Proving the Power of AI: How Mixilo Drove a 12% CPA Reduction
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Social Learning is a network of institutions that promotes access to higher education in Latin America through accessible, innovative digital learning models aligned with the current and future labor market.
The Challenge
Performance marketing teams are constantly under pressure to maximize conversions while strictly controlling costs. In a dynamic digital environment, securing leads efficiently requires constant, precise calibration of ad budgets.
We recently partnered with Social Learning to conduct a rigorous A/B test, comparing traditional campaign management against our AI Paid Media Optimizer, Mixilo.
The Solution
To evaluate the impact of AI-driven budget optimization, we implemented a controlled A/B test. The client’s campaigns were split into two comparable groups: (1) an Optimized Group managed by Mixilo and (2) a Control Group managed with business-as-usual manual budgeting.
For the Optimized Group, our tool dynamically reallocated spend across campaigns, only changing the budget. The only parameter the tool was permitted to change was the spend level; Target CPA changes were excluded from the Optimizers’s mandate. We also used the Pacer module, which recommends and automatically enforces the monthly spending plan by accounting for seasonality and other variables.
Regular check-ins were done to monitor business constraints, but otherwise the AI had autonomy to shift budgets according to its algorithms. For the Control Group, the client’s team continued to manage budgets manually, also limiting changes to spend level.
The Test Group (Optimized with AI) achieved a significant improvement in efficiency, resulting in a 12% reduction in its Cost Per Acquisition (CPA).
Explore the full case study and dive deeper into the results
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