AI profiling for smarter customer targeting

Project Information

ADMANTX

Grant agreement ID: 828014

DOI

10.3030/828014

Project closed

EC signature date 2 August 2018

Start date 1 August 2018

End date 30 November 2018

Funded under

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Total cost

€ 71 429,00

EU contribution

€ 50 000,00

Coordinated by

ADMANTX SPA
Italy

Periodic Reporting for period 1 - ADMANTX (AI profiling for smarter customer targeting)

Reporting period: 2018-08-01 to 2018-11-30

Summary of the context and overall objectives of the project

ADmantX has elaborated an advance, high-precision solution for customer profiling (AI profiling) based on a unique semantic technology (capable to extract the detailed meanings of digital texts and detect up to 93 human emotions and motivations) with the purpose of providing marketers with helpful insights that drive effective key decisions and strategies in the Digital Advertising, Digital Marketing, and E-commerce market. ADmantX goes beyond typical audience profiling tools that use third-party data, bringing matchless capabilities to unlock the full potential of companies’ owned data (first-party) and analysis of content to provide an intimate advertisement personalization through the most suitable media channels. This will result in a reduction of non-related advertisement that causes rejection among the consumers and a better performance, having a higher impact in companies’ sales and therefore, in economic growth.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

In the technical feasibility, our team has gathered the technical requirements for connecting our technology with other platforms as well as identifying technologies and guidelines to create a proper User Interface. Moreover, we designed the work plan for bringing our technology from the current TRL6 to a commercial level (TRL9), and investigated the risks associated and mitigation strategies. In a second phase, we have conducted an in-depth market study to analyse the Digital Advertising market in different geographical regions, the potential end-users, and applicable industries as well as the size and characteristics of companies interested in our technology. The commercialization study includes the identification of commercial action to reach our target audience. Furthermore, we have studied the necessary actions for the further protection of our innovation. Finally, we have refined and validated our 5-year financial business plan where projections of revenues, costs, margins and ROI were assessed.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

Today profiling technologies in the digital advertising and marketing scenario are intrusive, often with relevant flaws regarding the privacy and protection of personal data, resulting in annoying messages, rejection from the audience, performances based more on frequency than on accuracy, mistakes in defining the profiles.
ADmantX solution closes the gap between a fully-compliant GDPR methodology and an unprecedent level of accuracy and prediction. It results in a higher ROI for all the parties involved in the market, being able not to disperse the resources through lower-performing methodologies and channels. Moreover, while most of the companies active in this area are in extra-UE geographies (mostly USA), it could strengthen the EU marketing and advertising technology ecosystem, by giving a clear advantage.

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