Machine Learning Tool Optimizes Social Blue’s Online Campaigns
Proof of Concept: ‘Previewing’ Data Innovation
A Proof of Concept provides Aurai’s new partners the chance to gain initial insights and start the transforming their work into data-driven processes. This ‘preview’ defined a project with clear objectives and exploited Social Blue’s endless possibilities for data innovation. After agreeing upon the Proof of Concepts’ parameters, a team from Social Blue, together with Aurai’s Data Scientist, Sanne, and Data Engineer, Don, began analyzing the best context converting and word order for ad texts – and the practicalities of a machine learning text generator.
The Power of Data-Driven Decisions
It was no small task for Sanne and Don to empower Social Blue to make data-driven decisions. Up until now, the lead generation expert had based their decisions primarily on experiences and intuition, which lead to incomplete evaluations and inaccurate result analyses. The Aurai trainees guided Social Blue joyfully through their journey towards data-driven decision-making and campaigns.
Sanne: “During this project, Don and I managed to combine our strengths and different expertise; we came up with many solutions together for Social Blue and we did the majority of the coding side-by-side.” Their biggest challenges were the time limitations – “We had just a month to develop a standalone tool” and communication with stakeholders. Don: “We have no shortage of technical expertise, but specific domain knowledge is an entirely different story. It was essential to ask the right questions in order to learn more about Social Blue’s needs, customers and markets.”
Working Together, Creating Together
Expectation management and a clear division of roles were also crucial. Don: “Of course, you want to show the far-reaching potential of data science, but ultimately the goal was to develop a concrete application for Social Blue.” To increase the chances of success, Sanne and Don always aligned their ideas, wishes and requirements in advance. Throughout the project, the Data Scientist and Data Engineer kept all Social Blue stakeholders in the loop with daily meetings, immediately sharing new functionalities and incorporating as much feedback as possible. Sanne: “The collaboration with Social Blue was wonderful. They were very enthusiastic, open to new ideas and interested in the data process.”
Developing a User-Friendly Application
The intensive, one-month project had Sanne and Don developing an application that every employee within Social Blue – with or without data expertise – can now use. Sanne: “By offering a clear explanation, we ensured that the use and outcome of each functionality was clear to all Social Blue employees.” As a result, Aurai’s application enables Social Blue to manage their own data-driven campaigns in the future. The Proof of Concept has provided the company insights into what makes ads successful – and eventually the ability to generate new, even more effective ad texts through machine learning.
After the project, Aurai and Social Blue came to the joint conclusion that the Proof of Concept was successful and above all promising. Don: “I am proud that we were able to deliver measurable results and a usable data-driven Proof of Concept for Social Blue. We have shown the value of data science and a data-driven approach.” Sanne adds: “And all of this in just one month! The application has already been put into practice and the results are promising.”
In their final report, Social Blue indicated that their partnership with Aurai has provided them with valuable insights into the endless possibilities of machine learning and how results from their previous campaigns are a major source of inspiration for creating successful new ads: ‘Looking back at the results, we see that there is still room for improvement, but it is evident that the machine learning tool has the potential to take the online advertising world to a completely new level.’