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The Proliferation of Grifter Agencies and Gurus pushing adoption of vanity metric boosting tools designed to help entry level advertisers get good enough results to continue as a standard operating procedure has created an industry wide issue of folks not being able to scale CAC efficiency and NO ONE is talking about how these tools create this problem to begin with All of these cheat codes to make the platform look good make the CAC better because you reducing the overall number of transactions and at the end of the day volume of profit is more important than efficiency of customer acquisition

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Programmatic is problematic---> Precision targeted, cost efficiency, real-time optimization? What well-raised marketer wouldn’t hitch their wagon to that runaway train of goodness? Find out here: https://lnkd.in/enva2NVf #marketingtips #marketingagency #integratedmarketing #aimhigher

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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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More data means more B2B marketing KPIs to choose from. This article from BOL breaks them down by buyer journey stage and channel to help you decide what to track. https://hubs.ly/Q02wJ9lK0

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Some #LinkedInGems seen this week 💎👇 • How MWM Scales Ad Concepts Across Apps by Charles Perrot https://lnkd.in/ePiATDDf • AEM vs. SKAN vs. ASC Measurement by David Vargas https://lnkd.in/emppSWNk    • Most CRM and Lifecycle marketers design their onboarding journeys using a "one email per day" approach — which is lazy to say the least 🤮 by Rômulo Gomes 🏎️  https://lnkd.in/e-54CEGf • Monetizing an App Using One High-value Feature by Justine Arnaud https://lnkd.in/edKAbPWu • Applovin or Appscammin? by David Nyurenberg https://lnkd.in/eDV56JWb ------- No carousel...More family time...Same value? 𝗖𝗼𝗺𝗺𝗲𝗻𝘁/𝗥𝗲𝗽𝗼𝘀𝘁 𝗳𝗼𝗿 𝗔𝗽𝗽 𝗚𝗿𝗼𝘄𝘁𝗵 𝗞𝗮𝗿𝗺𝗮.

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If you aren't REGULARLY reviewing your website analytics (or having someone do it for you), then you're missing a big opportunity to maximize customer volume and engagement. Checkout our video and article for tips on doing just that.

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Gartner reports that marketing budgets are falling and most CMOs are banking on AI saving the day. But what are marketers giving up when they join this race to the bottom? Of course, we cannot lose sight of the transactional part of the funnel, but at some point you have to give people more than a rational reason to engage with a brand at the risk of commoditization. At @Firehouse, our approach has been to lean in even further into what we do best — strategy and creative — while sacrificing our media-buying department. We don’t need to handle all a big client’s business. We have to bring our care, thought, and creativity into every campaign, even the ones that go up one minute and disappear the next. I am not opposed to using AI. It’s about finding the right balance. Developing people’s affinity with a brand for long-term loyalty is the job of a good creative agency and precisely what AI doesn’t do well. Creativity and efficiency can be complementary. Just don’t hand over all your power and responsibility to the tool. #AI #machinelearning #Firehouse #creativity #agencies #marketing #advertising #efficiency

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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We've partnered with Greystone.Net bring you a comprehensive survey on your brand's innovation capabilities. By completing this survey, healthcare marketing leaders will have the opportunity to learn how their organization’s innovation levels compare within the industry. Take the survey today: https://okt.to/U4ioHY #healthcaremarketing #innovation #survey

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Ugh... "Google is hiding search data from advertisers and profiting" Google's recent practice of concealing 20% to 80% of search term data has raised concerns among advertisers. This move aims to boost revenue by nudging advertisers towards purchasing less targeted ad space. Despite being labeled as a privacy measure, this tactic restricts advertisers from optimizing their campaigns effectively. Advertisers can mitigate this challenge by leveraging exact-match keywords, reducing hidden data to less than 20% and gaining better control over their ad spend. Read more about this issue here: https://lnkd.in/evGuPqT9

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Struggling to navigate the world of Google Search Ads? Kate's got your back! Her article offers a comprehensive guide to mastering this powerful advertising tool. Learn how to target the right audience, craft compelling ad copy, and maximize your return on investment. Drive more traffic and sales with Kate's Google Search Ads expertise! https://hubs.ly/Q02X9P7K0 #GoogleAds #PPC #marketingtips

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It's good to see marketers planning to move further from last-click attribution. "MediaMixModeling (MMM) appeals to marketers in an environment where last-click attribution doesn’t show a holistic picture of the customer journey and privacy is paramount. But it has some drawbacks. The model lacks granularity and can be difficult to implement. We expect more marketers will lean into MMM in the coming years, especially following open-source MMM offerings from both Google and Meta." #digitalmarketing #attribution

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Lots of inspiration & impact to take away from last week's ANAs. I don't see AI as the debate (the "how"), rather it's the undercurrent of debating the "what" and if it's really good and not just fast + cheap. Thank you Brandon Doerrer for sitting down to chat about the real use cases of AI. It's not about creating fear: rather sharing honest experiences of what's working and not working, and how to partner across business silos to make the best use of new technology. Loved the real world examples of better customer experience and bottom line impact from Gulen Bengi, Remi Kent, Diana Haussling, Asmita Dubey and more.

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