What is decision intelligence and why does it matter more to retail than any other industry?
Retailers have all sorts of different decisions to make every day, and getting them right can feel pretty overwhelming. Especially in eCommerce, where the dynamics change every second as does the information relating to each and every product advertised online.
The impact of those decisions is particularly powerful when it comes to marketing in intensely competitive search engine channels such as Google Shopping. Such channels, if used correctly, are one of the most effective ways for retailers to get their products in front of an audience that’s ready to buy. However, if your marketing team are unable to make effective marketing decisions, Google Shopping can often seem unreliable at best and unprofitable at worst.
Your PPC Managers and digital marketing team know how important it is to feed Google Shopping with accurate data, in order to have the best chance of a top spot on the shopping carousel. And you know the importance of having reliable marketing channels that provide the ROI you seek and the data that justifies budget spend and supports more effective marketing decisions.
The problem is that collecting, managing, and then using all of the essential data that relates to every SKU to make responsive decisions, that are aligned to your overall goals has become an impossible job without technology. Upp.AI is decision intelligence software that was built to solve this. Designed for eCommerce: it drives better outcomes, all aligned to your specific company goals and the insights Upp. reveals will also improve marketing outside of your Google Shopping channel.
But before we look at what makes Upp. effective, let’s start with the basics.
What is decision intelligence?
Decision intelligence’s definition has evolved over time. A few decades ago, it simply meant using all of the available information to make more informed choices that better serve a business’s objectives. Today though, decision intelligence’s meaning has evolved to encompass new advancements in technology: artificial intelligence (AI) and ML (machine learning) in particular.
Decision Intelligence is the commercial application of AI to the decision-making process of every area in a business. It is outcome-focused and must deliver on commercial objectives. Organisations are using Decision Intelligence to optimise every single department and improve business performance.
Decision intelligence AI works in a much more intuitive, flexible, and arguably ‘human’ way than ever before. Analysing data both from inside a business and from the wider world around it. This leads to much more strategic choices that align with overarching goals around revenue, marketing, and performance – making decisions rather than just following programming. It can also evolve over time, utilising machine learning to get better at its job, every minute of every day.
Decision intelligence does not eliminate the need for talented people, but it IS more suited to many applications than we (humans) are – freeing us up to work more on our strategy and overall goals. Using technology as a tool frees up digital marketing teams to focus on other, more important processes which, in turn, are empowered by the greater insight decision intelligence delivers.
Decision Intelligence for Retail
Decision intelligence companies support businesses of all shapes and sizes by providing them with tools that boost performance. But eCommerce retailers have been battling to improve traditional methods for sales, that simply did not adapt well to selling 24/7 – and this is where the power of technology comes in.
Decision intelligence empowers e-commerce businesses to make data-driven decisions across various aspects of their operations, including personalised recommendations, pricing, inventory management, fraud prevention, customer service, and supply chain optimisation. By leveraging advanced algorithms and data analysis, retailers are improving customer satisfaction, and enjoying increased efficiency.
Decision Intelligence for eCommerce marketing
For digital marketing teams, decision intelligence is driving revenue growth in a highly competitive market. Revolutionising how we create content, enhancing personalisation, user experience, SEO optimisation, voice search, and automation. It empowers eCommerce marketers to reach their target audience more effectively, deliver personalized experiences, and achieve better results in the ever-evolving digital landscape.
In fact, in today’s online-dominated retail marketplace it’s effective marketing that can arguably have the biggest impact on turning loss into profit – which makes it such a surprise that as much as 40% of ad spend on Google Shopping generates zero revenue. And this is why it is so frustrating for retailers’ digital marketing teams – that whilst retail’s share of marketing spend on Google Shopping is the largest out of any industry, the lack of intelligence they have had to ensure this channel works for them has made it almost impossible to ensure an intelligent/reliable return on their ad spend.
Dedicated decision intelligence tools for eCommerce marketing are able to go further than point solutions or PPC teams – by taking into account external, retail-specific factors such as global buying and marketing trends. When this extra layer of information is combined with a business’s own SKU-specific information, automated decisions make the most of product popularity and inventory, while also taking advantage of global trends and unexpected spikes in demand.
Upp.AI empowers eCommerce decisions
Upp. saw the inefficiencies of the traditional approach to performance marketing. So we’ve designed an entirely new AI/ML data-led solution for retailers, to automate advertising decisions in real-time.
Upp.AI is decision intelligence, built for Retailers, that outperforms all traditional methods for advertising on Google. Retailers working with Upp. automate the optimisation of 1000s (or hundreds of thousands) of SKU’s instantly, according to the auction dynamics and every piece of product data your organisation has. Upp. was the first decision intelligence software designed for retailers using Google Shopping, and is the only dedicated solution that is built on powerful AI and ML, that is dedicated to the channel.
Upp.AI is able to drive better Google Shopping performance for retailers by integrating your business objectives into your advertising campaigns, using unrivalled AI/ML to analyse milliuons of different data points, from your entire eCommerce ecosystem, in real-time to make decisions that intelligently support those objectives.
Decision intelligence sits at the centre of Upp’s process, enabling the analysis of 72 million products on Google Shopping, with over 48,000 actions taken each and every week to optimise them. This happens 24/7 – meaning that if demand spikes late in the evening when a business’s team are away from their desks, campaigns will still be optimised instantly to capitalise on the increased interest.
The results speak for themselves. Upp. manages over £100 million worth of Google Shopping advertising spend, and on average, the retailers we support see a 27% increase in revenue over their first 90 days, followed by a 52% increase over 12 months.
But those results are only possible thanks to the AI-enabled, always improving (ML) decision intelligence that Upp. has pioneered. Allowing more efficient, more effective choices to be made instantly at every level of retailers’ marketing processes – improving sales and reducing wasted spend.
Decision intelligence like Upp.AI allows retailers to step away from optimisations taken retrospectively and decisions made without all the data – Upp. automates the optimisations in response to supply and demand and provides the insights you need to improve performance and processes outside of Google Shopping.