Did you know that micro-segments of audiences can be identified thanks to AI?

Entrevista a Ultano Kindelan, de Pixis.

Did you know that 37% of companies applied Artificial Intelligence in their business by 2022?

This time I have the opportunity to interview in depth Ultano Kindelan Country Manager of Pixis Spain, who tells us about the importance of Artificial Intelligence in sales and how it helps large companies to optimize and increase the process.

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Ultano Kindelan Country Manager of Pixis Spain

We know that AI is here to stay and that if we use it to, for example, support the sales cycle, we will obtain excellent results. I invite you to continue reading because I am sure you will be as fascinated as I am.

1. What is Pixis and how does it help companies?

Pixis is an American company that offers Artificial Intelligence (AI) technology applied to digital marketing. It is a technological solution that does not require IT development, engineers, integrations, data scientists or pixels.

Pixis AI is activated on major platforms such as Google, Facebook, Instagram, TikTok, Microsoft Bing and LinkedIn, in less than 10 minutes, through a Plugin or extension of the Google Chrome browser, achieving the automation of hours of analysis and optimization of campaigns and avoiding human intuition when optimizing.

This is applied in three areas of any digital campaign of these large ecosystems: segmentation or targeting, creativity and optimization of bids / budget.

Pixis technology guarantees improvements of 10% to 50% in campaign results, regardless of the type of targeting (e.g. ROAS, CPA, CPL, CPC, CPM, ROI, CTR, VTR, web traffic, downloads, sales, engagement….); great improvements and savings for our clients.

2. In the previous answer you mentioned something about guaranteed improvements, I would like to go deeper on this point. How does Pixis technology work on attracting and engaging interested users?

AI applied to segmentation or campaign targeting was developed with a Cookieless world in mind and aims to maximize two areas of campaign segmentation:

  • Increase the audience of our clients’ segments that generate the best ROI. These segments are already super-identified, but we solve the challenge of continuing to increase those audiences at the best possible cost.
  • Identify new audiences that our customers are not aware of and that could fit with the brand, product or service. These are usually Micro-Segments that the big platforms themselves are not able to offer.

Our Artificial Intelligence starts from a macro-segmentation where Pixis is able to identify micro-segments of audiences thanks to a set of data from different third party sources, such as: affinity/interest data, age range, geography, profession, studies, behavior, gender, among others.

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3. Now, I would like to ask you something that many of our readers are probably wondering: How does Pixis coexist with the traditional management model? Do you still have control of the campaign if processes are automated?

Our company’s Artificial Intelligence is an AI layer compatible with any of the platforms we are integrated with (Google, Facebook, Instagram, TikTok, Microsoft Bing and LinkedIn).

It recommends changes in any of the areas that the solution optimizes and executes, when the confidence score is above 80% confidence. All recommendations Pixis makes are assigned a confidence score and are only executed when the score is +80%. In short, Pixis AI applies a recommended change when the success rate of that recommended change exceeds +80% confidence.

Although one of the objectives of the AI is to automate processes, it offers functionalities for all of these to go into manual mode, so that recommendations will be reviewed and approved by a human. In fact, the area of AI applied to ad creatives is the area that requires the most human supervision, as advertisers or agencies themselves want to ensure that the style guides of creatives and advertising messages are accurate. Therefore, Pixis allows human control in any of its areas.

4. Having solved the previous question, I would like to ask you how would you start a sales acceleration project and how long does it take to set up?

I would like to take this opportunity to share that AI requires large volumes of data to achieve great optimization efficiencies, something that Pixis quantifies in terms of the volume of investment in campaigns on these platforms. Therefore, the greater the investment, the greater the volume of data and the better the ROI of campaigns.

That said, Pixis AI is applied in three phases:

  1. Observation Phase. All the information available on the platforms is analyzed, the conversion information is analyzed…..
  2. Recommendation Phase. We start recommending changes in the different areas (Targeting, Creativity and Bidding/Budget) but WITHOUT applying any changes in the campaigns.
  3. Calibration Phase. In this phase, Pixis starts to apply the recommended changes with a confidence score higher than +80%. This phase starts from day 7-8 from the beginning of the observation phase.

Therefore, Pixis needs a minimum of one week to start optimizing digital campaigns. The AI is constantly learning so Pixis is mostly active throughout the campaign year.

5. Could you tell us what are the objectives for Pixis Spain for 2023?

Pixis wants to make itself known in Spain, as it is largely unknown. We seek to promote the use of AI in the digital marketing world, since the different uses that can be given to it are still unknown.

In addition to collaborating with Walmeric, since we jointly cover the value chain of any client that needs to have an incremental sales generation model, Pixis provides granularity and micro-segmentation that helps to achieve the best results. In the end, it’s all about maximizing efficiencies and looking for the highest ROI in digital campaigns.

I hope you enjoyed the interview and see you next week.

Originally published in our Global ROI Hub (GRH) newsletter. 

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