Alembic Technologies

CMO blind spots: The value of getting hands-on with analytics Alicia Tillman, CMO, Delta Air Lines: CMOs often delegate measurement. However, this is their most crucial responsibility, proving the value of marketing to the CEO. While CMOs claim to prioritize analytics, they rarely engage directly with the technology and data analysis teams on a daily basis, despite the significant impact this hands-on involvement can have.

Why it's vital to marketing success to measure lasting brand impact over time Tomás Puig, CEO & Founder, and Abby Kearns, CTO, discuss long-term brand measurement: Current marketing intelligence solutions fail to meet the demands of brands with vast audiences. Marketers seek transformative changes, not mere incremental lifts. To build generational brands, a unified approach to chaotic and complex marketing data is crucial for translating insights into revenue and driving meaningful, long-lasting strategies.

Delta unlocks real-time marketing ROI with Alembic Alicia Tillman, CMO, Delta Air Lines: Traditional marketing ROI analysis has significant limitations. While marketers could track some campaign results, getting comprehensive attribution across multiple data sources took so long that most executives had already written off the marketing spend.

The secret to great marketing? Consistency.

We're obviously biased. But we think this might be the best panel at the entire NVIDIA GTC conference.

Can AI finally prove marketing's revenue impact? At CES 2024, Delta Air Lines revealed how they're doing exactly that. At the Brand Innovators Marketing Leadership Summit during CES 2024, Alembic Technologies showcased its breakthrough in marketing measurement alongside Delta Air Lines. The panel "Marketing on the Exponential" featured Alembic CEO Tomás Puig, Delta CMO Alicia Tillman, and WndrCo Founding Partner Jeffrey Katzenberg. The discussion centered on Delta's pilot program with Alembic's Marketing Intelligence Platform, which uses causal AI to measure marketing ROI in real time. The platform successfully tracked Delta's Olympic sponsorship impact, linking brand activations directly to ticket sales. Key takeaways included: - AI-driven attribution provides precise measurement of brand campaigns - Cross-functional collaboration between marketing and finance is crucial - Pilot programs help validate new measurement tools - Real-time analytics enable mid-campaign optimization The panel highlighted how Alembic's platform transforms marketing measurement from a "black box" into a transparent, data-driven process that proves marketing's value as a strategic business driver.

Prove short-term gains are feeding long-term growth.

Why does Alembic leverage private AI vs. public AI? Tomás Puig, CEO & Founder, and Abby Kearns, CTO, discuss secure AI implementation: Private data outshines public data in AI systems. It’s unique and is a major area of differentiation. Marketers correctly worry about privacy when training large language models (LLMs). To maintain control, many companies self-host LLMs to ensure their valuable private data—insights about customers and products—are protected through strict security standards.

Delta proves Olympic brand ROI: Sponsorship drives millions in sales Alicia Tillman, CMO, Delta Air Lines: Traditional marketing measurement is manual, labor-intensive, and requires specialized skills. Yet executives demand quick results when significant P&L dollars are at stake. Without a clear demonstration of ROI, major brand investments are often dismissed as "nice to have." But with Alembic, during this pilot program, they achieved unprecedented results by tracking how brand exposure at specific moments in time during our Olympic sponsorship (like opening and closing ceremonies) directly converted to millions in ticket sales.

You can’t A/B test a Super Bowl commercial Tomás Puig, Founder and Chief Executive Officer, Alembic: Some marketing moments, like Super Bowl commercials, can't be A/B tested. They would lose their effectiveness. At Alembic, we recommend everyone leave their MMM or MTA systems in place. We’re a completely new methodology built for a very specific thing. We enable CMOs to track marketing impact across channels and capture significant events that other platforms struggle with.