Marketing has undergone a remarkable transformation from traditional advertising methods like newspaper ads and billboard campaigns to the latest digital marketing techniques. With the constant evolution of customer behaviour, companies are now investing heavily in technology and digital marketing to ensure their presence where their customers are. This shift has created a new set of challenges in terms of planning, measuring, and analysing marketing strategies. Therefore, it is essential for businesses to make informed decisions based on accurate data to attract and retain customers effectively.
Investing in marketing technology, or “martech,” has become a necessity for companies looking to stay ahead of the competition. Martech tools and software are designed to streamline marketing processes and optimise performance, allowing businesses to gain a competitive advantage. By embracing the latest technology, companies can leverage data to develop effective marketing strategies and make better-informed decisions. Ultimately, this will enable businesses to meet the changing demands of their customers and achieve long-term success in today’s competitive market.
One such marketing technology platform is Gauss, created by Making Science, a company that specialises in marketing solutions to increase sales and improve investment efficiency through Artificial Intelligence (AI) and First-Party Data (FPD). Gauss is a marketing technology platform that helps clients and partners boost the performance of customer campaigns.
Before Gauss, Making Science was a re-seller and implemented partner software. However, they saw gaps in the market where they could create a better solution for their clients. That’s where the idea for Gauss came from. They developed Gauss to fill those gaps and offer a comprehensive solution for their clients.
Since its launch in 2018, Gauss has revolutionised how companies approach marketing. 75% of the companies that come to Making Science do so because of Gauss and its implemented services. The platform is designed to help businesses of all sizes improve their marketing strategies and drive better results.
What sets Gauss apart is its use of AI and FPD to optimise marketing campaigns. AI, or artificial intelligence, analyses large data sets and provides insights into customer behaviour, preferences, and trends. This helps businesses make informed decisions about their marketing strategies.
On the other hand, FPD allows businesses to track and analyse 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 optimise 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.
- Customer segmentation: Gauss allows businesses to segment their customers based on various factors, including demographics, behaviour, and preferences.
- Personalisation: Gauss enables businesses to personalise their marketing messages and content to each customer based on their unique preferences and behaviour.
Overall, Gauss is an all-in-one marketing technology platform that offers businesses everything they need to optimise their marketing campaigns and drive better results. With its use of AI and FPD, Gauss provides insight and optimisation that was previously unavailable, making it a must-have tool for businesses that want to stay ahead of the competition.
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 is a product that helps businesses accurately attribute sales and revenue to their marketing efforts. With this product, companies can track the customer journey from initial contact to conversion and identify which channels and tactics are most effective in driving sales.
Connected TV is a product that enables businesses to integrate the planning and reporting of their linear and connected TV campaigns. It allows advertisers to plan, measure, and optimise 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 is a tool that disaggregates and analyses real-time data from various sources, such as consumer transactions, social media, and websites. It offers valuable insights into consumer behaviour to refine marketing strategies, optimise campaigns, and improve performance metrics. With advanced consumer analytics, businesses can make data-driven decisions for better outcomes.
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 is a product that enables businesses to create personalised ads that change dynamically based on the user’s behaviour and preferences. With this product, companies can deliver ads tailored to each customer, increasing the likelihood of conversion.
Marketing Mix Modeling (MMM)
MMM is a product that helps businesses optimise their marketing spend across multiple channels and tactics. The product can measure and quantify the impact of online and offline channels within their business to help CMOs allocate their media budget in the right channels and maximise their ROI. MMM can integrate data from various channels such as digital media (social media, search engine, and website) and traditional media (TV, radio, and publications) and predict the weight and influence of marketing activities for selected KPIs such as sales or web traffic. Additionally, MMM can consider context data, such as promotions, bank holidays, population data, pandemic data, and other offline factors that might impact sales.
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 optimises e-commerce companies’ Google Shopping campaigns by automating bidding, optimising 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 stock-outs.
Smart Advertising uses AI to optimise 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’s suite of products provides businesses with everything they need to create effective, data-driven marketing campaigns. Whether tracking the customer journey, optimising advertising spend, or creating personalised 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!