Attention Media | Performance-Marketing-Agentur

Description

Conversion to AI - with what effect?

Attention Media has successfully used traditional personas in various performance campaigns for electronics products in recent years. For a campaign in winter 2023/24, Attention Media used a variant created by artificial intelligence in marketing for the first time alongside the classic personas: SYNTHIA. The expectations for the AI persona were high

The interest in insights

The "SYNTHIA" persona was created with the aim of gaining a better understanding of the exact reasons for purchasing our customer's electronics products. In addition, we hoped to gain deeper insights into the personality of the customer segment in order to be able to ideally target communication via display and video ads.

OCEAN model as psychological foundation

For the SYNTHIA persona, the AI collected, cleaned and analyzed 17.6 million data points. Of these, SYNTHIA represents 14%, i.e. 2,460,000 data points. From this, personality traits for SYNTHIA were derived on the basis of the "OCEAN Model" and ultimately used to make recommendations for the design and orientation of the advertising material. (More info on OCEAN here: Wikipedia, Big Five personality traits).

Solution

For the SYNTHIA persona, the AI collected, cleansed and analyzed 17.6 million data points. Of these, SYNTHIA represents 14%, i.e. 2,460,000 data points. From this, personality traits for SYNTHIA were derived on the basis of the "OCEAN Model" and ultimately translated into recommendations for the design and orientation of the advertising material.

Results

The AI-generated persona Synthia achieves the following results compared to the classic personas:

• SYNTHIA achieves a conversion rate of 19.6%, more than three times as high as the classic persona STEFANIE.
• SYNTHIA achieves more conversions than all other target groups combined, totaling 52% of all completions.

Targeting based on demographic characteristics alone is not enough. It is crucial to include SYNTHIA's special interest in audience targeting to achieve an optimal conversion rate.

Artificial intelligence recommends targeting a special interest, and the corresponding line item achieved an outstanding conversion rate of 19%.

The result of our case study shows that the AI-generated persona SYNTHIA delivered the most outstanding performance compared to classic personas.

The strength of SYNTHIA lies in its extensive data basis, which is based on millions of data points. Figuratively speaking, it is a "real person behind the persona".

From this experience, we recommend using AI-created personas in communication whenever possible. The various steps of the customer journey must be taken into account and communication must be designed accordingly.

In this sense, AI makes it possible to refine the targeting of target groups as early as the media planning stage and to perfect communication for audience segments. As a result, the individual "neuralgic points" or insights of the target audience are served and optimal campaign results are achieved.