UniFida announces partnership with Haensel AMS

Combined AI technologies enable marketers to drill right down into individual campaign effectiveness by customer segment

December 7, 2021, London 

UniFida, a provider of customer data platform technology that also helps companies measure marketing effectiveness, is partnering with Haensel AMS, a marketing math boutique, to help marketers accurately measure the impact of their multi-channel marketing activities, right down to campaign level, and then split that across customer segments.

UniFida Marketing Attribution is AI (artificial intelligence)-based technology that allows marketers to leverage data insights and see the value contributed by each marketing activity. The incorporation of Haensel AMS’ AI-driven methodology enables attribution reporting right down to the individual campaign or test level, whether digital or offline. This is combined with an understanding of the role played by each marketing activity in initiating, holding or closing a sale.

Julian Berry, Director, UniFida said: “The partnership with Haensel AMS’ means we can incorporate their methodology seamlessly into the UniFida Customer Data Platform (CDP). We can not only provide campaign results and the role played by media in initialising, holding or closing a sale, but also enable marketers to click on any channel and drill down to see the value of each activity. Because this AI sits on our CDP we can then split campaign performance across specific customer groups.”

Dr Alwin Haensel, Founder, Haensel AMS GmbH, said: “In partnering with UniFida we can help marketers allocate weightings and roles to each step in the customer journey. Our innovative fully data-driven machine learning methodology complements UniFida’s technology and brings smart analytics that help companies transform data and complexity into real opportunities to grow their businesses.”

The combination of UniFida and Haensel AMS AI technologies provides:

  • granular attribution right down to micro-campaign level
  • results aggregated up to any reporting level, e.g. channels
  • a precise impact and financial value to each marketing activity
  • the ability to filter down to specific customer groups, such as new or existing.

UniFida Marketing Attribution, integrated into the UniFida CDP, is designed to ingest data from all online and offline marketing channels.

For more information email [email protected] or call + 44 203 9606472. Visit www.unifida.co.uk or for more information.

Example Marketing Attribution chart from UniFida

Media contact:
Barry Monk, Next Communications
[email protected]
Tel: + 44 (0) 7811 336 943

About UniFida
UniFida is a provider of technology and expertise that help companies measure marketing effectiveness. The UniFida Customer Data Platform (CDP) enables marketers to unify data from customers’ online and offline activities, gain invaluable insights into their purchasing habits – and identify the most effective marketing channels. Visit www.unifida.co.uk

About Haensel AMS
Haensel AMS (Advanced Mathematical Solutions) is a technology and data analytics boutique that creates innovative and award-winning machine learning and big data solutions for various industries, including retail/e-commerce, tourism, finance and logistics/automotive. The company was founded in 2014 by Dr. Alwin Haensel and has offices in Berlin and New York. Visit https://haensel-ams.com/

UniFida shortlisted for a Direct Commerce Award

UniFida are proud to be shortlisted for a Direct Commerce Award from the Direct Commerce Association. Winners will be announced at this year’s DCA annual summit, which takes place virtually on the 17th June 2021.

UniFida’s founder and director, Julian Berry, will also be presenting at the summit and will be speaking about how to make AI driven omnichannel marketing attribution a reality.

direct commerce award shortlisted badge

Visit the DCA website for more details. We hope to see you there!

Keep it clean! A Look at REaD Group’s data cleansing report

This somewhat short title reflects the overall approach to data cleansing suggested by our partners, the REaD group, in their latest report; Are you addicted to bad data? Get clean and stay clean.

In other words, it’s no longer just one trip to the bathroom a year, but rather daily hygiene backed up by a culture that won’t accept any excuses for dirty data.

We partner with the REaD Group for a number of data cleansing services including PAF formatting to get address structures right, and suppression of gone aways and deceased’s.

The amount of dirty data residing in customer databases that they remove never fails to surprise us, or our clients.

If you would like to know how much you have, we can arrange a free audit; this will tell you just how many address duplicates there are, the amount of badly formatted addresses, and the number that should be suppressed.

You can read REaD Group’s data cleansing report here, and if you would like to arrange an audit then please email us and we will call you to discuss.


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


UKFast hosting for UniFida’s CDP gets carbon trust PAS 2060 certification

We were delighted to learn that UKFast who host our customer data platform technology have been awarded PAS 2060 certification by the Carbon Trust.

PAS 2060 is the internationally recognised specification for the demonstration of carbon neutrality and builds on the existing PAS 2050 environmental standard.

Data centres, which are necessary for housing servers and providing hosting and co-location services, use a large amount of energy and emit tonnes of CO2 every year. In fact, data centres worldwide are expected to generate 533 million tonnes of CO2 by 2020 (Carbon Trust).

UKFast offsets will contribute to a number of hydro-power renewable energy schemes which reduce greenhouse gas emissions by displacing power from fossil fuel sources on their regional electric grid.

Carbon Trust Certification
Carbon Trust PAS 2060 Certification is the world’s leading independent certification body for carbon footprints.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


UniFida listed on the CDP Institute directory

April 2018 – UniFida has been accepted for membership by the Customer Data Platform (CDP) Institute. You can now find us on their directory at cdpinstitute.org/directory

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.