Uncover + Megalist – CAPI (Oi)
Media Efficiency Under a New Optic: How Machine Learning Helped Oi
Oi Fibra
This was Oi S/A’s scenario in 2021. Despite its main product being advertised across multiple channels, it was not guaranteed that consumers with real potential to become clients were reached or that media investments were bringing measurable returns.
Subjected to regional availability, due to the product’s technical limitations, Oi Fibra’s audience had to be ultra-segmented. To ensure that we were optimizing our advertising investment to the maximum, it was necessary to better train algorithms data that are not covered in machine learning processes.
In a partnership with Google and Meta, we improved the algorithms with online and offline data, enriching its learning process, while also using several data sources to feed an AI model to identify patterns and make predictions about the channels that would contribute the most to generate conversions and help reduce the investments in saturated advertising channels.
With a holistic view of these channels, we increased the return on investment in advertising (ROAS) and ensured the success of other key metrics, helping Oi to overcome this challenge.
