Alembic is an AI-powered causal marketing intelligence platform that can identify which marketing efforts yield a return on investment (ROI).
Accenture has invested in Alembic through Accenture Ventures. Accenture and Alembic are forming a strategic alliance as part of this investment to assist clients in using AI-driven insights to increase revenue and dynamically measuring marketing effectiveness.
According to a recent Gartner study, two-thirds of marketing executives said it was difficult to show important stakeholders how marketing efforts affected business outcomes.
Alembic’s AI-driven causal platform gathers and examines data from many marketing channels, such as social media, broadcast, site visits, and direct-to-consumer interactions, and combines this information with sales data.
Each channel or marketing event is given an impact score by the platform, which finds connections between actions and results. The outcome is concrete links between marketing campaigns and revenue impact as well as real-time insights that may be used to direct marketing expenditures.
“Our clients are not just implementing AI; they are undergoing total enterprise reinvention, which hinges on trust and intelligence at the digital core,”
said Julie Sweet, Chair and CEO of Accenture.
“Alembic’s Causal AI provides exactly that by moving the enterprise beyond correlation to deliver the verifiable, cause-and-effect insights leaders need to act with decisive speed.”
Even as customer data grows at an exponential rate, Alembic can analyze complex data patterns and traditionally challenging-to-track channels like brand campaigns, sponsorships, events, and the influence of organic social posts.
This contrasts with other measurement mechanisms, which are frequently limited to siloed data sets. To make prompt modifications to protect marketing expenditures or find new revenue streams, current market shifts and events, such as shifting public policy, can also be modeled for a cause-and-effect impact.
Tomás Puig, Founder and CEO of Alembic, said,
“This investment and collaboration with Accenture will help us reach more companies that want to understand what really drives their results. Most companies are not short on data. They are short on answers, and that is where our NVIDIA SuperPOD backbone makes the difference. It gives us the compute power to uncover cause and effect in real time and show what truly drives growth. Together we are turning that data into concrete insights leaders can act on.”
Arun Kumar, global customer AI and data lead, Accenture Song, added,
“This partnership between Accenture and Alembic is a paradigm shift in measurement. Alembic’s capabilities complement existing approaches, such as market mix modelling, but now with seemingly limitless variables that can be analyzed. Where measurement has often been seen as an afterthought, Alembic lets us see both the big picture and the details.”