Reaching mobile customers across channels
The in-house Mobiles.co.uk advertising team works fluidly across channels, rather than specialising in specific channels. This encourages team members to look at how campaigns fit the broader user journey and use that intelligence to make a bigger impact on audiences by investing in campaigns and channels that reach customers more effectively.
Adobe Sensei, Adobe’s artificial intelligence and machine learning technology, helps the team automatically adjust budgets and optimise spend. Performance Optimisation, powered by Adobe Sensei, tracks performance across channels and adjusts ad spend to achieve the best possible results for any desired return. The advertising team doesn’t need to worry about manually changing spend or carefully monitoring campaigns to adjust underperforming advertisements. Instead, they can spend more time testing new ideas for campaigns or channels to better reach customers.
“The artificial intelligence in Adobe Sensei enables us to work smarter and faster by automatically optimising performance,” says Karsandas. “With Adobe Advertising Cloud, we have a combination of artificial intelligence and human input working together to stretch our advertising budget further.”
The Mobiles.co.uk team also understands how their campaigns perform across touchpoints because Advertising Cloud provides a more accurate multi-touch attribution model. For each purchase, the company runs a check before an order is finished, tracking orders through completion and optimising according to what is converting and profitable.
Accurate attribution models allow Mobiles.co.uk to better determine true conversion rates on campaigns. A campaign may contribute to a high number of orders, but if a majority of the orders do not pass the checks for a completed purchase, then the campaign doesn’t contribute to the bottom line. Mobiles.co.uk can decide to shift spend away from under-performing campaigns or channels.
“By unifying all advertising on Adobe Advertising Cloud, we can better understand our advertising spend, make quicker decisions in real time and invest in activity that improves our bottom line,” says Karsandas.