Consortium for AI Personalization | MMA Global
  2. Consortium for AI Personalization
  2. Consortium for AI Personalization

The MMA’s Consortium for AI Personalization (CAP) started in 2022 with the desire to test whether AI Personalization technology can create omnichannel experiences that outperform the ads and communications customers and prospects get today by a large enough margin to justify any additional costs associated with the technology. 

CAP is a major initiative that MMA Global believes could deliver 30-60% increase in marketing performance. We believe that if fully rolled out, this could move the stock price of a company through increases on marketing productivity. We have completed tests with 7 marketers and the results have been even stronger than expected, with average performance gains measured against the marketer’s chosen KPI exceeding 100%.

We continue to run tests with more marketers, to validate these findings at greater scale and to test the approach with new media types and by making different data available to the ML model. We will also test using AI to drive personalization deeper into the customer experience, from landing pages and the purchase process to optimizing across channels.

Research Objectives:

  • Quantify the value of an intelligent (AI) experience delivery engine driven by contextual data.
  • Derive benchmarks and economic impact projections of this technology and case studies

Research Questions:

  1. Can AI metacontextual personalization of creative assets improve performance, and by how much (est. 30-60%)?
  2. To the extent that AI personalization comes with an extra charge, is lift worth the upcharge (ROAS)?*
  3. How do #1 and #2 vary...
    1. by product category, ad format and/or channel and what about optimization at different points…
    2. CTR -> Page Visits -> Transactions -> Margins
  4. And is there possible impact on business valuation

Immediate Return on Investment: We see on average a +195% lift from AI-driven Personalization for creative ad placement.

With seven studies completed so far, results show that the upside is big.

Kroger ADT GM Monday.com Shell Corporation Progressive Major League Baseball
KEY INSIGHT Upside is BIG Audience Matters Creative Diversity Power of Interactions Constant optimization Gen AI + AI Optimization Diversity in Versions is Key
KPI Improvement +259% +136% Test 1: +68% Test 2: No lift +188% 161% +197% +65% on average
Media Type Display Display Video Audio Display Audio Display
KPI being optimized Webpage visit Web form submit Webpage visit Website visit & App install App registrations (UK) Quote Starts Ticket Orders
# versions 72 81 15 16 90 96 2,000+
Ecosystem Open web Open web Open web Open web Open web Open web Open web
Data available to ML model DMA, Time, Day of Week, Device OS, Connection type (cable, mobile, corporate, etc.) DMA, Time, Day of Week, Device OS, Connection type (cable, mobile, corporate, etc.) Segment (core, youth), Device OS, US geo, Connection type (cable, mobile, corporate, etc.) DMA, Time, Day of Week, Connection type (cable, mobile, corporate, etc.) Time, Day of Week, Connection type (cable, mobile, corporate, etc.) Time, Day of Week, Connection type (cable, mobile, corporate, etc.) DMA, Segment, Time, Day of Week, Device OS, US Geo, Hardware type, ISP, ASN

Learning Agenda

  • Phase I (“Walk”) - Using metacontextual data (non-PII) to drive AI-driven Personalization
  • Phase II (“Run”) - Using other data signals and identity, targeting lower-funnel KPIs and more

AI Techniques

This application of AI/ML works by identifying cohorts and optimizing pre-approved elements and creative to each. MMA's approach uses two ML techniques combined with unsupervised learning:

  • One-Hot Encoding
  • K-Modes Clustering

AI-Powered Breakthroughs: Real-World Experiments & Insights on Leveraging AI for Personalization

MMA's Consortium for AI Personalization (CAP) research has resulted in real-world trials and unprecedented results in AI-driven personalization for digital marketing. This experiment with Progressive demonstrated an unbelievable +197% increase versus current approaches and tested GenAI developed audio advertising. (Note: eight more CAP studies are coming.) The future is here today. Sourced from MMA's AI Leadership Coalition (ALC).

Boosting Advertising Performance through AI-driven Personalization

Marketing is undergoing a revolution driven by new applications of AI. Advancements in data and targeting has led to dynamic personalization; however, the growing desire for privacy has created headwinds. In 2022, MMA Global launched a research consortium to discover new ways of personalization using AI using only metacontextual signals...initial in-market results are staggering. This panel discussion delves into MMA's groundbreaking study as they share their results, their learnings and how you might apply this approach in your own business.

Revolution Series: Boosting Advertising Effectiveness Using AI-Driven Personalization

This groundbreaking research shows how applying AI to creative can deliver radical gains in advertising performance. Learn how the MMA’s Consortium for AI Personalization (CAP) guides how AI can be used on creative personalization, using only limited data, to deliver higher conversion than rules-based dynamic creative optimization. We will explore how these learnings can be scaled for real-world use, and how we might also use identity to further augment performance.
Webinar

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