AB InBev-owned beer brand Stella Artois has partnered with ad tech firm Blis for the launch an artificial intelligence-powered, predictive location modelling solution, Blis Futures, which it claims identifies consumers most likely to visit specific locations.
Futures used machine learning and predictive analytics to group data sets and identify patterns whilst working with AB InBev agency Vizeum to drive customers into pubs, increase engagement and incite consumers to purchase. It builds audience segments based on predictive conversion rates, indicating when and where to target, and only charges advertisers for each successful consumer visit.
“At Stella, it’s a crucial part of our mission to keep innovating to better understand our customers. Part of that is harnessing new technologies to engage with them in new ways,” said Stella Artois brand manager Ali Humphrey. “Thanks to Blis Futures, we are now able to recognise how our audiences behave in the real-world as well as the digital one, allowing us to engage with them at the right moment and impacting their future purchase decisions.”
According to Blis chief executive Greg Isbister, Blis Futures means the company can now “accurately identify people who we know are either highly likely or definitely going to buy a product” reducing waste in spend with the aim of increasing campaign performance.
“For marketers looking to increase footfall and in-store sales, this alternative to traditional performance and payment methods is revolutionary,” added Vizeum digital planning manager Shaun Lynch. “It won’t just increase performance; it will also boost trust between brands and their tech providers. It’s one of the many reasons we’re excited to work with Blis as we start unlocking new customers with Blis Futures.”
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