‘Iceland Better than Space’ by SS+K

Calling on Space Tourists to visit Iceland; highlighting its naturally surreal landscapes as a viable alternative to other worldly environments- not to mention cheaper and environmentally friendly trip with unlimited Oxygen, Fresh Food and Geothermal Spas. “Iceland Better than Space” was created by creative agency SS+K

Neustar partners with Permutive to Provide Addressability, Scale and Privacy Through Publisher Cohort-Based Advertising

Neustar Inc., a TransUnion company, today announced a partnership with Permutive to enable trusted connections between advertisers and publishers by bridging the gap between consumer identity data and a privacy-first web.

The partnership brings together the Neustar Fabrick™ data connectivity platform within the Permutive Audience Platform for advertisers and publishers to collaborate securely without the use of third-party cookies or device IDs. The partnership safeguards advertiser and publisher first-party identity data to bring addressability, transparency and privacy to digital advertising.

Permutive’s Audience Platform powers the leading Publisher Cohort Infrastructure on the open web. Extending Neustar Fabrick into cohorts allows publishers to meet advertisers’ demand for their audiences in a secure environment. This partnership is the first integration of this kind at Permutive and paves the way for a more responsible web.

With this partnership, advertisers and publishers can work together to build and activate their desired audiences at scale via Publisher Cohorts across high-quality, premium publisher inventory. Publisher Cohorts are a privacy-preserving approach to activation that groups like-minded users based on similar characteristics and behaviors – without identifying individuals.

Improving Customer Service with Contact Center AI. Reimagine the Customer eXperience through full end-to-end platform expansion

Google Contact Center AI

Announcing Google Cloud Contact Center AI Platform, which offers an out-of-box, end-to-end solution for the contact center. It brings together the advantages of AI, cloud scalability, multi-experience capabilities, and tight integration with customer relationship management (CRM) platforms to unify sales, marketing, and support teams around data across the customer journey.

Contact Center AI Platform is purpose-built for customer relationship management, extending ability to offer personalized customer experiences that are consistent across the brand, whether delivered through a virtual agent, a human agent, or a combination of both. It eliminates many long-running pain points, from managing data fragmentation to replacing rigid customer experience flows with more engaging, personalized, and flexible support. With this addition, Contact Center AI now lets you:

  • Orchestrate the customer journey by creating modern experiences that can be embedded in their chosen channels with mobile/web software developer kits (SDKs), compatible with iOS and Android.
  • Leverage CRM as a single source of insight into the customer experience, to unify content, increase personalization, and automate processing with CRM data unification.
  • Manage multiple channels without pivoting across voice, SMS, and chat support.
  • Predict customer needs and route calls appropriately with AI-driven routing, based on both historical CRM data and real-time interactions.
  • Automate scheduling, schedule adherence monitoring, and manage employee scheduling preferences with Workforce Optimization (WFO) integration.

Provide customers with self-service via web or mobile interfaces using Visual Interactive Voice Response (IVR).

“Elections don’t just choose government, but also opposition”

Prashant Kishor

“Elections don’t just choose government, but also opposition” says Prashant Kishor the Indian Political Strategist. Founder Indian Political Action Committee (I-PAC), India’s first and largest cross-party political advocacy group.

Data analytics has established itself as an essential aspect of political campaigns. In I-PAC, the Data Analytics team works on electoral analysis, survey analysis, behavioural analysis, and sentiment analysis to identify they key focus areas and improve the campaign efficiencies with data backed insights. 

Derive insights from electoral and demographic data using statistical techniques. Apply ML and AI modeling to gain actionable insights and boost campaign productivity. Design algorithms to analyse public sentiment using information from digital platforms. Design algorithms to improve the accuracy of surveys and provide insights. Analyse unstructured data sets including reviewing data for completeness and consistency and make recommendations.

Artificial Intelligence and Machine Learning

“Artificial Intelligence and Machine Learning” by Vijay Gadepally




video courtesy : MIT OCW hosted on YouTube

This lecture provides an overview of 5 to 6 Decades of Development in the Artificial Intelligence space, Key Ingredients in building AIML Workflows, and examples/details related to Supervised, Unsupervised, and Reinforcement Learning.

Jeremi Gorman : Who’s Dat/A @ Snap Inc

Jeremi Gorman : Who’s Dat/A @ Snap Inc

Jeremi Gorman became Snap’s Chief Business Officer back in the fall of 2018. The key to Gorman’s success is her ability to build relationships and trust, based on consultative touch instead of a hard-sell

She’s known to ask a lot of questions. It is a relationship-building tactic that helped Gorman find her niche between brand and performance marketing.

The mobile-first platform (primarily targeting Gen Z audience) had launched what it claimed as the world’s first camera advertising at scale with its AR Lenses and filters between 2015 and 2016. And a self-service Advertising Platform, called Ads Manager ( allows to create Ads, launch campaigns, monitor performance, and optimize goals)in 2017

Previously, they served their Clients based on the region instead of Industry, which Gorman felt was disjointed and counterproductive. Put another way: Snap was struggling to get in front of marketers; even when it did, the pitch didn’t always stack up.

Snap transitioned from a regionalized to verticalized sales structure and streamlined the sales process. Instead of sorting clients by region, clients are sorted by industry, improving partnerships between clients and the Snap sales team.

Gorman’s efforts have made a difference for media buyers. Snap’s AR lens was a bit of a one-trick pony, but thanks to Gorman’s revised strategy, R/GA has made Snap part of its core strategy, crediting the company with flexibility in media buying, creative, data-informed responses, and partnership transparency.

R/GA  has utilized Snap’s dynamic retargeting capabilities, dynamic ads for broad audiences, and other hyper-focused direct response tactics within Snap’s ad product. Here is the TECHCRUNCH Article detailing about Snap’s Dynamic Ads
Gorman’s training at Amazon (from 2012-2018) on ROI and data has helped her maintain a focus in those areas and effectively bring them to the marketplace

Microsoft’s Brand New CDP – Customer Insights

MICROSOFT’S BRAND NEW CDP – CUSTOMER INSIGHTS

Know your customers like never before with a real-time customer data platform. Discover the new, powerful engagement insights from Microsoft that delivers  the most comprehensive view of your customers.

Holistic view of Customers : To understand Customers or Prospects by Unifying and Enriching data in complete, centrally accessible profiles that deliver more personalized experiences. Create comprehensive view of each customer across channels—including campaign responses, in-store and online visits and purchases, loyalty redemptions, customer service encounters, social interactions, or IoT signals.

Data from Multiple Sources equals Comprehensive Insights : Access demographic, transactional, or behavioral data in real time from a variety of sources. This data helps ensure customer profiles are up to date and can generate relevant insights.
Simplify the process of pulling in data with pre-built connectors available for myriad first- and third-party data sources, and organize customer data to derive powerful insights.

Unify Data for More Actionable Insights:  The Data Unification Process aims to bring together data that is locked in disparate systems and applications to create a master customer data set for a more complete view of your customers.

The data unification process entails three steps: Map, Match, and Merge.

In the first stage, entities are mapped to a Common Data Model (CDM) schema.In Customer Insights, entities are data sets.

Many of the product processes—including data unification, relationships and segmentation, and measures and activities—are organized around the entities you choose.

Once the entities have been identified, select the attributes that you want to combine and reconcile in the Match and Merge phases.

The Match phase allows you to specify how to combine your data sets into a unified customer profile using deterministic and probabilistic matching. One can learn to evaluate the quality of match pairs and define rules to improve.

The Merge phase is the last step in the data unification process.

Conflicting data, such as customer names or phone numbers, might appear in different formats in data sets for the same record. The primary purpose of this step is to reconcile conflicting data

Enrich Data to Extend Solutions: Microsoft Graph provides proprietary audience intelligence such as demographics and interests, market trends, and product and service usage data. Bring in third-party sources to further enrich customer profiles and find new audiences and segments.

Generate Insights for an Improved Customer Experience: AI proactively recommends segments and generates predictive insights that drive optimized customer experiences and processes.

Discover new audience segments with AI-driven recommendations or define custom segments.
Segments group your customers into Cohorts based on Demographic, Transactional, or Behavioral Attributes.
Define sophisticated filters around the customer profile entity and its graph of related entities. Each segment outputs customer records that you can export and act on.
Measures represent key performance indicators (KPIs) that reflect the performance and health of specific business areas.
Create an intuitive experience for building different types of measures by using a query builder that doesn’t require you to code or validate measures manually.
Export segments to sales and marketing applications to generate more targeted actions, such as promotional campaigns, sales activities, or customer support.

Activate Insights to Drive Better Solutions : Now that we have seen the power of data configuration and segmentation, let’s look at how this comes to life in day-to-day business operations. The Export destinations page shows you all the locations you’ve set up to export data to. You can add new destinations to personalize marketing strategies and safely connect with brands across social, digital, and TV ecosystems.

  • Leverage Timeline Control and Demographic Control to unlock rich insights on selected customers, including their location, age, and latest activities.

  • Connect Customer data with Microsoft Power BI to customize dashboards and reports.

  • Trigger workflows in response to customer signals by using Power Automate.

  • Build Custom Apps with Customer Insights embedded with Microsoft Power Apps.

  • With mobile apps that provide a 360-degree view of their customers, this empowers sales representatives to provide more personalized service.

Advanced Analytics for Deeper Insights : Leverage Azure Machine Learning (AML) to customize and train models for predictive insights that can be directly imported into the customer record. The predictive web service can be scheduled at predetermined intervals to automatically refresh and update the prediction scores.

Derive deeper insights with Azure Synapse Analytics, which combines customer data and enterprise data to improve data completeness, run high-speed analytical processing, and build custom machine-learning models.

Data Security, & Compliance to help one stay Current : Built on a secure and hyper-scalable Azure platform, advanced features help ensure that your organization is secure and compliant.

  • You can support data privacy and General Data Protection Regulation (GDPR) compliance with corporation-ready security and built-in governance tools, all while retaining full ownership of your data.

  • Customer Insights is available for government and public customers with higher compliance needs, allowing them to better understand and interact with citizens, empower employees, and transform cities at scale.

Amplitude Announces AI Driven Initiative “Journeys”.

Customer Journey Analytics for the Citizen Data Scientists

Industry-First Solution that Analyzes the Breadth and Depth of the Customer Journey. Powered by Machine Learning, “Journeys” can automatically evaluate the thousands of possible customer events and home in on the moments that matter most to the business

By evaluating the thousands of possible events along a customer path, Journeys automatically focuses teams on the few exact moments that have the greatest business impact, such as drop-off or paths which yield the highest conversion.

Product teams then leverage this real-time, predictive intelligence to identify the exact friction or conversion point by user, and group customers into cohorts for targeted messages and offers to accelerate conversion

Holistic View and True Understanding of the Customer, from the lens of the product itself. With Amplitude Journeys, the customer is now the center of any digital product experience, transforming yesterday’s product and data problems into today’s business growth opportunities

Understanding workflows, like sign-up to activation, and key milestones. Being able to flush this out in one click is incredibly powerful and Journeys enables us to increase the understanding and velocity.

Download Collaterals @ https://www.slideshare.net/preydata/customer-journey-analytics-powered-by-amplitude/preydata/customer-journey-analytics-powered-by-amplitude

Powered by OTT Advertising

OTT Analytics

As the economy is getting battered due to Covid 19, OTT consumption is scaling up; Mobile has become the Home for Premium video consumption.  

This emerging landscape has provided a great opportunity for Marketers and Agencies to work towards creating the much-needed rich creative environment that can aid impactful Creative Storytelling powered by Data-led In-app Programmatic Targeting. Buoyed by the surge in demand for Online Video, Media planners are increasing their programmatic budgetary allocations for OTT services.

As Marketers we need to explore the emerging contours of this exciting digital marketing opportunity and delve deeper into how to make the most of this data-led programmatic and mobile goldmine.

And understand how the growth of the OTT provides marketers a great opportunity to be seen and heard in the right environment, by the right audience and at the right time. Some Key Questions to ponder

  • What is the DNA of the post-pandemic consumer who has gotten used to staying at home more than ever in their life and how best to serve them?
  • What does it mean to the ecosystem of brands, advertisers, and media planners?
  • How in-app programmatic video can bridge creative and data for brands and publishers?
  • What kind of skill sets are needed to tackle the needs of this ‘new’ consumer set and target them with the right creative?
  • How to strategize the increasing relevance and importance of data safety in the emerging landscape.
  • Can the premium nature of programmatic video be the answer to many of the challenges being faced currently?
  • What needs to be done to unlock this opportunity to the optimum?
OTT Analytics. Programmatic Advertising

Essential Guide to Tealium AudienceStream

Understand Everything related to AudienceStream | Unify Customer Data and power Real-Time Audience Engagement 

  • Tealium AudienceStream is the leading omnichannel customer segmentation and action engine, wherein the tool provides robust audience management and profile enrichment capabilities with the ability to take immediate, relevant action
  • AudienceStream allows one to create a unified view of of the customers, correlating data across every customer touchpoint, and then leverage that comprehensive customer profile across your entire digital marketing stack.
  • Tealium AudienceStream CDP comes with patented visitor stitching technology that constructs highly accurate, comprehensive and actionable customer profiles. Use the data within these profiles to define high or low value customers, key engagement insights, or milestones that can then be used to create audiences.
AudienceStream Demo

The Top 10: A Detailed Guide to AudienceStream Use Cases

The AudienceStream Customer Data Platform becomes the central hub where customer data is orchestrated across customer touch points, teams and technologies.

Raw event data contains the seeds of customer behavior insights, but that basic, building-block data needs to be transformed into customer-level intelligence.

Build Attributes, Rules, and Actions

Combine and enrich customer data in any way. Build insights directly into your data with attributes you define. Automate actions based on your own business rules

FUEL YOUR IDENTITY RESOLUTION

A fundamental component in your customer engagement strategy, identity resolution. This is the process of collecting data across user touchpoints and applying them to a single user profile. Learn how Tealium can help fuel your identity resolution and enrich visitor profile through visitor stitching.

mParticle + LiveRamp

 

Nora Fatehi

mParticle customers can now leverage LiveRamp’s industry-leading identity graph and exponentially expand their reach to deliver privacy-friendly exceptional customer experiences virtually anywhere.

mParticle already helps marketing teams ingest first-party customer data from any source or system, to automatically assemble a single customer view, and coordinate real-time data syncs across hundreds of leading marketing, analytics, and data warehousing APIs.

LiveRamp gives organizational teams access to the industry’s largest deterministic identity graph, while also providing integrations with the top platforms in the digital ecosystem.

mParticle’s LiveRamp for Targeting premium offering, a first-of-a-kind solution that combines the speed and flexibility of mParticle with LiveRamp’s powerful identity graph for greater audience reach at scale. 

This premium feature gives mParticle customers the ability to build audience segments with customer profiles in mParticle that are then augmented with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, and data providers in LiveRamp.

This joint offering creates the largest integration network in the industry by extending mParticle’s 275+ event and audience integrations to now include 550+ LiveRamp-powered integrations—including Sizmek, MediaMath, Flashtalking, and Google Marketing platform, among others—for measurement, media delivery, and search use cases while being privacy-conscious and keeping customer data safe at all times.

Benefits

LiveRamp for Targeting will provide our joint customers with exceptional benefits, namely the ability to:

  • Increase addressable audience
    Combine first-party identifiers captured in mParticle with LiveRamp’s Identity Graph, the largest deterministic graph on the open Internet, with more than 240 million consumers.
  • Reach consumers wherever they are
    Manage LiveRamp-powered integrations directly from within mParticle to build engagement with consumers on all the channels they frequent.
  • Deliver exceptional customer experience
    Combine user identifiers in mParticle with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, or data providers allowing marketers to measure the success of their campaigns by having a consistent view of the user in anonymous spaces.
  • Increase speed of onboarding
    Reduce the time-to-value typically experienced through traditional onboarding by driving activation in real time. Create audience segments once within mParticle enriched with LiveRamp’s identity graph data and forward them anywhere downstream.
  • Improve privacy controls and governance
    Safeguard customer choice and privacy across all channels with improved customer profile management by combining user identifiers in mParticle with third-party identities

Define Marketing Success with ML/AI

Predictive analytics is the use of data, statistical algorithms and AI techniques to identify possible future outcomes. This can help you stay ahead of the curve and assess the future of your marketing. Here are a few ways that you can use AI and predictive analytics in your marketing.

Optimizing marketing campaigns

With predictive analytics, it works just like the Scientific Method by having a hypothesis and then proving it either right or wrong. You can use the data to determine what customer segments and audiences will be the most effective to reach and create actionable insights.

With accurate reporting, you can accurately tell whether a campaign was successful and optimize where it may fall short. This lays the groundwork for best practices of strategies to follow, not just in marketing, but sales and business decisions as well.

Predicting customer behavior

Data is the most accurate way to predict a customer’s “next move” in your business model- especially online. Using behavioral data with customer journeys, you can predict engagement points on when you think a customer may convert. You can also track “drop-off points” and see where you may be losing people whether it is due to confusing content or a dead end in the journey.

By mapping these patterns, at both one-to-many and one-to-one marketing, you can give insight into the outcomes of campaigns and help drive to the outcomes that you want.You can also use this information to do profile scoring and build customer models.

According to a study by the Aberdeen Group, predictive analytics users are twice as likely to identify high-value customers and market the right offer. By doing all of this you can identify potential leads and prioritize the ones that are most likely to convert.

Personalizing content

By being able to predict customer behavior and build models off that data, you can then personalize your content to target those certain leads. By targeting the right audience at the right time, you can show more accurate paths to ROI.

By using historical data to see the behavior of past customers, you can use that to determine and create personalized messages.

Easily scale Tailored and Personalized Journeys.

Personalization,Segmentation,Loyalty

Advanced segmentation dives deep into the behavioural and lifestyle analysis that allows to look at not just demographics, but the actual products like-minded customers are purchasing.  Use sophisticated algorithms to scan high volumes of customer data to groups customers into lifestyle segments.

Identify key customer segments in terms of behaviour, interests, preferences and opportunity through advanced segmentation and visualize customers across key milestones bench marked. With the ability to get as granular as you need across unlimited customer attributes, your ability to segment and deliver targeted communications across relevant touch points is infinite.

Advanced, & Granular Segmentation

By employing advanced segmentation, marketers can group customers on products and behaviors, see how they move between segments, and identify motivations that build messaging that drives behaviour.

Know Your Customer

Deep Segmentation across Customer Segments, Brand Value and Customer Lifestyle can power an Automated Offer Engine. These Customer Indicators Influence and deliver a Next Best Action that engages customers through tailored Product Recommendations, Up sell opportunities, Promotions and Relevant Offers.

10 Questions to Ask Your Customer Data Platform Vendor – REDPOINT

A true CDP is an enterprise solution that ingests all sources and types of enterprise customer data to provide an always-on, always-updating golden record that is continually available at low latency to all touch-points and users across an enterprise.

Customer Data Platform

It should help you…

  1. Bring together data from across your organization;
  2. Know all that is knowable about your customers;
  3. Deliver relevant, personalized offers whether customers are in your physical location, online, or on their mobile device;
  4. Recognize a customer across multiple channels and interaction touch-points;
  5. Build progressive profiles and create privacy-compliant persistent customer records that anyone appropriate throughout the enterprise can access when they need it.

There are 10 questions you should ask the vendors on your short list to ensure their platform meets that criteria before you invest in their CDP:

  1. What kind of data structures does the CDP accept? A true customer data platform supports any kind of data, whether batch or streaming, internal or external, structured or unstructured, transactional or demographic, personal or general.
  2. What kinds of databases does the customer data platform integrate with? CDPs are database-agnostic and take an open garden approach to handling data. This means it should be able to function equally well with Hadoop, NoSQL, and traditional data warehouse technologies.
  3. What solutions does the CDP accept data from? The function of a CDP is to provide a fully unified view of the customer. Real customer data platforms are able to ingest data from every solution in the marketing stack, without limitation.
  4. How does the customer data platform resolve customer identities across touchpoints? CDPs are meant to provide a single point of control for all that is knowable about a customer, whether that point of control is in marketing, IT, or elsewhere. Identity resolution — the process through which individual customers’ identities are searched, analyzed, and linked across disparate data sources — is a key facet of learning all that is knowable about a customer.
  5. Can the CDP accept data from offline and online sources? – Many customer data platforms are designed to ingest data only from digital sources. It’s not possible to create a holistic customer view solely with online data. A true CDP accepts data from offline sources just as easily.
  6. Does the customer data platform accept batch and streaming data? Some data tools can process only batch data or only streaming data, not both. Real CDPs accept, ingest, and process both.
  7. Can the lines of business easily leverage the CDP? Customer data platforms are not IT-only solutions. They’re meant to make it easier for marketers and other business users to access the cleansed customer information they need in real time and without IT assistance. IT can be that single point of control that manages the data, but, ideally, they won’t need to use the CDP to provide marketers with models and data cuts.
  8. How flexible is the CDP? A customer data platform that requires expensive updating to accept data from new sources isn’t as robust or useful as a CDP that is built to easily accept new inputs.
  9. Is it easy to keep the unified customer profile updated? The hallmark of a CDP is that it keeps each customer’s golden record constantly updated. If the solution you’re considering can’t do that, it’s probably not a real customer data platform.
  10. How quickly is clean, updated customer data made available? Many solutions help marketing build and maintain a golden customer record, but only a true CDP makes that profile available to marketers and other line of business users in one or two seconds or at most a few minutes. “Onboarding” processes that take 24 hours to ingest new first-party data are not the speed of the customer.

Understanding User listening Behavior is essential for Personalizing Music listening experiences on Spotify

Spotify Music Recommenders

Spotify uses machine learning recommenders that take into account what and how users consume playlists and the rich diversity of playlist experiences


User engagement (UE) is a quality of user experience characterized by the depth of an actor’s cognitive, temporal, affective and behavioural investment when interacting with a digital system (O’Brien, 2016a)

User Engagement Metrics

“Our customers always tell us that music discovery and listening is a personal experience, and we are enhancing the free experience with this in mind,” said Babar Zafar, VP of Product Development at Spotify. “This is the beginning of an evolution for Spotify and we will continue to make improvements that mirror our customers’ needs. This is not only about giving users a more customized free experience from the day they sign up, but giving them more control over their listening experience so they can easily find and stream their favorites anytime, from anywhere.”

Drive Effective Content Marketing. Understand the Neuroscience Behind Writing Better Headlines

Neuroscience behind Effective Copy-writing

Today, we scroll from one Headline to another; is consuming videos, and reading headlines as the way of understanding stories. that means we need to understand the values of someone reading the Headline in the feeds, and the value of the native impression.

Hence, Neuroscience , the study of the Sub-conscious – which shows why in-feed Native Ads are so influential.

Native Ads, are Read, and not just seen. And, reading influences the brain

We have noticed that Native Ads receive Twice the direct visual focus of a traditional banner. the words used in the headlines matter – since the words can increase a person’s interest in the message on a subconscious level.

By including certain word groups, we can increase a person’s interest in the message on a Subconscious level.

Rise of the Brand Supreme

Supreme

Underground Street-wear Brand to 1 Billion $$$ Global Phenomenon. They spawned this collector Personas called HypeBeasts, basically spawned out of Additction to the Supreme Brand; and their most popular artifact is the Box Logo. No spending on Marketing, Supreme has taken the word of mouth marketing to turn Product Launches into sort of micro experiential events.


Founded in 1994, by James Jebbia , an American-English Fashion Designer, since then Supreme has taken a combination of high profile of brand collaborations, an incredibly small production quantities to its advantage. Though choking the supply, wasnt necessarly a strategic decision, they just didnt want to get stuck with unwanted inventory. Now this method is core to the Companys business models, making every launch of a press worthy event, anf each item a limited edition collector’s piece with skyrocketing value on the resale.


Supreme Brand has now become a personal statement for the folks that are using it – a Badge of Cool. Supreme has now introduces a lottery system due to the crowded store fronts, and launch day brawls. Supreme is only open to the public during their Seasonal Drops, new merchs are released on Thursday, and to get in one has to sign in by Tuesday 11 am . Now Half the company is owned bu the Carlyle Group ( cost them 500 Million $$$). Currently they have 11 Stores overall ( 4 in USA, & 7 Outside of USA), but none in China. So the after market attracts a lot of affluent Chinese Buyers which makes the costs go 6 X of the costs at a Supreme Store. Though this has resulted in lot of fake stores, and one Brand in Italy called Supreme Italia ( with an Identical Supreme Logo). the Supreme Addicts or Fans denounce the fakes. But there is hit on Supreme as well, as it seems that their logo was inspired by Barbara Kruger’s Art (
https://www.heroine.com/the-editorial/supreme-barbara-kruger ). With Private Equity involved, there is a chance that Supreme can go MASS$$$. But if that happens then Supreme can loose its Street Cred..

Article inspired by the below video.

How Supreme Built a Billion Dollar Brand “Equity”

Insights Engine: Go beyond Transactions data: Gauge the Customer Intent

With Advanced Analytics platform, you can increase your return on investment across marketing, sales, product and category management, by:

Growth for Knowledge (GFK) Consumer Insights Engine
  • Understanding Customers/Prospects
  • Stimulating Demand with Messaging
  • Optimizing Visibility with Marketing Channel Mix
  • Becoming the chosen brand in the target Market
  • Providing the optimal customer product experience
  • Win at every stage of the purchase journey

Empowering Marketing, Sales, Product, and Category Management Business functions to answer key questions with Actionable Insights

  • What triggers the realization of a need to purchase?
  • What channels do consumers use when researching products?
  • What are the important attributes for consumers when deciding to purchase?
  • What do the purchasers think, & talk about the products?
  • How understanding your customer’s purchasing behaviors and decision-making can drive sales.

The Consumer Journey Module is the first, and only solution for Manufacturers, and Retailers in the technology and Consumer Durables Industries to combine the most comprehensive collection of point of sales data with

  • AI Enabled Consumer Review Data
  • Online Consumer Behaviour Data

Source: https://digital.gfk.com/consumer-journey-insights

How to Springboard to a Data Science Career | Mansha Mathani

Real World Advice on how to jumpstart your data science career from Facebook Data Scientist Mansha Mathani

LiveRamp Acquires Faktor

LiveRamp has announced their acquisition of the consent management platform Faktor that would enable them to expand their suite of privacy offerings and their commitment to data stewardship.

They will be able to offer a product benefiting not only to their consumers, but also publishers and brands. Consumers will be able to better manage how and where their data is used; publishers will receive the tools they need to operate sustainable business models; and brands can provide more meaningful experiences to their customers.

LIVERAMP + FAKTOR

In the coming quarters, any client or partner who needs to manage consent and maintain transparency to ensure compliance with CCPA can utilize LiveRamp’s suite of privacy tools. LiveRamp’s identity platform will also be fully integrated with Faktor’s offerings, unlocking several opportunities.

  • Consumers will enjoy central consent management and persistent cross-device privacy controls.
  • Publishers will have access to a fully integrated consent and identity platform, enabling improved monetization and stronger consumer relationship
  • Brands can deepen their relationships with consumers by making consent and transparency a pillar of their customer relationships

Faktor will remain headquartered in Amsterdam while simultaneously tapping into LiveRamp’s expansive global footprint to cross-sell products and services throughout its combined client portfolio. Faktor will also retain an independent roadmap, with its own dedicated product and engineering resources.

Right to Play: How Mattel Is Leveraging Its Technology Organization to Drive Cultural Change

Adobe Summit 2019 NOTES

Mattel, due to data regulations; basically, start with persona; and assume that they have no data about their audiences – Data Deficit. Understanding the Customers; a Generation in AI/ML; and 3rd Gen for Data Driven Marketing; how to integrate Human Insights. Thick, & Thin Data… How to contextualize the data to for better Cx; More Behavioral Data; Mannerisms => What to put in Experience, for the Exp to Work.


AI would help in the Heavy Lifting. Sometimes the data is made vanilla; Similar Age Band, Interests, watch you tube, e.g. AG, & Barbie… why they are coming to the brand. Need this understanding to provide specific experiences … parents are more interest for classic experience… need more human insights.


Shift to Experience (from Marketing (what I tell you about the products)). Happy Employees drive Happier Customers. Technology is the equalizer for the Business processes.


Design thinking Mindset. Strategic Business Partner. Experience (in store, digital, product) … no. of domains, expertise, …. CEO Transformation Strategic Partner. Gartner. Operations, Environment in Order. Keep the systems up, secure, run in time. Empathy for the business. What values are adding to the business. Drive efficiency, profitability, impact the revenue.
Measure CIO Vs CMO. Connection between Design, & Tech. Applied Innovation. Deliver experiences when they were Designed. Art of the Possible. Art of the Now. What is the Experience that is being created; can come from anywhere (design, development, …) Cross Functional Team.
UI, UX =, the core is the consumer. Erodes the issue that were Experience sits. Innovation at the edge or in the middle (core). Tech for tech’s stake. Connected Toys Stake. Mixed Play. Price Point. Margins as per Retailers Desire. Tech to be part of the Natural Experience. Stop Work to Automate. Novelty. Play > Tablet > Play (Bad Ex). Tech must be Seamless. Consumer at the core.


Mattel is going through Transformation. Lock Arms. Make them feel Engaged. Natural to Attack Innovation. How to keep Toys Relevant. Political Ecosystem. Every Company is Different, But they all Kind of Same. Talent Acquisition. Training.

Ad Dollars for Spotify

In a quest for more ad dollars, Spotify has been improving its self-serve platform to grow its ad business, which still lags behind the money the company makes from subscription revenue.

src: Digiday

Spotify
Spotify Ad Studio

Ad buyers, meanwhile, remain mixed on Spotify’s ability to drive performance and conversions from audio ads, but remain intrigued by the platform, especially as another key audio ad channel — podcasts — grows on Spotify.

Spotify’s global head of partner solutions, Danielle Lee, said the company plans to add more demographic and interest-based targeting and other audience features to its self-serve Ad Studio in 2019. Lee said the company’s first-party segments on self-serve have been pretty limited to basics like age and gender, but now they’re looking to introduce categories like “fitness enthusiasts” and “mom” based on listening habits.

Spotify also is creating an audience upload feature that allows select advertisers to match their known customers with the platform’s audience. Lee declined to share specifics on what identifiers they will introduce.

The focus on growing its ad business comes as most of Spotify’s revenue is still tied to the ad-free, subscription product — even though the majority of its monthly active users do not pay for the service. In its 2018 third-quarter earnings report, Spotify said about 10.5 percent of revenue is from ads and 57.1 percent of monthly active users are ad-supported (and many use ad blockers). Those numbers haven’t fluctuated significantly from Spotify’s 2017 data.

“Our goal is to grow all of our channels. The beauty we see through audio, specifically, is the opportunity to reach consumers in screen-less moments, [which is] is just growing with the proliferation of connected cars, connected speakers, gaming consoles. We see an opportunity for brands being relevant in those moments, adding value in those experiences as opposed to interrupting them,” Lee said.

Advertisers have mixed feelings about audio ads and Spotify. One direct-response advertiser said he doesn’t like audio ads because of the interruptive nature, though he noted podcasts can be an exception. Men’s health startup Ro has invested in digital ads, TV and out-of-home but hasn’t focused on audio ads due to lack of efficiency.

“While I haven’t run ads on Spotify in a few years, it’s always been a struggle to find sustainable, efficient growth from internet radio. Part of that comes with the territory when running ads on the free version of a product that also has a paid version with a more premium audience,” said Rob Schutz, Ro cofounder and CRO.

But other brands have paid for Spotify’s audio ads, video ads and branded playlists. Spotify said “thousands” of advertisers have used its self-serve product Ad Studio since it launched in September 2017. Spotify revealed in its 2018 second-quarter earnings report that more than 20 percent of the total ad-supported revenue is from Ad Studio and its programmatic products. Ad Studio is available in the U.S., UK, Canada and Australia, and has a $250 minimum spend. Spotify also adopted Nielsen Brand Effect last year to improve its third-party verification.

Entertainment companies go “hand in hand” with audio ads, said Jenny Lang, svp, managing partner of integrated investment at UM Worldwide. Her agency also sees interest from retailers and small direct-response companies. As a large agency, UM either works directly with Spotify or buys programmatically. The self-serve platform is geared toward small businesses that want to make a quick campaign without using a programmatic system or working with Spotify, Lang said.

spotify.com

“I think music is still a standard on the plan. Ad Studio we haven’t used a lot, but we see a lot of benefits. Some of our smaller brands don’t have audio ads, [so] we could see them quickly create it A.S.A.P.,” Lang said.

In Ad Studio, Spotify charges between $0.015 and $0.025 per ad served, as tested by Digiday. Buyers using Ad Studio are limited to only audio ads with display creative. If a campaign is higher than $25,000, Spotify encourages a buyer to work with the company’s sales team, a spokesperson said. The sales team also can offer other ad formats like video and branded playlists. CPMs bought directly range depending on the format.

Emily Harris, an independent marketer, has used Spotify Ad Studio over the last year for clients who put on live music and community events such as Artist Home & Timber! Outdoor Music Festival. In Ad Studio, buyers can target Spotify users by location, genre of music, artists

“It’s great that a music event can target listeners of performers, especially headliners. It definitely helps build blanket awareness for folks who might not see our posters, display ads or hear our traditional radio spots,” Harris said.

But the self-serve platform itself is quite limited. In the future, Harris said she’d like to see more targeting capabilities such as the ability to target fans of performers “lower on the bill” and to target fans of similar artists. Harris said she’d also like to target more general interests, as ad buyers can on Facebook. Pixel tracking, similar to Facebook, is another item on Harris’ wish list, so she can see a conversion metric. Like many buyers, she uses a discount code on audio ads so she can attempt to track conversions. Harris declined to share specific conversion numbers but said Spotify “does seem successful with implanting impressions, but last touch conversions — and even clicks — are quite low.”

On the direct sales side, Spotify is expanding beyond its traditional ad units by encouraging more advertisers to create branded experiences. Spotify announced in January that brands could now sponsor Discover Weekly, its playlist of new music that is personalized to each listener every week.

Palantir in India to analyze Future Group data

src: Economic times

Future Group has tied up with American data mining firm Palantir Technologies, which will provide the country’s biggest listed retailer with analyses of data on shoppers’ consumption and buying frequency patterns.

Retail Analytics Platform | Src: Market6

“They will analyse customers’ data at an extremely micro level and such detailing will provide insights in customer trends and shopping habits,” said Kishore Biyani, CEO, Future Group. “The technology tie-up is part of our data-to-business strategy called Tathastu, with an aim to get two crore members from stores across formats to spend Rs 1 lakh each per annum.”

A 10-member team from Palantir Technologies is already stationed in India to help Future Group in data science and machine learning algorithms. Most consumer companies and retailers are relying on external data to gauge their sales and plan new launches.

Biyani owns more than half- a-dozen supermarket store chains including Big Bazaar, Hyper City, Easyday and Nilgiri’s that have a combined retail space of 14.8 million sq ft in 340 cities, a national presence that can only be matched by Reliance Retail. With a footfall of about 500 million and transaction data on more than 30 million customers, the company’s shopping data can be used to predict purchases, said Biyani.

Future Group’s dependence on technology to boost sales comes against the backdrop of increasing competition from rivals such as Walmart and Amazon that rely heavily on data mining to push sales growth.

For the past one year, the company has been pushing technology integration, known internally as Retail 3.0, which is being piloted through several Easyday stores that function as a marketplace which are also used to study shopping behaviour. For instance, each member spends nearly Rs 40,000 at small format stores and their purchase frequency is 38-52 times a year. Such collated datapoints are used to predict consumption patterns and even manufacture products.

Leverage Google Marketing Platform

Google Marketing Platform is an unified marketing and analytics platform for smarter marketing measurement and better results.

So, Jellyfish, Google and Napkyn Analytics has partnered to answer the queries related to technical features and integration capabilities of the Google Marketing Platform. And, please Hit Play the below Video to view the Webinar on Demand.

Google Marketing Platform Recorded Webinar

So, you might have realized, Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. And, Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data

And, Google understands that the #1 priority for marketers is to better understand their customers. So, by offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing.

And, because Google Marketing Platform builds on existing integrations between the Google Analytics 360 Suite and DoubleClick advertiser products; Marketers have seen great results when they use ads and analytics technology together like

  • Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 will continue to help you plan, buy, and measure your search campaigns on Google and other search engines. 
  • Display & Video 360 brings together features from our display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.

You can find More details on Google Analytics 360; and, on how to leverage the Google Marketing Platform in our earlier post “Google Marketing Platform Explained”

Adidas Leverage of Google Marketing Platform

Adidas

Consumer Journey is no longer Linear, hence harder to deliver the Right Message at the Right Time

Collaborate, and Share Audience Insights

Ability for Data, & Insights to Inform the Art of Storytelling

Brand Lift, and Brand Affinity Lift + Data Driven Creative

Adidas Case Study

source: https://marketingplatform.google.com/about/resources/adidas-brings-teams-together-around-insights-google-marketing-platform/