2. Bridging insight
and digital
activation
How we built the world's-first
precision activation engine
Mihajlo Popesku, PhD
Chief Research Officer @ Qudo

3. About me
Marketing Scientist
◆ Helping companies to understand consumer complexity
◆ Use research and data to answer difficult questions
◆ Measure and model latent phenomena
Former university professor/lecturer
15 years hands on research experience
Questionardo (Qudo) co-founder: raised $6.7M

4. Marketing in a nutshell
Data
Assumptions
Reports
Segmentation Targeting Positioning

5. Digital marketing challenges
Segmentation Targeting Positioning
Data void of channel info
Use of PII creepy
Cookies going away
Not knowing what to offer
Not knowing what to say
Not knowing how to say it
Absence/poor data
Regulation/Access/Consent
Data handling/Siloes
Lack of DS skills

6. ● No data, no consent -> improvisation
● Inadequate data -> segments not actionable
● DMP -> if you are rich
● Cookies -> going away
Key challenge: Bridging the S-T gap

7. ● Innovative SaaS leveraging zero-party data
● Research with segmentation and activation at the core
● Advanced adversarial clustering algorithms for precise segmentation
● Harnessing LLMs for insight interpretation
● Unique targeting criteria identification through algorithms
● Intelligent recommendations for optimal criteria combinations
● Effortless one-click export to Social Media Channels
● Robust data protection and GDPR Compliance
Bridging the S-T gap with Qudo PAE

8. Demo

9. Amount spent
(Euros)
Reach Impressions Link clicks Unique link
clicks
Landing page
views
Benchmark
Qudo
Qudo vs. %
€2,158.40
€3,783.60
+75%
1,747,988
2,606, 523
+60%
2,838,853
4,551,245
+60%
14, 667
33,292
+127%
13,981
30,963
+121%
3,662
20,957
+472%
CPM reach
(Euros)
CPM CPC:
Link click
CPC:
Unique link
CPC:
Page view
Benchmark
Qudo
Qudo vs. %
€1.23
€1.45
+18%
€0.76
€0.83
+9%
€0.15
€0.11
-23%
€0.15
€0.12
-21%
€0.59
€0.18
-69%
Campaign
performance
Cost per thousand impressions (CPM)
And Cost per click (CPC)
Qudo performed randomised
A/B testing on two of the
client’s campaigns.
We compared the client’s
existing campaign (labelled
as ‘benchmark’)alongside a
new creative approach - one
influenced by Qudo’s
audience insights.
The outcome is clear - the
route integrating Qudo’s
audience recommendations
substantially outperformed
the pre-existing option.
Case study: Digital loan product

10. Over 120% more clicks
including unique with
more than 21% lower cost-
per-click.
The Qudo-informed
campaign ran for less time,
but had a significantly
higher conversion rate than
the benchmark.
Volume
All of which
resulted in a
loan approval
rate of 72% vs
a benchmark
of 25%
60% more impressions at
only a 9% higher cost-per-
thousand views.
Awareness
5x more visits to the product
landing page, at a 69% lower
cost-per-click.
Efficiency
Case study: Digital loan product

11. Qudo journey: Where we were
● Initial concept: revolutionizing questionnaire design automation
● Funding challenges: insufficient investment for deep tech
● Strategic pivot: concentrating on PAE for feasible progress
● Defining MVP: overcoming the struggle for clarity and direction

12. Qudo journey: Where we are now
● MVP launched in March 2023
● Qudo 3D (subscription based SaaS)
○ Financial services; Food and beverage; Fashion and Beauty; Travel and Tourism; Home and
Garden; Entertainment; Wellbeing; Technology & Communication
● Qudo 4D (bespoke projects facilitated by SaaS)
○ Major football clubs, telecoms, banks, oil and gas companies etc.
● Validating product market fit
● Using LLMs for Segment Persona Report Generation

13. Qudo journey: Where we are heading
● Embracing the Paradigm Shift
○ Chat to Segments
○ Chat to Data
● Exploiting LLMs for Creative Ideation
● Pursuing Channel-Agnostic Targeting for Versatility
● Automation of Data-Driven Marketing Communication:
○ Real-Time Survey Generation
○ Streamlining the Process for DIY Implementation
● Scaling Up: Transitioning from Startup to an Established Player
● Boosting ARR: Preparing for a Successful Series A Funding Round

14. Lessons learned
Overcoming obstacles: adapt, pivot, or leap forward
Patience and Persistence: great ideas take time to flourish
The Winning Formula: grit, dedication, hard work, and resources
Market Shifts: stay focused, seize opportunities, and react quickly
Embrace the Race: innovate faster than your competitors
Accepting Failure: the inevitable risk of startup ventures
Enjoy the Journey: have fun while pursuing your vision

15. Qudo
Company profile
January 2023
Questions?
mike@qudo.ai
www.qudo.ai
Let’s connect!