Consulting giant Accenture has invested in Alembic, an AI-powered causal marketing platform that determines which marketing campaigns deliver a return-on-investment.
Alembic’s Causal AI platform collects and analyses data across numerous marketing channels, including broadcast, social, site traffic, and direct-to-consumer (DTC) communications.
The tool uses AI to link actions and outcomes, giving an impact score to each marketing channel or event.
These results can then be used to guide marketing spend based on the revenue impact of marketing campaigns.
“Our clients are not just implementing AI; they are undergoing total enterprise reinvention, which hinges on trust and intelligence at the digital core,” said Julie Sweet, Chair and CEO of Accenture.
“Alembic’s Causal AI provides exactly that by moving the enterprise beyond correlation to deliver the verifiable, cause-and-effect insights leaders need to act with decisive speed.”
Connecting Siloed Data
One of the leading features of the platform is its ability to solve the issues of using marketing data that’s often siloed.
The tool can analyse complex data patterns as well as traditionally difficult-to-track channels like sponsorships, events, and organic social posts.
Accenture has entered partnerships with multiple AI companies for its marketing efforts, including Aaru for predictive tech and marketing strategy, Writer for content creation, and Accenture’s own AI Refinery for creating and running campaigns.
Arun Kumar, global customer AI and data lead, Accenture Song, said: “This partnership between Accenture and Alembic is a paradigm shift in measurement.
“Alembic’s capabilities complement existing approaches, such as market mix modelling, but now with seemingly limitless variables that can be analysed. Where measurement has often been seen as an afterthought, Alembic lets us see both the big picture and the details.”
