Capability Development
The Challenge: to build an in-house capability that empowered content teams to rapidly validate the impact of their creative work, and allow them to utilise the resulting performance data to enhance and inform client communications.
The Solution: following a comprehensive market analysis and a viability assessment of leading content testing platforms, I presented a final recommendation to leadership. I then spearheaded the contract negotiations to secure the optimal solution for the team.
The Deployment: I led the internal adoption initiative, providing hands-on training to team members. This training focused on leveraging the platform's data and understanding the key limitations to consider when analysing results. I have also delivered a pilot project to one of the key agency clients.
The Results:
this project delivered the first AI-powered capability within the agency’s portfolio. The pilot received highly positive feedback from the client, leading to the solution being shared internally across their markets. The tool achieved a strong adoption rate, with 89% of graphic designers and account managers becoming regular users.
“As a knowledgeable subject expert, Gosia was invaluable to identifying, sourcing and and delivering a brand new revenue generating services related to e-commerce marketing at Liquid.
An example was with Liquid Eye – an AI based pre-air behaviour and evaluation service for e-commerce content that was built to help clients to test and validate the likely visual and cognitive impact of their advertising communications in e-commerce.
Gosia, saw the opportunity, developed a business plan, sourced and worked with industry providers to customise relevant technologies and then worked with the business leaders at Liquid, to develop the sales story and tool that we took successfully to our clients, to generate new revenues.”
— Richard Nicoll, Chief Strategy & Capability Officer at Liquid Havas