What does the NorthPage Cognitive Marketing Intelligence Platform do?
The NorthPage Cognitive Marketing Intelligence Platform:
- Analyzes digital marketing programs to determine why something happened rather than measuring what happened
- Runs thousands of tests on target and competitive digital marketing programs to evaluate capabilities and identify strengths, challenges, opportunities, and performance differentials
- Processes proof-driven diagnostics with no human bias
- Bridges the gaps between digital analytics, big data, institutional knowledge, and the need for practical decision making
- Defines the way digital programs are improved – similarly to how digital analytics define the way that programs are measured
- Provides the foundation for ongoing benchmarking, change detection, and continuous improvement
What are the components of the NorthPage Cognitive Marketing Intelligence Platform?
The NorthPage Cognitive Marketing Intelligence Platform is a software platform containing:
- Application logic
- A function-specific system architecture
- Intelligent data ingesters
- A dynamic, algorithmic core
- Cognitive processing and learning capabilities
- User- and machine-based consumption interfaces
How does the NorthPage Cognitive Marketing Intelligence Platform work?
Using artificial intelligence (AI) and other cognitive technologies, a Cognitive Marketing Intelligence Platform penetrates digital marketing to learn from experience, and provide insight and guidance. Specifically, a Cognitive Marketing Intelligence Platform extracts digital assets, signals, and proof points. Then, the Platform embeds them into semantic models, discovering hypotheses and interpreting evidence, providing data- and proof-driven insights, and continuously improving them.
A Cognitive Marketing Intelligence Platform embraces human-machine hybrid learning because the system is taught by humans. User feedback is combined with digital analytics performance data to determine the quality and impact of the enhancement guidance, which the system uses to refine future guidance.
A Cognitive Marketing Intelligence Platform differs from and complements current digital analytics, moving beyond tabulating, calculating, and reporting based on preconfigured rules and programs. A Cognitive Marketing Intelligence Platform infers and even reasons based on digital marketing program objectives such as awareness creation, demand generation, opportunity conversion, customer engagement, and digital brand development.
The more organizations that use and feed a Cognitive Marketing Intelligence Platform, the smarter it gets. The smarter it gets, the more organizations use and benefit from it. Cognitive Marketing Intelligence Platforms are built to enable, enter, and embrace this cycle.
What makes the NorthPage System or Platform “Cognitive”?
The NorthPage Cognitive System:
- Identifies associations – Digital Marketing Example: A Cognitive Marketing Intelligence Platform identifies atomic-level causal drivers of digital marketing program performance and discerns correlation and causation to produce confidence interval-based performance insight and prescriptive guidance
- Makes recommendations – Digital Marketing Example: A Cognitive Marketing Intelligence Platform produces a set of specific, prioritized digital marketing program enhancement actions that, when implemented, drive targeted KPI performance and economic lift
- Uses question-based synthesis – Digital Marketing Example: A Cognitive Marketing Intelligence Platform answers questions including: Who is the strongest at digital in our space and why? Who is investing the most in their mobile programs and what is the yield? What are the top opportunities to improve our digital programs? How can we reduce our website abandonment rate and improve our conversion rate? What is the profile and state of our global digital portfolio?
- Learns from experience – Digital Marketing Example: A Cognitive Marketing Intelligence Platform ensures that every digital marketing program analysis benefits from all run before it
- Processes volumes of data – Digital Marketing Example: A Cognitive Marketing Intelligence Platform caches, associates, synthesizes, and analyzes digital marketing programs at scale and on an ongoing basis
- Handles many types and quality of data – Digital Marketing Example: A Cognitive Marketing Intelligence Platform processes, tests and analyzes global digital marketing programs and assets spanning web, mobile, social, search, content, e-commerce, and e-channel
- Embraces human interaction – Digital Marketing Example: A Cognitive Marketing Intelligence Platform enables intelligent, symbiotic interaction to leverage and advance from human input, configuration, adaptation, and operation
- Runs as a single node – Digital Marketing Example: A Cognitive Marketing Intelligence Platform is focused on the digital marketing domain, comprised of a distributed architecture, centralized deployment, and scalar intelligence
The NorthPage Cognitive Marketing Intelligence Platform produces Digital Marketing Intelligence for 300+ leading global marketing organizations and multiple strategic partners. It is available through leading mar-tech, technology and consulting providers. For more information, contact us.