Tommy Ma

Organizations can face many challenges in getting a #CDP implemented, including confusion around exactly what a CDP is, understanding the most popular and powerful CDP use cases, and getting buy-in from all stakeholders. Here's how to tackle them: https://lnkd.in/gh82Cs-H

3

What's the difference between correlation and causation in media measurement? Correlation: Consumer sees an ad and makes a purchase. The ad must have caused the purchase. Causation: When we stopped running this ad in this test market, we saw sales drop X% in that same market, compared to control markets. The media is causing this many sales. The question remains, how do brands get to causal measurement? Mahesh Jeswani, Measured's SVP of Product breaks down how brands are leveraging automating geo-testing to uncover the cause and effect relationship between marketing sales. Don't sleep on this Q&A session! 🔥 #mediameasurement #geoexperiments

3

Marketers need to move away from static brand growth models towards more dynamic contextual brand choice models that respond to the ever-changing context in which brands and their consumers live. Read why... https://lnkd.in/gMzfrhvY

1

1 Comment

Data-driven personalization has been a long-standing goal for brands, but creative aspects often take the back burner due to data and resource limitations. Jason Brown, Acxiom's Cloud and Platform GM, explains how generative AI can overcome these challenges and enable marketers to tailor ad content and create better #CX. Find out more in The Drum:

4

Financial services marketing can feel like a tightrope walk. How do marketers balance regulatory requirements and data privacy with the personalized brand experiences customers expect? Wells Fargo, First Horizon Bank, Tredence Inc., and LiveRamp can show you how. Watch this on-demand webinar to discover finserv best practices to maximize marketing performance in 2024.

6

Check out the 8 essential steps to improve your #CX and build lasting relationships. https://lnkd.in/g7qccU_U

10

This is an incredibly big deal for Zeta Global. At A’Maison: The House of Amazon @ Cannes Lions 2024, we announced our partnership with @Amazon to advance generative AI by integrating AWS foundation models into the Zeta Marketing Platform. This powerful combination will bring easy access to omnichannel marketing capabilities for businesses. Check out this @ Forbes article to learn more about the impact of this product. 🌟 #CannesLions #GenAI #MarketingInnovation https://lnkd.in/grPpnaPy

10

Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

25

Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

7

🍪 Is your data strategy ready for a cookieless future? At our recent GA4ward event, Barbara Kalicki, MBA, SA from Publicis Sapient delivered an eye-opening session on preparing for the end of third-party cookies by 2025. She covered: 💡 The looming end of third-party cookies and its implications 💡 How Conversions API (CAPI) can enhance your data strategy 💡 Step-by-step guide to implementing GTM Server-Side & CAPI Don't be caught off guard by the changes ahead. Please read our latest blog post for a detailed recap of Barbara's session. 💬 Link to the article in the comments. #digitalanalytics #cookies #capi #gtm #webanalytics

13

4 Comments

As marketing accountability rises, companies are increasingly adopting Marketing Mix Modeling (MMM) solutions to assess the effectiveness of their marketing spend. At the same time, various digital publishers are developing open-source MMM capabilities to support marketing measurement. This article sheds light on Open-Source MMM and Internalization, emphasizing essential factors for a successful MMM initiative. https://lnkd.in/emMKjJ5K

37

How is AI transforming data collaboration use cases? Machine Learning and Generative AI are game-changing enablers of data collaboration via clean rooms. What’s most exciting though: Generative AI is set to transform the collaborative efforts of non-technical users. Read the full LiveRamp report for all of our findings!

4

1 Comment

Forrester’s Rick Bradberry and Amy Hawthorne share their thoughts on the need for Revenue Process Transformation and introduce the Forrester Opportunity Lifecycle at #B2BSummit.

34

Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

6

In today's marketing landscape, prioritizing curiosity over data overload is key to developing impactful strategies. While automation and data offer valuable insights, genuine engagement with consumer interests is crucial for effective audience retention. The challenge lies in balancing resources and time for curiosity amidst the overwhelming influx of data, requiring marketers to bridge the curiosity gap to understand consumer behavior authentically. #Marketing

16

Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

21

3 Comments

What role does contextual AI play in shaping the future of advertising? As end-users and technology companies increasingly prioritize privacy, contextual AI is poised to emerge as the primary tool for advertisers as it focuses on aligning the right messaging with the right context, making it essential for brands' future success. Kartal Goksel, CTO at Seedtag, believes that context reigns supreme when it comes to effective advertising. While the industry has typically depended on keywords and phrases to gauge context, he argues that a more nuanced, human understanding of context is crucial as this approach considers the broader meaning of words within the context of an article. Watch now: https://lnkd.in/eyHknnbJ #ContextualAI #ConsumerPrivacy #ContextualAdvertising

2

With more and more retailers developing their own advertising ecosystems, how should brands and agencies decide which retail media networks to invest in? My Skai colleague Nich Weinheimer recently outlined the key considerations to Street Fight: 🥅 Alignment with business goals and sell-through on the given channel 🎯 Assurance that the RMN's audience aligns with your target buyer group 🏹 Understanding of all of the targeting options that the RMN provides 🛒 Availability of multiple ad formats to leverage and test 🔍 Transparency into how the RMN measures performance For a deep dive into each of these, see the article link below in the comments. 👇

14

1 Comment

Merkle's diving into business leaders' priorities, and whether they're aligned with meeting consumer expectations. Our previous study provided insights into consumer attitudes and brand interactions. In the second installment of our 2024 CX Imperatives research, we uncover what sets CX Leaders apart. If you aren’t a leader yet, don't worry—small tweaks can put you on the path to CX excellence: https://bit.ly/3zFCwuw

4