It’s important for marketing teams to be able to focus on big ideas, but in an increasingly competitive marketplace, someone – or some thing – needs to take care of making data-driven decisions to maximize ROI and deliver results faster and more efficiently.
So how do brands reach more customers, launch faster, and ensure optimal cross-channel performance, all while saving time, dollars, and effort?
Welcome to One Amazing About Bryj. I’m your host, Greg Kihlström and I’d like to welcome Nico Bitner, General Manager, Bryj Technologies and they will be sharing one amazing thing about Bryj’s ChatROI with us today.
Watch the Episode
From the creators and host of the award-winning The Agile Brand™ with Greg Kihlström podcast, comes One Amazing Thing With Greg Kihlström, a show that puts the spotlight on the latest and greatest MarTech products and platforms by showcasing one feature that makes them… amazing.
About Nico Bitner
As General Manager of Bryj, Nicolas Bitner stands at the forefront of mobile app innovation and AI-driven marketing strategies. A French American, he holds an MBA from ESCP Europe in Paris and has a robust background in data analytics. Nicolas started his career at the data agency 55 (fifty-five), where he assisted global clients in optimizing media investments through advanced data science. In 2015, he joined FollowAnalytics, a Paris-based mobile app solutions company, which later rebranded as Bryj when its HQ relocated to Silicon Valley in 2022. During his tenure, he focused on maximizing enterprise mobile app ROI through analytics and engagement tools, eventually launching the New York office and leading sales efforts across North America. Today, Nicolas is dedicated to expanding Bryj’s mobile app business and driving the deployment of its cutting-edge AI solution, ChatROI, to clients worldwide, solidifying his position as an influencer and expert in mobile app marketing and AI marketing solutions.
Resources
Bryj website: https://www.bryj.ai
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From the creators and host of the award-winning The Agile Brand™ with Greg Kihlström podcast, comes One Amazing Thing About… with Greg Kihlström, a show that puts the spotlight on the latest and greatest MarTech products and platforms by showcasing one feature that makes them… amazing.
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Transcript
Note: This was AI-generated and only lightly edited
Greg Kihlstrom:
It’s important for marketing teams to be able to focus on big ideas, but in an increasingly competitive marketplace, someone or something needs to take care of making data-driven decisions to maximize ROI and deliver results faster and more efficiently. So how do brands reach more customers, launch faster, and ensure optimal cross-channel performance, all while saving time, dollars, and effort? Bye. Welcome to One Amazing Thing About Bryj. I’m your host, Greg Kihlstrom, and I’d like to welcome Nico Bitner, General Manager at Bryj Technologies. And he’s going to be sharing one amazing thing about Bryj’s ChatROI with us today. Nico, welcome to the show. Thanks for having me, Greg. Yeah, looking forward to talking about this with you. Why don’t we get started, though, with you just giving a little background on yourself and your role at Bryj?
Nico Bitner: Yeah, absolutely. Well, I started my career in France in consulting in a data agency. that got acquired by Brandtech Group. And really my role over there was to optimize the ROAS of enterprise companies all over Europe. So the return on ad spend. So, for example, I would monitor 15 different channels of a large hospitality company, and my goal was to get all this data, look at the performance of each channel, and optimize that pretty manually at that time. And then I moved to the U.S. eight years ago to launch Brynj, New York office, and launch our mobile app product in the U.S. So our mobile app product allows you to build, deploy, maintain, and optimize iOS and Android mobile applications. And now we have a hundreds of customers all over the US and Europe. And in my role, I’ve really always been focused in our customers’ ROI, whether it’s finding the right solution for them or maximizing the ROI that they do, that they had with their ad spend or with their mobile application. So in a nutshell, over the past 12 years, I’ve been trying to optimize every dollar that big brands have given me. So they would give me $1 and I would try to make it $10 through ads or mobile applications.
Greg Kihlstrom: Love it, love it. I’m sure the brands love it too, so that’s great. Well yeah, before we take a look, why don’t you tell us a little bit about what are we going to see today, who’s the audience for it, and what’s kind of their goal that they’re trying to achieve with it.
Nico Bitner: Yeah, absolutely. So today I’m focusing on ShadowEye from our platform. So it’s an AI-based ad marketing platform that allows marketers, in-house teams or agencies to plan for campaigns, for ad campaigns, and to optimize them through AI through the entire cycle of the campaign. And I’m very excited personally about that product because eight years ago, if I had that In my marketing agency, I would definitely have increased the ROI of my customers 10x with that. And it’s not really just another AI tool inside of the marketing stack. It’s really an end-to-end digital ad solution that again helps marketers plan and launch their campaign and then optimize it once it’s launched. And over my career, every time I talk to marketers, it’s kind of always the same challenges. They have a goal. They want to drive more revenue. They want to drive traffic to the website. They want to increase brand awareness. They want to drive promotions. And to achieve that goal, they need to find the right audience. And then they need to have the right media mix. So who do we target and where do we target them? But creating that plan of the personas or the audience and the media mix is reliant on personal knowledge like your agency, like people and like their experience or previous campaigns, but it’s kind of built over time. You test, you learn, and you try to target better and better over time. It’s pretty manual. And I used to do that, so I understand this process. And optimizing those campaigns is also pretty manual, meaning that you have to receive all those reports, all those ad networks that send you that. look at the performance of each channel, and then decide how do I invest my next dollar in this channel? How do I invest it inside of this channel? And who do I send it to? And when I used to do that, it’s a bit of a nightmare and very manual process. So that’s kind of the thing that we’re trying to solve here. That’s why I really think it’s a game changer. We’ve leveraged innovation in AI over the past 10 years, whether it’s machine learning, LLMs, econometrics, and we’ve applied them in the entire campaign journey for our customers. So that’s why we say it’s an end-to-end. It’s not just one problem that we’re trying to solve. And we’ve seen a huge increase in productivity to create those plans and those campaigns, and then in the results, increasing results of those campaigns. So overall, a much better ROI on this. And I love to explain what it is. First, we help you with the planning. And we make it very simple. You have a goal, again, drive more revenue, drive more traffic, drive more leads, drive more people to my website. And then our AI is going to give you the right audience and the right media mix, depending on your goal, your product, your budget, and your company, of course. So you give all that to our AI, and then it will give you this audience and this media mix. And our recommendation is going to come from trillions of data points that we have in the market. And on top of that, we’re going to add your first party data. So we’re going to add your past campaigns. results and your CRM data, for example, or any data we can give the AI to fit it. And of course, it’s secured. We don’t share the data between customers. We don’t train our AI with this data. But when you think about it, no human can beat that. Like it’s trillions of a source of data points to find the perfect audience and the perfect media mix for that. And then when you launch your campaign, We’re going to optimize every dollar through another algorithm that’s a yield optimization algorithm. So that means that every next dollar that we’re going to invest is going to look at the past and optimize between channel, optimize inside each channel, and optimize between audiences too. So your media mix in the end may be very different than your media mix in the beginning. Our AI is going to optimize that.
Greg Kihlstrom: Wonderful. Yeah, I’m excited. Let’s take a look here.
Nico Bitner: Absolutely, absolutely. Let me share my screen here. Here. All right. So this is the platform where you will arrive on when you connect to ChatterOS. So you’ll have your different campaigns, company profile, user setting. I’ve pre-prepared the campaign here, pretending that Bryj is selling jeans online in the US. So I’m going to click here to see what I did with this campaign. So as a marketer, the only input I’ve had to give our AI here is, what is my goal? I want to drive online sales and I can edit it here. So basically, I’m going to choose my goal in the beginning. I’m going to explain what my product is to the AI, so I sell amazing jeans. Of course, you could go much further into that with the marketing team and everything you have. The more data points, the better, of course. Where do I want to sell it? What is my campaign duration? And how much budget do I have for this campaign? Once you’ve done that, to chat AI, we’re going to give you a confidence score. And that’s our AI behind the scenes is basically comparing many different metrics to see if you tell us I want to sell jeans on the moon, we’re going to probably tell you that our confidence is pretty low here. But here we’re going to help you with this call as a first step. So the first thing that we’re going to do is provide you different profiles of users that you should target. Here, if I scroll down, so here I have my eco-conscious shopper, and you have their entire persona and the thing that they love, their interest, their behavior, etc. You’ll have the fashion-forward millennial, same thing, another thing. You can see why we recommend this audience specifically for your campaign. And here we have a third one that is the luxury denim enthusiast. And why do we recommend it? The marketer here is going to be able to select that, but already you see how much time you’ve earned by just doing this and having this personalized done. And then we’re going to use this audience and start preparing a media mix for you. So automatically, very quickly, we get this first media mix on those different channels here and how much do we spend, how much our recommendation is to spend. Of course, you can edit it if you think differently from what I say. But again, this is trillions of data points and a lot of intelligence behind it to tell you why you should invest in those channels here. So what I did in two minutes here usually takes around 70 hours to marketers to arrive.
Greg Kihlstrom: I’ve been part of that.
Nico Bitner: Yeah, exactly. So this is not meant to replace humans. It’s meant to help you focus on the higher value task. This is just the first step. Thanks to that, you can focus on how do I distinguish my brand from others? What is our messaging? What is the creative we should use? What are other channels we can think about? And you can use this to really plan much faster. So this is kind of the productivity part, and that’s what I’m focusing on today of our product.
Greg Kihlstrom: Great, great. Wonderful. Great to see that. And so, you know, lots of things come to mind and definitely, you know, the time savings and you’re to your point, allowing teams to focus on the strategy and maybe the creative part. And, you know, some of those other areas that, you know, humans are so good at, but is so great at. crunching the numbers, and if we’re talking trillions of data points, there’s no way the largest team is going to even approach that. So another thing that comes to mind is, I would imagine the power of this you know, because you could plug some things into some separate, you know, AI, you know, a chat GPT or, you know, Gemini or something and get some of that information maybe, but it seems like the power of this is tying all this stuff together. Can you talk a little bit of, I know you touched on the data points and everything, but, you know, just the power of kind of centralizing this.
Nico Bitner: Yeah, absolutely. Well, if you go to ChatGPT or any LLM that you have, first of all, it’s just an LLM. So an LLM is not meant for calculation. So they’re going to give you the recommended channel for a specific budget or for anything like that. But there is actually a kind of matrix behind our model here, which is an actual AI that calculates like depending on results and mathematics. And of course, it’s also stored in a platform, so you can have all your different campaigns. It’s not like doing one shot with ChatGPT about one specific campaign. So it’s very different. And the thing that, you know, we have to focus on one feature here. So that’s what I did. But the thing that you don’t see here that is very powerful is, of course, the second part, which is once you launch the campaign. Because now you plan your campaign very fast, there’s a productivity gain in terms of ROI. But then when you launch it, our AI is going to optimize every dollar on those channels and on those audiences. So the result that you’re going to get from launching the campaign through this AI is also going to be much higher than the result you would have by doing it manually. So when you took both those things together, you’ve just automated basically the ad media buy, the task that can be automated, not the high skill of an agency or of the marketing team, but all the background stuff that the AI can do better are now automated directly through that.
Greg Kihlstrom: Yeah. And definitely, I was going to ask you, what’s another thing someone should ask about? But I think that’s probably a great one to contact and ask you about. But is there anything else? Yeah.
Nico Bitner: Yeah, we have just one last one. It’s kind of the icing of the cake of this solution. So you may have remembered that at the beginning of this presentation, I told you that we were also mobile experts. And what ties it together is that mobile has been proven to be the best conversion rate, the best lifetime value for users. Driving people to your apps basically gives you more LTV, lower CAG, higher conversion rates than driving it to a website. So when you add our mobile app plus Chat ROI together, now you get another 10x of ROI through the mobile application. And a few examples of that is maybe, well, again, drive people to your ad media, drive them to the app versus the website. So it’s more LTV, more conversion. Send them push notifications as one of the channels of your MediaMix, because it’s a much cheaper channel than Meta or Google, and much more visible on their phone. and reuse the data from the app that is the most loyal user you have, people that you want. You want to find those people and more people like that in the market. So you feed the entire platform with that data too. And then it’s a virtual circle between both products, basically.
Greg Kihlstrom: Nice, nice. Well, yeah, that’s exciting stuff. So for those that are interested in learning more about this stuff, what’s the best way for them to do that?
Nico Bitner: Well, you can go to our website, which is www.bryj.ai, and you can contact us directly from there.
