Overview

An overwhelming majority (98%) of marketers agree that personalization helps advance customer relationships, with 74% claiming it has a “strong” or “extreme” impact. The problem, however, is that layering on too many types of targeting variables in the name of personalization impacts the ability to scale.

A leading insurance company leveraged IBM Predictive Audiences, an IBM Watson Advertising solution that helps solve this exact challenge by combining the latest in AI technology – deep learning with neural networks – with LiveRamp’s IdentityLink to help provide marketers with advanced lookalike models of their target consumer, resulting in greater targeting precision and contextual relevance.

Results

With IBM Predictive Audiences from IBM Watson Advertising, this leading insurance company was a top performer - they saw an 82% reduction in eCPA.

Focus Area

  • AI/Watson