IPG's Kinesso Opens Marketing 'Experimentation Lab'

Interpublic's marketing intelligence company Kinesso has launched the 'Experimentation Lab', a platform on which marketers can design, execute and analyze experiments across various media. Tapping AI and automation to streamline the process, the Lab standardises methods and promotes cross-functional collaboration.

Kinesso was formed five years ago after the marcoms giant's acquisition of data firm Acxiom, and offers data-based marketing applications focused on trust and security, campaign optimization and precision audiences.

The Lab, which is a part of Kinesso's new digital marketing tech platform Interact, allows end-to-end management of experiments, and facilitates cross-channel collaboration for employees at all levels via a simplified user interface. It also offers AI-powered actionable recommendations based on experiment results and brand objectives.

'The Experimentation Lab is more than just a tool' according to Berna Tollefsen (pictured), VP of Experimentation at Kinesso, 'it's a catalyst for innovation. By harnessing the collective wisdom from tens of thousands of experiments across brands and industries, we're empowering our clients to make more informed decisions and achieve unprecedented results. No matter the industry, the insights and learnings collected in the Experimentation Lab can help marketers stay ahead of the curve'.

With more than 6,000 employees operating in more than 60 countries, Kinesso is online at www.kinesso.com .

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