You’d think technology can do pretty much anything these days. But a good marketer knows that a successful digital marketing program cannot rely solely on data and automation. While data can inform how your campaigns are performing, it doesn’t provide all the answers. It requires insights and expertise from skillful marketers.
Our engine has the capability to turn our team into super-marketers.
People excel at coming up with ad campaigns that resonate with clients, navigating numerous digital marketing challenges with no clear solution, and writing copy that can make a mobile user emotionally connect with your brand and instantly understand its value proposition.
Computers excel at automatically crunching numbers on millions of different ad combinations and making decisions 24/7.
This symbiosis is at the center of how we design and leverage artificial intelligence at New Engen. We’re not creating a machine to replace human marketers or outsmart Facebook at its own game. In an environment that changes drastically every day, betting on algorithms alone would be a bad idea.
Instead, we’re working toward the sweet spot created by collaboration between people and technology: our engine has the capability to turn our team into super-marketers. By creating algorithms that work alongside our team, not attempting to outmaneuver the math, we harness the best of both worlds.
Testing Through Tech
Testing is at the cornerstone of great marketing. By testing, we don’t mean, “Try a couple options and something starts working.” We mean, “Have a test plan and build a process that tests everything.” The results, which aren’t always intuitive, will often surprise you.
Because we’re passionate and relentless about testing even after finding success, our tools continuously serve new data to process. For some organizations, large-scale testing can be a cumbersome and time-consuming process. Not for New Engen.
With our technology-driven methodology, frequent testing is systematic, results-driven and easy to implement. Our marketers, often teaming with our in-house creative team, test rigorously based on historical results.
This lets our marketers focus on the important stuff: coming up with ideas, discussing creatives and responding to what worked and learning from what didn’t. It’s this continuous cycle of testing, learning and iterating that not only drives our algorithm but also our insights.
Human intuition, communication and decision making are crucial components of marketing that works.
When marketers first build ad campaigns with our engine, the algorithm casts a wide net to encompass all possible avenues of success. Using advanced techniques to ensure ad money isn’t wasted, our technology quickly learns which variables are working and what to prioritize. This process takes away the bias that often limits human marketers when they put out their own feelers for campaigns.
People often rely on instinct about things that’ll work. But every so often, something totally different or seemingly random will also succeed. Our process unlocks combinations that might otherwise seem unlikely and creates thousands of tests to quickly assess their success.
A Human Touch
Every day at 3 a.m., our algorithm uses a hierarchy of data it assembled to systematically adjust all of our bids. It can do so hourly, if dictated by the problem we are addressing. And every 10 minutes, we ping the Facebook and Google APIs to gather more data. When our marketers get to work in the morning, they can use these metrics to access the next strategic steps.
With such a powerful tool, it’s tempting to undercut the role of the marketer who interacts with a purposefully built AI. But the robots aren’t taking over just yet. No computer out there is creative the way that humans are, nor is there technology that can make strategic decisions based on dozens of unstructured inputs - client requests, new AdWords software changes, daily trends, etc. - the way a human can.
What’s more, with an algorithm as powerful as ours, we need to make sure marketers understand its complexities and nuances. We like to use the analogy of a Formula One racecar without an experienced driver. No matter how powerful the engine is, the accuracy and performance of the car depends on the skills of the racer behind the wheel.
Human intuition, communication and decision making are crucial components of marketing that works. We need the tech, but the tech needs us too.