What is it?
adZU integrates hundreds of marketing applications, services and algorithms into an end-to-end solution which can be used in a moduiar fashion for planning, analysis, deployment and results tracking. It has been developed to support cross-channel customer marketing and experience management in real-time and at scale.
What did it do?
By removing manual processes and silos, adZU puts in place a data-driven operating system for marketing at every stage, from budget-setting to audience selection, content versioning to deployment, optimisation to measurement. It has been recognised by technology analysts for its impact on return on marketing investment.
Domino’s has adopted the system as its global dynamic content solution for over 1,000 franchises. By collating data on customer ordering and connecting it across the web, mobile and franchise systems, it allows for always-on local marketing initiatives and individual customer communications in the UK and Ireland. For Domino’s, it allows franchises to anticipate customer needs, deliver relevant local marketing and move beyond the paper menu.
Jaguar Land Rover was looking to maintain consistency of strategy and creative across its 4,000 dealerships, tracking which had run campaigns using how much budget and for which models. Deployed in 113 markets, adZU matches purchaser profiles to geo-targeted Facebook and programmatic ads, cutting local adaptation costs by over 50% and supporting delivery times in days, rather than months.
What did the judges say?
Scale, pace and globalisation are major challenges to data-driven marketing. By supporting cross-channel, multiple source, end-to-end process management, adZU looks like an important fix for marketing’s technology problems.