The Cube Group agency invests in technology, entering into partnership with Ingenious Technologies, the European leader in marketing technology and winner of Best Performance Marketing Technology awarded by the European Performance Marketing Awards. This strategic partnership will not only support advertisers in the Polish market in increasing the effectiveness of digital marketing activities, but also allows them to look at digital activities more strategically and optimize their entire business (including enhanced measuring of LTV).
Employed in the services provided by the Cube Group, the Ingenious platform supports campaigns by creating a complete picture and history of users’ online behavior, integrating in real time all key data points in one place (including customer journey and cross-device activity). One key advantage over other systems on the market is comprehensiveness and technological openness (open API), which allows to combine behaviors and individual customer attributes in accordance with their media activity. Moreover the platform enables building dedicated attribution models, allowing marketers to allocate budgets more efficiently based on the role of the channel, or publisher, in driving the conversion.
– In the digital marketing industry, investments in advanced analytical technologies are key and becoming commonplace. The biggest obstacle, however, is knowing how to properly use technology to drive and help in the rapid development of business. We chose Ingenious as our strategic technology partner because of their holistic technology enabling opportunities that have not been widely available on the Polish market before – says Andrzej Cudny, President of the Board, Cube Group. – Our cooperation is aimed at the exponential growth of our clients’ businesses, and analytical technology will allow much better decision making on marketing investments. Especially as our goal is not only to buy media and optimize, but to work on all key marketing indicators (especially CAC and LTV) through personalization of communication and even better media management at every stage of the customer’s life cycle – adds Cudny.
The Cube Group partnership with Ingenious is the next stage in the agency’s strategy, which focuses on supporting clients in the digital channel based on tailor-made analytical and technological solutions – a few months ago Maciej Urbański was appointed Chief Technology Officer. Urbański spent 5 years in the research center – he managed programming teams executing projects in the following areas: web programming, cloud, machine learning. Under his direction, the technology team at the Cube Group is responsible for creating and implementing dedicated systems for clients (including combining customer data to Ingenious with cost data from other marketing systems and revenue data from advertisers’ CRM systems).
For years, Cube Group has been involved in the development of Polish marketing and technology tools and innovations, including invests in the SEMSTORM platform to support SEM and content marketing, as well as startup Feedink.com to manage product files. Andrzej Cudny, President of the Board, is also a member of the investment committee Xevin VC, selected by the Polish Development Fund (Polish: Polski Fundusz Rozwoju) to select innovative technology startups.