Archetype: AI-Powered Personification™

Through our deep domain expertise in data science and by leveraging our proprietary AI tools, Archetype leverages a proprietary engine with AI-Powered Personification™ to unlock the power of data across structured and unstructured data sets to personalize experiences across the entire customer journey.

lyrical Archetype encompasses a new approach to segmentation, personalization and optimization. When combined with a company’s existing data lake and marketing technology infrastructure, Archetype creates an ascending spiral of customer knowledge and responsiveness. Archetype empowers marketers to harness the true power of predictive modeling and drive greater revenue performance by creating personal, relevant and time and circumstance-matched experiences that recognize, reward, unite and enable relationships all for an audience of one.

With over ten patents, Archetype™ examines over 100,000 data points and commercially available features tied to customer identity, combining macro features with micro-segmentation tactics to determine patterns of predictive intent and behavioral interactions. Archetype applies these patterns in real time to drive improvements in health, business performance, and employee and customer satisfaction.

How it Works

Inspiration and influence is a series of incremental steps. In this process we combine interaction-level data from our clients with thousands of web-based and third-party data sources through natural language processing and linguistic models in order to build a multi-dimensional view of responsive personas. This provides a rich contextual data framework for each new interaction. Using this data, lyrical Archetype™ deploys machine learning techniques to identify behavioral patterns across a variety of digital and omni-channel experiences to determine the next best action for success.

MARKETING TO AN AUDIENCE OF ONE: HOW lyrical archetype ENABLEs AI-POWERED CONTENT PERSONALIZATION

The lyrical process starts with a customer’s unique cookie profile or unique identification number through the client’s CRM system. Upon interacting with any part of the business that can be captured via javascript—receiving a call, signing up for an offer, converting on a display ad, or making contact with a business through chat, email, or another medium, lyrical Archetype uses this cluster of interactions to start its convergence process using a set of pre-determined sources, including previous interactions, third-party data appends, and extracting sentiment from social and public APIs.

lyrical Archetype starts with historical baseline messages from a client’s brand book or campaigns. The system determines potential new buyers or a refined segment definition based on a desired business or marketing outcome. Archetype leverages thousands of attributes constantly adapting in real time to identify people most receptive to this existing message, while also tying together the optimal combination of touch points and channels to engage them. Starting with predicting which audiences are most likely to engage with a message (or series of messages), lyrical Archetype analyzes unstructured and structured data points to then identify all the right opportunities to deliver novel messages tied explicitly to the main themes or personalized life events and milestones based on a specific context in time. We use our proprietary semantic engine to identify connective cues in order to tie context to message more accurately. The system also suggests new themes to expand the audience or deepen connections further with receptive responders.

Based on the defined audiences, Archetype identifies likely purchasers, loyalists, or those simply in-market for that product or service. Through a combination of augmented human and machine workflows, the system develops an automated micro-segmentation strategy as the AI finds overlap across audience attributes. Micro-segmentation can inform the entire customer journey of potential new audiences. lyrical create new predictive models to inform how best to engage each audience through marketing orchestration, programmatic advertising, and custom campaigns. lyrical constantly adapts to every interaction based on propensity scores that change in real-time.