https://innovateuk.blog.gov.uk/2017/02/24/new-way-to-measure-how-tv-ads-turn-search-activity-into-sales/

New way to measure how TV ads turn search activity into sales

Measure how TV ads turn search activity into sales

Digital agency, NMPi, & leading UK retailer, bathstore, joined forces with IC Tomorrow (an Innovate UK programme that has been renamed as “Lead Customer Programme” to go beyond the digital domain to cover the wider UK economy) to help solve a digital industry challenge: how to measure the customer journey and find insights into how TV ads turn generic search activity into sales.

The challenge is widespread, as firms struggle to reconcile traditional approaches to measuring advertising effectiveness with the new capabilities to measure every customer interaction through digital marketing.

Metageni – illuminating choice with foresight

The project was awarded to Metageni, a new applied machine learning start-up whose mission is to ‘illuminate choice with foresight’. Metageni apply predictive machine learning to optimise customer journeys and drive data driven decision making.

As the project concludes in 2017, it leaves Metageni with a new approach to marketing and e-commerce optimisation and a growing client base.

Metageni was founded in 2016 by Google and Kantar veterans Gabriel Hughes and Amit Maheshwari, with the aim of using machine leaning to drive smarter business decisions.

Common challenge – fostering data driven culture within an organisation

Data driven culture in an organisation

Survey after survey highlights the challenges decision makers face when attempting to foster a data driven culture in their organisation. Firms are still struggling to create optimal actionable insights from their data assets, despite huge investments in big data.

Turning insights into opportunities

Based in Dalston, North London, Metageni is now a small but rapidly growing start-up. Equipped with over 20 years of experience in quantitative analytics and a passion for data science, the team are committed to unlocking the full potential of big data.

Tailoring data analytics to suit business goals

The primary focus of Metageni is currently on creating foresight around customer journeys, including marketing attribution, and aiding firms in the overall enhancement of user journeys using data science, to optimise digital marketing and sales growth.

Metageni place special emphasis on the rigorous application of machine learning techniques to large volumes of data, with a view to transforming the generated insights into actionable recommendations

Applying machine learning techniques to customer journey data

The IC Tomorrow project presented Metageni with an ideal opportunity to apply their data science expertise to real customer journey problems. The project enabled the Metageni team to develop a new innovative analytics platform applying machine learning techniques to customer journey data.

This predictive customer journey analysis platform sets Metageni on course to grow as a new technology player within the thriving London start-up scene.

Currently, Metageni are working with numerous new clients who are interested in applying these approaches to their data.

We are excited by the opportunities that lie ahead and by the potential that our new platform can offer to firms who are working with us. Understanding and optimising the customer journey is the key to business success for so many companies today, and our new predictive machine learning approach unlocks tremendous new value from customer, web analytics, and marketing data.

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