Brands can now harness the power of artificial intelligence (AI) to develop highly targeted marketing campaigns, thanks to a new tool that combines the best features of AI with human insight. Developed by London-based data consultancy Metrix Data Science, Vignette promises to solve the problem of poor targeting and wasted spend by tailoring content to individual consumers.
Vignette utilizes supervised AI algorithms, ensuring that there are no surprises or inappropriate content served to consumers. By combining AI software with human expertise, the tool offers brands more control over their campaigns. In contrast to unsupervised solutions that can result in countless content combinations, Vignette provides marketers with a clear understanding of who their campaign will reach.
Initially, the new tool will be deployed for email marketing campaigns. Email remains a popular customer acquisition channel, but many marketers struggle to leverage AI effectively, leading to delivery issues and poor results. Vignette addresses this by considering previous email campaign results, such as delivery time and subject lines, to determine the best approach for each target consumer.
Using machine learning classification algorithms, Vignette builds a comprehensive profile of individual consumers based on various factors including Amazon Prime membership, attitudes toward online advertising, demographics, hobbies, health and financial wellbeing, supermarket preferences, and proximity to stores and facilities.
The tool then combines this data with Large Language Models to create highly personalized templates for each recipient. These templates undergo test campaigns before being rolled out more widely, consistently demonstrating improved email open and click-through rates.
Bill Portlock, Founder and CEO of Metrix Data Science, believes that Vignette provides a solution to the challenges posed by AI. He states, The new system uses a unique and powerful mix of ‘part automation’ to give marketers more control: practical human insight while also benefiting from the best features of AI. Portlock emphasizes that Vignette delivers tailored content without the risk of inappropriate or irrelevant communications, offering organizations with significant email campaign volumes a more efficient and effective way to recruit customers.
With its ability to combine human insight and AI capabilities, Vignette represents a significant development in targeted marketing campaigns. This tool empowers brands to maximize their email marketing efforts, delivering highly personalized content that resonates with individual consumers. By avoiding wasted spend and ensuring appropriate targeting, Vignette sets a new standard for AI-driven marketing campaigns.
