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I recently had the pleasure of interviewing Tabrez Rajani (CEO) and Dan Doron (Vice President of Business Development and Partnerships) of Boostt.ai—once online and again at thINK Ahead 2024 in Boca Raton, FL. Boostt.ai, formerly known as Geofactor, is at the forefront of transforming personalized marketing by leveraging artificial intelligence (AI) to enhance marketing strategies, particularly in direct mail and digital advertising. They are an emerging company that I expect to become a key player in this marketplace.
Who Is Boostt.ai?
Boostt.ai specializes in utilizing AI to boost marketing effectiveness by integrating first-party customer data. It has an impressive database of 260 million US consumers, with 1,200 traits and attributes each. The platform employs machine learning to predict customer behaviors and optimize marketing campaigns, ensuring highly targeted and personalized communication.
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Boost.ai Campaign Impact
Source: Booost.ai |
Boostt.ai’s product suite is designed to streamline and enhance marketing efforts through several key functionalities:
- Predictive Modeling: Using advanced machine learning algorithms, Boostt.ai creates lookalike models from first party data. These models identify potential customers who exhibit similar attributes to existing ones, thereby improving targeting accuracy and conversion rates.
- Lead Scoring: The platform assigns propensity scores to leads based on their likelihood to convert, allowing marketers to focus their efforts on the most promising prospects.
- Persona Creation: By employing unsupervised learning techniques, Boostt.ai clusters customer attributes to develop detailed and unbiased personas, enabling personalized marketing strategies tailored to specific audience segments.
- Direct Mail Integration: The platform integrates with XMPie’s variable data printing to produce highly customized direct mail pieces, complete with individualized text, images, and trackable QR codes. This integration extends to United States Postal Service (USPS) Informed Delivery, Informed Visibility, and even customer conversion data—providing real-time feedback on campaign performance without having to leave the platform.
- Digital Advertising:ai can deliver geofenced digital ad campaigns that target customers based on real-time location data and behaviors, backed by detailed performance analytics.
- Data Integration:ai can bidirectionally integrate with CRMs and data warehouses such as BigQuery, Redshift, and Snowflake to ensure real-time data flow. This integration enables a closed-loop system, tracking sales completions and other conversion metrics to refine marketing strategies continuously once the results of those initial mailings are seen.
- Adaptive Workflows:ai adjusts marketing actions in real-time based on customer interactions and predictive scores, ensuring campaigns remain dynamic and responsive to changing customer behaviors.
- Full Journey Support: The system not only helps with customer acquisition and engagement, it also helps reduce churn by scoring customers on what they are likely do to after the initial purchase and recommending follow-up actions.
- White Labeling:ai can be white labeled so that service providers can sell branded solutions to their customers.
- One Solution: All the capabilities are available in one solution, which eliminates jumping between systems to create, deliver, and track campaigns and allows users to start simple and grow in sophistication.
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Journey Mapping
Source: Booost.ai |
The Future Is Bright
Rajani and Doron have ambitious plans. Boostt.ai plans to integrate generative AI to suggest personalized messages and offers based on customer personas. They are also investigating how to implement more sophisticated adaptive workflows to enhance real-time customer interaction and predictive scoring. And, even in the few weeks between our initial interview and our meeting at thINK Ahead, Boostt.ai has implemented several new capabilities. It now features a journey builder that allows users to link actions, channels, conditions, and signals into graphically displayed customer journeys that are much more sophisticated than typical campaigns. It provides spider charts that show positive and negative predictive traits and attributes, smart coupons, enhanced analytics for A/B testing, email as a delivery channel, and even in-home delivery dates as signals and triggers.
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Persona Spider Chart
Source: Booost.ai |
The Boostt.ai team has a powerful and expanding product with the potential to change the industry. However, it is probably too sophisticated for most direct mailers and their customers to fully appreciate. We recommend that mailers start with Boostt.ai’s AI-driven predictive modeling to produce targeted mailing lists. Once the results of those initial mailings are seen, companies can then slowly introduce their customers to additional capabilities to drive repeat business and ongoing customer journeys.
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