Joanna Sammartino Bailey, President and COO
That sentiment still rings true today for many marketers as the number of advertising networks and tactics has grown exponentially, increasing the need to understand the user journey and how each tactic helps influence customers to purchase. This challenge is at the heart of why Ai Media Group (AiMG) was formed more than 13 years ago—to tackle the great attribution problem.
With a proprietary attribution technology in place, AiMG has been helping companies across many industries get their arms around their marketing efforts by seeing the various touchpoints in the user journey that ultimately lead to a sale.
In an Omnichannel approach, different tactics are used throughout the stages of influence—Unawareness, Awareness, Comprehension, Conviction, and Action. Having the ability to see “upstream” provides AiMG the insights needed to provide customers with engaging and personalized communications based on their mindset, preferences, and where they sit in the decision-making process. Seeing the customer journey through this lens helps the company persuade customers to take the desired action and improve conversion rates.
“We help analyze the data efficiently, providing meaningful insights and actionable recommendations—in real time,” says Joanna Sammartino Bailey, the President and COO of Ai Media Group (AiMG).
AiMG’s proprietary attribution technology enables clients to track every touchpoint so they can see the true ROI of all their marketing campaigns accordingly.
Its Universal Pixel delivers multi-touch attribution for all clients’ marketing data, and it is stored on one secure platform. When a conversion happens, the company matches it to all previous interactions and connects the dots for the clients. This allows AiMG to measure direct and assisted campaign performance across all marketing touchpoints to improve customer acquisition costs and ROAS.
We help analyze the data efficiently, providing meaningful insights and actionable recommendations—in real time
In an example, AiMG has worked in liaison with the fifth-largest cable provider in the U.S., providing innovative broadband products to millions of people in the business sector across 22 states. They needed to increase business Internet TV and phone sales in America’s smaller cities while facing heavy competition from other local telecom and satellite providers. To this end, AiMG implemented a multi channel media strategy of search, display, programmatic, and YouTube.The approach was highly effective - AiMG was able to bring CPLs down by 33 percent and increased their conversion rate by 49 percent.”
What separates AiMG, in addition to the technology, are the human hands on the wheel—digital marketers, technologists, designers, and data scientists. The diverse group of truly curious and intelligent individuals fuel AiMG’s ability and desire to drive results on a consistent basis.
AiMG’s exponential success is exactly why The Blackstone Group, one of the largest global private equity firms, made an investment in the company. Being a Blackstone portfolio company continues to build on its reputation as a trusted partner in the analytics and marketing attribution space.
“When we discuss what we do internally, we use the analogy of soccer. There is a significant build and number of passes that take place before a goal is eventually scored on the soccer field. In the analytics space, we track every one of those passes (touchpoints) and show clients the underlying elements that lead to success,” says Joanna.