Creating Synergy Among KT Group Companies
Expecting Improvement in Advertising Performance and Sales
KT Group's big data specialist company 'KT Nexr' and advertising agency 'Nasmedia' announced on the 24th that they have filed a patent for artificial intelligence (AI) technology that enhances advertising effectiveness.
KT Nexr discovered a specific behavior customers exhibit during the purchase conversion process while analyzing potential customers' behavior patterns and developed it into a patent idea. They further improved prediction accuracy by utilizing big data generated throughout the entire process from product awareness to purchase.
Using Nasmedia's Data Management Platform (DMP) equipped with the patented technology, simulations showed that with the same cost, the click-through rate remained stable while the conversion rate more than doubled compared to the existing core advertising groups.
Companies are expected to enhance advertising performance and sales growth by establishing optimized marketing strategies based on the platform, including ▲improved purchase conversion rates ▲strengthened hyper-personalized marketing ▲efficient resource allocation ▲customer insights.
This is a case where KT Nexr's AI analytical capabilities and Nasmedia's ad tech expertise combined to create synergy among KT Group companies.
Park Pyeong-gwon, CEO of Nasmedia, stated, "This patent filing will be an opportunity to further advance Nasmedia's data-centric and AI-centric digital marketing. We will provide differentiated services by strengthening competitiveness in the ad tech field."
Lee Ho-jae, CEO of KT Nexr, said, "This patent filing will be an important turning point opening a new horizon for digital marketing using AI technology. We will continue to be an AI innovation partner providing optimal solutions by leveraging our AI analytical expertise."
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