Artificial intelligence and automation power Myntelligence platform to capitalize on big data and make advertising more efficient and sustainable
The Myntelligence advertising automation platform gains new Predictive Planning feature and launches native integration with Facebook’s “Conversion APIs” helping marketers improve their media management process
Milan, 25 March 2021 — Myntelligence’s goal is to help companies internally generate a new asset: advertising equity, the value that is produced by insourcing resources and the data produced by advertising. “When you think of the world of CRM, software immediately comes to mind, when you think of advertising, on the other hand, you think of an agency. The market is now ready to adopt advertising software and Myntelligence has created the first Advertising Automation platform to manage all cross-channel advertising investments (search, social, display, native, radio, OOH and Addressable TV)”, says Carlo De Matteo — Co-founder and Managing Partner Product & Marketing of Myntelligence.
The platform leverages artificial intelligence and automation to create and optimize full-funnel campaigns, helping brands to increase their teams’ productivity and efficiency, bringing artificial intelligence to performance, eliminating manual steps and reducing error margins to zero. The platform can not only automate the entire campaign management process, from brief to reporting, through planning, activation and trafficking, but also analyse the huge amount of data that is produced through the whole multichannel ecosystem, the “Big Data” of advertising, offering real-time optimization.
“To get to where we are today with our platform, we started from a radically new point of view compared to the market norm”, continues De Matteo. “Instead of looking for audience-based optimization of data attributable to single individuals, and focusing on the much desired “Universal ID”, we looked at campaigns from another angle and discovered a mother lode of gold: the huge data set that every single campaign was capable of producing. Data based on events, configurations, budget information, weak signals that no one was looking for. We then applied AI and Machine Learning algorithms to these big data, and to help marketers we rebuilt the entire campaign management process, enhancing it with automation. This way we have a system capable of making the entire advertising investment process more efficient but also simpler and more affordable for everyone”.
Two essential features for every marketer
With the goal of further improving the media management process, Myntelligence has equipped its platform with two new functions: Predictive Planning and Facebook Conversion API.
“These are two important innovations, which both allow to capitalize on the multitude of signals collected during campaigns, and use them to progressively increase efficiency, and to help companies offer customized advertising experiences, while maintaining control of the data exchanged with Facebook, without having to rely on browser-based tools such as cookies”, comments Silvia Cariolo, Product Lead at Myntelligence.
“In the past, predicting the success of a digital marketing campaign before its implementation, or modifying its parameters once started, was a difficult task, as was expensive and unreliable data analysis. Today, when the advertiser decides on which channels to invest their budget, Predictive Planning helps them make a reliable and accurate forecast of campaign results based on historical analysis and on the saturation levels of each metric (clicks, conversion, impressions, etc.), defining spending allocation not only by channel level but for each media. This functionality”, continues Cariolo, “is based on sophisticated customized machine-learning models capable of achieving a forecast accuracy of 99.7%, allowing customers to appropriately target their campaigns and optimize their adv investment parameter, accurately and immediately”.
Facebook Conversion API allows brands to share events, including off-site conversions, directly from their server to Facebook’s, eliminating the need to monitor user data on the browser. The new feature’s API the new feature effectively passes all the conversions that the adv campaign has collected to Facebook, in server-to-server mode, eliminating data loss and the need for tracking. This allows to collect more complete details from the campaign and the customer journey. “We are only ones in Italy to offer API implementation, allowing advertisers to use them directly from our platform and to configure their events (e.g. site registration, purchases, button clicks, etc.) directly from a single interface. The advantages are manifold: from complete funnel visibility to improved ad performance, to higher ROAS thanks to better visibility of actions and conversions, as well as greater control over the data to be shared with Facebook ”, concludes Cariolo.
