That Doesn't Work Anymore

This podcast dives into various aspects of data architecture, visualization, and the future of AI in marketing.

1. Data Architecture and Integration: We talk about how tools like Google Analytics, UTM parameters, and eCommerce platform data can be integrated into a single report. This integration allows for platform-level attribution, providing a comprehensive view of marketing performance.
2. Data Process and Challenges: We discuss the process of collecting data from surveys, designing statistical experiments, and performing modeling in transportation research. And highlight the difficulties of merging and mapping data from different sources, a challenge familiar across various industries.
3. AI in Coding and Learning: The conversation shifts to the role of AI tools in coding. While AI can assist in learning Python and other languages, it has limitations, particularly with more complex tools like D3.js. The potential to improve AI’s ability to assist with complex coding tasks, especially for data visualization, is noted.
4. Public Transit vs. Car Culture: Tukey shares her experience with public transportation in different regions, advocating for more sustainable travel options and the benefits of shifting from car reliance to public transit. There are improvements in certain cities but there's more progress to be made.
5. AI’s Role in Data Visualization: AI can simplify the analysis and visualization of data. AI can help navigate dynamic outputs and identify which data visualizations are most important. And can personalize visualizations, though it may not fully replace human expertise for more complex tasks.
6. Personalized Marketing Reports: We chat about personalized marketing reports, similar to end-of-year summaries in the music industry. These reports would highlight top-performing ads and key audience segments for clients.

In this exciting episode, Ashley Royalty sits down with Dani Egick from PAIGE, a pioneering fashion brand. Dani shares insights on leveraging TikTok for brand growth, the importance of balancing new customer acquisition with retention, and the evolving landscape of influencer marketing. She also discusses the significance of real-world experiences in brand awareness and the potential of advanced measurement tools for optimizing marketing strategies. Tune in to discover how PAIGE has sustained its success for 20 years and what the future holds for fashion marketing.

TikTok and Digital Marketing Insights

• Discussion on the effectiveness of TikTok for brands and its potential for user engagement.
• Dani's experience with other brands and the strategies that worked best on TikTok.
• Importance of blending organic content with paid media to maximize reach and engagement.
• The role of UGC (User-Generated Content) and editorial inclusions in building sustained brand awareness.
• Insights on measuring brand awareness through metrics like sustained increase in website traffic and social media engagements.

Broader Digital Landscape and Influencer Marketing

• Shifting focus from TikTok to a broader digital marketing strategy.
• Balancing new customer acquisition with retention and the challenges of measuring brand awareness.
• The significance of search volume as an indicator of brand awareness.
• Underrated channels for top-of-funnel marketing, including real-world events and digital out-of-home advertising.
• Selecting the right influencers for genuine brand partnerships and the importance of authenticity in influencer marketing.
• Common pitfalls in digital marketing and the importance of consumer research and focus groups.

Advanced Measurement and Future Trends

• Background experience with performance marketing and partnering with Measured for advanced tracking and measurement.
• The impact of AI and new tools from platforms like Google on digital marketing.
• The potential of AI-driven solutions to enhance shopping experiences and improve ad targeting.
• Discussion on future trends in fashion marketing, including a shift towards more in-person experiences and data-driven decisions.

Special Offer

• Exclusive 10% discount on your next order at paige.com with code PODCAST.

Today we chat with Jake Lambert from Fresh Egg to talk all things CRO. We will discuss how CRO should be an integral part of the overall business strategy, not just a standalone marketing effort. By aligning CRO with broader company goals and ensuring collaboration across teams, businesses can make better-informed decisions and drive significant improvements in user experience and conversion rates.

Identifying Issues in Conversion Funnels:

• Focus on high-traffic areas like product pages rather than final checkout pages, where significant drop-offs occur.
• Analyze heat maps and user testing to determine where and why users drop off.

Statistical Significance in Testing:

• Determine acceptable risk and significance thresholds (e.g., 90% significance).
• Use online calculators to figure out necessary traffic and duration for tests.
• Understand the expected uplift percentages and align them with test durations.

Forecasting Test Success Rates:

• Leverage historical data to estimate test success rates and uplifts.
• Use industry-specific win rates (e.g., 33% in retail, 39% in finance) to set realistic expectations.

Addressing External Influences:

• Recognize that external factors (e.g., weather, promotions) affect both control and variant groups.
• Use consistent data sets to measure CRO impact, isolating the effect of changes made.

Tools and Developer Collaboration:

• Utilize user-friendly CRO tools like WebTrans Optimize.
• Secure developer buy-in by integrating CRO tasks into development sprints.
• Establish a unified data source for consistent decision-making across teams.

Future Trends in CRO:

• Short-Term: Emphasis on demonstrating ROI due to economic pressures.
• AI Integration: AI can handle standard optimizations, freeing up practitioners for more innovative tasks.
• Personalization: While AI can standardize best practices, human input is needed for unique brand elements.

In today's episode, we explore CTV and OTT advertising, highlighting key topics like measurement, tent pole events, optimization strategies, and future trends. With insights from The Trade Desk, we uncover the evolving landscape of CTV and OTT advertising and its impact on brands and advertisers.

Importance of Measurement:

• Accurate measurement is crucial for assessing the effectiveness of CTV and OTT advertising campaigns.
• Traditional metrics may not fully capture the impact of these channels, requiring a more nuanced approach.

Challenges in Measurement:

• Measuring success in CTV and OTT goes beyond traditional metrics like click-through rates.
• Unique measurement strategies are needed to track viewer engagement and ad effectiveness.

Inventory Accessibility:

• Access to premium inventory has improved, enabling advertisers to target specific audiences with precision.
• Programmatic platforms offer opportunities for efficient ad buying and targeting in the CTV and OTT space.

Tent Pole Events Significance:

• Events like the Olympics are crucial for video advertising on traditional TV and CTV/OTT.
• Clients are divided: some avoid these events due to increased prices, while others see it as a chance to reach a larger audience.

The Trade Desk's Perspective:

• Tent pole events should complement a broader CTV strategy, enhancing evergreen campaigns.
• Aligning tent pole events with promotional periods can be powerful.
• Local and regional advertisers can now access premium events like the Olympics through The Trade Desk's partnership with NBC, making it more affordable.

Practical Benefits:

• Running ads during events like the Olympics can effectively reach a wide audience.
• Establishing a baseline before and after such events helps measure effectiveness and justify the investment.

Campaign Goals and Optimization:

• Optimization strategies depend on campaign goals, such as reach or return on ad spend (ROAS).
• Key strategies include cutting underperforming publishers, optimizing device types and creative versions, and adjusting based on time and geography.

Human Plus Machine Approach:

• Combining human intuition with AI-driven recommendations enhances optimization.
• Creative optimization in CTV is slower but identifying ads that drive conversions is possible over time.

Creative Versioning:

• Creative versioning helps understand which messages resonate best with audiences.
• Brand lift metrics can be useful in CTV for understanding ad recall and effectiveness.

Evolution of Upfronts:

• Networks are becoming more flexible, allowing programmatic activation of upfront commitments.
• This evolution is driven by changing consumption behaviors and the financial benefits of data-driven CTV impressions.

Live Sports Access:

• Programmatic access to live sports is expanding, with the Super Bowl being the last major event not yet available programmatically.
• This trend is expected to change in the near future.

Local CTV Measurement:

• The Trade Desk's partnership with Comscore will enable robust local CTV measurement.
• This development will benefit both national and regional advertisers by tying together national, regional, and local advertising efforts.

Impact on Regional Brands:

• New measurement capabilities help regional brands with smaller budgets justify their spend.
• Smaller businesses can benefit from sophisticated measurement methods to demonstrate campaign effectiveness.

In this episode of Maximizing CTV, host Adam chats with Ryan Berman from StackAdapt. Ryan shares his deep knowledge on various aspects of CTV, providing listeners with valuable strategies and forward-looking perspectives. This episode is packed with actionable advice for brands and agencies looking to maximize their CTV investments.

Key Topics:

Investing in CTV

• The importance of continued investment in the CTV space and hints at exciting developments on the horizon for their product roadmap.

Using CTV for Major Events

• The conversation pivots to the strategic use of CTV for "tent pole" events like the Super Bowl, March Madness, and the Olympics.
• The need for a balanced approach, combining high-impact, short-term campaigns with long-term, audience-first strategies to maximize engagement and ROI.

Emerging Channels and Optimizations

• How to assess and integrate new and emerging channels without diluting the impact of existing core channels.
• The importance of thoughtful testing and leveraging advanced machine learning and AI for optimization.

Account-Based Marketing in B2B

• How ABM can be integrated into broader digital strategies to target specific companies and decision-makers.
• The significance of supporting sales efforts with precise targeting and measurement.

Future Trends and Challenges in CTV

• Predictions for the next five to ten years in the CTV space.
• Anticipated changes in how TV advertising is transacted, greater transparency, and the increasing availability of premium inventory.

Challenges and Excitements

• The primary challenges related to the cost and accessibility of premium CTV inventory.
• Despite these challenges, there's excitement about the future expansion and availability of such inventory, which will offer more opportunities for effective advertising.

Email Marketing & Newness:

• In fashion and beauty, new products are significant drivers of retention and engagement.
• Emails that feature new and exciting content tend to perform better.

Innovation & Product Launches:

• Innovation is critical; presenting new products frequently keeps customers interested.
• Comparison to historical commercial salesmen who always had to present something new to maintain interest.

Personalization in Email Marketing:

• Although personalization is valued, the return on investment may not always justify the effort.
• Broad targeting and exciting product features can sometimes outperform personalized emails in terms of engagement and sales.

Consumer Behavior & Segmentation:

• Different products (e.g., skincare vs. makeup) exhibit varied consumer behaviors and purchase frequencies.
• Leveraging seasonal trends and consumer preferences is vital for effective marketing strategies.

Retail Media Networks:

• Retail media is a cost-effective acquisition tool, particularly for startup and scale-up brands.
• Digital activation and in-store promotions are essential strategies for driving sales.

Gen Z Audience:

• Gen Z consumers are highly knowledgeable, research-driven, and influenced by social media.
• They value product effectiveness over brand loyalty and tend to be omnichannel shoppers.

Technology & Platforms for Startups:

• The availability of various tech tools (Shopify, Google Merchant Center, Klaviyo, etc.) has lowered the barrier to entry for new businesses.
• Integration of data across multiple platforms remains a significant challenge.

In-Store Digital Innovation:

• Upcoming trends include high-quality in-store digital screens that enhance visual merchandising and customer engagement.

Understanding CTV Inventory with MNTN:

• Dan explains the premium inventory accessed through MNTN, spanning 125 networks with unskippable ads and fully episodic programming.
• The importance of prioritizing trusted sources over the open exchange for CTV advertising.
• The benefits of working with pre-negotiated deals through platforms like Mountain versus direct buys with individual networks.

Optimization and Measurement in CTV:

• Optimization strategies, including audience targeting, frequency control, and creative testing.
• The challenge of measuring CTV success and discusses innovative measurement approaches like brand lift studies, geo-testing, and audience holdouts.
• The significance of creative quality in CTV advertising and its impact on campaign success.

CTV as a Growth Channel:

• How CTV has evolved from being primarily an awareness play to a performance-driven channel.
• Scenarios where CTV can drive conversions and return on ad spend effectively, complementing existing marketing channels like Facebook and Google.

Future Trends and Challenges in CTV:

• Future trends in the CTV space, including the emergence of new inventory sources and challenges posed by fragmentation in the market.
• MNTN Match, a new tool designed to leverage shopper and event data for more targeted CTV advertising.

Key Takeaways:

• The importance of premium inventory, audience targeting, creative quality, and innovative measurement in CTV advertising.

In this episode, James Hamlin and Brian Rauschenbach discuss the latest insights and trends shaping SEO in 2024.

Discussion Highlights:

Understanding the Impact of AI:

• The role of AI in SEO and its potential implications for marketers.
• How AI-driven technologies like Google's BERT and BARD engines are changing the way information is generated and understood.

Zero Click Results and Brand Authority:

• The conversation touches on the concept of zero-click results and its significance for brand authority.
• How appearing in zero-click results can enhance a brand's credibility and influence consumer behavior.

EAT (Expertise, Authoritativeness, Trustworthiness) in Content Creation:

• The importance of EAT principles in content creation for SEO.
• How demonstrating subject matter expertise, authority, and trustworthiness can enhance a brand's online presence.

Transition to Answer Engine Optimization:

• The discussion shifts towards the evolving nature of search behavior, particularly the rise of answer engine optimization.
• Shared insights on how marketers can adapt to this trend and optimize their content for voice search and answer-based queries.

Voice Search and its Impact:

• Explore the potential of voice search and its impact on search engine results.
• The challenges and opportunities presented by voice search, including privacy concerns and the need for accurate results.

Key Takeaways for Marketers:

• Practical advice for marketers, emphasizing the importance of collaboration, staying updated with industry trends, and maintaining fundamental SEO practices.
• Highlight the value of seeking external perspectives and leveraging AI as an assistant in marketing efforts.

In this episode, Ashley Royalty, GM of Add3SHOP, chats with Ryan McClurkin from JTV to dive into the intricacies of marketing measurement, discussing its tiers, challenges, and the importance of first-party data in driving success.

Overview of Marketing Measurement Tiers:

• Ryan explains the four tiers of marketing measurement: Tier 1 (Basic Analytics), Tier 2 (CDP Lite Solutions), Tier 3 (First-Party Data Stitching), and Tier 4 (Advertiser Data Feeds).
• Each tier offers increasing sophistication in tracking and attributing marketing efforts.

Importance of First-Party Data:

• The significance of first-party data and identity stitching in understanding the full customer journey.
• The role of predictive LTV (Lifetime Value) and machine learning in optimizing marketing strategies.

Challenges with Third-Party Cookie Deprecation:

• Impending challenges posed by third-party cookie deprecation and its impact on advertising effectiveness.
• Strategies for navigating this landscape, including the emphasis on first-party data aggregation.

Success Stories and Best Practices:

• Real-world success stories of companies leveraging advanced marketing measurement techniques to drive growth.
• The importance of proper cost allocation, LTV integration, and incremental attribution in achieving marketing success.

Recommended Tools and Solutions:

• Emerging solutions like Insida, a startup focused on comprehensive marketing measurement.
• The importance of platform-agnostic tools that cater to various e-commerce platforms.

Join Victoria Yeung and Kate Watson, digital marketing experts at Add3, as they unpack paid search advertising in this episode of That Doesn't Work Anymore. From old-school techniques to cutting-edge AI features, they provide actionable insights to level up your paid search game.

Out with the Old:

• Learn more about outdated tactics like Single Keyword Ad Groups and match type segmentation, and why they no longer cut it in today's fast-paced digital landscape.

Embracing the New:

• The duo dives into modern strategies like Value-Based Bidding and the effective use of broad match keywords, sharing tips for incremental testing and optimization.

Enter the AI Era:

• Discover the power of Performance Max campaigns and AI-driven creative optimization features like Responsive Search Ads and Dynamic Search Ads, and how they can revolutionize your campaigns.

In this dynamic episode, Victoria and Kate equip you with the tools and strategies needed to thrive in the dynamic world of paid search advertising. Tune in to stay ahead of the curve and elevate your digital marketing efforts!

Stay tuned for more expert insights and strategies in the next episode of That Doesn't Work Anymore!