Future plc has announced its latest innovation: Helix, the future of audience intelligence. The engine is meant to help marketers transition beyond traditional marketing and into the world of real-time marketing. The engine is powered by Future’s extensive first-party data universe and utilizes predictive AI and data science to help marketers identify high-intent audiences precisely when they are most likely to convert. The engine is divided into three main areas: precision, prescription, and performance. The three areas enable marketers to understand the real-time intent of consumers and measure the outcomes of their marketing campaigns across Future’s portfolio of over 175 brands.
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One of the key differentiators is its “Performance Pledge,” which gives early advertisers measurable assurances on metrics such as click-through rates. This is a clear sign of the shift to accountability and ROI-based advertising. The early results of its campaigns across industries such as retail, fashion, and tech have already seen double-digit improvements in performance and ROI compared to traditional approaches. As the marketing world continues to focus on first-party data and predictive insights in this age of privacy-centricity, Future is putting itself at the forefront of helping marketers turn their own audience intelligence into a growth engine.