Adjust, a prominent measurement and analytics company, has launched InSight, a cutting-edge solution powered by machine learning and AI aimed at providing marketers with a data-driven perspective to assess the effectiveness of their campaigns. This new offering allows marketers to conduct incrementality analysis to measure the impact of specific marketing actions, such as budget increases, on ROI.
InSight enables marketers to analyze their marketing activities against target KPIs, helping them determine whether these actions generate incremental lift, cannibalize organics, or have no effect. This valuable insight empowers marketers to make informed decisions that have a positive impact on ROI.
Katie Madding, Chief Product Officer at Adjust, emphasized the importance of adapting to a privacy-first, aggregated approach to measurement in today’s industry landscape. She highlighted the significance of unlocking real visibility to optimize campaigns and allocate budgets effectively.
By leveraging Adjust’s InSight, marketers can enhance their measurement toolkit by uncovering the true value behind new advertising channels, campaigns, budget changes, and seasonality that may not be attributed to other marketing efforts. This recommendation-driven solution utilizes machine learning models to predict the outcomes if specific marketing actions had not been implemented, achieving a precision level of 95%.
Adjust’s incrementality solution, which has undergone rigorous testing and refinement with the input of existing customers, has proven to provide invaluable insights. Early adopters of the solution have reported significant improvements in their campaign optimization, particularly on iOS platforms.
In conclusion, Adjust’s InSight solution represents a significant advancement in the field of marketing analytics, offering marketers the tools they need to make data-driven decisions that positively impact their businesses. By harnessing the power of machine learning and AI, Adjust is empowering marketers to navigate the complexities of the evolving industry landscape with confidence and precision.
