Frank Pica

What role does contextual AI play in shaping the future of advertising? As end-users and technology companies increasingly prioritize privacy, contextual AI is poised to emerge as the primary tool for advertisers as it focuses on aligning the right messaging with the right context, making it essential for brands' future success. Kartal Goksel, CTO at Seedtag, believes that context reigns supreme when it comes to effective advertising. While the industry has typically depended on keywords and phrases to gauge context, he argues that a more nuanced, human understanding of context is crucial as this approach considers the broader meaning of words within the context of an article. Watch now: https://lnkd.in/e3aBPiYQ #ContextualAI #ConsumerPrivacy #ContextualAdvertising

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AnalyticsIQ has released a new report exploring the diverse world of social gaming, which has grown into a mainstream form of entertainment across various demographics. The report delves into different aspects of social gamers compared to non-social gamers, analyzing their motivations, preferred gaming platforms, and social habits. It highlights that social gamers often engage more deeply in gaming as a communal activity, transcending traditional gaming stereotypes. For further details on the evolving gaming behaviors and demographic insights, you can access the full Social Gamer Research Report by AnalyticsIQ. #ConsumerData #ConsumerBehaviors #Research https://lnkd.in/g7HH33Q5

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MIT to CTO: Pioneering Tech Innovations in Ad Tech with Carl Livadas In this episode of Analytics Today, co-hosts Dr. Jeremy Roberts and Sameer Khan welcome Carl Livadas, a distinguished technology leader and CTO of Sojern. Hailing from a robust academic background at MIT and extensive experience in cybersecurity at Intel Research and BBN Technologies, Carl shares his journey from researcher to tech entrepreneur. Here are five key takeaways from this episode of "Analytics Today" with guest Carl Livadas: 1) Insights into Transitioning from Academia to Tech Leadership: Carl shares his journey from an academic background at MIT to becoming a CTO, highlighting the value of adapting research skills to meet the fast-paced demands of the tech industry. 2) Understanding the Role of AI and Machine Learning in Advertising: Carl explains how Sojern uses AI to optimize online advertising efficiency, offering a deep dive into cross-channel optimization and the balance between exploration and exploitation in ad spending. 3) The Importance of Privacy in Online Advertising: Discussion on how the advertising industry is evolving with privacy regulations and how technologies like AI can help balance effective marketing with consumer privacy. 4) Leadership Philosophies for Technology Managers: Carl emphasizes the importance of team dynamics, supporting individual growth within the team, and strategic planning for organizational development. 5) Career Advice for Aspiring Tech Leaders: Carl provides actionable advice for professionals aiming for C-level positions, stressing the importance of following one's passion, choosing the right environment, and building a supportive and effective team. Sell faster, smarter & better: Apollo AI Harnesses database of 250M+ contacts & sales engagement signals to create hyper-personalized AI msg Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you. Support the Show. Follow us on Twitter @sameerkhan or @jeremyaroberts or leave us a review on iTunes Click below to listen to our latest episode: https://lnkd.in/gAADm2Zu

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This MediaVillage.org article by Bill Harvey highlights the value in using search as a leading sales indicator and key data source in forecasting business impact. This is something I’ve been championing for the past two decades. Nearly 20 years ago, we started developing statistical correlations to demonstrate the immediate impact TV had on brand interest and to create a diagnostic tool for understanding deviations from normative benchmarks. This helped many clients understand how media was interconnected and why having a search strategy – something that was novel at the time – was critical to brand growth. These analytics proved particularly insightful during a pitch for a major distilled spirits’ company. Our analysis revealed a significant variance in the correlation between TV and branded searches during the period reviewed (R = -0.24) versus the prior two years (R = 0.40). We dug into this further and discovered the brand had recently launched a new ad campaign, the only notable change in the brand's marketing activity. Our conclusion: The brand had lost its mojo. The new campaign was not resonating with audiences as well as past campaigns, which in turn, led to depressed consumer interest and ultimately, sales. The client's response? "You identified in a couple weeks what has taken us months to figure out." Today, leveraging search data has never been easier. I’ve seen first-hand how brands and agencies are incorporating this into their measurement and optimization solutions, many doing so with AI, to fuel insights and maximize media investment return. https://lnkd.in/ebQJf4zG EDO Nielsen DISQO #mediaeffectiveness #measurement #leadingsalesindicator #searchinterest

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🪄AI Personas: Democratizing Data in Your Company 📈 At Mekanism, we’re taking a big step forward with AI Personas to democratize data across our organization. Traditionally, valuable customer insights were locked away in complex systems, but now we’re changing that. By compiling data into a chat interface, we are making it easier for everyone at our company to ask questions of our target audience. Our AI Personas help us understand our audience on a deeper level. We feed historical, real-time, and predictive data into these personas, allowing us to create highly detailed, actionable audience profiles. With dynamic data brought in via APIs, we are working to evolve these early MVPs into useful synthetic audience tools. The result? Our teams are enjoying unique access to complex data that was normally siloed by teams or subscriptions. It’s all about using AI to enable faster, data-driven decisions while keeping the human touch at the forefront of our work. 🚀 Next up, creating new user interfaces beyond text chat, like full video steaming AI bots of our personas.

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Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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Gartner's scoring of MMM is worth reading in detail. You can get a full copy here: https://lnkd.in/gG9Wz5a8 Look for the tension in the large established players as they introduce self service models. "Self-Service Mix Model: This scenario supports organizations that want more granular control over model specifications. It prioritizes data scientist adoption enablement, complex marketing analytics, and model latency." I think they are glazing over the fundamental benefit of Self Service which is the democratization of the creation, management and interpretation of the model. When that is the direction of self service, then there are serious repercussions to the service fees and staffing models of full service offerings.

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🔍 New Article Alert: Setting Priors in Bayesian Marketing Mix Modeling (MMM) Bayesian MMM leverages prior distributions to embed domain knowledge, enhancing model robustness amidst noisy or uncertain data. In my latest Medium article, I delve into the importance of setting the right priors to expedite model convergence and yield actionable insights. 📌 What You'll Learn: - The role of priors in reflecting pre-existing beliefs about channel effectiveness, price elasticity, and more. - Practical steps to set priors for better budget optimization and stakeholder alignment. - How to choose between informative and uninformative priors based on available data. - Common distributions used in Bayesian modeling and their applications. Read the full article here to explore how integrating expert judgment through priors can transform your marketing analytics. #Bayesian #MarketingMixModeling #MMM #DataScience #Analytics #MarketingStrategy

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One of the most common questions I am asked by CMOs is "...how do we integrate adtech and martech so that we can present an AI experience using targeting data from both platforms?" Below is The AICX Institute's methodology for driving a fully integrated AICX, the AI-powered Customer Experience. The convergence layer key integration points are: 1) the CDP 2) the Data Warehouse and surrounding ecosystem (pre-CDP data flows) 3) the AI Predictive Environment (data science) 4) Ad Revenue Management (ARM) 5) BI Platform. Data integration is the key to providing the nextgen AI experience for your brand. Stay ahead of the AI personalization wars, join The AICX Institute, it's free: https://lnkd.in/g86MhJyY aicxinstitute.com #ai #martech #adtech #personalization #AICX #data #cdp

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 🎙️ Throwback Episode Alert! This week on "Always Be Testing," we’re revisiting an insightful conversation with Scott Jablonski—an expert in #analytics, #sports, and #startups. 🏀 Behind the Sports Industry: Scott gave us a rare peek into the National Basketball Association (NBA), comparing the reality of working in sports to simply being a fan. His insights into sports marketing are a game-changer. 📈 Marketing & VC Wisdom: We also dug into the NBA’s unique marketing strategies and how they stack up against other leagues. Plus, Scott shared valuable perspectives on the recent ups and downs in venture capital. 🌍 Diversity & Leadership: Scott’s thoughts on diversity in leadership, drawn from his Harvard Business School days and team experiences, are truly inspiring. 🍷 Personal Touches: And yes, we even talked about his love for wine tasting and the simple joys of using an eye mask! 🎧 Relive this insightful episode on https://lnkd.in/g_M3pkPP

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AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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By treating every data point as a feature of another, we can unlock deeper insights and more accurate predictions. This granular approach allows us to move beyond simple correlations and discover complex relationships between variables, leading to more accurate predictions and informed decision-making.

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Are you still looking at your Universal Analytics data to compare prior years' performance? You might want to think about preserving access to it, as Google will remove all Universal Analytics data after July 1, 2024. surefoot's Lori Brok researched and found a great option for our clients needing to preserve this data. If you're interested in backing up your UA data, check out Analytics Canvas. https://lnkd.in/eY7_B_Qd For most companies, the backup will cost $100-$200 (including dashboards). You can choose the format (BigQuery, Excel, sheets, or CSV) depending on what would be most useful to you. If you want to back up your UA data, make sure to prioritize it over the next couple of weeks.

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Are marketers wasting money on inaccurate user data? 📉 In this article, Ad Age explores the evolving landscape of data shared by prominent vendors, raising an important question: Is this data truly worth the investment? As it turns out, much of the data is either completely inaccurate or raises concerns about whether data vendors should even be storing it. So, what’s the alternative? One option is contextual targeting, which focuses on the content consumers are engaging with in real time, ensuring relevance and accuracy without relying on uncertain personal data. Discover Ad Age's findings here: https://lnkd.in/eYWMnsh9 #AdTech #PrivacyFirst #DataAccuracy

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Introducing AI Sentiment Analysis! All of us at Agency Mania Solutions are thrilled to share the integration of AI within our agency performance evaluation solution, EvaluationDeliver™, via our Feature Highlight: AI Sentiment Analysis. Learn how this new enhancement accelerates and enriches the assessment of client-agency relationships, request our Feature Highlight: https://lnkd.in/esJRux_i Read our press release: https://lnkd.in/eBY3U4NB #AgencyEvaluation #AI

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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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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