Danny Flamberg

Advertisers everywhere are looking to make the most of AI. While those in AdTech look to make use of its data analysis capabilities, I find it interesting how advertisers themselves are looking to incorporate AI into the creative aspects of advertising, especially as an alternative to A/B testing. Things like dynamic personalization certainly seem interesting, but questions about how the cost inherent to these tools translates over to results still looms heavy over the industry as a whole. #AdTech #Innovation #Data #AI

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We've been working with Dr. Nicole Negar Sazgar for a year, and the results have been amazing! Her practice has seen more new patients and better visibility on Google. Here's how we helped Dr. Sazgar: 1. More new patients 2. Better Google visibility 3. Fast responses to questions 4. Easy handling of changes Do you want to improve your dental practice's online presence and get more patients? Comment "GROW" and let's talk about how we can help you too!

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es

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Everybody's going to be a brand marketer over the next decade, because direct response traffic sources are going to go down, by and large. — Kipp Bodnar, CMO, Hubspot “I'm willing to stake my reputation as a B2B marketing thinker on the fact that if you successfully reach the whole buyer group, if you reach hidden buyers, just as well as target buyers, you will see an immediate spike in activity that will allow you to close more deals faster,” Schwarz told Mi3 in late July. https://lnkd.in/evmkGUDx #branding #b2b #marketing #backtothefuture

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Thoughts from day 1 of #HLTH2024 🚨💡 📈 With over 12k attendees, HLTH is bigger and more tech-centric than ever. The expo, stages and speakers have all grown in size, with John Legend and Halle Berry sharing their passion for impactful causes impacting their own lives. 🤖 This year, Ai takes the main stage…and all the other stages…in healthcare, shifting from being an ingredient to the main focus. Companies like NVIDIA and GE Healthcare are focused on creating eco-systems that position them as system-wide Ai partners. There’s a face to Ai digital agents, even a super cute telehealth Dr. otter for kids to interact with. Expect a lot more of this in the next year or two. We aren’t far from a potential paradigm shift in the treatment journey as we navigate a gap in primary care and access to care. 🏛️ In an election year, HLTH sparks hard-hitting conversations. Chelsea Clinton leads discussions on access to care, women's health, and abortion; while Casey Means, MD, and Oracle emphasize the importance of these dialogues. No matter your politics, these issues are being highlighted as important to the future of healthcare. 🪩 The stages are captivating, featuring impressive light shows and spaces, like rocket engines (rocket stage) and mystical backwood spaces (evergreen stage). The immersive experiences elevate each presentation beyond the typical show. 🎟️ Be Bold. This years theme is a CTA to push. It’s an innovation show after all. But it feels like attendees do see the stakes and the revolutionary impact possible with the emergence of Ai. But is this a cautionary tale? Many are asking: Can Ai truly save healthcare or are we placing too much hope in it? #HLTH2024 #Healthcare #Innovation #Tech #AI #WomenHealth #PatientExperience

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Squeezing the value: This article from Forrester suggests B2B CMO's aren't really expecting much in the way of budget increases next year. https://shorturl.at/FfVks, so getting the biggest bang for your marketing bucks is more crucial than ever. 💲 When KoalaB2B launched back in April, we did so because we believe in the power of #intent #data and its ability to shine a light on early buying behavior. 💳 Intent data is proving valuable to many. ZoomInfo's customer impact report suggests 62% of marketers engage more in-market accounts through intent. https://shorturl.at/4k4TR and plenty of others are achieving increased pipeline results. 🈺 So, if you're looking to maximise your budget and drive targeted leads through intent data then come check out www.koalab2b.com 🐨

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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Headed to Future Pharma? Don’t miss Acxiom's VP Sales and Strategy Anthony Passarelli on June 26 at 4 p.m. as he joins the mainstage panel discussing how data can foster a collaborative environment and improve patient outcomes. Learn how Acxiom helps pharma brands reach healthcare providers and keep them informed of products and services that can enhance patient care:

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Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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More than just media.

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Hear Ipsos experts discuss the evolution of obesity treatments, including clinical efficacy and safety results, HCP and consumer perspectives, market adoption, and the access, reimbursement, and intellectual property (IP) landscapes. https://lnkd.in/g8sSBzyy

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Headed to Future Pharma? Don’t miss Acxiom's VP Sales and Strategy Anthony Passarelli on June 26 at 4 p.m. as he joins the mainstage panel discussing how data can foster a collaborative environment and improve patient outcomes. Learn how Acxiom helps pharma brands reach healthcare providers and keep them informed of products and services that can enhance patient care:

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By harnessing the power of video, Pharma brands can effectively engage with their target audiences at every stage of their journey. From raising awareness about new treatments to providing valuable educational content, video allows for tailored messaging that resonates deeply with viewers. With video taking center stage across platforms, it's not just about generating awareness anymore; it's about leveraging advanced audience targeting, innovative ad formats, and interactive experiences to guide targeted users through the funnel.

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Canadian healthcare ad agencies working on US pharma brands: Need to figure out how FDA ad regulations differ from Canada (i.e., PAAB)? I can help you get up to speed. Here’s an evaluation from an agency team I worked with on this… What is your overall satisfaction level with the FDA Pharma Copywriting presentation? (n=12) ➔ Very satisfied: 75% ➔ Satisfied: 25% How satisfied were you with the presenter's presentation style? (n=12) ➔ Very satisfied: 66.7% ➔ Satisfied: 25% ➔ Neutral: 8.3% How would you rate the presenter's knowledge about the topic? (n=11) ➔ Very knowledgeable: 100% How informative was this presentation to you? (n=12) ➔ Very informative: 100% ____________________________________ 💊 I’m Holly Hagan, a pharma advertising specialist who helps Canadian agencies understand FDA pharma advertising regulations.

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