Alli, PMG’s Marketing Intelligence Platform, Combines the Power of Humans and Technology to Give Marketers a Single View of Their Data in Order to Provide More Personalized Experiences to Their Customers
PMG, a global, independent digital company introduced Alli, the company’s proprietary marketing intelligence platform that unifies advertisers’ data from disparate systems, providing immediate business insights and actions at scale.
PMG introduces Alli, the company’s proprietary marketing intelligence platform that unifies advertisers’ data from disparate systems, providing immediate business insights and actions at scale.
As the digital industry becomes increasingly complex, and data ownership and privacy practices face more regulatory scrutiny, consumers’ demand for better, more relevant advertising and content experiences has only grown stronger. Today’s marketers are now tasked with externally delivering personalized messaging while improving performance and upholding privacy compliance. With advertisers also facing walled gardens and losing access to third-party data, technology that drives enhanced performance and a level of human connection has not been possible until Alli.
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“Alli helps brands reimagine their marketing investments, enabling marketers to easily create more effective campaigns and truly improve overall customer lifetime value,” said George Popstefanov, CEO, PMG. “Brand marketers are increasingly expected to deliver in the face of changing data practices and an abundance of data points. With Alli, we’re giving brands a single view of their data so together, we can consistently build campaigns on a very personalized, human level.”
PMG’s Alli was built with consideration for the fact that to understand customer behavior, marketers must connect the millions of untethered data points across different platforms, and connect publisher data to internal CRM and business performance data in order to gain better insights and provide a clear path to action.
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Alli enables brands to granularly segment key data sets to answer and provide actionable recommendations to business-critical questions across specific audience cohorts, demographics and characteristics. This capability ensures they can create insights-driven, personalized and effective campaigns that better engage customers on an individual level. By identifying their customers’ tendencies and measuring behavior in real-time, brands can take swift action to optimize entire campaigns – answering questions such as “which advertising channels are performing better than others?” and “what is my best-performing creative content?”
With Alli, brands gain a competitive advantage through the following key data activities: data aggregation, cleansing and normalization, automation, and activation. No matter how many internal and external data sources a brand has, Alli consolidates data to help better inform decision-making. And in doing so, Alli gives brands full ownership of their data, eliminates data silos and allows marketers to evaluate campaigns on a more granular level so they can increase audience reach, engagement and conversion. On average, PMG customers have connected over 30 different sources of data, including internal business data and external publishers’ performance information.
The main components and integrated services as part of Alli include:
- Data Management — creates a common language for all of the brand’s data, with consistency, accuracy and security.
- Insights and Visualization — allows the brand to distill the right information and answer the hardest questions, providing new levels of understanding, quality and trust in decision-making.
- Actions and Automation — gives brands the power to unlock new ways of connecting with audiences at scale through speed to market, efficiency and peace of mind.
In addition to these core services, Alli was built to also tackle unique, complex business challenges through custom-built solutions. By utilizing the underlying components of the platform, PMG’s Alli can be tailored to meet any brands’ needs with flexibility and scale.
Alli has been several years in the making by combining PMG’s four core technology products into one integrated and cohesive platform. Alli unlocks access and visibility into brands’ own data, allowing PMG services to activate marketing campaigns at scale globally. Alli is already in action across 100% of PMG’s clients. When it comes to creating digital marketing campaigns with publishers like Google, over 50% of PMG’s media investment is being driven by first- and third-party audience data which has consistently driven better performance.
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“The consumer journey is more complex than ever before, and people expect more from your ads as a result,” said Vicky Homan, Global Product Lead, Google. “Tools that can combine your data across disparate sources hold the key to making ads relevant, immediate and useful for your customers in light of these heightened expectations.”