|[March 15, 2017]
Cosabella's Move To AI Moves a Lot More Lingerie
Family-owned Italian Lingerie Brand Cosabella is almost 35 years
old, yet on the cutting edge of technology, thanks to its recent foray
into artificial intelligence. Today it announced the results of its
first three months working with AI platform "Albert," created by
Adgorithms (LSE: ADGO). Now responsible for autonomously executing
Cosabella's digital ad and marketing efforts, and driving online sales
in the U.S., U.K., Australia, Germany, France, Italy, and Canada, Albert
produced a 336% return on ad spend (ROAS) and a 155% increase in revenue
in Q4 of 2016.
Cosabella's partnership with Albert is part of the brand's three-year
business transformation strategy, which, in its final year, is now
focused on using technology, such as artificial intelligence, to extend
the brand's reach. As the first test of their new partnerships, Albert
was charged with identifying and converting high-value audiences, and
driving Cosabella's digital marketing efforts on paid search and social
media. Cosabella's ambitious Q4 goal was to increase ROAS on these
channels by 300%. Between October 1 and December 31, 2016, Albert
autonomously executed Cosabella's digital marketing efforts using
creative and KPIs provided by the brand.
In month one alone, Albert increased Cosabella's social and search ROAS
by 50% while decreasing its ad spend by 12%. And on Facebook (News - Alert)
specifically, Albert produced a 565% increase in ROAS within his first
month. By month three, Albert had increased Cosabella's ROAS 336%--a
155% increase over the previous quarter. Albert's work in just Q4
contributed to the company's 50% year-over-year increase in overall
ROAS. This success represents a 37% increase in overall website
sessions, a 30% increase in new users, and 1,500 more transactions.
Prior to Albert, Cosabella credited social media with 5 - 10% of its
paid ad revenue; with Albert, social media now consistently accounts for
30% of the brand's total paid ad revenue. Albert's success driving
cnversions on Facebook resulted in a 2000% increase in purchases
originating from the channel.
"Adgorithms is a truly revolutionary technology. We immediately saw
results upon launch and truly trust Albert to make critical campaign
decisions. There are other AI companies, but it's important to
distinguish between those that just offer insights and those that
actually execute," said Courtney Connell, Marketing Director at
Cosabella. "Now, instead of manually adjusting our campaigns on a
granular level, we tell Albert where and who we want to target, set our
KPIs and offer high-level parameters. From there we trust him to fine
tune and scale."
In 2016, Cosabella eliminated the use of traditional advertising and
marketing agencies for the execution of digital marketing activities,
deciding that their manual efforts weren't scalable or cost effective.
In their previous agencies' places, they brought on several key AI
partners including Albert (autonomous cross-channel campaign execution)
and Sentient (website content optimization).
"After working with Albert and our other AI partners, I would never hire
a human to manage the technical aspects of our ad campaigns ever again,"
said Cosabella CEO, Guido Campello. "We'll leave the tech stuff to the
tech and hire humans for the high-level strategic and creative. That
let's our team get back to what we love and makes us more human, which
is maybe ironic."
Cosabella is currently working with Albert to launch high-level
Valentine's Day and Spring campaigns, and then letting Albert conduct
"micro refreshes" or content additions targeted at paid social media.
This strategy resulted from Albert's insights into high rates of
creative fatigue and the need to refresh content more frequently, even
during a single campaign.
For more information about Albert's work with Cosabella, or to speak
with executives from Adgorithms and Cosabella, please contact Gretel
Going at email@example.com.
To learn more about Albert, please contact Amy Inlow at firstname.lastname@example.org.
Albert, created by Adgorithms (LSE: ADGO), is
the first-ever fully autonomous artificial intelligence marketing
platform, driving digital marketing campaigns from start to finish for
some of the world's leading brands. Albert's mission is to liberate
businesses from the complexities of digital marketing-not just by
replicating their existing efforts, but by executing them at a pace and
scale not previously possible. He serves as a highly intelligent and
sophisticated member of brands' marketing teams, wading through mass
amounts of data, converting this data into insights, and autonomously
acting on these insights, across channels, devices and formats, in real
time. This eliminates the manual and time-consuming tasks that currently
limit the effectiveness and results of modern digital advertising and
marketing. Brands such as Harley Davidson, EVISU, Planet Blue, and Made.com credit
Albert with significantly increased sales, an accelerated path to
revenue, the ability to make more informed investment decisions, and
reduced operational costs. Visit meet.albert.ai
View source version on businesswire.com: http://www.businesswire.com/news/home/20170315005068/en/
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