Traditionally, marketers look at attribution models of the past and think this predicts the future. But Albert retests everyday to try and disprove the old model, and find a different way. That’s what he did for RedBalloon, and many of the ideas they had about their audiences and the effectiveness of their campaigns were fundamentally disproved on day one. After processing RedBalloon’s customer interactions and transaction history, Albert was quickly able to unlock hidden insights about what messaging worked for the brand and what didn’t. Using large, rapid scale, multi-variant testing, Albert confirmed and expanded upon his initial learnings and insights, all while autonomously analyzing and revising his decisions based on changing customer behaviors and patterns.
- Albert identified and executed over 6,400 keywords to improve performance across the RedBalloon business in 24 hours alone.
- Previously RedBalloon was only talking to 1% of their reachable base on social; they’re now working the upper funnel with Albert to increase consideration with the other 99%
- Albert doesn’t just focus on the bottom end of the funnel (conversion), but leverages RedBalloon content for brand awareness and consideration to fill the top and middle as well.