Publicis’ data marketing tool The Pact comes with refund guarantee

Launched amid the global COVID-19 pandemic, Publicis Groupe’s latest offering comes with a strong promise of delivering to the clients or refunding them in case the service fails to do so.

‘The Pact’ is the marketing service launched by Publicis Groupe targeted at medium-sized US businesses during the COVID-19 outbreak. The tool aims to maximise companies’ returns on advertising spend and aid agreed-upon outcomes including sales, new customer acquisitions or other key performance indicators.

Publicis has also said that it will refund clients if the tool does not deliver agreed results.

The launch follows Publicis’ acquisition of technology and data business Epsilon last year. It combines Epsilon’s identity management platform, based on transactional data and artificial intelligence, with Publicis Media’s media buying.

Arthur Sadoun, Chairman and Chief Executive, Publicis Groupe, commented, “With the acquisition of Epsilon, the plan has always been to create data-led packages using AI technology, to guarantee outcomes. Mid-sized companies have very clear and measurable KPIs, including sales, registration, coupon redemption and new customer acquisition. These distinct KPIs allow for quick alignment on success criteria.”

The Pact is a package that combines the power of Epsilon’s CORE ID and AI with the unrivalled scale of Publicis Media. Epsilon’s CORE ID is the most accurate and stable identity management platform in the U.S.  It represents 200+ million people and is rooted in transactional data underpinned by powerful AI. Publicis Media boasts the largest media buying operation in the US, delivering unparalleled efficiency and competitive advantage for businesses.

Together, through The Pact, these capabilities tap into the proliferation of new data signals from rapidly changing consumer behaviours – such as increased streaming, evolving TV viewership and shopping shifting from in-store to online – to drive timely, relevant messaging. Epsilon’s CORE ID serves as the backbone for The Pact AI models that self-learn and re-write themselves every second to optimize to targeted KPIs. The Pact harnesses the power of billions of digital contextual signals to deliver rich audiences, dynamic creative and one-to-one personalization at scale. The Pact clients will be provided with transparent measurement of every marketing impression and conversion, with a guaranteed return.


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