AI Drives 52% of Ad Campaign Conversions

A I • Jun 14,2024

A digital marketing agency faced limitations with traditional audience models, specifically personas, that lacked detail. Implementing AI-generated personas significantly increased campaign performance, including a 19.6% conversion rate (3x higher than traditional methods) and 52% of all conversions driven by the AI persona. This resulted in a deeper understanding of the target audience and more effective marketing communication.

Client:

Attention Media is a digital agency specializing in data-driven marketing. Their team of over 100 employees uses data to help clients better understand their audience and create more effective marketing campaigns.

Problem Statement:

● Limited Insights: Traditional audience models (personas) lacked detail and relied on hypothetical information. This made it difficult to understand customer motivations and tailor marketing effectively.

● Data Opportunity: AI could analyze millions of data points to create highly detailed personas with specific needs, desires, and interests.

● Improved Targeting: AI-generated personas allowed for more precise audience targeting, leading to higher conversion rates.

Results:

☑️ 19.6% Conversion Rate: The AI persona achieved a 19.6% conversion rate, over 3 times higher than the best-performing traditional persona (STEFANIE).

☑️ 52% of All Conversions: The AI persona drove a whopping 52% of all campaign conversions, exceeding the contribution of all other target groups combined.

☑️ 19% Conversion Lift with Targeted Interest: AI identified a relevant “special interest” for the AI persona. Targeting this group resulted in a 19% increase in conversion rate for that specific ad segment.

☑️ Deeper Customer Understanding: AI analysis of millions of data points enabled the creation of a highly detailed persona, leading to more effective communication.

AI Solution:

Attention Media, a digital marketing agency, traditionally used personas, a fictional but realistic representative of the target audience, for audience targeting. However, they sought a more data-driven approach better to understand their client’s target audience for electronics products.

Attention Media partnered with Mnemonic AI to utilize AI-generated personas.

SYNTHIA’s Creation: AI analyzed millions of data points (17.6 million for SYNTHIA alone) to build a detailed persona. This included demographics, interests, and personality traits based on the OCEAN model (a psychological framework).

Campaign Setup: A prospecting campaign with identical budgets used both traditional and AI personas. The goal was to drive registrations on a landing page.

SYNTHIA’s detailed data foundation led to a significant increase in conversion rates and overall campaign performance.