Alembic Rolls Out 'Breakthrough' ROI Model

Marketing attribution platform Alembic has rolled out an upgraded version of its platform, which it says offers a breakthrough in mathematically demonstrating causality in large datasets using composite AI. The tool is initially focused on marketing ROI.

The firm's tech models marketing results and provides quantitative 'proof' of how value is generated by marketing and sales activity, with a real-time view to optimize all marketing activity and sales funnel movement. Data comes from 'the entire revenue funnel', including unstructured data such as TV, radio, podcasts, sponsored and earned media; mid-funnel web and digital metrics; and revenue-focused elements such as e-commerce product performance and leads / opportunities in CRM.

The firm says its new method, which also taps causal AI, a graph neural network and advanced contact-tracing mathematics developed during the pandemic, provides enterprise marketers with 'a crystal-clear understanding of the results and ROI of their various marketing programs and initiatives'. This is output not to a dashboard but to an AI prompt, capable of answering questions about the enterprise's marketing mix 'in seconds' - this includes generating a complete ROI forecast or a marketing plan based on proven causality and real data.

Tomás Puig, Alembic co-founder and CEO comments: 'Imagine being able to trace and understand the direct impact of a brand's spend, similar to reversing the butterfly effect of big brand moments'. DreamWorks founder Jeffrey Katzenberg, who is also founder of Alembic's lead series A round investor WndrCo, comments: 'In my decades focused on brand marketing and advertising, I've spent billions of dollars, and the best we were able to do was guess. I just want to know, if I spend $1, do I get a result that's worth $1? For that, Alembic is a real game changer'.

The company is online at www.getalembic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.