Marketing

Industry Trends:

Over the past several decades, marketing has transformed from primarily a human art to a practice heavily driven by data and analytics. To date, most of that transformation has been in the distribution and optimization of marketing content. Over the next few years Generative AI will change that by enabling data-driven marketing to push upstream into content creation.

• Human content reviews and brand validations will be augmented by an AI perspective that can consider a broader array of factors than humanly possible and be executed consistently at global enterprise scale.
• SEO optimization that relies on human analytical review and manual site updates will be automated using AI.
• Creative processes that have been purely human endeavors will be augmented by AI assistants that can help reduce costs and increase quality by aiding in drafting, review, sketching and polishing of copy and images.
• Hyper-personalized messages that previously had to be crafted by people are now able to be drafted by AI leveraging your previous conversations, 3rd party data and CRM data as context.

What’s most exciting about this future is that the technology is available today, and the transition is already starting for many firms.

We’ve worked with the both small marketing teams and enterprises on helping improve marketing performance through AI collaboration.

Why SOVA:

• Marketing Experience - The SOVA team has decades of marketing leadership experience enabling us to provide both strategic and technical guidance on AI adoption.‍
• Tech Enabled Services - We’ve invested in both the SOVA platform and Subatomic that let us deliver the exact solution and transformation you need, with a head start that lets you move more quickly and efficiently.

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Select Case:

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Problem

Evaluating marketing content at scale can be time consuming, especially if you need to consider a wide range of target customers.

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Plan

SOVA started with a robust discovery process, including a workshop with stakeholders to understand Problems and set a plan to address the Problems. From there, the team began the research process; analyzing the workshop, surveying sales and marketing and analyzing more than 300 pieces of content created by the customer.

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Execution

SOVA leveraged our in-house analytical software solution, Subatomic. With the tool we were able to create persona definitions, and use AI to score hundreds of pieces of content across a range of metrics based on the perspective of each persona to surface behavior patterns that might otherwise be hard to recognize or address. We took this data, along with a human analysis of the same content to find commonalities and varying opinions on content performance. With this analysis, combined with our workshop and survey, we were able to make strong prioritized recommendations.

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Results

The SOVA team created a robust report, laying out prioritized recommendations in the form of “start, stop, continue” that were backed by the execution of the project.

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