AI and machine learning, with one-fifth of respondents expecting an increase of 10% or more.

Competitors in the market segment abound. There are Pyze, which raised $ 4.6 million in July 2019 for its AI-based marketing campaign analytics and orchestration tool, and Clari, which recently landed $ 60 million to further develop its AI sales pipeline toolset. It is without speaking Press Clicks, which raised $ 10 million in August 2019; Boomtrain; Albert Technologies; 6Sense; Appier; Climax; and Panoramic. More recently, SendinBlue raised $ 160 million for its AI-powered product to automate repetitive marketing tasks.