Ray Rosti

Per IAB Social Video (70%) & CTV (69%) are essential buys for US marketers now. Collaborate with creators for TikTok, IG, & YouTube content, and invest in CTV ads to reach consumers on both fronts https://bit.ly/3zgz8X2 #DigitalMarketing #CTV #SocialVideo

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We see more interest amongst marketers to leveraging generative AI for writing and SEO than any other use cases (the LinkedIN prompt actually read "...try writing with AI" although I'm not...yet). But Generative AI might be doing more right now to change SEO than to change writing. Some great guidance here on how to think about SEO going forward in an AI-powered search world: https://lnkd.in/ghgsT-NN

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Sharing with my fellow marketers for visibility. This is an interesting summary of ROI on lead gen tactics, in particular via social media. Running a conventions team, I’m often asked “What’s the ROI?” My response is always the same — there is no great, defined way to measure ROI from events unless dedicated resources are devoted to tracking thousands of leads to quantify what actually converts to revenue, which in reality isn’t a sustainable or worthfile activity. Instead, I advocate that events be used to have meaningful dialog to initiate new opportunities, and more importantly, advance opportunities already in progress. If the story, value proposition, and problems we solve are shared in a compelling way, customers will remember and reach back out, that’s what drives better ROI.

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CVS Media Exchange (CMX) has implemented multiple enhancements to align with IAB's set of industry guidelines for retail media and #measurement. It is the first health-and-wellness-focused #RMN, according to CMX, to measure and report attributed sales based on viewable impressions, as recommended in IAB/MRC’s guidelines. (CMX implemented this just one month after IAB published the final set of guidelines.) #retailmedia #RMN Jacqueline Barba Path to Purchase Institute

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Throughout my adventures in B2B media consulting one of the biggest needs I encounter over and over is simply "connecting systems". Getting data in and out of CDPs, ESPs, CMSs, and data stores. This does not have to entail huge, risky system rip-and-replace tear-outs, vendor switches, or expensive middleware. Most of the time it's simple connections and scripts using utilities you are already paying for. If you need connections between systems, please contact me before you do anything drastic. I can evaluate your situation and provide a suite of services and recommendations to get systems talking while you focus on revenue.

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Google has delayed cookie deprecation by another year 👀 While it does feel like we're chasing a mirage, future-proofing your measurement framework shouldn’t be sidelined. 🔍 𝐒𝐡𝐢𝐟𝐭 𝐘𝐨𝐮𝐫 𝐅𝐨𝐜𝐮𝐬: Move away from relying on attribution and embrace solutions like Marketing Mix Modeling (MMM) and Geo-Lift testing. Focusing on incrementality leads to better business outcomes from media. ⏰ 𝐔𝐬𝐞 𝐭𝐡𝐞 𝐓𝐢𝐦𝐞 𝐖𝐢𝐬𝐞𝐥𝐲: This extra year is a gift - use it to fine-tune and test your measurement framework. 🚫 𝐅𝐮𝐭𝐮𝐫𝐞-𝐏𝐫𝐨𝐨𝐟: 2024 won’t be the death of the cookie, but it should be the end of over-reliance on attribution. 📆 Don’t push improving your measurement framework to 2025! https://lnkd.in/eWQnnqkB https://lnkd.in/eSqQeBSY

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Evolving data privacy regulations like Washington's My Health My Data Act and Nevada's Consumer Health Data Privacy Law may change which datasets remain available for audience targeting, particularly for health-related campaigns. Proximic by Comscore's ID-free health Predictive Audiences can help ⬇ Our ID-free health audiences were built with privacy by-design so you can feel confident in the longevity of your health targeting strategy. These audiences remain available for targeting across CTV, mobile, and digital environments and include health condition audiences from Symphony Health and OTC purchase behaviors from Circana and more. Learn more by downloading our new health targeting guide 🏥 💊 ⤵ https://lnkd.in/ewM5vgtv For more on ID-free Predictive Audiences contact our team today: https://lnkd.in/eh-3S95N #programmatictargeting #dataprivacy #contextual #health

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🙌 Proud of the solli team for this crucial resource. Free, accessible health data insight tools will power campaigns that drive real impact... there is an endless amount within these 23 free tools. 💡 Recommendation: Save this article to your personalized 'my.solli' on solli, and refer back anytime you need. (https://lnkd.in/eZgnUszV) #solli #solliglobal #globalpharmamedia #strategy #insights

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Traditional MMM uses a maximum likelihood approach. This means that the results are purely focused on the correlations in the data over time. The reality is that this kind of analysis uses data that no marketer or manager would trust 100% to guide decisions. The #Bayesian estimation approach allows its users to incorporate multiple sources of information, including but not limited to MTA & incrementality testing results. By doing so, the model is more informed and more consistent with the brand's larger information estate. The more you know!

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Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s  #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines

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Fact: advertisers will just pay agencies to use an AI-powered planning tool on their behalf. This is why gen AI and LLMs won't put agencies out of business. "But the agencies will fire 75% of their staff!" Nope. Wrong. The agency will take the freed-up staff resources and sell the client more of something different. Net-net the agency business won't be adversely affected. The mix of services agencies offer and the way agencies manage their own overhead costs will evolve over time, as they always have. https://lnkd.in/g9Z4eQZU

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👀 Check out this session on navigating the evolving terrain of generative AI in Market Research with Forrester’s Thought Leader and Industry Leaders from buzzback and Quadrant Strategies. Discover how AI can align with your #qualitativeresearch objectives leading to practical applications that will help you gain next-gen #insights and save dozens of hours per project and thousands of dollars. 📹 Watch Now: https://lnkd.in/ghKdcHu3 #MarketResearch #QualReserach #GenAI #GenerativeAI #ResearchAgency #MRXAgency

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Discover how CMI Media Group leveraged PulsePoint's social audience targeting and measurement capabilities to enhance HCP engagement and increase script lift for a challenging disease treatment— Dive into the full case study to discover the power of social media in HCP marketing and glean insights for your own strategies. Download here: https://lnkd.in/eHZvbM9Y. #socialmediamarketing #HCPengagement #HCPMarketing #HealthInnovation #Healthmarketing #OmnichannelMarketing

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What’s the secret to maximizing your audience quality before campaign activation? Pre-optimizing your audience segments—with DeepIntent Copilot! Learn how Copilot takes the guesswork out of evaluating your campaign audiences, combining real-time media data with clinical outcomes: https://bit.ly/47SOddt

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Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

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Nice little summary of Luma's latest State of Digital (2024) keynote edition!

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Some big news…. We just launched DemandGPT, a niche-LLM trained specifically on experiment data, advertising playbooks, forecasting models, step-by-step implementation guides, and much more from all of the collective learnings at Refine Labs over the past 5 years. Get instant answers to your most important Demand Gen questions and priorities, supported by data and detailed documentation. -How should I plan my Marketing budget for next year?  -How do I structure my Google Ads account? -How do I forecast my Demand Gen spend and impact for next year? -What are the most important KPIs to present at my Marketing QBR? -What metrics should I use to optimize my LinkedIn ads? -How do I launch Connected TV ads? -What are the best creative formats for Reddit ads? -How do I launch a podcast in less than 30 days?  -How do I implement all of the Demand Gen data and tracking in my CRM? The questions and answers are literally infinite. And the library of data, research and information is growing every day. __ Now, you don't need to bet your career or next year’s financial performance on a random blog you found in Google or anecdotal answers you got in a Slack community. Most of the information you find on the internet today about Demand Gen is outdated, written by someone in the Philippines (or now written by AI), anecdotal at best, not backed by data, and likely irrelevant to your situation. DemandGPT gives you instant answers, frameworks, best practices, implementation roadmaps and more with: -Contributions from more than 100+ leading Demand Gen experts like Sidney Waterfall, Sam Kuehnle, Ashley Lewin, Christian Williams, Tara Panu, Chris Walker, and so many more. -Data and learnings published from work at over 200+ of the leading B2B companies.    -Learning and insights gathered from more than 450,000 collective hours of work, tests, and data analysis There’s never been a more comprehensive hub of information to plan, launch, and optimize your Demand Gen strategy. #marketing #demandgen #AI #strategy p.s. You can get 15% off all Vault plans powered by DemandGPT using the coupon code "Chris15" at checkout. Offer valid until May 15, 2024 ✌️

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