Over the last few years, the ad industry has been decisive and diligent about demanding better media quality. As a result, we've seen dramatic reductions in waste and made huge improvements in the areas of Viewability, Fraud and Brand Safety. Now it's time for the industry to set its sights on the new leading cause of waste. Join Jake Moskowitz, head of the Emodo Institute, for a glimpse into the pervasive problem of data inaccuracy. In this session, Jake will outline the causes, scope and magnitude of today's data quality issues, and discuss tactical ways to ensure advertisers get what they pay for.
Emodo is the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic.
Data is everywhere but we open the Summit with key questions about how media buyers are developing their first party troves, how the can keep the data reliable and clean, and how they can execute on that data in more transparent ways.
AdTech 2.0 – Building Experiences, Not StacksMediaPost
As platforms and capabilities commoditize, marketers need to vette their tech against a new set of standards – how they build customer experience. AdTech 2.0 starts with the relationships brands need to build throughout the supply chain – with publishers, with a networks of data and other providers, in order to create more seamless experiences for the customer. We will explore how T-Mobile is leaning into the supply chain to enforce greater transparency, interoperability and direct relationships with media and customers. What business cases can marketers build around richer customer experiences? How are platforms and partnerships being re-evaluated according their ability to power a more holistic set of goals and not just check the tech boxes?
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
How Omni-Channel Data Collection Can Power Marketing MeasurementEnsighten
(Greg Engen, SVP Business Development, Ovative, and Alex Andrews, Senior Analyst, Measurement & Activation, Ovative) Digital is becoming an increasingly critical part of the brand marketing mix, but measuring the impact of that marketing across the enterprise has always been a challenge. Learn how digital agency Ovative/group helped a billion-dollar retailer implement Ensighten Pulse to power enterprise measurement, unlocking greater control of customer data, enhanced visibility into marketing performance and new opportunities to optimize their digital marketing against enterprise KPIs.
Data is everywhere but we open the Summit with key questions about how media buyers are developing their first party troves, how the can keep the data reliable and clean, and how they can execute on that data in more transparent ways.
AdTech 2.0 – Building Experiences, Not StacksMediaPost
As platforms and capabilities commoditize, marketers need to vette their tech against a new set of standards – how they build customer experience. AdTech 2.0 starts with the relationships brands need to build throughout the supply chain – with publishers, with a networks of data and other providers, in order to create more seamless experiences for the customer. We will explore how T-Mobile is leaning into the supply chain to enforce greater transparency, interoperability and direct relationships with media and customers. What business cases can marketers build around richer customer experiences? How are platforms and partnerships being re-evaluated according their ability to power a more holistic set of goals and not just check the tech boxes?
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
How Omni-Channel Data Collection Can Power Marketing MeasurementEnsighten
(Greg Engen, SVP Business Development, Ovative, and Alex Andrews, Senior Analyst, Measurement & Activation, Ovative) Digital is becoming an increasingly critical part of the brand marketing mix, but measuring the impact of that marketing across the enterprise has always been a challenge. Learn how digital agency Ovative/group helped a billion-dollar retailer implement Ensighten Pulse to power enterprise measurement, unlocking greater control of customer data, enhanced visibility into marketing performance and new opportunities to optimize their digital marketing against enterprise KPIs.
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trad...TheTradeDesk
The Trade Desk's CEO Jeff Green shares the findings of the January 2014 Digiday State of the Industry Survey on the future of the programmatic forward market.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
CX2016: Transform Retail Customer Engagement Across Every ChannelMaria Humphrey
In today’s connected world, every customer interaction matters. Hear first hand how The Land of Nod is leveraging data science, targeted content and personalized journeys as a vehicle for enhancing customer engagement through both on-line and in-store. Learn how to make the most of every shopper touchpoint to create loyal brand advocates.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Jonathan Yaffe (Speaker) CEO and Co-Founder, AnyRoad
Today, brands large and small understand the impact of experiential marketing—the US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, and 30% of CMOs plan to spend 30-50% of their budgets on experiential marketing in the next three years. But, until brands start collecting offline data on their customers, just as they capture online data, valuable insights are walking out the door. Jonathan, who discovered firsthand the impact of experiences while producing events for Red Bull, will discuss the power of data in understanding human behavior and fostering brand loyalty, and how ERM is changing the future of marketing and upending way brands build long-term relationships with customers.
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
Expert Panel: Decoding the Impact of the iOS 14 UpdateTinuiti
Hear from experts across the industry, including mobile campaign developers, and the top leaders in full-funnel marketing, attribution, and mobile app and digital measurement.
Beyond The Forecast: Forecasters of Feeling, Influencers of BehaviorEnsighten
Amy Dowsek, Director, The Weather Company
Weather impacts consumer decision making in many ways. At the core, weather drives your mood, your actions and and what you purchase. The Weather Company is helping marketers understand this impact and provide tools to activate dynamically across all media channels.
Apple’s ATT Prompt: Panel with Verizon MediaTinuiti
The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.
Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016.
For more from eMarketer: http://www.emarketer.com
Bridge the Marketing Divide: Combining Cross-Channel Attribution with Data On...Adometry by Google
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 - a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only.
Targeting isn't about clicks, it's about sales, and 92% is a large percentage of missing data!
How Publishers Clearing House Leverages Their First Party Data To Acquire, Re...MediaPost
Publishers Clearing House (PCH) sits on a treasure trove of 1st party data – over 110 million US profiles with hundreds of data points appended to each. Learn how PCH uses this data to Identify high value sources for new acquisition and high value segments for re-engagement. In addition, discover how PCH has shifted toward a data-driven attribution methodology to more accurately attribute credit to media channels driving conversions and revenue.
Marketsoft and marketing cube data quality to cc-v3Marketsoft
There is an intrinsic link between data quality and the customer experiences enabled by it. This presentation explores that relationship in more detail, and gives some practical advice to start to realise this value.
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trad...TheTradeDesk
The Trade Desk's CEO Jeff Green shares the findings of the January 2014 Digiday State of the Industry Survey on the future of the programmatic forward market.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
CX2016: Transform Retail Customer Engagement Across Every ChannelMaria Humphrey
In today’s connected world, every customer interaction matters. Hear first hand how The Land of Nod is leveraging data science, targeted content and personalized journeys as a vehicle for enhancing customer engagement through both on-line and in-store. Learn how to make the most of every shopper touchpoint to create loyal brand advocates.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Jonathan Yaffe (Speaker) CEO and Co-Founder, AnyRoad
Today, brands large and small understand the impact of experiential marketing—the US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, and 30% of CMOs plan to spend 30-50% of their budgets on experiential marketing in the next three years. But, until brands start collecting offline data on their customers, just as they capture online data, valuable insights are walking out the door. Jonathan, who discovered firsthand the impact of experiences while producing events for Red Bull, will discuss the power of data in understanding human behavior and fostering brand loyalty, and how ERM is changing the future of marketing and upending way brands build long-term relationships with customers.
The State of Marketing Automation Trends 2014 Marketo
Did you know that 91% of buyers are evaluating marketing automation for the first time? Finding the software is tough when you're new to automation. That’s why we teamed up with Software Advice to speak to hundreds of companies, determining what drives organizations to purchase these systems. Check out these slides for key (and surprising!) facts.
Expert Panel: Decoding the Impact of the iOS 14 UpdateTinuiti
Hear from experts across the industry, including mobile campaign developers, and the top leaders in full-funnel marketing, attribution, and mobile app and digital measurement.
Beyond The Forecast: Forecasters of Feeling, Influencers of BehaviorEnsighten
Amy Dowsek, Director, The Weather Company
Weather impacts consumer decision making in many ways. At the core, weather drives your mood, your actions and and what you purchase. The Weather Company is helping marketers understand this impact and provide tools to activate dynamically across all media channels.
Apple’s ATT Prompt: Panel with Verizon MediaTinuiti
The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.
Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016.
For more from eMarketer: http://www.emarketer.com
Bridge the Marketing Divide: Combining Cross-Channel Attribution with Data On...Adometry by Google
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013 - a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion: As much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only.
Targeting isn't about clicks, it's about sales, and 92% is a large percentage of missing data!
How Publishers Clearing House Leverages Their First Party Data To Acquire, Re...MediaPost
Publishers Clearing House (PCH) sits on a treasure trove of 1st party data – over 110 million US profiles with hundreds of data points appended to each. Learn how PCH uses this data to Identify high value sources for new acquisition and high value segments for re-engagement. In addition, discover how PCH has shifted toward a data-driven attribution methodology to more accurately attribute credit to media channels driving conversions and revenue.
Marketsoft and marketing cube data quality to cc-v3Marketsoft
There is an intrinsic link between data quality and the customer experiences enabled by it. This presentation explores that relationship in more detail, and gives some practical advice to start to realise this value.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
Study programmatic and data in Spain DatmeanDatmean
Datmean just released the first study carried out in Spain about programmatic buying and data. The research points out where Spain stands on this subject and the challenges the country is facing in 2017
I presented this at ICT Spring Europe 2015 in Luxembourg. The presentation highlights the way in which big data investments are not always delivering on their promise and why brands should consider taking a 'human-centred' approach to big data analytics.
Penser Consulting answers the key questions:
- What is big data, and why does it matter?
- How can big data drive business decisions?
- How can you build data analytics capabilities in your organisation?
Applying Data Quality Best Practices at Big Data ScalePrecisely
Global organizations are investing aggressively in data lake infrastructures in the pursuit of new, breakthrough business insights. At the same time, however, 2 out of 3 business executives are not highly confident in the accuracy and reliability of their own Big Data. Regaining that confidence requires utilizing proven data quality tools at Big Data scale.
In this on-demand webinar, discover how to ensure your data lake is a trusted source for advanced business insights that lead to new revenue, cost savings and competitiveness. You will have the opportunity to:
• Compare your organization’s data lake “readiness” against initial findings from our upcoming annual Big Data Trends survey
• Gain insight into where and how to leverage data quality best practices for Big Data use cases
• Explore how a ‘Develop Once, Deploy Anywhere’ approach, including to native Big Data infrastructures such as Hadoop and Spark, facilitates consistent data quality patterns
Big data has been hyped so heavily that CMO’s are expecting it to be ‘the’ miracle solution in today’s complex marketing environment. However, what we’re actually seeing, is that most companies are already struggling with the small amount of data they already have accumulated. The trouble is most obvious on these three levels: companies don’t know how to manage the data, companies don’t know how to analyze the data so as to yield insights, companies don’t know how to act upon the new insights. Of course technology is needed. But even more so, a cultural shift in how CMO’s run their daily marketing operations is definitely required. The good news is that, once CMO’s have accomplished this cultural change, they usually don’t go back. Because they realize they now have a huge competitive advantage. Now, those forward-thinking CMO’s are able to use customer data to their advantage by delivering more targeted and relevant messages to people. During this session, you will discover how to embrace the power of data and turn it into gold for your company.
Data Quality Analytics: Understanding what is in your data, before using itDomino Data Lab
Analytics and data science are ever growing fields, as business decision makers continue to use data to drive decisions. The pinnacle of these fields are the models and their accuracy/fit,; what about the data? Is your data clean, and how do you know that? Our discussion will focus on best practices for data preprocessing for analytic uses. Beginning with essential distributional checks of a dataset to a propose method for automated data validation process during ETL for transactional data.
Is Bad Data Killing Your Customer Engagement Strategy? Marketo
In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn
- How your customers view your data challenges
- Who should own the data problem
- Common data pitfalls and quick wins for clean up
- What questions to ask of other internal groups
Summer Shorts: Using Predictive Analytics For Data-Driven Decisionsibi
Predictive analytics has gained a lot of attention in recent years, enabling organizations to make better, faster, and more accurate business decisions. These decisions are applied across virtually all industries to generate revenue, reduce costs and risks, and improve processes.
See the pre-recorded webcast online at: http://www.informationbuilders.com/webevents/online/24374#sthash.FoJkEyuL.dpuf
Your AI and ML Projects Are Failing – Key Steps to Get Them Back on TrackPrecisely
With recent studies indicating that 80% of AI and machine learning projects are failing due to data quality related issues, it’s critical to think holistically about this fact. This is not a simple topic – issues in data quality can occur throughout from starting the project through to model implementation and usage.
View this webinar on-demand, where we start with four foundational data steps to get our AI and ML projects grounded and underway, specifically:
• Framing the business problem
• Identifying the “right” data to collect and work with
• Establishing baselines of data quality through data profiling and business rules
• Assessing fitness for purpose for training and evaluating the subsequent models and algorithms
Emerging Data Quality Trends for Governing and Analyzing Big DataDATAVERSITY
Business initiatives across industries are applying more data than ever to drive analytics and AI in the quest for new competitive insights. As the volume and variety of data gathered by organizations continues to escalate, both on-premises and in the cloud, traditional methods of Data Quality are transforming to meet this Big Data challenge. This webinar looks at these emerging trends in Data Quality to address Data Governance, entity resolution at scale, AI and machine learning, and establishing Data Quality as a core tenet of data literacy.
Similar to Media vs Data: Why the Double Standard? (20)
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
Media vs Data: Why the Double Standard?
1. 1
Media vs. Data:
Why the Double
Standard?
Jake Moskowitz
Head of the Emodo Institute
2. 2
Let’s Get to Know Each
Other
The Emodo Institute
• Research, education & resolution of data
concerns that challenge mobile
advertising.
• Helps media planners, buyers & service
providers sharpen the efficacy of mobile
data, so campaigns have a greater
impact.
3. 3
VS
WHERE
− Segment designations
− Bid request metadata that
triggers bidder decisions
− Attribution studies that lead to
reallocation
Media Data
We focussomuchon verifyingwhere our
adsrun….
− Whitelists/blacklists
− Brand Safety
− Viewability
− Fraud
HOW
… andsolittleon verifying
howwe decidewhat to buy
6. 6
Case Study: Demographic Data
• Nielsen DAR benchmarks
show 50-60% of data is
wrong for even medium-
level specificity of demo
targeting
• And it’s not improving in
any substantive way
Demographic, Age Span
Nielsen DAR Mobile Demo Benchmarks – Q1’18
8. 8
Right.
But it points (very precisely) to the wrong
place.
Not just 10 feet to the left or right.
Often, the data is 10s, 100s, 1000s of miles off.
9. 9
Only 39% of device location
data points were within one
mile of where they were
claimed to be.
Case Study: Location Data
10. 10
Across all raw data tested,
vendors only eliminate
28.4% of data inaccuracies
Pattern recognition techniques used
by vendors don’t seem to work.
Case Study: Pattern
Recognition
11. 11
CASE STUDY: QUESTION ASSUMPTIONS
• SDK scores are extremely consistent
• All accuracy scores are between 60
and 75%
Emodo has tested a wide
range of 3rd party SDKs
Case Study: SDK Data
12. 12
Audience scores for a single
vendor:
• For the same use case,
• For two separate campaigns,
• From two separate brands,
• Via two separate agencies,
• Less than 60 days apart.
Campaign #1
88.78% accurate
Campaign #2
11.65% accurate (audience A)
25.44% accurate (audience B)
Case Study: Vendor
Consistency
13. We care about accuracy. So why do we prioritize other factors?
Source: Factual Survey, May 2019
14. 14
So, what do we end up with?
67M devices that have
visited a Hyundai dealership
in the last 30 days?
15. 15
More segment stuffing...
Step 2: Understand Why is the Data Inaccurate?
102M devices that are
active members of the BP
Motor Club?
21. 21
A Day in the Life of
a Data Point
Occurrenc
e
Categorize Define
ExpandMatch
Cross-
platform
Use
A Day in the Life of a Data Point
22. 22
Introducing the “aCPM”
Inaccurate data is a primary cause of wasted impressions.
• The aCPM adjusts cost for lost value from data inaccuracy
• Applies the accuracy rate to the original CPM to calculate cost of only the
accurate impressions.
• Example: If CPM is $3.00 and data is 50% accurate, the aCPM would
actually be $6.00
• Taking steps to improve accuracy can significantly reduce aCPM
23. 23
SEGMENT BMW
INTENDER
PRICE $0.80
DEFINITION
VISITED THE BMW
PART OF A 3RD
PARTY AUTO SITE
IN THE LAST 90
DAYS
LOOK-A-LIKE MODELING
YES (70%
modeled)
DETERMINISTIC DATA USED YES
Calculate an aCPM
x 2
x4
________
= $ 6.40 aCPM
x 2
x1.5
________
= $ 4.50 aCPM
SUPPLY QSR LUNCH
PRICE $1.50
GEOFENCE CRITERIA
WITHIN 1 MILE
OF A STORE
POI DATABASE
UPDATED
QUARTERLY
LAT/LONG FILTERING NO
24. 24
What Could Go
Wrong?
1. Tech problems: Data captured isn’t
correct because technology failed, such
as “last known location”
Step 3: Ask Your Data Vendors Revealing Questions
Bad Data Sources:
2. Low quality data: Data that isn’t
persistently collected, honestly provided,
adequately scalable, etc.
3. Categorizations are wrong: store
definitions are wrong or too liberal;
irresponsible assumptions about meaning
Questions to Ask
Your Data Vendor:
What % of your data
do you throw out?
How do you verify
accuracy?
How do you verify
your POI?
What restrictions on
use of deterministic?
4. Privacy restrictions: no use of deterministic
data due to privacy concerns (only modeled
data used)
25. 25
What Could Go
Wrong?
1. Optimizing scale at the cost of
accuracy: Lookalike model extrapolation
ratio is high
Step 3: Ask Your Data Vendors Revealing Questions
Data Trade-Offs:
2. Data loss due to low match rates
3. Inaccurate cross-device due to
probabilistic methods, or incorrect
assignment of a person within a household
Questions to Ask
Your Data Vendor:
What % are modeled?
What’s your match
rate to x?
What % are running
on source platform?
4. Use of wrong segments (accidental or
purposeful) such as to increase scale or
deliver in full
Exactly which
segments were used?
26. 26
1. Prioritize: Establish data accuracy as a
top priority – equal to media quality
2. Recognize: Remember that price and
scale are negatively correlated with quality
3. Calculate: Assess the value of data
options by doing a simple aCPM calculation
4. Ask: Seek deeper answers to revealing
vendor questions
Crucial
Steps to
Better Data
Summary
What’s new in this slide? This is basically a Verizon vs. ATT commercial for the past 10 years
What’s new in this slide? This is basically a Verizon vs. ATT commercial for the past 10 years
Here’s another example. If I told you that this Lat / Long location data was extremely precise you’d probably agree, right?
- It looks very precise. Those are certainly very precise numbers.
- Each one of those digits to the right of the decimal point increases the location resolution ten-fold. Pretty exact.
Now, what if I told you that it points (albeit very precisely) to the wrong place?
That may be confusing. It should be. Those Lat/Long coordinates can be precise. But often, those precise numbers simply point to the wrong place.
It’s kind of like a musician playing a piece of music perfectly, but playing the wrong song. Only, the musician’s faux pas doesn’t chip away at your return on investment.
What’s new in this slide? This is basically a Verizon vs. ATT commercial for the past 10 years
So, when you go to select segments for a campaign, how does all of this data sourcing and processing come into play?As sophisticated as you’ve become with data, when you buy programmatically, your opportunities to use that expertise become intentionally limited. Data stores and vendors have designed a marketplace that games your expertise and takes advantage of your need for scale. Here are two ways they do this:
Data stores encourage over-buying and discourage informed decisions by revealing no distinguishing details about segments and validating that buying more and more segments = more unique qualified reach. You’ll notice that the only attributes exposed are price, reach and name – nothing about quality, like source, accuracy or % look alike audience. That leads us to #2.
Segment Stuffing: Data vendors often over-inflate the segments they sell because they know you’re looking for scale
Data stores are set up to encourage a “spray and pray” approach. They make it very easy to add as many segments as you’d like to your campaign and somehow each new segment adds significant “unique” targeted reach. But if you look closely, the numbers start to call attention to themselves and reveal their flaws. Somehow, without a lot of effort, the world of Hyundai intenders, for example, can end up including just about everybody in the country – if those numbers were actually uniques and accurate. It’s definitely scale, but at some point targeting becomes pointless if you’re targeting everybody. And you have the honor of paying the vendor a $1.25 CPM for the pleasure.
Segment Stuffing: Data vendors often over-inflate the segments they sell because they know you’re looking for scale. The biggest segment often wins.
Segment stuffing is common. It’s difficult to know how broad reach is shaped in large segments. Often, the segment is expanded with “look-alike” audiences. This PlaceIQ example targets 60M IOS and Android devices that have visited a US Hyundai dealership in the last 30 days. Do you believe that’s accurate? It’s definitely a surprising number, but it begs the question, what is it based on? Can you imagine the extrapolations that go into a segment like that?
What would happen if you targeted that segment? You’d likely pay for a lot of wasted impressions.
Here’s another one.
102M devices that are active members of the BP Motor Club. Have you ever heard of the BP Motor Club? I hadn't. But I can assure you their membership is far lower than that. Not just that, what is that based on? Can you imagine the extrapolations that go into a segment like that? And this is from Acxiom, one of the most respected names in data.
And another...
128M likely Millstone coffee drinkers. I'm sure that's really high quality data there. I'll bet their regression model threshold is 0.15. Okay, these segments are pretty obvious. But, that’s the point. Most segment stuffing isn’t obvious. Every segment you choose could easily have the same problem and produce a significant amount of waste. You don’t know where the data came from, how its been processed or how it’s been inflated for scale. How would you know?
That’s next. Let’s talk about how you can be more certain.
Competition: Protect the vendor’s secret sauce
Sales Cycle: Reduce technical concerns / additional questions
Revenue: Keep marketers from gaming the system
Evolution: Data science is nascent & continues to change
Weakness: Conceal flaws and lagging capabilities
Perception: Some vendors, at best, use “pseudo” science