Project description
Real-time Big Data analysis for digital marketing with the help of AI
Marketing campaigns are highly digitalised, but the tremendous amounts of consumer data regarding preferences, habits and interests can only be useful with very powerful and accurate analytics. Currently, most programmes are either very expensive or only suitable for small advertising accounts, and many do not integrate AI. The Spanish SME Orbital Advertising has developed a methodology that harnesses machine learning and natural language processing. The platform can easily be integrated into current search-engine marketing management tools to monitor keyword usage continuously and in real time. The EU-funded PTC project is helping the team lay the groundwork to reach companies of all sizes in all sectors.
Objective
Digital advertising campaigns must manage massive data, impossible to cope effectively manually. This reduces the quality of targeting, the cross-platform Ads and Keyword Management. As a result, diminishes the marketing performance. Current available tools in the market are either expensive, just suitable for small advertising accounts, and don’t use sophisticated algorithms to incorporate artificial intelligence.
PTC is the first continuous Keyword-feed methodology -big data in real time- based on Machine Learning algorithms & Nature language processing that is applied to Google AdWords. PTC creates, manages and optimizes thousands of ads automatically and in any language, saving time and money. It can be easy implemented being compatible with existing SEM management tools and it can find new terms that can be included as keywords into SEM strategies.
The target market for PTC are the more than 4 million Google advertisers. Our clients will be both companies from any sector –mainly large accounts like banking, tourism brands, marketing agencies- and marketing agencies. Following our business plan, we can reach 270 clients by 2022 including large, medium and small accounts. We believe it is an easy to reach objective since companies and like Telefonica or Cabify and marketing agencies as Nivaria are already interested in PTC and are acting as validators.
In order to accomplish our goal, we have planned an investment of € 1.75 Million for the PTC project attainment. We expect to get a cumulative revenue of €17.8 M by the third year, meaning a cumulative EBTDA of € 5.2 M. Considering a 3-years forecast will give us a ROI of 570%.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques.
- natural sciencescomputer and information sciencesdata sciencebig data
- natural sciencescomputer and information sciencesdata sciencenatural language processing
- social scienceseconomics and businessbusiness and managementbusiness models
- natural sciencescomputer and information sciencesartificial intelligencemachine learningdeep learning
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Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
Madrid
Spain
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.