Zedosh’s Attention Exchange® Engine Powered By Datriсs For Purpose-Driven Advertising

Zedosh and Datrics are changing the landscape of online advertising to get ready for a post-cookie internet, with their targeted ad algorithm that considers the historical and real-time buying patterns of individuals. Let’s find out more about Zedosh’s Attention® Engine.

The Challenge:

Millions of consumers shop online for everything from groceries to cleaning supplies, making online advertising the most competitive space for businesses. Many people still think that Facebook or Google ads are the silver bullet to their sales and digital marketing. But despite their size and dominance, iOS’ new privacy updates, and the upcoming replacement of 3rd party cookies, there is a huge opportunity to look outside of online behavior to find the right consumer at the right time.

With consumers now able to opt-out of being tracked on iOS and the increasing awareness of their privacy, the effectiveness of Google and Facebook ads is decreasing. The cost is going up and the ability to attribute spending is going down. As the ad is even less relevant to the people seeing it, the market is ready for a significant overhaul to finally rid itself of the many challenges it faces.

Zedosh’s goal is to flip the ecosystem upside down. By placing the consumer at the forefront of the ad value chain, they are incentivized to share their most valuable attributes as consumers: their income and their spending habits. By enabling consumers to monetize their valuable attention to hyper-relevant ads, consumers can take back control of their online exposure to advertisers. . Although the engine is young, Zedosh has already managed to make a big difference.

The Solution:

Datrics helped build and deploy data analysis algorithms to analyze customer purchasing behavior and their transactional history to optimize ads and target users with a high-interest probability in specific products or services at specific times.

• First, we implemented a static mathematical model that analyzes users’ spending and scores them based on historical data such as how much they spent, their spending categories, and purchasing trends. Moreover, we simulated different purchasing behaviors to cover cases not addressed in the historical data we collected.
• Our data scientists analyzed hundreds of user profiles to find potentially influential categories and form user clusters based on their spending pattern similarities.
• We then built an ML-powered algorithm that could analyze and predict customer purchasing behavior with greater accuracy. With Datric’s algorithms, Zedosh doesn’t need to track users using cookies or pixels without users’ direct consent to target and attribute the ad. Our static and ML algorithms access user spending habits via Open Banking to deliver live updates of user purchasing behaviors.
• Our data scientists have built several automated reports to help Zedosh analyze the effectiveness of ad campaigns and business metrics. With these reports, Zedosh can track where their Attention Exchange® Engine is thriving, which areas are struggling, and if they are on the right track to achieve the desired results.

Zedosh is unique because it pays consumers into their connected bank account for their undivided attention to video ads. This allows brands to share their message, share their values, and engage consumers while lowering costs per click and driving sales. A £500 campaign for Elliott Footwear £500 delivered results equivalent to spending £13,185 on Facebook ads.

The Result:

Based on the Zedosh’s requirements, Datrics helped to establish a powerful Attention Exchange Engine for online ads. Datrics delivered a user-friendly and out-of-the-box data analytics platform that was fully deployed in the cloud.

With built-in analytics and reporting, Zedosh can perform complex data analysis to address a wide range of business needs. What’s more, Zedosh’s data analysts can customize their reports or change them without the need to write a new piece of code or wait for engineers to make the necessary changes.

In contrast, “conventional” data analytics tools typically require an average of 2–3 business days to fix a bug that could severely damage a company’s reputation. Datrics needs less than 20 minutes to get the system up and running. Since everything is running in the cloud, users don’t need to re-install the app or download any updates.

Our cooperation with Zedosh has grown from occasional consulting and development services into a full-scale partnership. As for Zedosh, the company reports that with purpose-driven ad campaigns powered by Datrics’ algorithms, their clients can save on advertising while significantly boosting their engagement and building a loyal community.

“Datrics has allowed us to gain very powerful insights about out audience’s behaviour as consumers. Using their platform, we were able to quickly turn those insights into hyper-target audience for our advertisers, placing the right as in front of the right consumer at the right time.”

About Datrics

Datrics provides no-code solutions for analytics and data science. Our engineers help companies power up their decision-making processes with custom machine-learning algorithms.

Our mission is to shorten the path from raw data to actionable insights while automating simple analytics and ETL. Datrics has become the go-to choice of professional data scientists and engineers who want to focus on data processing and model creation rather than traditional tech and engineering algorithms.