Kristin Lemkau of JPMorgan Chase discusses how they use Persado

this is a traditional display ad encouraging our customers to select the paperless option when they do it's easier for them to keep track of their statements it's lower cost for us it's better for the environment so we deeply encourage people to do that this wasn't going to win any awards but it is direct response marketing it was our champion ad it was effective we ran this ad through a machine learning based tool that had a data set not just of all of our ads but ads from other Industries and from our competitors was built by a company called pado The Machine recommended three changes to this ad it changed the headline instead of go paperless it said limited time offer we'll reward you with $5 cash back it actually added Words which a marketer might not do because you're trained to respect the white space and draw the consumer's eye to the thing you want them to do the second change was it added the person's name it made it feel more personal and perhaps the most important thing on the page the call to action instead of go paperless it simply said continue and it drove a 40% higher signup rate for paperless not clicks actual signups so we thought well what would happen if we actually put an ad for a more highly considered purchase like mortgage you're unlikely to fill out a mortgage application unless you're in the market to buy a house