​Why Movable Ink wants Da Vinci to kill the marketing campaign

How this martech player is working to use artificial intelligence to rethinking campaigns and engagement

Campaigns have been a part of marketing since marketing began. Now Vivek Sharma believes its time to let them die, and Da Vinci is his chosen assassin.

Sharma is the CEO at Movable Ink, a New York-based martech company which began life in 2010 offering solutions for data-driven content personalisation. In February this year, the company acquired the artificial intelligence (AI)-based personalisation and predictive analytics company, Coherent Path. It has since reworked its technology as Da Vinci, a solution which promises personalised content based on individuals, not just segments.

Sharma says the purchase of Coherent Path flowed from his belief that the current campaign-based nature of marketing did not fit with ambitions to deliver personalised interactions.

“The long-term goal is to kill the campaign,” Sharma tells CMO. “There will still be campaigns five, six, seven years from now, and there is still room for the big idea from marketing departments, but that seems to be the majority of what marketers do today. And it misses the mark, because everyone is an individual and everyone has different tastes and interests.”

It is around this last point Sharma believes the over-reliance on campaigns is falling short of customers’ needs. The big problem is campaigns tend to deliver generic offers rather than personalising them to individual needs.

“There would be a message that they [marketers] would want to get out, either to their whole list or a segment, and then they would filter that a little bit and add in some layers of personalisation using Movable Ink or other technology,” Sharma says. “For the past 50 or 60 years that has been the process. While it has been useful, we also felt it has been the fundamental barrier to achieving true personalisation.”

Rethinking the AI approach

Sharma says the value of Coherent Path comes through its use of a branch of mathematics called hyperbolic geometry, which has proven useful for visualising big data and modelling hierarchical structures such as social networks. This is used to understand what people are likely to respond to and maximise customer lifetime value.

“A lot of the existing AI technologies are reinforcement based, which means they over-index on the things people have done, which means you can get trapped in a bubble,” Sharma says. “What was brilliant about the Coherent Path approach was that it was focused on discovery of the products and categories that people will love, but that they may not have ever engaged with in the past.

“If you can build a model that understands that a person who has bought living room furniture in the past year suddenly has bought baby toys, it is incredibly powerful to key off that. Maybe they fit the pattern of a signal that could introduce them to new types of products and categories. And to be able to do this for every one of the million people on your list is an extremely powerful thing.”

The Da Vinci AI engine then enables these recommendations to be made at scale.

“For the first time, you can get insights in a living system that is able to detect and understand what is happening with each of your customers, and it generates the type of content and messaging that is going to be the most effective in not only maximising the revenue for this particular campaign but maximising the value from this particular customer over the long term,” Sharma says.

“What we do is find the creative that pairs most effectively with a particular customer because it is relevant to them in the moment. All the creative you have built over the years can be reused and you can start to add to that library.”

Sharma says early results have been promising, with users noting an average 16 per cent lift in clickthrough rates, a 20 pr cent lift in conversion rates, and a 25 per cent lift in revenue.

“It is running the entire promotional campaigns for some of the biggest brands on the planet,” he says. “Da Vinci helps the brand act more like a personal shopper, where people are surprised and delighted and actually get value out of these interactions and find things they might be interested in.

“In a counter intuitive way, AI can end up humanising marketing more by making it more relevant to the individual.”

Nominations for the CMO50 2022 list of Australia's most innovative and effective marketing leaders are closing on 26 August 2022! Don't miss this opportunity to be recognised among the best marketers this country has to offer as well as celebrate your team's achievements get your questionnaire completed now: https://www.cmo.com.au/cmo50/

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page     

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in