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IA drives 39x ROI for Flo Mattress

IA drives 39x ROI for Flo Matress’ Digital Performance Campaigns!

Flo Mattress is India’s most intelligently designed Mattress-in-a-box. It is India’s answer to Casper Mattress in the US. Infinite Analytics’ path-defining AI platform has been at the forefront of driving their digital performance marketing campaigns for the last couple of months.

IA’s platform consumes data from hundreds of data sources, breaks down consumer behavioral characteristics into thousands of attributes and is able to predict consumer behavior such as Spending Potential, Brand Affinities, Media Habits among many other traits. This enables IA to identify the most effective target audiences for brands and companies for the digital campaign at hand.

For Flo, IA was able to identify sleep patterns of consumers, along with what would drive them to purchase their mattresses online when traditionally, consumers would only want to buy them at retail locations. This, coupled with other consumer behavioral characteristics became the first set of insights that IA used to find target audiences for Flo.

Over the last weekend in September 2019, Flo Mattress had a massive surge in sales, led by their digital acquisition campaign run by IA. The ROI on the digital spends for the campaign has been over 39x for Flo.

Kshitij Rihal, co-founder of Flo Mattresses, says:

“There is a lot of hype around Machine Learning and Artificial Intelligence. We have been pitched by many companies promising the moon, but beyond the use of buzz words, they do not seem to have any capabilities that deliver their promises. When asked to promise a number, the agencies are never willing to take the risk and the entire risk is on us, the clients.

Infinite Analytics came highly recommended to us, from one of their clients. One meeting with the team, along with seeing some of their work with their clients like Coca Cola and Alt Balaji, we were tempted to try their platform for our digital campaigns. They were also focused on driving results and performance of the campaigns. Us being a bootstrapping startup with limited resources, we have to always ensure that every penny spent on digital marketing brings us sustainable ROI in revenues. In the first week itself, IA platform dramatically brought down our CAC. We still decided to test them more and see if they delivered when spends scaled up 10x.

Last weekend, IA’s platform delivered 39x ROI for our digital media spends. That ROI is insane! Especially when campaigns are scaled up! We are only glad to be partners with IA in our journey to acquire customers efficiently using their AI platform to segment and reach out to our ideal customers online.”

Akash Bhatia, Co-founder & CEO of Infinite Analytics says:

“At Infinite Analytics, we believe that unless latest technologies and buzz words are not able to impact the clients’ top line, they are just that – buzz words. We are thrilled that we have been able to deliver such ROI for Flo and will continue to drive up their top line through their campaigns. IA loves the energy and the receptiveness of the Flo team to new, disruptive technology and frameworks in the field of digital marketing. We look forward to a strong and long association with Flo Mattress.”

To know more, email us at: [email protected]

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.


Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.