In this episode of Performance Talks, we’ll explore how artificial intelligence (AI) and machine learning can help agencies design and execute the most efficient campaigns.
Vishal Thakur, programmatic director at Dentsu-owned Merkle Singapore, is experimenting with machine learning in a testing and learning culture that teaches agencies how to cut costs and improve efficiencies for their clients.
In a video series hosted by Meta, Thakur shares how he leverages machine learning for customers in the banking industry. Watch the full video on The Drum TV.
Thakur explained that when comparing traditional and Advantage + campaigns, the Advantage+ campaign cut costs by 46% and outperformed the traditional campaign by reducing purchase costs by 30%. “These findings demonstrate the value of machine learning in effectively targeting end users.”
Additionally, Thakur recommends setting the right metric definitions for clients, implementing holistic measurement across campaigns, and developing a culture of testing and learning to invest in what works and try new things. Emphasizes the importance of implementation.
“We keep 80% of our investment in what works for us and 20% of our investment in trying new things. It helps us test new ways of doing things,” says Thakur. .
To learn more about machine learning campaigns and how they can make your ad campaigns more relevant and less costly, watch The Drum TV’s full video here.
