Avinash Kaushik

“Everyone today is obsessed with being so-called ’data-driven.’ But a lot of data is simply bad information. Good research, common sense and gut instinct are often more accurate…” If you’re not talking #econometrics are you even a marketing/ad nerd? As a wild-hearted storyteller who loves the logical-needery of insight & data across consumer channels - I’ve always been sceptical of any fast-fix-one-size-fits-most attribution modeling for measuring creative effectiveness. Especially when it comes to social media. Even more so when it comes to long-tail purchase decision. This is a superb article on digital attribution: it lays out truths, fallacies, & the humanity at the core of purchase behaviors. Take what you will from it, my give is this… Stories matter, consistency is core, great creativity is care, memorability is magic, & inherent value is key. #digitaladvertising | #attributionmodeling | #creativelifehappylife | #marketingandadvertising https://lnkd.in/gxFKUUKT

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🗞️ Top stories in #Ads, #Marketing & #Data for this week: 🔹 The Drum reports that Uber is opening up display and video inventory to DSPs worldwide... more on that here: https://lnkd.in/eQQA6zfq 🔹 The Verge reports that BeReal. has been acquired for $500m... more on that here: https://lnkd.in/ekVCzVur 🔹 Social Media Today, LLC reports OpenAI has appointed execs from Nextdoor and Instagram to its C-Suite, signaling an interesting path ahead as the platform continues to develop beyond ChatGPT... more on that here: https://lnkd.in/e_bvrBmN -- Apple's iOS18 announcement also came with some interesting news, like the expectation to integrate with AI apps beyond ChatGPT in the future (like Gemini, but... why would they?), and an effort to crack down on apps that try to gain access to your phone's full contact list. Curious to see if anything else sneaks in ahead of launch later this year!

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I think Recast and Michael Kaminsky have found the best way to summarize measurement in one image. Great job! Privacy law and 3rdplarty cookie deprecation are pushing measurement to its real value. Are you ready to take advantage of this to surpass your competitors?

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Why you should NOT use digital attribution only... Les Binet will explain in detail Why and How rather use market mix or econometrics for budget setting >>https://lnkd.in/eCx55te9 #digitalattribuition #performancemarketing #marketing #advertising #campaign #brand #econometrics

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‘Brand’ and ‘Performance’ channels. ⚰️ The latest ‘Profitability’ research commissioned by Thinkbox calls time on these terms, proposing instead that planners and modellers think about the ‘scale’, ‘efficiency’ and ‘time’ parameters associated with the payback of channels. It's an important step forward in language, but there’s a 4th factor that is key to successful modern planning: the interdependence of channels. 😇 The ‘long to short halo’ captures how a modern channel mix works together, and is a key payback mechanism of broadly targeted campaigns. Brand equity growth today halos onto the efficiency of future campaigns; warming a broad audience up to convert more easily in the future. With the varied and dynamic range of media levers available to planners today, capturing these channel halos has never been more important. Because not all channels are equal - these halo effects only move in one direction. Broad audience targeting primes narrowly targeted campaigns and emotional messaging greases the wheels for the rational. 🐛🦋 The evidence for the long to short halo rarely comes through in econometrics studies. It has to be sought out through natural or structured experiments. Portfolio brands recognise it and it’s often an integral part of their marketing strategies. And scale ups know all about it too, via the (excuse my french) ‘Performance’ plateau. 📊 Here are some great references on the Long to Short Halo which highlight the scale of the effects and their importance to planning. 🛒 James Hurman Amin Marini: Brand Equity level directly influences the payback efficiency of Amazon Ad Dollars in platform. Their analysis found a difference of 2x between brands with awareness over 50% vs. those with less than 10%. 📱 Fospha: Brands who run upper funnel campaigns alongside conversion campaigns in Meta achieved +42% ROAS when calculated over a 10 month attribution window. If this window drops to 3 months (convention is around 1); this ROAS advantage disappears. 🌟 the7stars: We extended this at the7stars, adding an incrementality lens via geo experiments. On measures of scale (incr volume +13%) and efficiency (incr ROI +40%), running Reach campaigns in combination with Conversion outperformed using either tactic alone.   🐶 Churchill IPA Effectiveness Case: Superior brand equity and sustained brand advertising investment relative to its sister brand Privilege created a margin advantage on Insurance Aggregators. Customers were willing to pay a higher price for an equivalent policy. Incorporating this effect 2x ROI on brand ad investment compared to direct sales effects alone. David Tiltman Lena Roland Dr Grace Kite Steve Boehler Nick Manning Les Binet Nic Travis Dan White

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Using DOOH planning and forecasting tools like Hivestack's Planner for #DOOH, brands and advertisers can maximize their DOOH outcomes. Among a number of benefits, such tools help empower advertisers to visualize campaigns, make informed decisions, and streamline the planning and approval process. Read more in this article by Hivestack:

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Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es

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Thanks James Hercher and AdExchanger for including my thoughts on Google Meridian. I particularly enjoyed this taxonomy of the Google auction/reserve ecosystem. A couple of things I noticed: • YouTube has a different DNA than other Google placements due to the reserve buying option, which results in a whopping 12 variations • It's not lost on the Meridian engineers that brand & non-brand search auctions need to be mapped & split out. Please tell the PMax team. • "AI-powered" is its own top-level "channel." This is interesting since AI permeates all the channels at this point. And most CMOs & CFOs will not recognize "AI-powered" as a channel. • PMax has its own auction product, which is interesting since PMax will participate in auctions of basically every other category. Since this cannot (readily) be parsed, it's handled on its own. Implicitly PMax spend will not be considered in other relevant buckets, notably PLAs. A last thought – or, thought experiment: it would be very interesting to see this same chart with the branches weighted by how much cost flows into each auction product. You can read the Adexchanger piece here: https://lnkd.in/dw5NK9Re

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Amazon is doubling down on shoppable content, a space where shoppers have indeed been more open to the technology than retailers. But I’m not sure about the strategy. Amazon will collaborate with more creators in a new channel setting called Amazon Live Fast, on Amazon prime video, Freevee and the Amazon website. and utilize its AI assistant #rufus for more information on products. In my opinion, the goal in “shop the content” experience is to have a merging of content and shopping - think watching Gilmore Girls and ordering the Luke Diner cup. But Amazon is asking to change a behavior- turn a shopping channel into a content channel like its QVC and I don’t believe this will work. What are your thoughts? #amazon #shopping #content #innovation #AI

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If you are not using these two tabs in campaign manager, then you are really missing out. "Targeting Tab" This is one of the best tabs in campaign manager because it shows you all of the PPC Targets in one place. From here you can see which targets are getting spend and which ones are not spending. The targets that need to be optimized, those on which you are underbidding, all in one place and this makes it very easy to quickly optimize. Here's how you can use this tab to optimize: Go to targeting tab, select date range to last 30 days and sort by highest spend. The reason for this is that the more a keyword spends, the more it impacts the Overall ACOS. An interesting example would be: Optimizing 5 high spend keywords will improve ACOS much more than optimizing 15 low spend targets. So, sort by highest spend first. Start to look for keywords with high ACOS, and open them right from the targeting tab. Look at the bids, look at the placements data and optimize. After this, sort with lowest spend first. Now these are the keywords on which you are underbidding. Increase bids for these keywords because you don't want to miss out on sales. Now, filter by the lowest ACOS first. The goal here is to find targets with 3 orders or 4, 5 orders in last 30 days with very good ACOS. Increase bids on these ones as well. You want to get as much profitable orders as you can. Keywords with good potential that are getting very less spend due to other high SV keywords in same campaign, I would recommend targeting them from a new campaign. Now the next tab is the "Products" tab. There you can see all of the products that are being advertised. See which ones have high ACOS and then from their you can see all the campaigns from which that SKU is being targeted. Find the high ACOS campaigns for that SKU and optimize. You can also sort by lowest spend first and see which SKUs are not getting any spend. Increase bids for those or create new campaigns. For SKUs with low spend and high ACOS, many times multiple variations are being targeted from a campaign, and the best one gets the most spend. Creating separate campaigns for the low spend ones can be a good idea. Or if you're sure that they won't sell, you can just pause them and target them only with variation specific keywords in a new campaign. You need to get some sales from them instead of no sales. If you get 10 orders a month with good ACOS, that is still better than 12 orders in previous campaign with bad ACOS. P.S. Offering free PPC audits in 2 days. If you have high ACOS or struggling with increasing sales, this is your chance. Comment "Yes" on this post and I'll reach out to you to schedule in advance. Thanks for Reading! If you have any questions, ask in the comments section or you can also message me directly. Abdul Mannan

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Here’s a quick workflow to spot-check and address underperforming search terms. 1. Got to the targeting tab and sort by spend highest to lowers. 2. Find high spend, broader targets that are underperforming. 3. Right-click the ad group to open it in a new tabs, then go to the search term term tab. 4. Review the search terms to see what's overspending or underperforming. 5. Add these search terms as negatives. This method is particularly effective if you tend to analyze performance over longer periods or haven’t updated your negative keywords recently. Pro Tip: Regularly refining your search term targets will dramatically reduce wasted ad spend and improve campaign performance. What's your favorite quick check work flow? #Amazonadvertising #AmazonPPC #PPC

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Join me and Simon P MARSHALL on Monday (11:30 BST) to learn all about UTM parameters. This is something I get asked about at least once per week 🫣 If you've got loads of unassigned traffic in GA4, this one is for you 😉 We'll cover: ↪️ What are UTMs? ↪️ A free Google Sheet to create and log your UTMs in 🤓 ↪️ How do you use UTMs at scale? ↪️ Finding and analysing UTMs in GA4 ↪️ Different use cases for UTMs and more! 𝗜𝘁'𝘀 𝗳𝗿𝗲𝗲! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝗵𝗲𝗿𝗲: https://lnkd.in/erY3F5ER

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Jay Friedman spot on Disclaimer: while I ran DV Commercials for 10 years I left pre-IPO and have no additional knowledge than any other outsider Putting aside the lack of detection by the verification providers, we must acknowledge that this is “the” hot spot for fraud in the coming years. I have asked many times how can the industry possibly expect to validate any self declared and inserted alternative ID. IP Bridging just makes matters worse and is ripe for self-declaring any user as the most coveted user. It doesn’t take a crystal ball to predict this will become the standard practice for bad actors (hence why everyone is looking at the verification companies with intense skepticism right now)! IMO the longer the industry tries to save the existing programmtic infrastructure where data gets passed to a central targeting platform the larger this problem will become. We need to refactor so that decisioning and targeting happen at the edges (publisher) where the sheer closeness of the 1st party relationship will minimize the likelihood of this happening and localize any problems to a domain and not an aggregator. Tom Triscari Andrew Kraft Ari Paparo would be great to get your thoughts on this one!

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The Data Lowdown: How B2C Brands Are Building Audiences https://lnkd.in/eM9FmFxm MediaPost with Porch Group Media and Ascend2 research. #B2Cmarketing #audiencebuilding

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Excited to see the magic #GoogleAI brings to marketers and Google Ads? Sign up to our Google Ads Academy: Performance Essentials on 26th June 2024!

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The Dangers of Confirmation Bias in Search. At Brighton SEO Sarah Chaya Presch talked about the ever-growing problem with confirmation bias. It is possibly one of the largest issues online, as it creates further division with opinions and can lead to recklessness with the facts in the desire to increase revenue. I urge you to check out her detailed article below. https://lnkd.in/d2VUNXP6

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