Deciding Data

Use AI to tell the right story.


The Challenge

To improve your marketing you can adjust your paid bids, value propositions, or target audience.

Of these, your audience and value propositions are the most important. They can improve all your interactions with potential customers, not just through paid channels. Beyond that, knowing what an audience wants is more than just an optimization tool. It helps you discover what to do next. With this information, you can answer:

  • What should you emphasize in future images, videos, and other marketing content?
  • Which product features should be the highest priority to maintain?
  • What products should you offer next?

We use AI to help you see what value propositions work for each audience.


Measure The Message and The Mechanics Separately

Ads that express value proposition 1 have been resonating the most with marketing professionals. These ads may warrant a bit higher proportion of the budget (particularly ad 3). But, it might be worth trying out some different ways of expressing it. The ads in this group perform pretty differently, suggesting this audience may be relatively sensitive to how the value proposition is framed.

All the ad variants for value proposition 3 have seen similar performance. Even though we have only been running them for a few days, there is a good chance (78%) that they have the highest conversion rate with this audience. But, their click-through-rate is below average. These might be good candidates for ads in a different medium or context such as email or paid search.


Better Together

AI is great at testing and optimizing. Humans are much better at telling meaningful stories and creating emotionally compelling ads that connect with customers.

This software helps humans and AIs use each of their talents most effectively. Humans create ads and suggest possible audiences. The AI estimates which topics and audiences show promise, sharing what it learns from automatic statistical tests. Together, this allows us to quickly focus on what each audience really cares about.


Open Source

Behind the curtain, this software uses a combination of Probabilistic Models, Reinforcement Machine Learning (beyond black box models), and useful visualizations and interfaces.

We are working on releasing much of it under the Mozilla Public License 2.0. However, due to privacy concerns we won't be releasing some of the data used to augment certain models.



We are presently not accepting any new customers for consulting and AI customization.