Incubeta

How Data Unification Delivers Brand Performance

Matty Moir — Tue, 11 Mar 2025 16:33:53 +0000

To truly differentiate towards consumers and outperform in digital marketing, a unified approach to not just analyzing but especially activating marketing data across media, content and creativity seamlessly, has to be front and center.

The opportunities for AI to really come and amplify marketing returns relies heavily on choosing the right approach and making the right investment and infrastructure decisions, which requires modern marketers to think ahead and actually create a roadmap on how to unlock this value.

The most logical starting point for unlocking value through this process is by focusing on more seamless activation of customer data. And a few key ingredients should be considered:

1: Privacy-Conscious Decisions

A privacy-centric, consented approach to not just storing customer data but also activating it across different platforms, channels and applications.

2: Reliable Data Infrastructure

A market-owned data infrastructure in which customer data sits within a brand’s technical infrastructure, not on servers far-far-away or hidden behind a media agency contract. Additionally, data needs to be clean, harmonized and actionable. AI and automation can never perform if data is not structured and labeled correctly. The right audience segments need to be mapped out to the right media strategy taxonomy, brand personas, and conversion funnels.

3: Omnichannel Optimization with Technological Investments

A world in which different media channels, creative platforms and on-site performance are not just operating in parallel but working off the same data set for personalization and customization. It’s great to nail personalization and AI-driven optimization for a single channel but if consumers are not exposed to consistent messaging across not just different media channels but across paid vs. owned channels, the impact is massively diminished and opportunities and time are wasted.

4: Interconnected Metrics

An integrated world takes stock of media and creative performance KPIs but only works when optimized to interconnected metrics. This requires an overhaul in stacking channel metrics to overall metrics like (predictive) LTV or propensity to purchase/convert.

5: Always-On Measurement

The role of always-on MMM modeling as well as brand tracking allows for an ongoing pulse on not just the performance of marketing, but also the wider context in which these results are generated. The right use of technology and integration of data means these activities do not have to be treated as once-off learnings but as always-on underpinning of an ever-evolving marketing strategy.

Data unification is the key to having an accurate understanding of customer behaviour and the future value of customers. Without an organized and unified data strategy, businesses lose visibility – inhibiting their potential, and limiting profitability.

Unlock your data growth potential, and outperform with Incubeta. Get in touch, and start your journey to sustainable business success:

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Why Creative is ‘The Dark Horse’ of Business Growth

Matty Moir — Mon, 17 Feb 2025 11:05:56 +0000

Brands need solutions that take marketing from a cost centre, to a profit centre, and creative can help deliver this shift— being one of the most underutilized levers, that has the potential to increase profitability by 12x.

The creative growth gap

Creative represents a massive, untapped opportunity for sustainable growth. With 85% of creative ads underperforming, and 72% of consumers failing to differentiate brands, there is tangible space for creative to outperform.

However CMOs are all too familiar with the challenges impacting creative optimization. The struggle to balance speed and scale, the need for real-time personalization, a lack of measurement unification, the difficulty in proving ROI, and the consistent pressure of tightening budgets are preventing businesses from unlocking the full potential of creative.

It’s not just about making better ads, it’s about transforming creative from a source of frustration to a driver of sustainable growth. Enabling brands to outperform and drive business success.

Mastering creative effectiveness

Effective creative doesn’t just mean being faster and smarter, it’s about being measureable, scalable and outcome focused. A unified approach to creative, combining style, substance, beauty and brains to grow a business in meaningful ways.

Creativity is no longer just an artform—it’s also a science. It means integrating automation, AI-driven insights, and modular creative frameworks that allow for flexibility and scalability – without compromising brand identity.

Imagine the potential you unlock for your business when blending creativity with AI?

1: Sustainability & Efficiency in Creative Production

Combining proven human intuition with AI fueled efficiency, scale and performance, enables businesses to unlock new levels of engagement, reducing production inefficiencies by up to 75% while increasing creative impact.

2: Seamless omnichannel personalization

The era of one-size-fits-all creative is over. Modular, AI-enhanced creative systems allow brands to create once and scale everywhere—delivering content that adapts to consumer context, platform, and intent. By building cross channel integrations that align strategic vision with tactical execution – brands can ensure every action and asset serves the larger business goals.

Take a look at how modular personalization delivered a 46x increase in Engagement, and a 193% increase in Consultation Enquiries for L’Oréal.

3: Creative Measurement & ROI Attribution

For years, creative impact has been difficult to quantify, however integrating AI within performance indexing tools, allows brands to connect creative effectiveness directly to marketing outcomes, ensuring every asset is optimized for growth.

4: Reliable Predictive Optimization

Generative AI is shifting from automation to augmentation, allowing brands to predict and optimize creative effectiveness in real-time. Measuring, and enhancing creative impact from the start, with data enrichment and performance insights guiding immediate adjustments. By tracking real-time creative impact on brand profitability, businesses can understand the drivers behind engagement, revenue contribution, growth potential and audience reach.

Unlock creative effectiveness

The future of creative is faster, smarter and braver. It’s performance-first, enterprise scalable, channel-native, measurable and predictable. And with the right mindset, partners and tools, brands can use strong creative to outgrow their competition – and outperform.

Unlock creative growth potential with Incubeta. Get in touch, and start your journey to sustainable business success:

The post Why Creative is ‘The Dark Horse’ of Business Growth appeared first on Incubeta.

Harrods Appoints Incubeta to Accelerate Global Digital Marketing Presence

Matty Moir — Tue, 11 Feb 2025 12:02:27 +0000

The strategic partnership will focus on accelerating digital growth and footfall for the luxury retailer among its highest value customers across key markets – the UK, US, Kingdom of Saudi Arabia, United Arab Emirates and three further markets in Asia.

Incubeta, a leader in global digital marketing, helps clients navigate complexity in today’s ever-accelerating pace of change, to deliver results that outperform.

Central to the business will be managing Harrods’ digital presence, primarily across Pay-Per-Click (PPC), Search Engine Optimization (SEO), Paid Social, and Digital PR.

This includes maximizing the return from its digital investment to drive sales across its Knightsbridge store in London, online at Harrods.com, its Harrods App, its Harrods Rewards loyalty programme, and its five UK-based H Beauty Stores.Incubeta will deploy its proprietary Seamless Search platform, an AI-powered solution designed to accelerate growth. By analyzing multiple data signals in real time, Seamless Search will ensure that Harrods’ digital spend is allocated with precision, optimizing each campaign for maximum efficiency and impact.

Incubeta will also work closely with Harrods to leverage partnerships with the world’s top brands.

Sandra Truesdale, Head of Digital Marketing & CRM at Harrods, said: “The growth and evolution of our digital marketing channels are essential for Harrods to meet the needs of luxury shoppers today, while staying ahead of the ever-changing landscape.

“Incubeta understood the strategic imperative to deliver a data- and insight-led approach, that enables us to meet our global business goals for omnichannel growth, in keeping with the service our customers are used to.”

Andrew Turner, MD, Incubeta UK, said: “Harrods is the world’s leading luxury department store and we are delighted to be coming on board to deliver the next phase of digital acceleration for the brand.

“By integrating core elements of marketing into a single, connected strategy, we’ll deliver a smarter and more effective omnichannel experience for Harrods’ global audience.

“Being selected as Harrods’ trusted partner comes off the back of a very competitive pitch process and we can’t wait to get started, working as an extension of their formidable team and wider partners to help them outperform their business goals.

Are you ready to outperform with Incubeta? Fill in the form below and start your journey to sustainable business growth:

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Incubeta to Launch Outperform PMax: An AI Solution That Puts Brands in Charge

Matty Moir — Thu, 30 Jan 2025 09:05:27 +0000

However, this increased performance is often at the expense of campaign control.

The challenge

Performance Max (PMax) campaigns are a powerful tool to drive search performance using Google’s advanced AI. Whilst incredibly effective, the campaigns often operate as a ‘black box,’ with Google’s AI managing key elements, meaning that brands lose visibility over:

Product Prioritization: minimal control over which products are being advertised
Search Term Coverage: no control over which search terms ads are showing on
Incrementality: potential cannibalizing on high-value SEO terms

This lack of transparency is a problem.

The solution

Marketers need the best of both worlds – leveraging the power of AI while maintaining strategic control over their campaigns. This is Outperform PMax.

Currently in beta, Outperform PMax is a solution that solves PMax control challenges from multiple angles – integrating additional data via three key approaches:

Enhanced PMax
GenAI Feed Enhancements
Seamless Search

Enhanced PMax

Enhanced PMax boosts product control in PMax with advanced data integrations and machine learning clusters.

What this does:

1: Feed Google AI More Data – the more data Google has, the more powerful it can be

2: Enhanced ML Product Clustering – identifies similar performing products

3: Multi Tier Campaign Activation – maximizes performance of PMax campaigns within targets

4: Ongoing Optimization -continuously optimizes product clusters and campaign allocations to drive optimum performance and meet business goals

Why it’s important:

Enhanced PMax delivers increased ROI, Volumes, Product Coverage and Control.

GenAI Feed Enhancements

GenAI Feed Enhancements leverage AI to add high value search queries to product feeds to own the SERP.

What this does:

1: Matches Search Terms to Products

2: Identifies Missing Words

3: Uses AI to Generate Improved Product Title

4: Approves & Activates Data

5: Tests & Optimizes

Why it’s important:

GenAI Feed Enhancements enables marketers to own the search space for key terms, drive more clicks on high converting terms, and test multiple versions of the feed to drive maximum growth.

Seamless Search

Seamless Search leverages machine learning across paid and organic search to incentivise PMax towards incrementality.

What this does:

1: Apply Negative Keywords – managing negative keyword applications of high value SEO keywords to PMax campaigns

2: Manage Terms Separately – Manage high value SEO terms on a ML bidding model, factoring in organic performance

3: Drive Incrementality – ensure any paid activity on high value SEO terms is driving incremental value over and above the organic listing

Why it’s important:

Seamless Search enables marketers to have complete confidence in PMax campaigns’ incremental value, protect high volume organic terms from cannibalization, and save additional budget to fund new customer acquisition in the longtail with PMax.

The impact

With Outperform PMax, brands will achieve:

Enhanced Control: Take command of product selection and search term coverage, ensuring alignment with your strategic goals.

Optimized Revenue: Drive significant growth through showing more products in the places your customers are searching

Improved ROI: Achieve better returns on your investment through improved targeting and more strategic control

Incremental Growth: Ensure campaigns are incentivized to drive incremental growth over and above organic listings.

Achieve more with Outperform PMax

Representing a new approach to PMax campaigns, Outperform PMax combines the power of Google’s AI with intelligent, data-driven controls. Empowering you to think outside the box, and deliver innovative solutions that help overcome complex challenges.

Fully launching in March, fill in the form below, and join our waiting list to find out how Outperform PMax can help take your PMax campaigns to the next level.

The post Incubeta to Launch Outperform PMax: An AI Solution That Puts Brands in Charge appeared first on Incubeta.

How CMO’s Can Overcome 2025’s Key Marketing Challenges

Matty Moir — Mon, 20 Jan 2025 16:06:40 +0000

The questions marketers need to be asking is – how do they confront these obstacles head-on, and how can their marketing outperform?

Data complexity

Businesses are overwhelmed with data. The size of the marketing ecosystem means data is scattered across multiple systems and platforms – making it challenging to consolidate and analyze performance effectively.

“Data fragmentation is a significant barrier to innovation. Without an organized and unified data strategy, even the most advanced algorithms will fall short of delivering their full potential”

Jessica Jacobs, Incubeta MD, Northern Europe

Why it matters: Data is the backbone of modern marketing. Success requires aligned sources, standardized metrics, and a robust measurement framework. With 89% of businesses seeing increased sales after unifying their data, the CMOs that truly differentiate towards consumers, and outperform will be the ones putting data front and center.

What’s the first step? Find a Marketing Agency Partner that truly understands marketing with data, to bridge the gap from CMO to CTO. Identify all areas of data production, and move towards a unified customer view and media activation with a centralized data platform (CDP) integration. This will enable you to turn raw data sources into marketing insights and personalization – allowing your data driven solutions to work even harder.

Explore the benefits of CDPs and the difference between traditional and composable (‘self-created’) solutions in our latest whitepaper, Investments for Marketing Profitability.

Breaking down silos

Silos have long-held businesses back – breeding inefficiencies and missed opportunities. CMOs need to dissolve fragmented marketing – building cross channel integrations that align strategic vision with tactical execution – ensuring every action serves the larger business goals.

Why it matters: Fragmentation limits collaboration and prevents businesses from delivering seamless customer experiences. Unified marketing achieves better results, removes expensive inefficiencies, and ensures every effort works towards the same goal.

What’s the first step? Start with a cross-functional audit of your marketing ecosystem. Identify bottlenecks and areas of misalignment. Consolidate your partner ecosystem and ensure all teams are working towards a unified vision. Success is about smart investments, seamless collaboration and strong partners by your side.

“Bringing together your network of partners to collaborate, and aligning teams under a unified vision is crucial, particularly for large organizations with complex partner ecosystems. This approach allows businesses to foster joint efforts, reduce inefficiencies, and ensure all contributors work together towards common objectives to deliver cohesive and impactful results at scale.”

Katie Kostolaniova, Incubeta Account Director

Want to see business unification in action? Take a look at how L’Oréal realigned their global agency structure – dissolving communication complexities within the organization.

The perception of marketing

Many boards still view marketing as a cost center rather than a driver of business growth. CMOs often face skepticism when justifying marketing spend, making it harder to secure resources or gain buy-in for long-term strategies.

Why it matters: Marketing is one of the most powerful levers for driving growth. When marketing aligns with financial outcomes, it builds credibility and demonstrates the value of investment. Businesses that view marketing as a profit driver outperform those that don’t.

What’s the first step? Bridge the gap between marketing and finance. Aligning on, and establishing shared metrics that both departments respect, such as profitability, customer acquisition cost and lifetime value.

“CMOs need to speak the CFO’s language. Moving away from qualitative brand metrics, towards quantifiable data that connects marketing activities to financial value. The businesses that outperform will be the ones building a united approach to marketing and finance”

Greg Dos Santos, Incubeta CFO, Americas

Budget and resource allocation

Investment into marketing is on a downward trajectory. Budgets are shrinking, yet expectations are growing. Understanding what truly drives business performance is critical for strategic decision making, and CMOs need to identify the incremental impact of all marketing activity.

Why it matters: Every dollar counts. Misallocated resources result in wasted efforts, lost opportunities, and reduced impact. CMOs who master efficient spending can drive measurable outcomes, proving marketing’s value and securing future investment.

What’s the first step? Execute a comprehensive review of the current measurement and infrastructure within your organization. This will allow you to identify low-performing channels and reallocate funds to initiatives that deliver tangible results. Don’t be afraid to embrace AI-powered solutions to ensure every dollar drives incremental impact.

“Measurement is key to budget optimization, but for it to provide real business value, it needs to be both accurate and actionable. It can often feel like it’s a choice for marketers; the more accurate (i.e. MMM or incrementality testing) the less actionable, and the more actionable (i.e. attribution models) the less accurate. A best of both worlds scenario is what marketers should be looking for, and AI is an avenue that will make this possible”

Damien Bennett, Incubeta Chief Strategy Officer, UK.

Keeping pace with change

The pace of change across technology, consumer behavior, and regulations is relentless, making agility and adaptability essential to the modern CMO.

Why it matters: Performance is heavily influenced by reactivity. Businesses that fail to adapt risk missing opportunities and eroding their competitive edge. Those who embrace change, however, can create innovative strategies that resonate with evolving consumer needs.

What’s the first step? Foster a culture of agility and continuous learning within your organization, and find partners that embrace that mindset. Welcome new ways of thinking, because changes in our ad landscape require creativity and collaboration especially with the rise of AI-powered campaigns.

“Ad technologies are rapidly evolving whether that is due to local regulation, a growing expectation of user privacy, or innovative ways of connecting to your target audience. It can feel tough to keep up but ensure you are building your tech stack with partners who are well equipped to handle change. Partners can not expect to succeed if they resist change, lack responsiveness, or commitment to face the next industry challenge, and you shouldn’t settle either. ”

John Thompson, Incubeta Director of GMP Solutions

Unlock sustainable growth

Tackling these challenges is the first step toward unlocking sustainable growth. The CMOs who rise above will be the ones embracing innovation, fostering collaboration, and leading with agility.

Discover where your business excels and where there’s room for growth with our Marketing Profitability Assessment. Evaluate your brand’s marketing capabilities, identify strengths, and gain actionable insights to elevate your strategies and drive measurable, sustainable growth.

The post How CMO’s Can Overcome 2025’s Key Marketing Challenges appeared first on Incubeta.

Achieving Peak Season Success: The Value of Omnichannel Marketing

Matty Moir — Tue, 10 Dec 2024 14:14:51 +0000

And having a water-tight marketing strategy is one of the key ways to gain this competitive advantage, and outperform throughout important sales cycles.

Brands often focus their efforts, as well as budgets, on immediate, always on solutions such as paid media, driven by the assumption that advertising alone will maximize visibility and drive conversions.

However, in today’s saturated marketplace, applying an omnichannel lens to your strategy is invaluable. Take organic activity as an example. Together alongside solutions such as paid media, it ensures sustainable outperformance and greater ROI.

Omnichannel optimization might not be the first point of investment for businesses in peak seasons, but breaking down marketing silos and operating within a centralized hub is instrumental to brand success.

Stand out in a competitive market

Having a strong brand presence helps build connections with relevant audiences, and omnichannel marketing is a valuable tool to build this presence, and steal eyeballs from competitors. An example would be looking at content circulation from a cross-channel perspective. Organic content placement, in tandem with other channels, such as digital PR and paid media, can reinforce brand recognition, build trust, and help you stand out in a competitive market.

Overcome budget constraints

During the peak seasons, channels such as paid media can see a great increase in costs. With brands facing the challenge of making every dollar work as hard as possible, it’s important to identify core revenue drivers – and reinvest, with certainty, into a mix of different channels. Investing in paid media might seem like it’s worth the cost, but it’s important to consider the balance between instant results, and longevity.

Understand the balance between Paid & Organic

With increased competition throughout peak seasons, generating brand awareness is crucial. While paid ‘awareness’ campaigns are a tried-and-tested method of building recognition, it’s important to consider how organic channels such as SEO, Content or digital PR can amplify reach. With SEO and Content Marketing, you can create high-quality search optimized content, and elevate your assets with digital PR tactics -increasing their visibility, and placing your brand in front of the right audience, at the right time, through the right channels.

Organic and paid aren’t competing forces; they’re complementary. Peak season success comes from synergy. And with organic and paid working together, your brand can maximize visibility, improve ROI and strengthen your brand resonance during and after the peak season.

Why omnichannel marketing matters

The ways that consumers can find your brand and access products are evolving, and so are their expectations. Relying on singular channels in isolation inhibits the functionality of your marketing and limits your performance. Whether it is during the peak season, or any other time of the year, it’s important to ensure that your marketing channels don’t operate in silos. If they do, you are more likely to underperform against your competitors that opt for a harmonious omnichannel approach. Marketing unification is a foundational step in achieving accelerated brand growth – from both a strategic implementation, and data consolidation standpoint.

The businesses that truly differentiate towards consumers and outperform are those that consider the full marketing mix – investing in a range of channels that secure short term revenue gains, and long-term profitability. While consolidating all performance data within a singular source of truth.

For more information on how to defragment your marketing channels and build a centralized customer data platform, download our 2025 predictions report; Investments for Marketing Profitability.

Ready to outperform? Fill in the form below and transform your marketing into an unstoppable force for sustainable growth.

The post Achieving Peak Season Success: The Value of Omnichannel Marketing appeared first on Incubeta.

How CMOs Can Win the Affection of the CFO

Matty Moir — Tue, 05 Nov 2024 16:42:06 +0000

Yet there is often still a divide between the two. Marketing may feel like finance doesn’t understand the nuances in its strategies and the potential of its technology. Finance, on the other hand, might think that marketing is focussed on the wrong metrics – those that fail to demonstrate ROI and value creation – and therefore is not managing its budgets responsibly. This creates a tension that is holding both parties back.

To achieve success, we need to find a common ground and align our strategies. Marketers have more tools than ever to help provide the insight their finance team needs for reporting, budgeting, and forecasting, and finance can support marketing by further demonstrating the impact of their campaigns on business performance. It is all simply a matter of collaboration.

Speaking the CFO's language

Communication is key to any relationship, and the partnership between marketing and finance is no different. As the marketer’s toolbox continues to grow and they have access to increasingly detailed analytics, it is crucial that other departments are kept up to date with marketing activities and how these will impact the business.

When sharing this information with finance, it needs to be conveyed in a way that aligns with the team’s objectives. This means moving away from qualitative brand metrics, and instead presenting quantifiable data that connects marketing activities to financial outcomes and shareholder value.

With the sophisticated tools marketers now have available to them, it has become far easier to depict the customer journey and accurately demonstrate the success of a campaign. Much of the insights gained can be used to drive future strategies, however, to secure buy-in and budget from the CFO, there needs to be a focus on the key financial drivers, such as customer acquisition costs, customer loyalty, lifetime value and retention.

Getting the tech team involved

There is some very exciting technology available to marketing teams at the moment and as the capabilities of AI continue to unravel, there will no doubt be more outstanding tech to come. New technologies, however, come at a price, and for finance teams to have confidence in such an investment, they need to see evidence of the benefits it will bring.

Any proposal for a new piece of technology also needs to be quantifiable, with a clear business case tying it to ROI. To achieve this, marketers should collaborate cross-functionally with tech teams to understand and effectively communicate exactly what is expected from a proposed solution; not only highlighting how it will contribute to the brand’s success or drive efficiency, but also proving it is practical, technically sound, and can scale within the company’s existing ecosystem.

CFOs, for their part, can help by aligning on testing and experimenting with new tech. Though a clear business case should be presented first, in many cases, the true impact of a new solution won’t be seen until it is used. It is wise to undertake a proof of concept, and/or a trial period depending on the tech, to help validate key assumptions and measurable impact prior to further commitments. Business leaders from all departments, including the CMO, CFO and CTO, should work together and set goals for implementing pilot programs for new technology; supporting additional funding by testing it on a smaller scale and providing concrete evidence of its impact and effectiveness.

Promoting a culture of collaboration

Ultimately, the best way to build and maintain a healthy relationship between marketing and finance is to encourage on-going collaboration. This shouldn’t be limited to quarterly planning meetings; it should be an integral part of day-to-day operations.

Running regular workshops with both the marketing and finance teams is a good starting point for this. Both teams can use these sessions to openly discuss their visions, strategies and concerns, with scenario planning and forecasting to help determine the potential impact of various marketing strategies on the company’s finances.

Additionally, establishing congruent goals is another important element of bringing the two teams together to drive overall business success. Shared goals can be used to work towards common outcomes, encouraging teamwork and removing the likelihood of departmental silos. They will also lead to more regular, open communication between finance and marketing, helping to further strengthen their relationship.

A united approach to marketing and finance

Simply put, the solution to building and maintaining a healthy relationship between marketing and finance is communication. The CFO is far more likely to endorse budgets for a campaign or a new technology if they can see a tangible impact, so the focus needs to be on presenting results and business cases using metrics that showcase outcomes such as better website conversion rates, higher quality of leads generated, lower customer acquisition costs, improved customer retention, cost efficiencies and revenue growth.

Doing this can result in a formidable alliance between both teams – one that is clear on goals, aligned on how to achieve them, and helps everyone involved to better understand the impact, success, and opportunities.

The post How CMOs Can Win the Affection of the CFO appeared first on Incubeta.

Incubeta to Propel Growth for Popeyes UK

Matty Moir — Thu, 24 Oct 2024 15:12:09 +0000

During the one-year initial contract, Incubeta will be responsible for boosting Popeyes UK ® geo-targeted marketing across key cities to win market share. We will achieve this by creating ground-breaking digital campaigns that ensure Popeyes UK ® remains top-of-mind versus their key competitors, cost effectively leveraging digital channels, enriching their data and personalization through testing and insights, and reinforcing brand messaging and propositions creatively through digital platforms.

Popeyes UK ® has a rich history of providing their famous Louisiana-style chicken to its customers worldwide. With more than 4,000 restaurants, the brand continues to grow and aims to bring the spirit and flavor of New Orleans to the UK. 

To continue driving this growth, Popeyes UK ® engaged Incubeta to scale their brand while investing in reach to drive audience growth. Working as an extension to Popeyes UK ® regional team, we will showcase Popeyes UK ® choice and value propositions to drive conversion, activate customers to keep them coming back more often with campaigns and offers that drive loyalty, and build on brand perception – while remaining true to Popeyes UK ® heritage.

“Popeyes has shown remarkable success over the years, and we are really excited to be part of the next phase of their journey, continuing to build upon Popeyes rapid expansion across the UK through exciting, integrated through-the-funnel campaigns. We’re proud to support Popeyes UK ® in its mission to challenge the status quo in the quick-service restaurant industry in the UK,” says Rob Stoner, Head of Commercial at Incubeta.

“We love Incubeta’s approach to digital and growth, and after a pitch process that genuinely made us excited we’re delighted to have them on board to power this next phase of Popeyes’ UK expansion. We know that when people try Popeyes, they love it – and together we’ll introduce even more people to the brand. We’ve got a big year coming up and believe Incubeta can help us make it even bigger,” David Carey, Chief Technology Officer, Popeyes UK.

Incubeta’s creative execution and understanding of chicken’s cultural impact in UK urban culture was a major factor in Popeyes UK ® decision to select the company as its latest digital marketing partner.

For more information on how you can partner with Incubeta and propel your growth, get in touch, and start your journey to outperform.

The post Incubeta to Propel Growth for Popeyes UK appeared first on Incubeta.

What’s Next in AI; Key Learns from Google Cloud Summit

Matty Moir — Tue, 15 Oct 2024 09:55:29 +0000

Google is at the forefront of this transformation – offering a number of revolutionary features, technologies and solutions to fuel business growth.

Gemini for Google Workspace

Gemini—Google Cloud’s generation AI foundation model—is one of the core ways that Google is helping businesses deploy generative AI in the ‘modern workplace’. Gemini for Google Workspace (an AI powered assistant) is built right into the collaboration apps such as Gmail, Docs and Sheets, Gemini and can help businesses streamline productivity across sales, marketing, customer service and HR.

It is a research analyst that helps you spot trends, synthesize information and identify business opportunities, a productivity partner that helps draft, reply and summarize emails to save time, and creative partner to help curate presentations, build creatives and generate custom assets.

Gemini for Google Workspace also offers the opportunity to integrate add-ons, empowered with AI, that enable the wider workforce to do their jobs more efficiently and boost productivity.

Harnessed effectively, Gemini for Google Workspace can deliver significant organizational time-saving and drive up to a 50% increase in ROI.

BigQuery Data Canvas & Vertex AI

BigQuery data canvas – a Gemini in BigQuery feature – is Google’s latest advancement in data analysis and will be a game changer for businesses across data integration and supporting data democratization.

Designed to accelerate analytics tasks, BigQuery data canvas allows businesses to use natural language for basic SQL queries, to create custom visualizations, and to automate data insights.

Looking forward, we’ll see increased investment from Google into BigQuery and Vertex AI combinations – bringing the power of Vertex AI directly into BigQuery to upscale capabilities.

Internal Upskilling & Training

With Google adding Gemini to all products, upscaling your workforce on AI will become a crucial element in the success of an organization.

Training will be the key to breaking down traditional departmental silos (Marketing / Analytics / Engineering / Ecommerce / Logistics / Finance) to support business-wide application at-scale to drive more profitable growth.

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AI is transforming the way businesses work, and should be a focus for organizations hoping to outperform. The solution is to take a pragmatic approach to AI and interconnectivity, recognizing the tangible uses that actually help increase return, reduce spend, and streamline activity.

To learn more about how you can use AI to enhance business growth and productivity, download our latest whitepaper – Investments for Marketing Profitability.

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Incubeta Drives AI Performance with Early Adoption of Gemini for Google Workspace

Matty Moir — Thu, 10 Oct 2024 07:48:28 +0000

We’ve leveraged Gemini for Google Workspace to enhance productivity, streamline workflows, and unlock new levels of creativity across various teams, including client delivery – benefitting from the platform’s versatility and ease of use. A company-wide trial and internal knowledge-sharing initiatives allowed for rapid adoption across the business. Key benefits have included:

Increased Efficiency: Gemini’s AI-powered tools, such as Help Me Write and Gemini Search, have significantly reduced time spent on tasks like client prep time, email and document creation, and market research, allowing employees to focus on higher-value activities.
Enhanced Creativity: Gemini has empowered Incubeta’s teams to explore new creative possibilities, generating innovative marketing campaigns and delivering more impactful results for clients by driving production time down from days to minutes.
Improved Collaboration: Gemini has helped to foster a more collaborative environment, enabling teams to share knowledge and insights more effectively.
Streamlined Reporting and Insights: Incubeta is using Gemini to curate proactive, conversational, and context-driven insights for its clients, resulting in up to 50% ROI improvement for short-term campaigns.

“Gemini has revolutionized the way we work,” says Rob Ratcliffe, Incubeta’s Group CIO. “From our development teams streamlining code refinements to our client teams automating mundane tasks, Gemini has freed up valuable time and resources, allowing us to focus on delivering exceptional results for our clients. Gemini has not only saved us time but has also unlocked creativity, offering new opportunities for teams to experiment with image curation, ad copy generation, and the ability to think about client campaigns with a fresh perspective,” adds Rob.

“Incubeta’s success with Gemini for Google Workspace is a testament to the platform’s ability to empower businesses with AI,” says Justin Anderson, Director, Google Workspace UK/I, Google Cloud. “By embracing Gemini’s capabilities, Incubeta is enhancing productivity, streamlining workflows, and fostering a culture of innovation. We’re excited to see how Gemini continues to help Incubeta deliver exceptional value to their clients and achieve their business goals.”

Incubeta’s successful implementation of Gemini for Workspace underscores the growing importance of deploying Gen AI in the modern workplace. And we’re proud to be paving the way in demonstrating the tangible benefits for businesses seeking to boost productivity, spark innovation, and accelerate growth.

To learn more about how you can use AI to enhance business growth and productivity, download our latest whitepaper – Investments for Marketing Profitability.

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Incubeta DACH achieves Google Cloud Partner Certification

Matty Moir — Tue, 08 Oct 2024 11:17:11 +0000

We’ll now be able to leverage the full capabilities of Google Cloud to bolster the performance of client campaigns, enhancing the quality and effectiveness of our services and enabling us to provide clients with a comprehensive consultation and implementation support framework.

As a Google Cloud Service Partner in DACH with a focus on Marketing Analytics, we plan to provide clients with the latest in data-driven techniques and strategies, giving them the competitive advantage and equipping them with the transformative power to proactively shape their future growth and success.

The Google Cloud Partner Program is designed to provide users with trusted partners that have demonstrated technical proficiency, innovation, and quality in their implementation of cloud solutions. Though Incubeta has worked in collaboration with Google for several years already, this achievement has further strengthened the long standing relationship we have with Google, and showcases our expertise in delivering holistic, data-driven marketing solutions.

As well as supporting our commitment to expand within our current markets and serve existing customers, the enhanced collaboration with Google Cloud also opens the door to new verticals we might previously have not engaged with – such as within the medical and pharmaceutical industries, where unique challenges and restrictions are often imposed on marketing. By accessing the additional capabilities on offer to Google Cloud Partners, we can overcome some of these barriers and explore innovative solutions and tailored, data-driven strategies that align with the intricacies of these verticals.

“We are incredibly proud to have achieved Google Cloud Partner certification,” commented Jonathan Nerbe, Managing Director, DACH at Incubeta. “This milestone lets us enhance our offerings, and provide our clients with cutting-edge, data-driven, marketing solutions. This collaboration will not only improve the campaign performances of our clients, but also allow Incubeta to enter new verticals where we can help more industries achieve success.”

To learn more about how you can use data-driven strategies to enhance business growth and productivity, download our latest whitepaper – Investments for Marketing Profitability.

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Incubeta Acquires Shout Bravo to Bolster Total Search Offering

Matty Moir — Mon, 09 Sep 2024 07:00:10 +0000

Founded by journalists in 2019, Shout Bravo brings a fresh perspective to SEO, using their journalism background to identify and create content that trends. This expertise is crucial in a landscape that has been revolutionized by changes to how and where people search, and where great content is prioritized.

With Shout Bravo on board, we’ll be able to offer our clients a complete organic search experience that represents the future of search. Additionally, it’ll allow us to enhance our ‘total search’ offering – combining the best in PPC and Organic Search – fueled by our bid optimization platform, Seamless Search.

Our Seamless Search technology will feed inspiration to the Shout Bravo team to deliver the best results for our client’s wider digital strategy. To learn more take a look at our recent event, where we demoed Seamless Search in action.

“We are incredibly proud to be joining Incubeta,” says Hana Montgomery, Founder of Shout Bravo. “Having worked together for the past three years, delivering results to multiple clients, this partnership is a natural evolution. With Incubeta’s vast knowledge and technology, together we can create a world leading total search proposition, driven by content that enables better, more sustainable SEO performance and which reflects the re-shaped search experience.”

Andrew Turner, Managing Director, Incubeta, adds “We have formed a formidable partnership with Hana, Mike and the Shout Bravo team and are excited to more intensely incorporate content and outreach into our total search offering. We have ambitious plans together and look forward to bringing our search teams together that will also allow us to grow our team and workspace in Manchester which is really exciting”.

This acquisition is incredibly valuable for Incubeta, as it significantly enhances our ability to deliver growth for our clients in the ever-changing world of search. Allowing us to execute total search strategies that are geared for performance.

Join us in welcoming Shout Bravo to the team. For more information on what this acquisition means for you, or to start a consultation with our account managers, fill in the form below:

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