Harley-Davidson NYC Taps Artificial Intelligence Platform “Albert”; Sees Record-Breaking Digital Advertising Results
21 October 2016 - 12:00AM
Business Wire
NYC Franchise is the First of Several
Harley-Davidson Dealers to Adopt Adgorithms’ AI Solution
Artificial intelligence is now driving ad campaigns, and
Harley-Davidson NYC is just one of several Harley-Davidson
franchises to team up with “Albert," the new AI-driven marketing
technology by Adgorithms (LSE:ADGO), to execute self-driven digital
advertising and marketing efforts.
Harley-Davidson launched its first AI campaign, "48 Bikes in 48
Hours,” in early 2016 to reduce seasonal overstock and determine
how quickly Albert could ramp up “his” audience knowledge to meet
the brand’s conversion goals. Prior to Albert, Harley-Davidson
NYC’s all-time sales record was eight motorcycles in a single
weekend. In his first two-day campaign, Albert almost doubled this
record, selling 15 bikes.
“For there to be a technology that knows nothing about us, yet
can come and outdo us in its first shot was incredible,” said Asaf
Jacobi, President of Harley-Davidson of NYC. “We have since
increased our commitment to Albert by tenfold and are currently
building a call center to accommodate the leads he’s generating for
us.”
Harley-Davidson NYC now relies on Albert to handle every
aspect of digital campaign management and execution. Working with
campaign creative and KPIs provided by the brand, Albert
autonomously executes holistic digital ad and marketing campaigns,
learning as he goes, in order to identify the audiences most likely
to convert, eliminate low-value audiences, apply insights gained
from one channel to other channels, and engage in over 20 other
digital ad and marketing activities necessary to meet the given
KPIs, such as:
Albert identifies audiences
Harley-Davidson doesn’t even know it has. Harley-Davidson
NYC initially thought of their target audience in broad,
buyer-persona based segments (gender, age, location), and projected
only 2% of New York’s population to be potential buyers. Albert
identified new audiences by correlating online behaviors with their
likelihood of conversion, and then autonomously targeted them with
individualized creative and copy combinations.
Albert identifies top-performing ad
concepts and elements, and prioritizes them across channels.
When Albert learned that Facebook ads with instantaneous product
views generated a conversion rate 8.5 times higher than other
Harley-Davidson ads, he automatically discontinued low-performing
ads and applied a similar user experience flow across new ones.
Similarly, Albert discovered that ads with the term “Call”
were performing 447% better than ads with the term “Buy”, so
he began optimizing text and creative accordingly to enhance
performance across all channels.
Albert discovers unique behavioral
patterns that trigger specific actions. Albert might determine,
for instance, that when a user searches for term “X” and then
clicks a Facebook ad, sending a specific email campaign in this
precise moment will significantly increase the likelihood of
conversion.
Albert predicts optimal pricing and
reallocates budget to the best-performing channels. Albert
predicts keyword pricing and makes ad-buying decisions based on
parameters such as past performance of certain keywords, how much
competitors’ are investing in them, who they’re likely to reach,
and the probability they’ll convert. He also applies findings
across channel and devices. For instance, when working with
Harley-Davidson, Albert discovered that Facebook users’ performance
on Android devices was five times better than on iOS for a
particular campaign, so he autonomously reallocated budget to focus
on relevant devices and maximize campaign results.
Albert optimizes millions of keywords and
test thousands of ad variations simultaneously, whereas a human
can usually only run a few hundred keywords at once and test a
handful of ad variations with significantly less precision.
After just six months, Harley-Davidson NYC
already credits 40% of its motorcycle sales to Albert
and is in the process of hiring a team of approximately 6
new employees to keep up with resulting leads. At the three-month
mark, Harley-Davidson of NYC had already seen an increase of 2930%
leads/month—50% of which were lookalikes. The NYC
franchise has been so successful that several other HD
franchises have already officially adopted the technology, and tens
of others are currently in talks with Adgorithms.
For more information about Albert and Adgorithms work with
Harley-Davidson, please contact Gretel Going,
gretel@channelvmedia.com or 212.680.0179 ext. 102.
ABOUT ADGORITHMSFounded in 2010, Adgorithms
(www.adgorithms.com) is the maker of "Albert”, the first-ever
autonomous marketing platform. Albert serves as a highly
intelligent and sophisticated member of brands’ marketing teams
that autonomously performs many of the manual, time-consuming tasks
that comprise modern digital advertising and marketing
campaigns. Albert also offers proactive, ongoing insights and
recommendations on information he has learned and uncovered along
his journey. Leading brands such as Harley Davidson, Evisu,
Food Panda and Made.com are leveraging Albert’s
artificial intelligence capabilities to increase and accelerate
revenue, make more informed investment decisions, and reduce
operational costs – all at a pace and scale not previously been
possible.
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MEDIA CONTACTChannel V MediaGretel Going,
347.701.3604gretel@channelvmedia.com
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