Machine learning and AI aren’t entirely new concepts in the world of paid media. Algorithms and machine learning have been in digital media buying platforms for years, often hidden in black boxes. However, recent advancements in AI have greatly increased the capabilities and power behind these algorithms. But here’s the catch: These advanced technologies are only as effective as the data you feed them.
No matter how sophisticated the AI is, it still relies on quality data and a clear direction aligned with your KPIs. Without these, AI and machine learning will lack the guidance needed to drive optimal results, leading to subpar performance.
Let’s look at a typical example: A digital media campaign includes paid search, paid social or programmatic media. The goal is to get qualified leads. Your campaign is set up across various media buying platforms to capture leads through a form on your website or an in-platform lead form. As reports start rolling in, you notice an influx of leads entering your CRM and an impressive cost per lead that improves week after week. On the surface, everything looks great—until you check in with your sales or admissions teams. They report that many leads have incorrect contact information, show no genuine interest and, ultimately, aren’t converting into sales. What went wrong?
The issue lies in the data informing your AI-driven platforms. While the system is optimizing based on the data it’s given, it doesn’t know that these leads are of low quality. Without being told otherwise, the AI keeps targeting and attracting this unproductive audience. It uses more of your paid media budget to get more of these unqualified leads. The platform thinks it’s achieving the desired results because it’s using incorrect or incomplete data—essentially, garbage in, garbage out.
So, how do you fix this? This is where the expertise and experience of your agency can make a significant difference. The situation described is common. It’s often caused by not paying attention to details, not having enough data or not having the right tools and processes. Fortunately, technology is available to bridge this gap. It can ensure that your media platforms receive the quality data they need to optimize your budget toward the right audience.
Companies like Meta and Google have pioneered offline conversion integrations. These allow real-time feedback to be sent back to paid media platforms. This feedback loop helps platforms understand which actions are truly valuable. It also enables them to target more users who exhibit similar behaviors, resulting in more qualified leads. JPL has successfully connected media buying platforms to the most accurate and relevant data for several clients. These integrations have led to substantial improvements in campaign performance, evidenced by more meaningful down-funnel actions and stronger business outcomes.
Beyond direct platform integrations, JPL advocates for deeper data integration across the board. By leveraging sales and CRM data and installing tracking within client-owned CRM systems, we can generate richer insights into the user journey and the real impact of paid media efforts. This holistic approach to data integration allows for more informed budget allocations and campaign strategies, ultimately leading to better results.
These types of data integrations require close collaboration between agencies and clients, along with technical expertise and strategic thinking. This is exactly what a strong agency partnership should deliver.
Algorithms, machine learning and AI have huge potential to drive outstanding results. But they are only as effective as the data they process. Ensure that your AI systems are fed high-quality data and are aligned with your specific goals. Then, you can unlock their full potential and achieve the desired outcomes. The real game-changer is unleashing these powerful technologies on the right data—the results will speak for themselves.
