If you had to guess the number one goal of business executives who invest in a digital transformation, what would you say? Operational efficiency? Business continuity? ROI?
The answer, cited by 9 out of 10 executives, is customer centricity and personalization, according to research from Boston Consulting Group. In other words, 90% of business leaders are looking to invest in technology that enables them to deliver the right product at the right price to the right person through the right channel at the right time.
Many pieces of this digital transformation puzzle have benefited from AI and automation for years. But there’s one piece that has been particularly difficult to get right—until now. And that is automating both the content generation and the targeting of messages not just to demographic segments, but to actual individual humans, a combination that’s proving to unlock massive incremental value.
For large-scale enterprises focused on digital transformation, the cause is driven by first-party data. Organizations that gather significant quantities of first-person data can use AI-driven technology to map words to the emotional responses and verbal preferences of individual subjects, enabling human copywriters to make optimal decisions at scale.
Here’s how it works: drawing on millions of tagged and scored words and phrases, along with natural-language generation and experimental design, the technology selects the words and phrases that will resonate most powerfully with intended recipients in real time. The result? An average increase in conversion rates of more than 40% across engagement channels.
Here are just a few of the digital transformation statistics highlighted in a BCG whitepaper:
- A retailer who was experiencing declining engagement with pop-up web-ads used Persado’s platform to achieve a 127% increase in revenue, a 112% uplift in orders, and 103% more new-shopper sign-ups.
- A mobile telco used AI creative-content generation to not only realize a 36% increase in engagement and an 83% increase in conversions compared with a control group, but also zero in on the three key drivers of this outcome: emotional appeal (69%), positioning (14%), and call to action (17%).
- A major US bank and airline teamed up to market a new affinity credit card, resulting in a 29% to 61% reduction in cost per acquisition for the three customer segments the messaging was targeted to.
To read the whitepaper in full, which was written in consultation with Boston Consulting Group, click here.