Today, marketing planning relies on static and channel-specific budgets. In most cases, budget adjustments are based on gut feeling, and decisions are not data-driven.
As a result, advertisers lose 30% or more each month by manually „allocating“ budgets once – this can be changed with dynamic allocation and AI. Generali will talk about how they did it and how an increase of +72% conversions was possible.
Maurizio Miggiano, Head of Customer Journey, and Mattia Lovallo, Digital Marketing Expert from Generali, will talk together with Marco Hochstrasser, nexoya’s Co-Founder and CTO. The topics discussed are the challenges of switching from manual planning to a dynamic setup and the high-low lights of their current setup.