Alessandro De Zanche

For many people, digital analytics equals collecting data with Google Analytics. Data collection is just the beginning. You need to: ✅ C - Collect data that matters ✅ A - Analyse the data ✅ R - Recommend actions ✅ E - Experiment & execute Can you tick all the boxes? ❤️ Follow me for more posts about #digitalanalytics in the #realworld!

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Transparency and accountability are not just empty words to shout on stage, but concepts that must be embedded at every stage and in every area of digital media and advertising. If and when media is bought, measured and verified blindly (or trusting self-declared metrics and insights) ignoring tools like Ipsos iris, endorsed by UKOM, it is just human to start suspecting vested interests driving decisions. #media #advertising #measurement #insights

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Recent Jaguar ads are the result of hype getting in the way of core advertising principles. We are at the height of this problem where the packaging of the direction (eg purpose, cultural relevance etc..), and of many agencies’ approach to their work disregards the quality of the ads and the creative. The greatest modern artists understood ‘the basics’. Our business has a strong list of those principles from its deep and rich history. This effort is ‘hype’ without principles. I’m not even commenting on if it’s woke or not. Just not good advertising. Maintain basic principles AND be fresh. That’s the job and it’s not easy. #creativitymatters

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"If Tony Soprano was around today... he'd be in the ADTECH business." Check My Ads Institute's Claire Atkin tells it how it is - adtech is the second biggest funder of organised crime behind the drugs trade. This brilliant panel with Conscious Advertising Network's Jake Dubbins, Charlotte Scaddan and Rupen Desai is worth a watch for anyone interested in what's wrong with advertising today, and why we need to regulate it. https://lnkd.in/ey6ZNgFP #Marketing #Advertising

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Fully support the stance of the the DMA (Data & Marketing Association) UK techUK Centre for Information Policy Leadership (CIPL) and Advertising Association. Regardless of the outcome of tomorrow's UK General Election, it is imperative that all political parties recommit to modern data policies. This will ensure the UK can fully harness the power of data-driven and digital technologies which are crucial for economic growth and improved public services. And the pace of this transformation is only continue to accelerate. https://lnkd.in/eR3QXdrA #DataPolicy #DigitalTransformation #EconomicGrowth #PublicServices #UKElection

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B2B awards can be a lucrative opportunity in many industries. But you need to understand the motivation for awards to construct a profitable business model. Best practice tips in this article. #b2bawards #b2bevents #b2bmedia

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I wrote a quick article for mediatel last week in the ongoing battle between 'information' and 'truth' in the ad-market. There's loads of tools emerging from a huge range of suppliers that can give us a view on what one specific investment can deliver, but old fashioned measurement is the only way of getting the truth of what your investment is achieving. https://lnkd.in/evn5ZwGy

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Why will tomorrow's next big brand come from the fringes? 🤔 Listen to Dr. Helen Edwards Helen Edwards, author of "From Marginal to Mainstream," as she shares insights on this topic: 🎥 Watch the video here: https://lnkd.in/ggbpg_Dd #Branding #Marketing #BusinessInsights

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One of the ICO’s core priorities is to champion people's information rights in the online advertising space. Earlier this year, they initiated a call for views on ‘consent or pay’ models, which explore options where users can ‘opt out’ of advertising tracking by paying a fee. The consultation feedback has been received and is being evaluated. An announcement on the official stance by the ICO, is expected later this year. The ICO have engaged with Meta and others on this subject, and the ICO’s statement is here. ‘Consent or pay’ is already becoming more widespread. What are your views on it? https://lnkd.in/e3k8hF9Z #dataprotection #privacy #onlineadvertising #ICO #Meta #CSRB

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“The cost of ad fraud is double that of payment card fraud globally and a large proportion of this adspend is funnelled to criminal organisations.” With this frightening backdrop, it’s great to hear that the UK Stop Ad Fraud Coalition (UKSAFC) has agreed to join the Conscious Advertising Network to collaborate to solve this problem globally. As Julia Linehan says “stronger together” will ensure swifter progress to keep ahead of the fraudsters who are highly sophisticated. We must solve this problem faster to build confidence in the digital ad industry and marketing at the top table across the world. More marketing stakeholders must lean in to support this and make the right stance whether they control the ultimate budget or act as an agency for the budget holder.. Jake Dubbins Tina Fegent (FCIPS) https://lnkd.in/e7JWriV3

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This study proves conclusively that, if it’s web traffic you want to grow, you’ll be better off with radio!* The analysis also shows the importance of reach in optimising performance effects - so, with the latest audience data revealing how commercial radio currently reaches over 40m adults every week, perhaps now is the perfect time to give radio a go for yourself…or, if you’re an existing radio advertiser, to test how increasing your campaign reach can further boost web traffic to your brand’s website. Even better, Radiocentre has allocated budget to use the same analysis techniques featured in this study to help up to eight further advertisers understand how radio is driving performance for themselves. To find out how to access this time-limited offer for yourself, check out the Radiocentre website here: https://lnkd.in/e5BSHgd5 (*PS - A strapline with a rhyme is more effective every time! 🙂)

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Gen AI means more reputation risk Generative AI is revolutionising the process of creating communications content. And it's directly changing media consumption habits, accelerating the disintermediation of mainstream media and facilitating the rise of alternative content sources. Meanwhile the proliferation of synthetic media content has negative implications for trust and authenticity. AI-generated content is blurring the lines between reality and fabrication, challenging traditional media’s role as gatekeepers of trusted information.  In this short piece, I argue that 'Gen AI’ is therefore massively raising the threat level for brand reputation risk. All thoughts welcome. https://lnkd.in/dPNRiMiK

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What are the benefits of omnichannel planning & measurement? 𝗟𝗲𝘁'𝘀 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 🧭 For the launch of their new electric car, Ford Italia’s strategy recorded two outstanding results: ✅ With #AudienceExplorer they could 𝗲𝘅𝗽𝗮𝗻𝗱 𝘁𝗵𝗲𝗶𝗿 𝗘𝗩 𝘁𝗮𝗿𝗴𝗲𝘁𝘀 to cover smaller suburban areas, where consumers can install recharge stations in their own garage. ▶ These people’s 𝗵𝗶𝗴𝗵 𝗽𝗿𝗼𝗽𝗲𝗻𝘀𝗶𝘁𝘆 𝘁𝗼 𝗯𝘂𝘆 was an hypothesis that Blis data could definitely confirm. ✅ By delivering an omnichannel campaign to 𝗵𝗶𝗴𝗵-𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘁𝗮𝗿𝗴𝗲𝘁𝘀, the client could record an 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗿𝗲𝗾𝘂𝗲𝘀𝘁𝘀 𝗳𝗼𝗿 𝗾𝘂𝗼𝘁𝗲𝘀 (confirmed by car dealers’ CRM data), 𝗿𝗲𝘀𝘂𝗹𝘁𝗶𝗻𝗴 𝗶𝗻 𝗮 𝗱𝗲𝗰𝗿𝗲𝗮𝘀𝗲 by almost a quarter of the 𝗖𝗼𝘀𝘁 𝗣𝗲𝗿 𝗩𝗶𝘀𝗶𝘁 in less than two years! The automotive industry has grown in complexity in every market, but there’s always a way to tackle a challenge and deliver such impactful outcomes. Giulia La Paglia from Ford Italia has joined Andrea Staderini on stage to tell this amazing case study at #Intersections2024 in Italy: here below a sneak peek from their workshop! Stay tuned for new insights ➡️ #Omnichannel #audience #adtech #IABforum

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This BBC/Ipsos report on what audiences think of generative AI is valuable for corporate publishers. https://lnkd.in/e9AExapw Public service media organisations like the BBC are a good benchmark for people who produce commercial editorial because the brand trust requirements are similar. The report lays out in detail what formats and use cases the public will and won't accept. And the "semiotic analysis" that rounds up every AI depiction in film and TV for the last 75 years is an unexpected bonus for sci-fi fans. I realised very quickly that some of my favourite characters are AIs - Hal in 2001, Bishop in Aliens and Ava in Ex Machina. But I digress... Thanks to the Benedict Evans newsletter, where I first saw a link to the report. What will the public accept and what are they sceptical about when it comes to editorial? Acceptable uses: AI in audio production, personalisation (recommendations), editing, reformatting content (from text to audio, for example); reporting on hard facts - weather, markets, sports scores. Acceptable with human oversight: translation, boilerplate content, headline generation, image generation for "filler" imagery (never used to depict real events). Sceptical list: AI in video; AI replacing humans for advice or decisions; personalising social media content; AI newsreaders; AI writing opinion-based articles; researching and drafting reports without human checking; modifying images that are part of news reports about real events. What comes across too are the values that underpin beliefs about generative AI - fairness, transparency and consent. And just how sceptical people are that these values are being applied by tech companies. This is an open goal for organisations to use AI in a way that promotes trust rather than undermining it.

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Digital advertising spend is becoming more diverse. Podcast ads, social video and connected TV have made gains according to the 2023 IAB/PwC Digital Adspend report - though Search remains the bedrock. #IABUK #Digital #adspend

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Excellent investigation into the ethical concerns using GenAI imagery in advertising. The authenticity gap is real and can't be overcome. Thanks, Jasmine Glasheen for bringing us the story on The Robin Report #genAI #marketing #advertising #authenticity

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If you use market research you've probably heard of synthetic data, generated by AI language models, which could in theory be used in place of consumer responses. Our latest article considers how realistic that is, and the cases in which it fails. Find our article here: https://lnkd.in/eYuiM5qK #SyntheticData #MarketResearch #AI

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Fascinating read about the conundrum of the right media mix. Reach is not the crucial factor. I have long said one impression does not equal another, but this goes further. Some channel impressions work better for some categories vs other channels. For newer brands looking to disrupt and grow faster, discovering the best channels will be a crucial step, rooted in testing and MTA tools. For someone who has worked on both the creative and media side it’s a no brainer that a well produced :30 tv spot is going to drive more results than a skippable YouTube ad. But still, we see many marketers chasing cheap CPMs over quality channels that are more expensive on the face - but driving results. Cheaper reach does not equal more “bang for your buck.” This is one more reason to hire an agency to help drive media decisions through layered expertise across existing and emerging media channels. You don’t know what you don’t know. Our agency has a combined 125+ years of advertising experience across digital and traditional channels - hard (if not impossible) to get outside of an agency where media is the only focus. How does this distinction help us help our clients? Here is an example: OTT is not all equal. We know it’s a great channel for advertising but it’s the data and inventory that matters - an impression on Crackle isn’t the same as an impression on Peacock. A behavioral audience based on past purchase behavior is far more effective than a demo audience. These distinctions matter but if you don’t understand OTT you’d be unaware that a lower CPM might actually be a red flag. I look forward to reading this paper when it’s published. 🎉

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Lots of talk about Artificial Intelligence, but just what impact will it have on the telco industry? Read our blog to learn more about just what AI might deliver. To keep up with latest trends and news, please follow us on https://lnkd.in/dxKzK-8 #eContactServices #telco #telecommunications #6G #relcoAI #connectivity #artificialintelligence #nextgenerationservices

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