Charles Farina

Hot Take: With cookie deprecation coming (at some point), identity resolution will prove increasingly difficult via programmatic desktop and mobile due to the fact users are rarely signed into websites. Streaming (along with commerce) will actually be the easiest way to reach a target addressable audience since you need to be logged in (for the most part) in order to watch the same Office episode for the 500th time (whatever streamer the Office is on now). This can put Amazon Ads in a unique position to win.

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If we all collectively comment on Google Analytics posts/topics “cool that’s great but where’s the Annotations?” maybe we could have a *checks notes* BASIC FUNCTIONALITY NEED by end of year. UA had this and I’m still blown away that #GA4 launched without it… and still has yet to do it. Salesforce integration? That’s cool. Let’s have some basic functionality back that benefits everyone… not just a corporate partnership where we pat ourselves on the back and call it a better product. #analytics #marketing

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My friend and previous colleague has started a SEO consultancy and accepting new clients!! He is very knowledgeable and experienced, I highly recommend his services. Share with your networks!! #seo #digitalmarketing #freelance

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Hey #HubSpot folks! I'll be at INBOUND next week and eager to connect with those who use both HubSpot and Salesforce. I’d love to hear your feedback on the integration between the two platforms—what’s working, what’s not, and what could be improved? I'm happy to provide some gift cards (the types that aren't "maybe I can buy half a coffee") in exchange for real-world feedback. #inbound #inbound24

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Sellers: Excellent summary of where the AI puck is headed via Latané. The AI Email Agent use case we've seen relevant for 'cats and dogs' - those time wasting prospects that fall outside the ICP can be automated. Think efficiency. One use case we've also seen: 𝐂𝐫𝐨𝐬𝐬-𝐬𝐞𝐥𝐥𝐢𝐧𝐠 𝐚𝐧𝐝 𝐔𝐩𝐬𝐞𝐥𝐥𝐢𝐧𝐠 𝐢𝐝𝐞𝐧𝐭𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧: AI can identify potential cross-selling and upselling opportunities based on customer purchase history and behavior, potentially helping reps increase deal size. What other use cases have you seen in AI?

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Kroger just launched keyword bidding to drive retail velocity. If you’ve used 8451 to drive your shelf turns… …you’ve probably been frustrated with their Auto campaigns. The real magic is always in Manual bidding. And Kroger has just never had the option. Well, they launched Bid Modifier last week. After a week of testing, here’s how it works: -> It is built off of auto campaigns. -> The campaign gets a starting bid. -> Kroger selects the keywords, 100 per campaign. -> You can then “boost” any of the identified keywords. Is it fully manual? No. It’s more of a hybrid. And heads up: the keywords selected are not great. But early results look promising, and ROI is 🚀 If you need help driving velocity at Kroger, shoot me a DM. —— 🔹 We grow brands on Amazon. 🔹 We increase velocity in Whole Foods, Walmart, Target, Walgreens, CVS, Kroger, Sam's, COSTCO, and lots of other cool retailers. #cpg #cpggrowth #retailgrowth #retailvelocity #omnichannel #retail #amazonagency #retailmedia #shoppermarketing #instacart

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PSA: Turn off your standard welcome offer popups during BFCM. No one wants to sign up for email to get an offer lower than what you already have on the site. Conversion rate *should* be higher during this time. Worry about getting the sale (and their marketing opt-in) at checkout. BONUS: If you’re a Klaviyo user, you can now schedule sign up forms to turn on/off on the days and times you want ✅

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Google will not be able to resist the layout and search journey… “changes” made available by their conversational AI (subtext: SGE stopped really being generative shortly after it was rolled out and they encountered legal issues/claims/liability because of it) They’re on their way to overmonetizing their results (a big reason why they, internally, really need to stop marking ads as such). THIS is the chance an engine like Perplexity may take to gain market share… they’ll be seen as nimble/clean and “not evil” as Google used to be. (Am watching what happens w Perplexity’s recently announced plan to have ads.)

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There's been a lot of knocks of late on intent data, generally, and - as one of the biggest players in the space - 6sense, specifically. Here, Scott Martinis does a deep dive on what he's learned. The whole thing is good, but here are two major a-ha's for me as it relates to sales teams I've worked with: 1.) You need really strong data as it relates to opportunity qualification. 2.) Ideally, you've got data sets of 200+ opportunities won in the past two years. Truth is, many of these new solutions rely on an algorithm, and the algo is only as good as the training data. 200+ opportunities won in the past 2 years isn't a small number for many businesses. Not at all uncommon for firms to close 1/3 of all opps, which means you'd need to generate 600 opps in 2 years, or approximately 1 per day. That's opps - not leads. Whenever we evaluate solutions, there's a natural tendency to ask questions about scaling up: How will it work if we add more seats, more APIs, more industries? This is a great reminder that in some cases you need to understand how well the solution scales down. Because sometimes the answer is, "Not well." #digitalmarketing #marketing #intentmarketing

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I like the perspective on spammers not advertising. It's a unique take that sheds light on how things work. #interestinginsight In summary, if you have unique data on relevant statistics that could be potentially interesting for your target audience, you could employ the method Gael and Mark are discussing. If you currently do not have this data, you may want to consider using this method at a later time and begin collecting unique data that would be of interest.

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The definition of curation differs (Source: Digiday) Curation bundles audience and supply chain data to create better ad packages, going beyond targeting by analyzing the bidstream. Some great quotes below: -Chris Kane, Jounce Media “In their worst form, curators add another supply chain fee for simply loading a site list into an SSP. But in their best form, curators make run-time evaluations of audience, content, and supply chain signals in novel ways that DSPs do not currently support.” -Drew Stein, Audigent “We co-locate in the same data centers as our SSP partners so that we can enrich the bid in lightning-fast time before it goes to the DSP—that’s real curation.” -Milly Putley, Alkimi “While curation itself isn’t new, its resurgence is driven by advertisers and agencies now putting significant investment behind it, making it a high-stakes trend.” 📖source Digiday https://lnkd.in/gunC2wKD 🌎 To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU

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This is so obvious yet so difficult to change in many organizations.

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For decades, marketers were taught that attention was the holy grail. Catch someone’s eye, and the battle was half-won. Platforms optimized for clicks, brands chased impressions, and we built strategies around fleeting moments of engagement. But today, attention is cheap—and fleeting. Here’s what’s changed: 1. Overexposure: The average consumer sees upwards of 6,000 ads per day. Overwhelmed by noise, they’re tuning most of it out. (Forbes) 2. Distrust: Consumer trust in advertising has plummeted. According to Edelman, only 33% of people say they trust ads. Instead, they rely on peers, influencers, and authentic brand experiences. (Edelman Trust Barometer) 3. Intentional Consumption: Social media usage is declining among younger demographics, as people prioritize wellness and mindfulness. Platforms like TikTok and YouTube still thrive, but they reward depth and authenticity, not gimmicks. (Pew Research) Consumers aren’t mindlessly scrolling anymore. They’re curating their feeds, blocking ads, and choosing substance over spectacle.

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We are living the midwit meme right now in eCommerce. Brands have zero confidence in the allocation of their media dollars. Despite having more tools than ever before, I have never seen more confusion inside of organizations. Proxy metrics have been substituted for financial measures and the allocation of capital has become disassociated from the financial return it intends to create. With the introduction of so many difference forms of measurement you create the ability to defend every channel. Your MTA, In platform, post purchase survey and incrementality studies often all say different things making every decision "defensible". Combine that with agencies or employees whose financial incentive is tied directly to channel performance and you immediately create a counter incentive to the financial health of the company. I can't tell you how much money we have seen be wasted on account of this problem. So what is the solution... Simplify. Build a connection between your in-platfrom results (i recommend 7 day click) and your primary business measurement for media (i recommened aMER). Best way to do that is with a geo holdout experiment that gives you a relative incrementality % for platform results. Use that weighted measure to set cost controls and you will never have to think about measurement again. But regardless of what system you choose fight for clarity and speed to action. Avoid decision paralysis and ambiguity. Think from first principles and measure the bank account.

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2 years ago Triple Whale was solving attribution problems and launched a heater of a video (https://lnkd.in/gm9mEDsA) Fast forward to today and we’re still solving that issue better than anybody else AND have added a repertoire of other tools that allow ecommerce brands to access enterprise-grade BI and analytics tools faster than ever. Which is cool for us. But what about you? You ever block out time on your calendar to dig into the weeds of your data to get an answer? Or had to reach out to a team to have them pull reports for you? Or needed a quick answer about which channel is driving your most efficient new customer acquisition? You now get answers to your complex questions faster than ever. With the flexibility to create custom reports however you want them. What we’ve built isn’t another GPT wrapper. It’s a proprietary, enterprise-grade tool designed to give you simple, fast, and easy answers to the most important questions for your business. In seconds. Take a look 👇

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Why did Stitch partner with Talon.One? Three main reasons... 1️⃣ In working with Braze customers, we've seen an incredible amount of pain with their existing loyalty platforms (looking at you, Punchh & CrowdTwist, Inc.). 2️⃣ The platform is 👌. The response time and the ability to customize workflows is elite. 3️⃣ The combination of Braze + Talon.One is a marketer's dream. Scale, capability and efficiency bridging marketing & loyalty together.

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AdTech powers the distribution of paid media. If you want to grow your DOOH company, you have to lean into the way brands activate and transact vs regurgitate siloed industry talking points in hopes that if they’re repeated enough that something will just…happen. Now go get some candy.

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Advice: don't own operational and growth metrics simultaneously. It's a two-hat trap, one that most experimentation folks and CROs, especially in centralized structures, know well. A ton of the industry conversation on Linkedin and at many conferences is commiseration about the symptoms of conflating and combining/not-delineating these roles and jobs. > If you own operations: then you are likely a center of excellence, experimentation or product or marketing ops role. This means your job is to help others make decisions fast. You should care about customer insights and learning systems. This is the role that I see Jonny Longden promoting and elevating, as well as others like Manuel Da Costa and André Morys > If you own growth: then you are a mini-CEO of some touchpoint/swimlane/product. You are a product manager or channel OWNER. This means that you need to hold yourself accountable for business bottom-line metrics like revenue. You are the decision maker. You also need authority over your own roadmap ideally, as well as the responsibility. This is what clients (internal or external) are hiring you to do most of the time. This is what Guillaume "𝑮" Cabane and Elena Verna and Leah Tharin talk and post about so much. ^ doing these both at once is like a CEO who is also the COO. It's like the PM who is also the analyst and secretary. It's not a proven way to be efficient I think. But also, these are two different echo chambers on Linkedin. We need to do better to see this I think. Mainly, I fit in the former, but I'm wanting to push for systems of growth so I'm thinking a ton about the latter.

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