IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Big Red Group secures exclusive reseller rights for AI marketing platform Albert in A/NZ

By Kai Ping Lew
Tue 1 Aug 2017
FYI, this story is more than a year old

The newly formed Big Red Group (BRG) has secured the exclusive rights to bring the world's first Artificial Intelligence (AI) digital marketing platform, Albert, to New Zealand and Australia.

Group co-founder Naomi Simson announced the exclusive agreement, as well as a major shake up of online experience retailer RedBalloon and associated businesses.

Albert is a fully autonomous, enterprise-level artificial intelligence marketing platform that drives digital marketing campaigns from start to finish for some of the world’s leading brands.

Created by Albert Technologies in 2010, Albert’s success transforming major brands’ cross-channel digital marketing efforts with its self-driven technology has been well documented in the US.

The AI platform has been publicly credited with driving 40% of Harley-Davidson’s New York City sales, influencing lingerie brand Cosabella’s decision to replace its digital agencies with AI, and creating so much demand for Dole Asia’s canned goods that its suppliers initially ran out of stock before ultimately reaching an 87% increase in sales across the board.

According to Geoff Farris, Albert CRO, “Albert wades through massive amounts of data, converting it into insights, and autonomously acting on these insights, across channels, devices and formats, in real time.

“This eliminates the manual and time-consuming tasks that currently limit the effectiveness and results of modern digital advertising and marketing. But more importantly, it lets businesses execute and scale their efforts at a pace that simply isn’t possible by human teams.”

The agreement entitles the Big Red Group to distribute Albert to third-party media companies, across entire supplier chains, as well as to direct-to-consumer retailers, under the registered business Big Albert AI.

Albert will drive down customer acquisition costs and increase positive commercial outcomes for thousands of businesses in both countries.

RedBalloon launched the technology on June 1 this year, and within 24 hours of deploying Albert, the technology was able to identify and execute over 6,400 keywords to improve performance across the RedBalloon business.

By way of comparison, this would take a human SEM expert up to a year to achieve.

Albert was also able to reduce the cost of acquiring a customer to RedBalloon by more than 25% in less than 30 days, demonstrating its capacity to reduce overall costs by north of 40%.

“We have trialled this amazing technology across RedBalloon and Wrapped and it has proven its effectiveness beyond doubt,” Simson says.

“Now we want our business community to share in the upside that comes with more efficient marketing spend. We’re not reducing our marketing budgets in any way, we’re simply ensuring that our dollars - and the dollars our partners pay us to do what we do - are working harder and harder day after day.

Simson is aware of the tensions that surround artificial intelligence technology, recently brought to the fore by Tesla’s Elon Musk, who says AI poses an “existential threat" to human civilisation.

However, Albert’s track record refutes this sentiment.

In the US, Albert is at the core of a number of new hybrid man-machine digital marketing departments at companies like Harley-Davidson, Cosabella and Dole Asia, where artificial intelligence handles everything data and tech-related, while Albert’s human counterparts handle all things strategy, creative, intuition and emotion.

These use cases reveal that such hybrid teams produce exponentially better outcomes than either man or machine would produce on their own and that the nature of their work together is collaborative rather than combative.

“When I started RedBalloon in 2001 it cost roughly five cents to find a new customer - now across the board in the businesses I deal with I see it costing upwards of $20 to find that same customer. This is completely unsustainable for any business,” Simson says.

“We have seen Albert drive down the cost of customer acquisition by a quarter in a matter of weeks.

“Imagine the difference this sort of technology could make to businesses across the country.

“Ten years ago business was all about offshoring to the cheapest operator those tasks that were not core to your business. But those roles associated with manual and process-driven tasks have largely been replaced by technology now. The next generation of that is a rising tide of technology that is beginning to replace higher functioning process driven roles.

“But we should not be fearful of this, as it frees our people up to focus on the higher value tasks like collaboration, strategy and creativity - human and higher functioning skills that at this point cannot be replicated, and certainly not replaced, by AI,” Simson says.

Related stories
Top stories
Story image
ChildFund
ChildFund launches new campaign to protect children online
ChildFund says WEB Safe & Wise aims to protect children from sexual exploitation and abuse online while also empowering them to become digitally savvy. 
Story image
Customer experience
Gartner recognises Okta for abilities in Access Management
Okta has announced it has been recognised as a Customers' Choice for the fourth time in a row in the Gartner Peer Insights "Voice of the Customer" report.
Story image
Data Protection
Barracuda launches new capabilities for API Protection
"Every business needs this type of critical protection against API vulnerabilities and automated bot attacks," Barracuda says.
Story image
Remote Working
Australia’s remote workers face connectivity and security issues
SOTI's new report finds better video conferencing technology and improved security measures are top concerns for remote workers in Australia.
Story image
CRM
Zendesk announces new conversational CRM solutions
“The last few years have made it obvious that digital is the front door, convenience is paramount and relationships are anchored in conversations."
Story image
Cloud Security
Aqua Security createa unified scanner for cloud native security
“By integrating more cloud native scanning targets into Trivy, such as Kubernetes, we are simplifying cloud native security."
Story image
Artificial Intelligence
How to ensure ethical deployment of AI implementations
The increase in automation and machine technology such as AI and machine learning has unlocked a whole new level of scale and service to organisations. 
Story image
Amazon Web Services / AWS
RedShield leverages AWS to scale cybersecurity services
"Working with AWS gives RedShield the ability to mitigate significant application layer DDoS attacks, helping leaders adopt best practices and security architectures."
Story image
Customer experience
Research unveils precarious customer loyalty for retailers
New research has found customers are reassessing established brand loyalties as their priorities and behaviours shift.
Story image
trust
9/10 Aussies to stop spending if personal data compromised
"Based on the patterns we are seeing among Australian consumers, it is evident that trust in a brand is exceptionally important."
Story image
Lightspeed
Lightspeed launches all-in-one marketing platform in A/NZ
ECommerce provider, Lightspeed has launched a new all-in-one marketing solution, Lightspeed Marketing & Loyalty in Australia and New Zealand.
Story image
Data Center
Preventing downtime costs and damage with Distributed Infrastructure Management
Distributed Infrastructure Management (DIM) can often be a lifeline for many enterprises that work with highly critical ICT infrastructure and power sources.
Story image
Sustainability
Power at the edge: the role of data centers in sustainability
The Singaporean moratorium on new data center projects was recently lifted, with one of the conditions being an increased focus on power efficiency and sustainability.
Exabeam
Find out how a behavioural analytics-driven approach can transform security operations with the new Exabeam commissioned Forrester study.
Link image
Story image
Cybersecurity
Hard numbers: Why ambiguity in cybersecurity no longer adds up
As cybersecurity costs and risks continue to escalate, CEOs continue to struggle with what their investment in cyber protection buys. Getting rid of ambiguity becomes necessary.
Story image
Alteryx
Decision Inc. Australia enters partnership with Alteryx
Independent data and analytics consultancy Decision Inc. Australia has partnered with automated analytics company Alteryx, expanding its offering to clients.
Softiron
For every 10PB of storage run on HyperDrive vs. comparable alternatives, an estimated 6,656 tonnes of CO₂ are saved by reduced energy consumption alone over its lifespan. That’s the equivalent of taking nearly 1,500 cars off the road for a year.
Link image
Story image
Sift
Sift shares crucial advice for preventing serious ATO breaches
Are you or your business struggling with Account Takeover Fraud (ATO)? One of the latest ebooks from Sift can provide readers with the tools and expertise to help launch them into the new era of account security.
Story image
Supply chain
Jetstack promotes better security with supply chain toolkit
The web-based resource is designed to help organisations evaluate and plan the crucial steps they need to establish effective software supply chain security.
Story image
Ransomware
A third of companies paying ransom don’t recover data - report
Veeam's report finds 76% of businesses who are victims of cyberattacks paid the ransom to recover data, but a third were still unable to get their information back.
Story image
Malware
New vulnerabilities found in Nuspire’s Q1 2022 Threat Report
“Threat actors are quickly adjusting their tactics and these exploits tend to get industry attention, but the threat posed by older and attacks still persists."
Story image
Infrastructure
Nutanix study reveals financial services sector lagging with multicloud adoption
Nutanix has released new research that reveals the financial services sector is lagging behind when it comes to multicloud adoption.
Story image
Digital Transformation
The Huawei APAC conference kicks off with digital transformation
More than 1500 people from across APAC have gathered for the Huawei APAC Digital Innovation Congress to explore the future of digital innovation.
Story image
Artificial Intelligence
CFOs using digital workers and AI to prevent unnecessary loss
New technology is now allowing CFOs to use digital workers to automate their accounting processes, making it easier for them to avoid unnecessary losses.
Story image
Artificial Intelligence
AI-based email security platform Abnormal Security valued at $4B
"A new breed of cybersecurity solutions that leverage AI is required to change the game and stop the rising threat of sophisticated and targeted email attacks."
Story image
Nozomi Networks
Nozomi Networks, Siemens reveal software integration
Nozomi Networks and Siemens have extended their partnership by embedding Nozomi Networks’ software into the Siemens Scalance LPE local processing engine.
Story image
Ransomware
Cybersecurity starts with education
In 2021, 80% of Australian organisations responding to the Sophos State of Ransomware study reported being hit by ransomware. 
Story image
Cybersecurity
A10 Networks finds over 15 million DDoS weapons in 2021
A10 Networks notes that in the 2H 2021 reporting period, its security research team tracked more than 15.4 million Distributed Denial-of-Service (DDoS) weapons.
Story image
Qualys
Qualys updates Cloud Platform solution with rapid remediation
The new update is designed to enable organisations to fix asset misconfigurations, patch OS and third-party applications, and deploy custom software.
Story image
Sustainability
Grasping the opportunity to rethink the metrics of a sustainable data centre
A data centre traditionally has two distinct operations teams: the Facility Operations team, and the IT Operations team. Collaboration between them is the key to defining, measuring, and delivering long-term efficiency and sustainability improvements.
Story image
Telstra
Telstra, Google and Accenture launch 5G AR experience for AFL
Telstra, Google and Accenture are developing a new 5G powered augmented reality (AR) experience at Melbourne's Marvel Stadium for the footy season.
Story image
Data solutions
South Australia state satellite makes significant progress
South Australia’s first state satellite has successfully completed the Critical Design Review (CDR), moving it closer to providing tangible data solutions.
Story image
Cybersecurity
Infoblox's State of Security Report spotlights Australian remote work hazards
Attackers exploit weak WiFi, remote endpoints, and the cloud, costing 50% of organisations over $1.3 million in breach damages.
Story image
Artificial Intelligence
SAS announces new products amid cloud portfolio success
Analytics and AI company SAS is deepening its broad industry portfolio with offerings that support life sciences, energy, and martech.
Story image
Manufacturing
HINDSITE wins Aerospace Xelerated Pitch Challenge with solution to support Boeing
Brisbane-based startup HINDSITE was the winner of the first ever Pitch Challenge organised by Aerospace Xelerated in partnership with Queensland XR Hub. 
Story image
Remote Working
How zero trust and SD-WANs can support productive remote working
The way people connect with applications and data has changed, users are remotely accessing resources that could be stored anywhere from a corporate data center to the cloud.
Darktrace
Threat actors are exploiting weaknesses in interconnected IT/OT ecosystems. Darktrace illuminates your entire business and takes targeted action to stop emerging attacks.
Link image
Story image
Application Security
What are the DDoS attack trend predictions for 2022?
Mitigation and recovery are vital to ensuring brand reputation remains solid in the face of a Distributed Denial of Service (DDoS) attack and that business growth and innovation can continue.
Story image
Sustainability
Legrand unveils Nexpand, a data center cabinet platform
Legrand has unveiled a new data center cabinet platform, Nexpand, to offer the necessary scalability and future-proof architecture for digital transformation.
Story image
Excel
Could your Excel practices be harming your business?
While Excel has been the de-facto standard for budgeting, planning, and forecasting, is it alone, enough to support organisations in the global marketplace that’s facing rapid changes due to digital transformation?
Story image
Digital Transformation
The impact of COVID-19 on healthcare environments and care delivery
The COVID-19 pandemic has revolutionised the healthcare industry while overcoming staff shortages, social distancing requirements, and lockdowns.
Story image
Digital Transformation
Trading up: It's time to swap core systems for flexible digital applications
This year will see more oranisations planning and commencing high tech renovations that will shake up the way they operate.
Story image
Cybersecurity
Managed service providers: effective scoping to avoid costly vendor pitfalls
Managed security services are outsourced services focusing on the security and resilience of business networks.
Story image
Digital Transformation
Pluralsight and Ingram Micro Cloud team up on cloud initiative
Pluralsight has teamed with Ingram Micro Cloud to build upon cloud competence and maturity internally, and externally support partners’ capabilities.