Drew Breunig

A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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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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If you missed my ESOMAR talk on AI and its implications for the Market Research industry, you can view it here: https://bit.ly/3NhReLT (registration required but it's free).

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Vera Sidlova joined Affectiva's #HumanCentricAI podcast to talk about Kantar Creative Effectiveness Awards and what makes an ad truly effective. Listen to the podcast to learn and how you can apply these insights to your campaigns: https://lnkd.in/gN2DYnah #AdTestingAI #CreativeEffectiveness #Advertising #AdTrends #BrandStrategy #KantarCEA

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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Uh-oh. They gave Stu Eddins and me a mic. 🎙 Stu's unleashing his tidal wave of knowledge from 20+ years in digital marketing - and we're not holding back the sass. 💥 Have a listen and zap us your thoughts. We've got a lot of hot topics in the vault to share this summer! 🔥 #Podcast #DigitalMarketing #ContentMarketing #HigherEd #Healthcare

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Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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In this cluttered, competitive #adtech industry, buyers view tech as a commodity. Your product and your differentiator is your PEOPLE. If your PEOPLE are not kickass thought leaders / consultants in critical areas like identity, data collaboration, CTV, commerce media, curation, AI, etc., you are going to lose to the big walled gardens often, and you will leave $$$ on the table. DM me if you want to chat about how we can help supercharge your PEOPLE, and your growth in 2025. #KnowledgeIsRevenue

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Join us for our next KEYS webinar as we share findings from our new Ipsos Generations Report and discuss how businesses can foster genuine connections with diverse generational groups and take the right steps to prepare for tomorrow’s population realities. https://lnkd.in/g-bFnr4g

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READ OF THE DAY! Insights on #AI impact on #search from Yoast's Carolyn Shelby Want to future-proof your SEO strategy? Focus on being the most trusted answer on the web. E-E-A-T and QC are just labels – the real job is to show your work.

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Savanta's most recent report looks at the impact reliance on mobile, digital first products has on those unable (or unwilling) to engage in this way. Any Human Centric focus on the Customer Experience needs to recognise that there are significant opportunities for those who look to offer great access to their products/services to as wide an audience as possible (those who are excluded by some are a revenue growth opportunity for others).

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Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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🎧 Listen to real examples of how AI is being used on the front lines of PR and marketing. I joined Mark Lapidus on the Brand USA #Talkstravel podcast to discuss the current state of AI, how marketers/PR professionals can get started using it, ethics considerations, and what's next. A cheat sheet for the curious: 1. Read/listen - Develop your basic fluency with generative AI technology 2. Play - Start experimenting and having fun with these tools. It's the best way to learn and identify what works best for you 3. Think - Understand the ethical watch-outs and limitations of the technology 4. Teach - Share what you discover https://lnkd.in/eFKNU878

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With Nielsen’s integration of big data into our audience measurement (already happening for national and launching local in January), this article really helps explain why our viewership methodology (panel + big data) is the most reliable in the marketplace. As media consumption has evolved, so have we! A great read - shout with any questions! #nielsensports #data #TV

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