Colleen Woods Heikka

Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

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Over 300 developers, marketers and business leaders shared their thoughts on video usage in this independent survey. The top takeaways: a) it's increasingly hard to create video variants for different channels and devices, b) user generated content remains critical to showcasing brand authenticity, improving engagement, and increasing SEO, and c) if video publishing took less than an hour, this community would absolutely increase their usage of video to drive engagement.

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Speaking of data ... again. This article underscores the value of having reliable, consistent data to drive systems and decisions. Then, in November, join Angela Nicloy and me at the #CHPAMarketingForum as we discuss "Delving into Data."

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Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

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Our new eBook covers three key testing approaches marketers are using today — breaking down the pros, cons and what you need to know to get incrementality right. Download now to start testing with confidence. https://gag.gl/AsiUm8

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

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Check out Adjust's blog post to learn how you can get the most out of deep links with tips on how to use deep linking to your advantage as well as what to avoid doing.

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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This Six Five Media podcast is extra close to my heart as a marketer. Lisa Martin is a true pro and her guests are as high caliber as they come. Cheers to you, Lisa, and well done Domino Data Lab CMO Thomas Been! Stay tuned for more #Marketing: Art and Science.

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#RetailMedia #Incrementality - can you say buzzwords, anyone! This fantastic article by our talented Josh Dreller and incrementality guru Kenzie O. gets to the heart of the matter - sorry, #iROAS is important but not THE silver bullet. "Your retail business isn't one dimensional - and your incrementality measurement shouldn't be either. This means iROAS is a great foundation when you start with a customized approach, but it is vital to also look to the future to see how iROAS should pair with other incrementality indicators to provide you with holistic measurement support." Read the article for more: https://okt.to/a6xMbe Comment with your thoughts - what else is critical to consider in defining incrementality for YOUR business?

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Need help understanding what data collaboration platforms are and how they fit into your advertising efforts? In this blog, Acxiom's David Skinner takes a look at this emerging technology and explores the current trends. Read now:

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I'm constantly impressed with the data science and measurement work done by Jeff P. and his insights team at BENlabs. Jeff consistently embraces tough challenges and finds ways to measure the unmeasurable. Jeff's latest blog post details how we've cracked the code on in-store attribution for a major beverage brand, combining influencer activations, identity resolution, and advanced data analytics—all while prioritizing consumer privacy. By connecting online engagement with real-world purchases, we achieved a 𝟮.𝟲𝘅 𝗥𝗢𝗔𝗦 for this client, well above industry standards, and uncovered deeper insights that are reshaping campaign strategies. Curious to learn more about the ways influencer campaigns can drive measurable in-store results for your brand? 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝘁𝗼 𝗲𝘅𝗽𝗹𝗼𝗿𝗲 𝗼𝘂𝗿 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 👉 https://lnkd.in/gRk3YuVQ

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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Forrester’s Rick Bradberry and Amy Hawthorne share their thoughts on the need for Revenue Process Transformation and introduce the Forrester Opportunity Lifecycle at #B2BSummit.

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Brain food this morning, Joel Harrison's B2B Marketing podcast with Gabie Boko. I love the way Gabie talks about marketing needing to push for and earn it's place in helping form business strategy. A brilliant and inspiring listen. Get it in you ears. https://lnkd.in/ejPHGY4e #marketing #strategy #b2bmarketing

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Elevating brand experience through audience attention — Lancôme's campaign with Onyx by Outbrain sets a new standard for digital engagement. Discover how #AttentionMetrics and custom experiences led to a 57% boost in Attention Unit: https://outbra.in/48ZrZqi

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