Accenture invests in AI marketing platform Alembic to boost ROI tracking

NEW YORK & SAN FRANCISCO - Accenture (NYSE:ACN) announced Monday it has invested in Alembic through its Accenture Ventures arm and formed a strategic partnership with the AI-powered causal marketing intelligence platform.

The collaboration aims to help clients measure marketing effectiveness and leverage AI-driven insights to increase revenue. Alembic's platform analyzes data across multiple marketing channels including broadcast, social media, site traffic, and direct-to-consumer communications, correlating this information with sales data.

The platform assigns impact scores to each marketing channel or event, providing real-time insights that companies can use to guide marketing expenditures and establish connections between campaigns and revenue impact.

"Our clients are not just implementing AI; they are undergoing total enterprise reinvention, which hinges on trust and intelligence at the digital core," said Julie Sweet, Chair and CEO of Accenture. Under Sweet's leadership, Accenture has maintained its position as a prominent player in the IT Services industry, with a solid financial health score rated "GOOD" by InvestingPro analysts.

Alembic's technology can analyze complex data patterns and traditionally difficult-to-track channels such as brand campaigns, sponsorships, events, and organic social posts. The platform can also model the impact of market changes and events like shifting public policies.

"Most companies are not short on data. They are short on answers, and that is where our NVIDIA SuperPOD backbone makes the difference," said Tomás Puig, founder and CEO of Alembic.

Accenture Song, the company's creative services division, is integrating Alembic into its suite of marketing tools that includes Aaru for marketing strategy, Writer for content creation, and AI Refinery for campaign optimization. Accenture's own marketing department is currently piloting Alembic's technology.

The investment was part of Alembic's Series B funding round led by Prysm Capital and Accenture, with participation from Silver Lake Waterman, Liquid 2 Ventures, NextEquity, Friends & Family Capital, and WndrCo.

According to Gartner research cited in the press release statement, two-thirds of marketing leaders report moderate to significant challenges in demonstrating the impact of marketing campaigns on business outcomes to key stakeholders.

In other recent news, Accenture has announced its collaboration with PPL Corporation to enhance the management of technology investments. This partnership involves the implementation of a new technology financial management platform powered by Apptio's solutions, aimed at automating reporting and providing real-time financial data for strategic decision-making. Additionally, Accenture has made a strategic investment in Lyzr, an AI company with a platform that facilitates the creation of AI agents for banking, insurance, and financial services. This investment is intended to integrate AI capabilities into workflows, aiding in processes like customer support and compliance audits. Furthermore, Accenture introduced the Physical AI Orchestrator, a cloud-based solution designed to transform factories and warehouses into software-defined facilities using digital twins. In a separate development, Datavault AI announced the relocation of its headquarters to Philadelphia, as part of a strategic expansion that includes new facilities in Georgia and London. The expansion will feature a Center for AI and Quantum Computing Excellence in Sandy Springs, Georgia.

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