Today’s marketing and business intelligence teams demand tools that allow them to understand what’s happening in their business environments; insights into aspects like web traffic, the number of customers, user behaviors, among others.

Thus, this no longer serves as a comparative advantage against your competitors since they too will possess systems capable of generating these business insights, thanks to analytics tools and the like. A potential distinguishing feature that emerges is the immediacy of data.

Immediate access to data is becoming a highly sought-after characteristic for companies. It allows them to preemptively address potential business issues, providing quick and accurate responses to challenges like webpage downtimes or significant drops in page visits.

The closer in time this information is received, the more valuable it becomes. That’s why there’s a growing need to use more proactive tools than traditional dashboards when dealing with critical business information.

To address these needs, Making Science has developed Gauss Data Quality and its alert functionality, a solution that sends real-time notifications if the predefined conditions are met.

Gauss Data Quality and its alert system offer a fully customizable solution. Clients decide which metrics they want to set alarms for, under which specific conditions, and at what intervals.

Some use cases for this solution

• Website Metric Anomalies: Setting alerts to detect unusual trends in website visits, like decreased page views, changes in visitor browsers, or any other site navigation metrics.
• Data Consistency or Quality: Establishing alerts to measure metric calculations’ consistency and reporting from various analysis tools (e.g., analytics systems, CRMs). This way, you can identify discrepancies in these platforms’ measurements.
• Tracking Business Metrics: Setting alerts to actively and promptly detect any unusual trends in the sales funnel regarding visits, conversions, changes in ROPO patterns, etc.

In essence, thanks to these alert configurations, you’ll gain a clearer understanding of your business. The real-time data that powers these alerts can clarify if the measurements from various platforms are consistent and if the crucial business metrics follow the expected trend.

In today’s fast-paced digital landscape, staying ahead requires not just data but real-time, actionable insights. Gauss Data Quality alerts empower businesses with timely notifications, ensuring no critical anomaly goes unnoticed.

Don’t let unexpected changes disrupt your business flow. To truly harness the power of real-time data and keep a vigilant eye on your web sales funnel, reach out to us. Discover how our advanced solutions can transform your decision-making processes.

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Marketing has transformed from traditional methods like newspaper ads and billboards to advanced digital techniques. As customer behavior evolves, companies heavily invest in technology and digital marketing to maintain a strong presence. This shift brings challenges in planning, measuring, and analyzing marketing strategies, requiring data-driven decisions for effective customer attraction and retention.

Investing in marketing technology (Martech) is crucial for companies aiming to outperform competitors. Martech tools streamline marketing processes and boost performance, providing a competitive edge. Embracing modern technology allows companies to harness data for strategic marketing and informed decisions, meeting customers’ changing needs and ensuring long-term success in today’s market.

Our Solution

Gauss, developed by Making Science, is a marketing technology platform leveraging AI and First-Party Data (FPD) to boost customer campaign performance. Making Science created Gauss to address market gaps in existing Martech solutions, and provide comprehensive solutions for clients.

Gauss was launched in 2018. Since then, it has transformed marketing approaches, attracting 75% of companies seeking Making Science’s services. Designed for businesses of all sizes, the platform enhances marketing strategies and results. Its use of AI and FPD sets it apart, analyzing data to offer valuable customer insights and informing marketing decisions.

Meanwhile, FPD allows businesses to track and analyze every step of the customer journey, from initial contact to conversion. This helps companies to understand which marketing channels are most effective at each customer journey stage, allowing them to optimize their campaigns for maximum impact.

In addition to AI and FPD, Gauss also offers a range of other features and services, including:

• Multi-channel marketing: Gauss supports various marketing channels, including email, social media, display advertising, and more.
• Real-time reporting: Gauss provides real-time insights into campaign performance, allowing businesses to adjust their strategies.
• Customer segmentation: Gauss allows businesses to segment their customers based on various factors, including demographics, behavior, and preferences.
• Personalization: Gauss enables businesses to personalize their marketing messages and content to each customer based on their unique preferences and behavior.

Gauss, an all-in-one marketing platform, equips businesses with tools for optimizing campaigns and driving results. Utilizing AI and FPD, Gauss offers previously unavailable insights and optimization, making it essential for competitive businesses.

Since its launch in 2018, Gauss has evolved into a parent platform for several products, each designed to cater to specific marketing needs. Let’s take a closer look at each of these products:

Attribution

Attribution is a product that helps businesses accurately attribute sales and revenue to their marketing efforts. With it, companies can track the customer journey from initial contact to conversion. They can also identify which channels and tactics are most effective in driving sales.

Connected TV 

Connected TV enables businesses to integrate the planning and reporting of their linear and connected TV campaigns. It allows advertisers to plan, measure, and optimize campaigns by allocating investment to channels where their target audience is located. Connected TV integrates measurement of online and offline TV, showing the incremental reach offered by media and channels to test and run on the most effective channels.

Data Collection

Data Collection is a tool that disaggregates and analyzes real-time data from various sources, such as consumer transactions, social media, and websites. It offers valuable insights into consumer behavior to refine marketing strategies, optimize campaigns, and improve performance metrics. With advanced consumer analytics, businesses can make data-driven decisions for better outcomes.

Data Quality

Data Quality is a product that helps businesses ensure the accuracy and reliability of their data. With this product, companies can identify and eliminate duplicate or inconsistent data, ensuring their marketing decisions are based on reliable information. 

Dynamic Creatives

Dynamic Creatives is a product that enables businesses to create personalized ads that change dynamically based on the user’s behavior and preferences. With this product, companies can deliver ads tailored to each customer, increasing the likelihood of conversion.

Marketing Mix Modeling (MMM)

MMM optimizes marketing spending across channels and tactics, helping businesses measure and quantify online and offline impacts for ROI maximization. Integrating data from digital and traditional media, predicts marketing activity influence on KPIs like sales or web traffic. MMM also considers contextual factors that may affect sales, helping CMOs better allocate their media budgets.

Offline Conversions

Offline Conversions is a product that helps businesses track the impact of their online advertising on offline sales. With this product, companies can attribute offline sales to their online marketing efforts, allowing them to measure their campaigns’ effectiveness accurately.

Shopping 

Shopping optimizes e-commerce companies’ Google Shopping campaigns by automating bidding, optimizing product feeds, and creating dynamic campaigns. It updates the feed in real-time, ensuring customers find what they’re looking for at the right price while preventing unhelpful clicks due to out-of-stock items.

Smart Advertising

Smart Advertising uses AI to optimize digital ad investments for businesses. It enables CMOs to efficiently allocate ad budgets while monitoring and improving KPIs like CPA and sales ratio, in real-time. The product captures data, predicts sales, increases sales by 20%, and decreases CPA by 15%, making it a valuable tool for companies seeking growth and cost control.

Overall, Gauss’ suite of products provides businesses with everything they need to create effective, data-driven marketing campaigns. Whether tracking the customer journey, optimizing advertising spend, or creating personalized ads, Gauss has a product that can help businesses achieve their marketing goals.

To learn more about Gauss, contact our team of experts to learn more about our technology and start your digital transformation.

Let’s activate your data, let’s Gauss!

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Data collected without a purpose and without proper processing is virtually useless and becomes an expense that quickly escalates. It is not until we enrich it intelligently that we can truly consider it an investment. This helps us uncover the (often surprising) stories it holds.

Considering our data as one of our most critical corporate assets is imperative. Monitoring customer interactions provides a wealth of knowledge to guide our marketing, sales, and product development efforts while monitoring internal processes generates valuable information to optimize operations and improve productivity.

This knowledge value chain is composed of technical and non-technical components. It includes business processes and understanding that a systematic approach allows us to put data-driven predictive models into production through a strategy tailored to each business objective.

Once we have extracted the relevant insights from the predictive models, the next crucial step begins: turning this information into action to generate measurable business impact. 

This requires three key aspects: 

1. Understanding the business environment we operate, our acquisition, sales, and loyalty processes.
2. In-depth knowledge of the different profiles and purchase drivers of each customer segment to which we direct our advertising campaigns.
3. The creation of tools that automate or facilitate decision-making.

At Making Science, we have been innovating in this context for years with ad-machina and Gauss Smart Advertising. These machine-learning solutions optimize your advertising campaigns on digital platforms (Google Ads, DV360, Campaign Manager, and Meta, among others), making the most of First Party Data (from CRMs, call centers, or other available data sources) and managing to improve sales ratios by up to 20%.

Making Science brings you technology geared towards automation and activation.

Interested in learning more about how we can help you do more with less? Get in touch today!

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We live in a world where people have become accustomed to receiving hundreds of advertising impacts every day. One of the main problems that users mention is that many of the ads they see are not related to their interests. This generates fatigue and frustration. Relatedly, most advertisers state that it’s difficult to personalize each of their advertising impacts due to the creative cost and the management time involved in generating personalized ads that help them overcome the aforementioned barriers.

Dynamic ads can be an effective solution that allows advertisers to generate more personalized ads and offer customers what they demand, improving brand perception, reducing advertising fatigue, and improving the conversion rates of their campaigns.

How does it work?

Dynamic ads build on previous customer interactions to deliver an ad tailored to one’s needs and interests. Based on these interests, a personalized final piece is composed for each user, generating an authentic user-centric strategy and activating the first-party data that we have about the user. That allows us to fine-tune commercial opportunities, appearing at the right time with the right product.

Building dynamic ads in Meta

Meta’s advertising tool offers us a native solution for generating dynamic ads thanks to product catalogs that we link to user activity. We use the data collected by pixels on the same platform. However, this tool has a limitation at a creative level, since the final creativity is made up exclusively of the image of the product for which they have shown interest, without the possibility of adding dynamic creative elements such as prices, descriptions, logos, or CTAs.

Go a step further with our solution: Gauss Dynamic Creatives

At Making Science, we offer a solution that allows us to customize all aspects of our final creative dynamically. Adding the specific price of the product visited, a description, a logo, or any dynamic or static element to the final creative to improve its performance, taking into consideration branding boosts that are generated with impressions that do not end in conversion.

You just need to connect your product feed to our platform. From there, you can generate a template defining which elements will be dynamic or static and select the feed column from which we will take the value for the dynamic elements. 

Activating it is as easy as uploading the catalog to your Business Manager and selecting it when creating a campaign, either remarketing with catalog sales or prospecting with dynamic ads for wide audiences. Once that’s done, a dynamic creative is automatically generated for each user based on their behavior.

The main benefits of using dynamic ads are:

• Higher CTRs

• Higher conversion rates

• Improved brand perception

• Reduced creative costs

• Improved user experience

Now that you know how dynamic ads work, let us help you get started!

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