Mark Newton

I'm very much looking forward to Quirk's Media London tomorrow and Thursday. Clare Michelmore and I are first on the agenda at 10am in room 5 tomorrow presenting about "Scaling the why: How Kimberly Clark is using conversational AI to blend qual with quant". Kathy Cheng and I will be on the inca | Nexxt Intelligence stand (#706) for the duration of the event so if you're attending please come and say hello. #conversationalai #insights #marketresearch

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Thank you Andrew Birmingham for your great article on the intersection between sales and marketing, and for sharing the Arktic Fox Sales in Focus '24 report insights further and wider. I personally look forward to your next piece on the wild world (some may refer it to a messy jungle) of sales tech. #sales #salestransformation #b2b #salestech #b2b

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My amazing colleagues in the Innovation Network Eileen Irvin, Marzieh A. and Steven Ginnis have completed an amazing project called Marginal Moments, a Gen AI research and development initiative leveraging synthetic AI personas to predict voter trends in the lead-up to the 2024 UK general election. Our team created five personas of undecided voters, grounded in real electoral data, to track their evolving voting intentions in response to campaign materials. The results were fascinating and insightful, mirroring real-world voting patterns and providing a deeper understanding of voter behaviour. Please check it out and have a think about future applications of this methodology in social research! 🎉👏 #TeamSuccess #Innovation #AIResearch #ElectionInsights #SyntheticRespondents

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The power of story telling is evident in the successful people , campaigns and brands that surround us . It is one of the 5 core skills that are rated the most important for all successful researchers , whether they are client or agency side

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Another reason we need Bayesian models and experiments in marketing mix models...new blog post on a brilliant new paper. https://lnkd.in/e-VCm-8t In 'Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models', Dew et al describe how standard MMMs can conflate diminishing returns and time-varying effects, leading to suboptimal spend recommendations. The paper demonstrates how Bayesian models and experiments can be used to mitigate this issue. Thanks Simon Raper and Karl Weaver for sharing! #BayesianMMM Your MMM is broken pre-print: https://lnkd.in/eJpN9-cY

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The brilliant James Morrison sharing the headlines of the Laithwaites Wine Medialab Group adam&eveDDB double gold winning IPA (Institute of Practitioners in Advertising) effectiveness award at the Effectiveness Conference 2024. Great debate with simeon duckworth Jo Arden Becky France Jennifer Shaw-Sweet around the topic of ‘Seize what’s starting: the role of experiments’ Headlines from the talk: - many brands are missing an opportunity to run more experiments. - keep asking yourself what the control is. What are you comparing your test result to? - keep the story simple to get wide buy in. - commit to the journey. It will take time. - Experiments create the space to be creative! So be brave! - Use experiments as one part of a holistic measurement learning agenda. - Laithwaites have shown there is no excuse not to make a start, anyone can do it. - Download the paper! Amen! Over many years Medialab Group have established a best in class unified measurement approach and I’m always chuffed to help brands put it into play. Extra legendary status James Morrison for coming on stage holding a Medialab Group branded note book! 😎🙏

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Fake reviews trick one in four consumers, costing the UK between £50m and £312m annually. This growing concern highlights the urgent need for brands to prioritize authenticity and engage with both positive and negative feedback to build trust. As legislation tightens and consumer expectations evolve, brands that proactively address and learn from feedback will not only enhance their reputation but also drive long-term growth and loyalty. #ConsumerTrust #BrandAuthenticity

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🎧🏆 New Future Proof Podcast: The secrets behind winning products with Product of the Year UK Over the past twenty years, Kantar has been working with Product of the Year to identify the innovations that consumers really love. In this podcast, Dr Nicki Morley celebrates our partnership and speaks with Mike Nolan, CEO and Founder of Product of the Year, to dive deeper into the top performers from the last five years. Learn more about why innovating your products isn't about novelty, but more about making a meaningful impact 👉https://lnkd.in/e7QmswUS

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Thank you Hugh Stevens for sharing the stage with me yesterday at #RetailMediaSummitUK. Who knew we could have a simple (and honest) conversation on a topic full of complexities. Thanks to SMG and Path to Purchase Institute for hosting us. 👂 *Collaboration*: Unity and empathetic collaboration are necessary conditions for extracting mutual value 🏆 *Maturity & Competitive Excellence*: How do retailers continue to prove  incremental value and build data advantage to be on par with digital incumbents 🎛 *Insights*: Could the new frontier of retail media be about "audience as a  service"? 🖇 *Activation & Brand Planning*: How to deliver on Retail Media's 'full-funnel'  promise? 🔬 *Measurement*: Unlocking spend is a function of robust, consistent measurement

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Thank you Alex Gibson FMII for having me on The Persuaders radio show to discuss how generative AI is impacting marketing beyond the ability to generate content. This episode also features an interview with Daniel Cohen from Weald Spatial who discusses how the company is transforming the onboarding processes in a hybrid and virtual world with virtual environments and VR headsets. Listen back at the link below. #generativeai #marketing #virtualreality https://lnkd.in/grrYYebu

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It’s a funny old thing, this ABM lark. I worked on my first ABM programme in 2005. Nearly twenty years on and upwards of 400 marketers will meet this week for the annual ABM conference in London. ABM endures, then…but what’s new? 20+ years in, what more is there to be said? Here’s a small preview and a few things I’d like to hear more about on Wednesday: # ABM is a good place for Gen AI but can we stretch it further? ABM is by now an established process and this lends itself well to AI. There are as you’d expect several AI-focused sessions on the agenda and I’ve seen numerous examples in my work with agencies and clients recently of AI being used to augment and accelerate, particularly in insight gathering and personalisation. What I’ve seen is mostly an efficiency play; this is important since ABM’s Achilles heel is the amount of cost that can be sunk into upfront research and planning. It’ll be interesting though to see if and how AI tools are being stretched, and whether or not we’re about to see deluge of ‘personalised’ videos featuring AI avatars. # Plenty of process but what about joyfulness? There’s no shortage of ‘how to’ and case study sessions on the agenda. The reality is for most operators that ABM is largely about following an established process and aligning tightly with sales. But often the magic comes in the creativity and I hope we see some surprise and joy too! # Leaving the future of ABM to the tech platforms? Either side of the mostly practical sessions make up the bulk of the agenda we have keynotes from the two major tech platforms: Demandbase and ABM. These I expect to be the two most-forward looking, as they typically make the case for how to extend the scope and use of their platforms. Having seen Paul Gibson and Kerry Cunningham before, they’ll do a great job of it. But if we leave the future gazing to them alone, it’ll have an inevitable bias, which leads to me to… # Marketing with a big M. If you’re being reductionist, ABM today could be distilled down to using data to improve targeting and personalisation to improve comms. There is opportunity for the ‘M’ in ABM to stretch further. If we take the definition for marketing I’m most fond of, that marketing is about “meeting customer needs profitably”, then we can look beyond the established plays (using data to identify in-market accounts and personalising comms outreach, useful as that can be). How about examples where we identify underserved or unmet needs that we used to accelerate product innovation for example? I used to enjoy ServiceNow’s examples of customer co-creation in this vein and would love to see more of the breadth of classical marketing coming to the fore. Look forward to chatting more about all this on Wednesday and chatting with folk like Joel Harrison, Robert Norum, Nick Eades, Scarlet Sanigar, Shane Redding, David Keene, Lorna Charlish, Andy Johnson, Rachel Reasbeck, Neil Berry, Joanna Moss, Megan West

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Our latest thought piece, The Great AI Divide, is now out! If you want to find out how much you know, and which group you're in, you can take our quiz here: https://lnkd.in/dFRC2n3S? Give me a shout if you'd like to see the full report!

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I was happy to chat with Clare McKinley in her latest Basis blog advising agencies on how they can best learn and evolve! As I mentioned to Clare, fragmentation and the proliferation of platforms required to execute and manage media are some of the most pressing challenges for agencies today. They’re in a tricky position where they need to increase costs and headcounts but as we know, under today’s economic climate it’s easier said than done. I offer some advice from my experiences as well as a few hot takes that you may or may not agree with. Let me know! #Blog #BasisTechnologies

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Kantar BrandDynamics is receiving important signals from Telco providers... are we seeing a big switch in consumer favourites? 👀 In the last year, newer category entrants, such as Lebara, Asda and SMARTY Mobile, have picked up 3.1% Mental Market Share (otherwise known as Demand Power) at the expense of the bigger players in the category. Established Telco giants need to boost their signal and watch out if consumers continue to swipe left 👈 #telco #telecommunications #BrandTracking #KantarBrandDynamics

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🚀 Join cohost, Tom Dempsey, producer, Sarah Noonan, and creative director, Christopher Mateo and me on SMarketPlace™. We're excited to feature Melih Oztalay and unravel the intricacies of conversion rate optimization to improve results. Melih brings a wealth of B2B marketing knowledge in turning website visitors into loyal customers through meticulous planning and testing for strategic improvements. Melih emphasizes the importance of understanding user psychology and crafting seamless user experiences. "Optimization is not just about tweaking elements; it's about creating a path that naturally guides visitors to take action," he shared. By customizing experiences and continuously analyzing data, businesses can significantly boost their conversion rates. Though a fan of football, he shares his take on music and the creative process and new media savvy that all businesses must embrace if they want to succeed online today. On SMarketPlace, we blend $ales, Marketing 🎯, and Rock ‘n Roll 🎸 to uncover innovative strategies that drive results. Whether you're a seasoned marketer or new to the field, this episode is packed with actionable insights that can transform your approach to increasing conversions. Join us for Melih’s expert advice on optimizing conversion rates and see how strategic tweaks can make a substantial impact on your business growth. Let's dive deep into the art and science of conversion together! #conversionrateoptimization #digitalmarketing #b2bmarketing

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