Joseph LaSala

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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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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Great article - these points still resonate for me on the #CMO role: **Data-Driven Insights**: Leverage data insights to drive strategic decision-making (but you have to HAVE the data). This enables CMOs to better understand customer behaviors and preferences, leading to more effective targeting and personalization. **Expanded Organizational Influence**: CMOs are now playing a more integral role in business strategy. Their influence extends across various departments, enabling them to contribute to broader organizational goals and drive innovation (marketing spread more thin as their stakeholders now reach the entire organization plus clients). **Enhanced Customer Journeys**: With the rise of digital platforms, CMOs are tasked with creating seamless and engaging customer experiences across all touchpoints. This requires a holistic approach to managing the customer journey, ensuring consistency and satisfaction at every stage (but requires insights shared from the business that marketing doesn't often receive).

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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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Actable recently published our "Buyer's Guide to Composable CDPs," now available for download at CDP Institute. Succinct, practical advice and guidance for anyone contemplating a composable approach to customer data enablement. Link to the guide below.. #customerdataplatform #composablecdp #composablearchitecture

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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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In the world of MarTech, everyone’s talking about large language models, GPT, generative AI...but how much is just smoke and mirrors? 🌫️ Here’s the truth: mastering conversational AI that moves the needle with leads and customers requires more than an LLM overlay. It’s about years of real-world experience to perfect the craft—optimizing for nuance, timing, brand alignment, user intent and business outcomes. 🪄 At Conversica, we wrote the book on practical AI magic, enabling multiturn, complex, brand-specific dialog that uncovers revenue opportunities. While others might conjure up simple responses, our AI agents are designed for real engagement that autonomously steers contacts toward business goals, without needing to prompt-engineer every spell. Curious to see the latest advancements in our AI magic? Join us on October 30th for a live webcast where we unveil the next chapter in trustworthy, brand-savvy AI. 🧙‍♀️✨ Register here for the spellbinding reveal: https://lnkd.in/gZ7QiiK7 #AIagents #GenerativeAI #LeadEngagement #ConversationalAI #AIforEnterprise #SpookySzn #NoTricksAllTreats

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This article inspired a new idea to use AI..testing marketing creative is enormously time consuming. Techniques like lift studies, media mix and attribution modeling and incrementality testings are all great, but take weeks. But using AI, which is great at breaking something down into its component parts, tagging all the elements of your creative, and then quickly running lot of ads and something like a multi-arm bandit experiment to see which is superior could take less than a day. Used this one for email message testing once and you can get an answer with 2% of your send audience in hours, then unleash to the other 98%. Should work for creative testing too. Not only does this save resources, but it also reduces missed opportunities. #AIinMarketing #CreativeImpact #MarTech

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"Marketing needs to stop trying to convince people to buy product now. It needs to focus on being top of mind when customers are ready to choose a solution. The goal is not to get them to do something but to remember something." Liam Moroney for MarTech I've spent most of my career in B2B marketing, from the good old days in direct mail to our multi-channel present, and have always believed in a need for balance — no matter how big or small your budget is. Always being visible is critical because, in my favorite words from Cluetrain: "The sale was merely the exclamation mark at the end of the sentence." Marketing KPIs that only prioritize making the sale are basically asking marketers to do sales' job for them, which is how I ended up moving into sales many years ago, because I was tired of doing 95% of the work and getting paid 50% less than sales directors. I've always believed in having a clear distinction between marketing and sales KPIs, because it's really easy to make marketing the scapegoat for a bad sales operation, especially in misguided "data-driven" organizations, while good marketing can often provide cover for mediocre sales teams. Of course, good products (and services) are obviously easier to market and sell than bad ones, but I've found that subpar products are typically offered by sales-based companies — which, ironically, often do the most bad advertising. #marketing #cluetrain #MQL #SQL https://lnkd.in/eZqMSt7V

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Case study: Read how our #content consulting partner News Revenue Hub analyzed media data from 30,000 articles to develop targeted suggestions for The Portland Press Herald. The goal: Help the 162-year-old publication better reach readers in their preferred mediums, boost readership, enhance search traffic, and drive its newsroom strategy. Read the 20 pages of strategic analysis and takeaways. #DataDrivenBusiness #DigitalTransformation #MediaInnovation https://lnkd.in/eYut6fqi

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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New-in-2024 CMSWire Contributor Nadjya Ghausi with her second piece for CMSWire, this one on marketing agility: https://lnkd.in/eAGSrKKv ?utm_source=linkedin.com&utm_medium=social&utm_campaign=cm&utm_content=soc-share-dan To keep pace with evolving customer expectations, marketing teams need to embrace agility. Here are 3 steps to get started: Streamline Collaboration. Assign clear ownership for website updates to avoid delays and improve teamwork. Empower Your Team. Give marketers tools to independently run A/B tests, update content, and personalize experiences without relying on IT. Leverage Visitor Data. Use insights like intent signals, heatmaps, and conversion rates to make smarter, faster decisions. #cmswirecontributors

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It's here! I have been floored seeing the care the team has put into writing such a helpful playbook. The value of understanding how all of the measurement methodologies (MTA, MMM, Testing, etc) work together to help direct the future of your marketing strategies is 🔥 I think often we get so lost in the buzzwords in Marketing that we don't understand the specific problems a specific methodology solves or when to use it. If you feel the same way, then this playbook is for you.

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Another interesting test of Google "Privacy Sandbox" with similar results to the Criteo test that Pesach Lattin wrote about last week. "[W]e’ve observed a 33% decline in CPMs on Sandbox-enabled impressions compared to impressions where a third-party cookie was present. This compares to 36% lower CPMs in impressions without both Sandbox and cookies. So, while the Sandbox APIs did help (+3%), they’re not closing the gap enough..." Maybe "the purpose of a system is what it does," and Google's project is really just working. If a person has both a website and a YouTube channel, and Google Chrome makes ad revenue go down on the website while staying flat on the YouTube channel, then they start doing less content for the web and more content for YouTube...which is, by now, a much bigger part of Google's business than "open web" ads are. (Imagine that the Google Chrome developers had built an in-browser ad system that made the average site's ad revenue go up, and YouTube's ad revenue go down. Would Google management have let them release it?)

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I've penned a little something for the marketing tech wizards over at MarTech. The subject? ABM Platforms! Is it all “huzzah!” or just a mighty “blah”? I embark on a hearty investigation of how these technologies cracked open the very vaults of digital media for the #B2B marketing crowd. Laying out the trifecta of roles #ABM platforms tackle: Predictive Analytics, Account-Based Programmatic, and Account-Based Measurement. And then, hold onto your hats, because I dive—like a Sinclairian sleuth—into the murky hidden costs: inter-departmental wrangling, annual fees that curl the toes, and the complexity of operating these self-service platforms. In a thrilling final act, I propose some exciting alternative approaches. Prepare for thrills, spills, and don’t worry, they all live happily ever after. Dive in below!

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FIVE REASONS ITS TIME TO INVEST IN MARKET RESEARCH: Are you missing critical insights about your audience? 🤔 Learn how to spot the signs your business needs market research—and why acting now can set you apart. https://hubs.la/Q02ZqMtv0 #ConsumerInsights #MarketResearch

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