Ingenuity in Digital. Multiplied.

ID.x is already part of how our teams deliver for clients. We use it to analyse market and business data, produce creative for testing and agree changes to campaigns and websites. Automated checks and reporting give our specialists more time to drive results with your team.

Traffic-to-Trading brings marketing activity, customer behaviour and trading results into the same analysis. Developed across more than 500 client environments, this proprietary data layer gives our AI tools the context to examine campaign performance alongside revenue, returns and margin.

A campaign generating more orders can look encouraging until discounts and returns are taken into account. Examining those figures together helps us decide whether to recommend more budget, change the campaign or investigate the customer journey.

We compare your performance with current and historical sector benchmarks drawn from a separately aggregated, anonymised dataset. Consistent metric definitions keep the comparisons on the same basis. The wider view helps us investigate whether a change is specific to your business or also appearing elsewhere in the market, so we can discuss priorities with more context.

ID.x’s Lens product gives us a market-wide view of organic search. It groups tens of thousands of search phrases into markets and sub-markets, then uses AI to compare the visibility of up to 500 domains in each. That shows which competitors lead a category and where your brand is under-represented.

ID.x combines Lens findings with Traffic-to-Trading data and AI analysis. Our specialists use that view to agree which content, authority and technical work to prioritise.

We also track how answers generated by AI search tools describe your brand and which sources they cite. Our search, content, PR and web teams use the findings to address how your brand is represented.

Our teams use ID.x’s AI analysis to explore questions about business performance across channels. We can examine revenue alongside margin and follow up on differences by device or channel, using consistent definitions of each metric. The findings help us assess where to adjust investment with you, based on the data connected for your engagement.

Our creative and performance teams use audience response to decide which ideas to develop. AI helps us produce and adapt variations for testing across formats and audiences. Our creatives direct the work, using the results to decide which versions to extend across the campaign and what to change in the next brief.

We examine where people leave your website alongside the activity that brought them there. This gives our web and performance teams a shared basis for deciding which part of the journey to improve.

With your team, we agree a test and how to judge the result. The findings help us decide what to implement, including whether the campaign and landing page need to change together.

ID.x has been made possible by IDHL’s £1.5 million commitment to applied AI through IDHL Labs. Labs brings specialists together to develop and test tools for client work, then makes them available through ID.x. The work includes research and analysis, creative development and new AI-driven services.