Aaron Burnett

MTA is Dead, in case you weren’t aware. There is a better way to measure media performance and its impact on revenue by channel. If you use MTA or nothing at all, which is the same thing, you are likely making the working optimizations to your media. Please DM me if you want to learn more. Prescient is our partner for good reason and I am happy to tell you why and then help you navigate this noisy and confusing space… Tom Barbaro Cogent Collective The MarTech Matrix Podcast #performancemarketing #Shopify #ecommercemarketing

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Why Traditional Marketing Mix Modeling Is Falling Behind Key Challenges: Inflexibility: Traditional MMM relies on outdated historical data, making it less effective in today's fast-paced digital market. Long Timelines: Annual MMM projects lead to outdated insights, hindering real-time decision-making. High Costs: Extensive consultant involvement drives up costs and delays analysis. Complex Market: Navigating numerous channels and touchpoints, including Retail Media Networks (RMNs), complicates marketing decisions. Revenue Attribution: Traditional models struggle with accurately attributing revenue to specific marketing efforts. Why Switch to Keen Decision Systems? In-House Control: Use your own data, custom models, and tailored plans for greater flexibility. Credibility: Demonstrate marketing's impact on business outcomes, securing stakeholder buy-in. Advanced Analysis: Keen’s platform uses machine learning for dynamic, data-driven decisions. Real-Time Insights: Stay current with real-time data processing for agile strategy adjustments. Ready to transform your marketing strategy? https://lnkd.in/e6PK2kWF #MarketingStrategy #MMM #MarketingOptimization #InHouseModels #KeenDecisionSystems #AgileMarketing #DataDrivenDecisions

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Want to create winning ads with AI? Learn more: https://tryatria.com Creative is the new targeting. The new data is clear: The FB Data Science team revealed: → Creative is the SINGLE most important factor in delivery optimization → 56% of ALL action outcomes are driven solely by creative → Bid price & audience targeting? Secondary to creative Creative refreshing is a MUST → Fatigue sets in after just 1 (yes, ONE) view → By view 4? 📉 40% drop in CTR, 60% in conversions Winning in 2024 means: 1. Diverse ad formats 2. Constant creative refreshing 3. Matching each platform's unique vibe Invest more time on your creative. It's your top growth lever today. — 👋 Follow Ray (지범) Jang 🐰 for more ad content. Helpful? ♻️ Repost to share!

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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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Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

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A huge thank you to Chris Mechanic for having me on The Revenue-Driven CMO podcast! Our discussion delved into strategies for driving growth, offering valuable insights for marketers. Here are some key takeaways: - Embrace change: Agility is vital in standing out amidst evolving market conditions. - Foster cross-departmental collaboration: Teamwork and open communication lead to innovative solutions. For a deeper dive, the episode explores: - Building Predictable Pipelines: A data-driven approach for sustainable success. - The Power of Humility: Successful CMOs prioritize listening and adapting. - Building Brand in an AI-Powered World: Authenticity resonates in this digital era. - The 3 R's of Marketing Strategy: Reach, Revenue, and Relationships - all interconnected. - Future-Facing Tools & AI: Maximize impact by embracing generative AI. Excited to share more insights! Check out the full episode here: https://lnkd.in/gB8mRHmB #TheRevenueDrivenCMO #MarketingLeadership #Growth

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If you're an enterprise retailer, how do you personalize your daily email? The most advanced systems like Adobe Scene7 and Movable Ink DaVinci pick from pools of static content. I would consider this advanced segmentation, not personalization. The future of personalization within email is the "composition engine" and the results speak for themselves. We're seeing 11x or more return on spend with every enterprise retailer, without any change to their daily email workflow.

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Squeezing the value: This article from Forrester suggests B2B CMO's aren't really expecting much in the way of budget increases next year. https://shorturl.at/FfVks, so getting the biggest bang for your marketing bucks is more crucial than ever. 💲 When KoalaB2B launched back in April, we did so because we believe in the power of #intent #data and its ability to shine a light on early buying behavior. 💳 Intent data is proving valuable to many. ZoomInfo's customer impact report suggests 62% of marketers engage more in-market accounts through intent. https://shorturl.at/4k4TR and plenty of others are achieving increased pipeline results. 🈺 So, if you're looking to maximise your budget and drive targeted leads through intent data then come check out www.koalab2b.com 🐨

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Scott Brinker published yesterday the latest Martech Map - it’s a 27.8% increase from last year. So what are the ones to watch? ttps://https://lnkd.in/gPZnhg5J For our money, it’s the tools that respond to a latent problem. A problem that everyone suddenly ‘gets’ when they see the answer. Think about the category-defining martech of yesteryear: Eloqua  ➡ Of course! We should be able to track beyond email click-throughs to what people are actually doing on our website. HubSpot  ➡ Of course! There must be an all-in-one tool to centralise management and reporting in this new world of inbound. Zapier ➡ Of course! There has to be an easier way to connect all these tools without marketers having to learn about API configs. So what is the biggest latent problem facing B2B marketers in 2024? The problem is that only a fraction of the buyer journey now happens on owned website properties. Websites restrict signals to just email capture, lead scores and IP look-up. So much more now happens across social media, communities and third-party websites. More buyer research is happening on LinkedIn, Slack and G2 than on the corporate blog. There is gold in the buying signals available from these properties, but it is very difficult to stitch everything together for coherent marketing intelligence. These vendors are doing a phenomenal job of scratching this new itch: In no particular order: www.commonroom.io www.hockeystack.com https://dreamdata.io/ If you get bored evaluating these tools, there are only another 14,103 other martech tools to look at…

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This is so great to see! As we head into the Upfronts and Newfronts, brands need to know they can reach a massive audience, using video, that doesn't get skipped or ignored and is 4x more efficient on a cost per second viewed metric. Efficiency AND Impact from In-Scene Media #uninterrupted #advertising with #AI

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Nice little summary of Luma's latest State of Digital (2024) keynote edition!

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TLDR: Global marketers are very confident in their martech’s ability to measure holistic ROI. However, barely one-third measure their traditional and digital marketing efforts together. Audiences don’t consume media in silos, and neither should measurement. https://lnkd.in/d4tyritu

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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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LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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#ICYMI We published our award winning 8th annual State of B2B Content Consumption and Demand Report. 📝 In this piece, Jon Steiert details 5️⃣ of the key highlights from this year's report, including: 1. Gated Content's Growth 🗝 Contrary to popular belief, demand for gated content rose by 14.3% YOY, affirming its critical role in capturing first-party intent signals. Since 2019, this demand has surged by 77%. 2. Balanced Content Strategy ⚖ Effective engagement isn’t about gating - rather, it's about striking a balance between gated and ungated content to cater to various stages of the buyer’s journey. 3. Investment Intentions 💰 Despite economic uncertainties, 35.2% of B2B buyers anticipate making purchase decisions within the next 12 months, a significant increase from previous years. 4. The Consumption Gap 🌌 Notably, the time between requesting and consuming content (The Consumption Gap) has widened to 31.2 hours, emphasizing the need for patience in follow-up strategies. 5. Rising Interest in AI & eBook Dominance 🤖 Interest in AI-related content has exploded more than 5.5x from 2022, while eBooks remain the most preferred content format, accounting for 39.5% of all content demand. For a deeper dive into these insights and strategies to enhance your content marketing, read the full blog and download the report: https://ow.ly/5u0H50Rei9x CC: Informa, Informa Tech, Informa Engage #demandgen #demandgeneration #buyerintent #intent #leadgeneration #contentmarketing #leadgen

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Precision targeting, personalized content, and dynamic campaign optimization. Just some of the ways AI is driving engagement early in a buying journey. Read about in the latest blog post by Elli Plihcik. #aimarketing #b2bmarketing #revenuemarketing

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