New Alembic Product Release Revolutionizes Marketing Analytics by Proving Causality in Marketing
May 06 2024 - 9:52AM
Business Wire
Alembic is the first to eliminate the guesswork
in calculating marketing ROI using composite AI, a graph neural
network and contact-tracing mathematics developed during the
pandemic
Alembic, the leading holistic marketing attribution platform for
enterprises, today announced the general availability of the next
generation of its platform, the first analytics platform to deploy
and feature composite AI. Alembic can now mathematically
demonstrate causality in large datasets, initially focusing on
marketing ROI. Imagine being able to trace and understand the
direct impact of a large brand spend, similar to reversing the
butterfly effect. Alembic now provides the precise causality and
ROI insights that have long been the elusive goal of marketing
analytics.
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Alembic’s composite AI solution ingests
data from various sources, processes it and feeds the results into
a causal graph neural network (GNN) to generate deterministic
predictions and strategic recommendations for marketers. (Graphic:
Business Wire)
Alembic is the first to precisely trace and prove the results of
marketing programs and is the first to apply composite AI, causal
AI, a graph neural network and advanced contact-tracing mathematics
developed during the pandemic to marketing analytics. The result
for enterprise marketing organizations is a crystal-clear
understanding of the results and ROI of their various marketing
programs and initiatives.
“In my decades focused on brand marketing and advertising, I’ve
spent billions of dollars, and the best we were able to do was
guess. I just want to know, if I spend $1, do I get a result that’s
worth $1? For that, Alembic is a real game changer,” said Jeffrey
Katzenberg, founder of DreamWorks and WndrCo, the lead investor in
Alembic’s series A funding round.
Almost all marketers struggle with attribution on brand spend.
Alembic uses AI techniques developed for scientific research
applications to predict ROI from marketing. It is an AI that
curates billions of rows of data in real time to find causality and
help companies drive more revenue. Alembic brings in data from the
entire revenue funnel, from analyzing high-level unstructured data
such as TV, radio, podcasts, sponsored and earned media, to
mid-funnel web and digital metrics, to revenue-focused elements
like e-commerce product performance or leads and opportunities in
CRM.
Until now, marketing analytics was based on correlation rather
than causality, and dashboards provided performance snapshots that
required interpretation and planning based on imprecise data. The
new Alembic release provides reasoning rather than only reporting.
Its interface is an AI prompt rather than a dashboard, and it can
answer any question in seconds regarding an enterprise’s marketing
mix, including generating a complete ROI forecast or a marketing
plan based on proven causality and real data.
“The new Alembic release is the first to use causality
mathematics and composite AI to mathematically demonstrate
causality in large datasets, initially focusing on marketing ROI.
Imagine being able to trace and understand the direct impact of a
brand's spend, similar to reversing the butterfly effect of big
brand moments,” said Tomás Puig, Alembic co-founder and CEO.
Alembic solves marketing problems including:
- Inability to perform cross-domain and business line
analysis
- Absence of proper attribution
- Proliferation of communication channels
- Limited developer resources
- Marketing mix modeling (MMM) that lags by three to nine
months
- Stringent privacy regulations
- Significant cross-channel sponsorships
- Frequent changes in technology and publisher APIs
The importance and benefits of composite AI
Many analysts like Gartner state that composite AI is a key
technological trend. Their research indicates that composite AI is
not merely a combination of different AI technologies but a
synergistic integration that results in systems that are more
adaptive and capable of handling complex tasks. By combining
various AI components, composite AI aims to create systems that can
understand, learn and respond in a more sophisticated manner. The
final goal is to create AI systems that will effectively augment
human capabilities and drive transformation across industries. The
application of composite and multi-model systems improves AI itself
which brings us closer to that goal.
Alembic’s composite AI solution for marketing analytics includes
seven major components:
- Contextually aware ingestion (extract, transform and
load): In marketing analysis, the ability to efficiently gather,
process and analyze data from various sources is paramount.
Alembic’s approach typically involves ingesting data in its raw
state by first extracting and then loading it, followed by applying
transformations tailored to specific needs, like time series
reconstruction or signal processing.
- Time-series reconstruction and classification: In
marketing, lifetime value indicates the total value a customer
brings over their entire relationship with a company. Time-series
data show how that value changes day by day or month by month,
helping marketers understand when and why the value goes up or
down, which can guide future strategies.
- Applied observability: According to Gartner, “The future
is not about predicting; it’s about preparing. The value
proposition of applied observability involves a shift from reactive
to proactive. IT leaders’ highly orchestrated use of actual
stakeholder actions, rather than intent or predictions, drives
competitive advantage.”
- Causal AI system: According to Gartner, “Causal
artificial intelligence (AI) identifies and utilizes
cause-and-effect relationships to go beyond correlation-based
predictive models and toward AI systems that can prescribe actions
more effectively and act more autonomously. It includes different
techniques, such as causal graphs and simulation, that help uncover
causal relationships to improve decision making.”
- Geometric data and graph construction: Using both
geometric data and graphs together provides a fuller picture of the
relationships between events. This can help marketers better
understand if one event is causing another, or if they are related
in some other way.
- Graph neural network, prediction and reasoning layer: A
graph neural network is a dynamic computational model. It can learn
from patterns in the data and use this knowledge to make
predictions about unseen parts of the graph. For businesses, this
means being able to anticipate customer needs, market trends or
optimal locations for expansion. Without predictive capabilities,
companies are limited to reactive decision-making based on
historical data.
- Generative AI layer (LLM): Alembic's strategic use of
generative AI as a "voice and universal translator" for its data
insights removes the possibility of AI "hallucinations," ensuring
the accuracy of metrics surfaced to the user.
Alembic is deploying an AI supercomputer to power its new
composite and causality AI systems, enabling Alembic to infuse its
applications with differentiated AI capabilities and the same level
of power and sophistication that researchers use to advance climate
science, digital biology and the future of AI. For more information
about Alembic’s supercomputer please see the accompanying NVIDIA
press release.
About Alembic Technologies
Alembic Technologies uniquely applies mathematics and AI
developed for identifying causes, treatments and mortality during
the pandemic to tracing the results of marketing initiatives. It
then predicts marketing ROI and revenue based on those results.
Alembic accurately models marketing results and proves
quantitatively how value is generated by marketing and sales
activity, solving a common and persistent problem of quantifying
the impact of marketing. Alembic provides a real-time view to
optimize all marketing activity and sales funnel movement. The
visibility and transparency of marketing spend and outcomes
facilitates reporting, informs strategy and breaks down silos
between marketing, finance and business operations. Alembic is
proud to have Fortune 200 and top brands as customers, including
NVIDIA, Texas A&M and North Sails.
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Media contact Kevin Martin PRforAlembic@bospar.com