About us

& Some of our customers

Press release 2019-11-04


Every decision we make is essentially based on probabilities, whether consciously or unconsciously calculated. When pursuing a goal, we choose what we believe has the most probability to help us achieve that goal. Often there are more variables than the human brain can take into consideration, and therefore we do a rough analysis and pick the best option. 

One of the advantages of digital marketing and digital sales is that everything is measurable. You can measure every click, every customer journey, every traffic source. You can measure the impact of changing the colour of a button, lowering the price of a product or redesigning a landing page.

Our mission is to give our customers a smarter way to hone their digital marketing by utilizing information and statistics about your site and your users. We are creating a system that sets bids based on the probability of a transaction by combining every keyword with every demographic available – giving our customers the best possible return on their ad spend.


Amanda is a Swedish AI solution that was started by the company Pridac (PRID Algorithm Company). The idea for an automatic SEM solution was born out of dissatisfaction for the available digital marketing solutions and a firm belief that SEM was perfect for automation.

There are two main problems with traditional agencies:

  • There is too much information in digital marketing to handle manually, making the medium less effective.
  • It takes up too much time for the clients.

By optimizing the process we are decreasing our client’s workload and increasing their return on investment – in the simplest way possible.

Our ambition is to have all of our solutions built solely on data, and made simple so that everyone can use them.

​Case for automatization –  Amount of data

The amount of data used in digital marketing quickly becomes overwhelming and impossible to do manually.

Let us demonstrate with an example.

Let’s say you have a small clothing store and with 100 products, in 20 categories from 10 different brands, and an average of 3 different colours per product and 3 different sizes.

If you combine those categories and products to create keywords for Google Search Ads you end up with 1,800 keywords. You will want to buy exact, broad and phrase matches, which increases that to 5,400 keywords to keep track of.

You will also want to use bid-modifiers, meaning that you adjust the bid depending on who is searching. If you want to modify your bids based on gender, age, returning visitors and interests, these variables give a combined total of 21,378 possible bid-modifiers per keyword.

Your shop of 100 products therefore has a total of 115,441,200 variables to take into consideration. And that is excluding locations.

Not all of those possible variations will be changed, but many of them will. If you are selling women’s clothing, the probability of a man making a purchase is very low, therefore it is more profitable to pay little for that demographic and focus on female site traffic. If you have different types of clothing, it is the consumer’s interests that will have a higher impact on their probability to make a purchase. Therefore the keywords must be calibrated in a way that your store will catch their attention.

That’s a whole lot to keep track of. Let us take care of it instead.