MotiveMetrics
Search Intent Based Content Creation Powered by AI

While developing marketing communications strategies for an industry-leading Direct-to-Consumer brand, Dan Cudgma, CEO of MotiveMetrics, realized that a lack of knowledge about the target audience made marketing operations impossible to execute without compromising customer privacy. It resulted in a communication gap between marketers and consumers, ultimately affecting businesses. In 2015, in an effort to bridge this gap for the benefit of both parties, Cudgma laid the foundation of MotiveMetrics.

MotiveMetrics is an AI-driven marketing solutions provider that blends AI technology and human expertise to enable marketers to develop relevant content based on the knowledge of a targeted audience's intent. It employs state-of-the-art natural language processing (NLP) techniques and machine learning (ML) capabilities to enable every brand to give engaging experiences to its customers in every encounter. The initial focus of its solutions is available in the paid search marketing channel, which is used by some of the leading advertisers in the sector. MotiveMetrics calls this blend of AI and human expertise ‘+AI technology’.

“The greatest challenge in delivering personalized content is doing so at scale. AI works best in these environments where complexity can quickly overwhelm human capability,” says Cudgma.

For instance, it is relatively easy for a street-side food stall serving a small number of customers to remember the unique preferences of each of their regular customers. However, it is much more difficult when a company wants to run a paid search campaign for more than a million customers. AI is the solution in such circumstances where scale and the complexity that it brings is a significant element. It gathers relevant insights from audiences to help marketers develop effective messaging. The system then incorporates, measures, and appropriately amplifies the message to generate the scale required for digital marketing.

MotiveMetrics’ +AI technology delivers industry-leading results in understanding and segregating target audiences based on similarities and differences.

It collects relevant insights from various audiences to assist marketers in developing effective messaging. The system then integrates, measures, and amplifies the messaging appropriately to generate the scale required for digital marketing.

Large marketing platforms, such as Google and Facebook, employ AI to evaluate the quality of content because they care about their customers' experiences. Quality is also taken into consideration when making targeting decisions, placement, and advertiser costs. These publishing systems are continually improving their capabilities to provide the most optimal consumer experience possible. Today it is more important than ever for organizations to have access to high-quality content that meets the demands of both the customer and the marketing platform they use to deliver their messaging, all while continuously enhancing content quality.

Google, Facebook use AI and NLP to make money. Now you can too

+AI technology delivers clients high-quality content that meets the standards of renowned publishers. At the same time, when the content is relevant enough to pass the AI screening, it becomes more relatable to the final audience. Consequently, it is evident that +AI aids in meeting the needs of all audience groups with appropriate content. “Google and Facebook use AI and NLP to make money. Now you can too,” says Cudgma in this regard. The majority of MotiveMetrics' clients have identified their target audience, but they require audience segmentation and appropriate content for each category at scale. MotiveMetrics thoroughly understands human psychology, motivations, and purchasing behavior. It leverages this understanding as a foundation for the +AI technology, making it easier to provide relevant and specific marketing content. This reduces the cost of marketing in areas such as paid search campaigns by 30% on average, accelerates growth by multiples, and reduces unnecessary human capital investment and human error.

Unlike other AI-based systems that are cryptic and operate like a black box, MotiveMetrics’ +AI aims to provide digital insights that are comprehensible to the user and the audience, ensuring a major competitive advantage.