The digital laboratory of Grupo Aval, one of the largest business organizations in Colombia, has begun to move from leveraging solutions to offering platforms and digital interaction models that will positively impact the digital business environment.
With the official launch of Mathilde-Ads, we had the opportunity to speak with Tito Neira, Chief Data Strategy Officer at ADL Digital Lab. The company is one of the youngest in the Aval Group, but also one that can add more innovation not only to the financial companies of the group but also to its entire ecosystem, including suppliers, business partners and customers.
What is Mathilde-Ads?
More than a solution for managing advertising in digital environments, it is the result of the careful work required by Grupo Aval to accelerate its Digital Transformation and make it a key player in the financial market of the 21st century.
According to Neira, many companies are implementing Digital Transformation since large technology companies have entered new markets to disrupt many sectors. As a result, the group started with this transformation initiative in isolation in each of its companies.
“It was important creating an entity, organization and structure that aligns and supports the Digital Transformation processes. Out of this effort came ADL – within ATH – to be the group’s shared services center for the financial sector. But it was decided to extend it to other companies, and the shareholders then transformed ADL into an independent company within the organization,” said Neira.
“ADL will follow some of the other companies’ decisions so that its activities align with the guidelines. There are also other projects like channels and digital products, and the companies have their R&D centers, such as Banco de Bogotá. That is because each company has its own operation but aligns with ADL”.
Since 2017, ADL Digital Lab has worked to become a leader in Digital Transformation and ecosystems. For this reason, it has combined innovation and design to create technological solutions that meet market challenges, take advantage of new opportunities and can build new businesses while connecting them to an ecosystem of digital services.
A strategic project for Grupo AVAL
Currently, ADL Digital Lab is the first digital laboratory that works with multiple entities and is considered one of the best platforms to promote digital products in Latin America.
The company is 100% digital and combines innovation and design to achieve the Digital Transformation of all its clients through solutions that go beyond technology.
In addition, it meets the challenges of the market, takes advantage of new opportunities and can build new businesses and connect them to an ecosystem of digital services. And its strategic value is evident.
“We have our products such as Mathilda-ads and Augusta 2.0. We support the development of ecosystems such as mobility, real estate and insurance, and we support the processes by making, designing or aligning certain tasks,” said Neira.
“Some of them are executed by ourselves and others by the other laboratories of the entities. Banco de Bogotá has its own large laboratory and also AVVillas, Banco de Occidente and Banco Popular have their laboratory called Zeta. In short, all the entities contribute and develop to accelerate the result.”
Productivity solutions
With this vision and focusing on the transformation of the advertising industry, ADL launches Mathilde-Ads – a digital ecosystem that centralizes the purchase and sale of digital ads in a single platform and simplifies the process, improving costs and optimizing results for advertisers.
For years, brands have used third-party data to segment their campaigns, increasing advertising costs and neglecting a highly valuable resource they already have: their data. With Mathilde-Ads, brands can use their data collected online and offline to get more customers, create predictive audiences or offer those who already buy them other products of interest. Using their own data will allow advertisers to measure the effectiveness of their campaigns directly on sales and not just digital marketing metrics.
“Mathilde-Ads will be a great tool for our clients in the different stages of the conversion project, being a connection point between their data, their digital marketing campaigns and their increased sales. A digital acquisition strategy integrated with the business data strategy,” said Neira.
Today it is essential to have a deep understanding of customers across different touchpoints. With Mathilde-Ads, brands can activate campaigns with specific criteria such as people who have or have not opened an email, people who have recently visited a point of sale, people who buy complementary products or exclude those who already own a product or service so that a single impression or impact is not wasted.
This advertising ecosystem proposes a model that optimizes the advertising budget by eliminating intermediation. Thanks to this, costs are reduced by up to 30%, allowing brands to reach a greater number of users and impacts with the same investment. In addition, Mathilde-Ads wants to transform programmatic buying from the offer, with an increase of up to 111% in the income received by content producers for their digital advertising spaces.
With this launch, ADL seeks to build an ecosystem that adds value to the entire programmatic advertising purchase process, with the integration of data and advanced technology, becoming an indisputable ally for those who want to increase their sales through digital advertising.
