WPP’s media investment group Group M announced the launch of a propriety AI Marketing Maturity Model to support the use of AI to carry out transformational measures.
The model aims to maximise marketing performance and drive long and short term value from AI technology.
Developed by data and technology practise Acceleration, the GroupM Nexus model allows marketers to assess their current AI readiness across six different vectors and implement AI in their organisations, thoughtfully and improve their overall marketing maturity.
The model is based on data derived from more than 100 successfully completed AI transformation projects and 30 different use cases which Acceleration has said is shown to produce substantial improvements in media efficiency.
Based on Google’s Marketing and Cloud platforms it helps marketers to harness and further enhance their own data, technology and organisational capacities.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“We’re presenting a new way of measuring and achieving AI-driven maturity in marketing, our model is not based on theoretical research but built on a record of meaningful real-life projects and uses cases across the marketing maturity spectrum,” said Acceleration Global CEO Grant Keller.
“Clients are aware of the opportunities that AI is presenting; however, to extract value from this new technology, they need to be able to link implementation to clear business outcomes. With this model clients will be able to hone their AI proficiencies and drive marketing performance at scale”.
GroupMNexus global CEO Nicolas Bidon added: “Surveys show 70% of marketers want to leverage AI but only 4% feel they have the right skills to do so”.
“The need to help marketers adopt AI quickly, but thoughtfully, responsibly, and strategically is clearer than ever. The model is an actionable framework based on data derived from more than 100 successfully completed AI transformation consulting projects and 30 different use cases which have produced substantial improvements in media efficiency while lowering cost per acquisition across several industries”.
“Examples include a 22% increase in media efficiency for a global FMCG company, a 16% lower cost per acquisition and 15% increase in sales for an optical retailer, and a 14% decrease in cost per acquisition for a technology company”.
