Autheos created a unique AI video marketing platform, delivered exponential ecommerce growth for global brands, and developed new consumer acquisition strategies with Google Cloud.
This is a case study done by Google on Autheos. You can read the original story here.
Google Cloud results
Enables proof-of-concept for innovative AI video marketing solution
Permits exploration of 100 billion data points per month through BigQuery
Reduces uploading time for videos in multiple languages by 90%
Helps global household name brands meet marketing KPIs using smart analytics
Boosts conversion rate by 579% for Philips products.
The power of marketing has long been a driver of success for global brands. More than a century ago, however, an American businessman summed up a key challenge that has since confounded countless enterprises: “Half the money I spend on advertising is wasted,” said John Wanamaker. “The trouble is, I don’t know which half.”
Fast forward to the digital age, and an Amsterdam-based company is using artificial intelligence to crack Wanamaker’s challenge. The Autheos video marketing platform deploys machine learning algorithms that help giants such as Philips and Brabantia to execute personalized, real-time internet marketing, so none of their precious advertising dollars are wasted.
The Autheos vision is rooted in the background of its CEO, Christina Caljé. The American of Puerto Rican and Surinamese heritage grew up in New York’s East Village and says she was “surrounded by all sorts of different types of people and perspectives.” Diversity drives the philosophy of marketing at Autheos, which “accommodates the differences in people and the way they think.”
To turn its vision into reality, Autheos needed the best data analytics solution available to power algorithms designed to connect brands with individual consumers. The company adopted BigQuery after discovering its new creative possibilities and multi-petabyte processing capacity: “BigQuery for us is a magical tool that we can use to explore data,” says Christina.
Proving a big idea with Google Cloud solutions
When Christina became CEO at Autheos three years ago, after a career in finance, the company offered a content management platform that helped corporations publish videos on e-commerce product pages. It was a practical tool for expert deployment of content for all situations.
To build the future, Christina and her team developed a bigger idea: what if Autheos could develop predictive modeling to navigate the user’s consumer journey and launch the most impactful video at exactly the right moment for each viewer?
The plan required massive data crunching to reach the proof-of-concept stage: “We didn’t even know how video was correlated with behavioral data,” recalls Christina. “People believe video has an impact on consumer behavior; our idea was to see if we could validate this belief through data exploration.”
Autheos decided to migrate from its legacy data warehouse platform to Google Cloud, and after some initial experimentation, its data scientists felt the difference immediately. The power, flexibility, and ease-of-use of BigQuery transformed the team’s ability to build scripts for modeling relationships between data points.
The outcome was a unique AI-driven video marketing platform that is re-imagining brand marketing strategies today. The solution goes beyond intelligent video delivery. It provides learnings from each deployment to inform future content creation strategies, bringing new approaches to Wanamaker’s 19th-century conundrum.
Today, BigQuery enables Autheos to explore 100 billion data points per month as it develops new precision-marketing features for its platform: “BigQuery helped us to move past the hypothesis phase and prove our thinking,” says Christina.
Innovative solutions for global giants
After validating its big idea with BigQuery, Autheos went on to help clients achieve concrete results. One such client was Philips. The global giant is behind groundbreaking innovations in biotech and sustainability solutions. Yet, it had been using a video marketing tool that allowed it to do little more than determine whether a user clicked play.
Since tapping into Autheos to elevate its video strategy toward the consumer, Philips now has a 360-degree view of user engagement and the ability to satisfy consumer desires with individualized content. The result? Exponential growth in e-commerce conversion rates, with a nearly six-fold checkout boost for Philips’ espresso machine line on its Dutch website.
“We gave Philips insights on customer journeys through video interaction, which we gathered through our proprietary algorithms enabled by Google Cloud solutions,” says Christina. “The level of depth that we could obtain blew their minds.”
“Incorporating the insights from Autheos technology into our content creation process will allow us to more effectively allocate our marketing resources and make sure that our messages not only reach, but more importantly, resonate with their intended audiences,” adds Patrick van Straalen, Head of Digital for Philips Coffee category.
Brabantia, a global player in household products, is discovering a different way to improve its e-commerce presence through Autheos’ AI platform. The company needs to publish video in several different languages for each product featured on its international websites and those of its resellers. It reduced the time required to upload videos in multiple languages, for 50 products, by 90%: from nearly one hour per video to five minutes.
“Autheos is a one-stop shop for our marketing team, and has brought huge efficiencies to our process; a single upload and video now shows up instantly, everywhere it should,” says Eric van der Palen, Senior Online Marketeer at Brabantia. “With our relaunched consumer site, we’ve been able to create a slick and engaging video experience for the consumer, which is great!”
A shared vision to forge the future of video marketing
Today, Autheos is engaged in an evolving relationship with Google Cloud to innovate AI video marketing solutions. The next chapter is to aggregate user behavior data to help clients identify visitors who are most likely to convert, for retargeting strategies.
“We’re working with Google to find ways to integrate with the API so that those retargeting lists can be created directly in Google Analytics,” says Christina. “That’s our work-in-progress right now with the Google team.”
Underpinning the collaboration is a belief in harnessing data to drive innovation: “It’s been a very fruitful relationship with Google Cloud,” says Christina. “We share a passion for harnessing the power of data to create better customer experiences.”