Jesús Sánchez

What changes should today’s CMOs expect and embrace? In this blog, we explore Merkle’s CMO Navigator report and how adopting a customer-first, growth mindset can lead to success. Read it here: https://bit.ly/3YYeDHw

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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The future of brand measurement is here. Introducing R-Index. In collaboration with Google Cloud, we’ve created the most adaptable predictive algorithm in the market for scoring both brand performance and sentiment across every stage of the customer journey. We created this insights hub to provide a more dynamic and nuanced view into a brand's overall marketing investment performance. It provides the data essential for making meaningful connections with your target audiences.

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New research highlights the decline of traditional tracking methods like coupon codes and unique phone numbers. With stricter privacy regulations, marketers are turning to advanced models, like Bayesian modeling, to better understand the full customer journey. This shift shows that focusing only on the last interaction ignores the impact of channels like offline media and PR. Brands embracing comprehensive measurement models can uncover hidden insights, boosting both brand awareness and sales conversions. How are you using advanced measurement models to capture the true value of your marketing efforts? Learn more: https://lnkd.in/gQRY-Cgz #MarketingTrends #CustomerJourney #AttributionModels #DataDrivenMarketing #MarketingLessons

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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We at GrowByData are Excited to Enable Large Brands & Agencies Thrive in the New Google AI Era. Join our Webinar this Wed June 12 at 1pm ET to Learn, and Win in the New Era of #SearchMarketing! Register today 👉 https://bit.ly/4581LS0 Audit Your Performance and Rapidly Experiment to Thrive in #GoogleAISearch. #GrowByData #GoogleAIOverview #GoogleSearchMarketing

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The recent 2025 Consumer Trends Report from Qualtrics highlights that only 26% of consumers trust organizations to use AI responsibly, reflecting a significant skepticism towards technology in customer interactions. This declining trust, coupled with heightened expectations, may lead to reduced loyalty and increased consumer silence about their experiences, making it crucial for businesses to prioritize transparency and genuine engagement. Companies that can effectively rebuild trust and align their offerings with consumer desires for privacy and personalization will likely thrive in an increasingly competitive market. #ConsumerTrends

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Data POEM introduces (Your MMM)^Data POEM, a new solution that seamlessly integrates Causal AI into existing Marketing Mix Models (MMM). This innovative product enhances marketing insights, optimizes decision-making, and accelerates the journey towards advanced, AI-driven marketing analytics. #connectedintelligence #AI #TheAICockpit #CausalAI #Growthplanning #transition #ConnectedMMM #ConnectedROI

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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“The future CMO will need to be a master of both art and science.” Learn how the role of CMOs is evolving and what strategies these leaders are implementing to drive business growth in Merkle’s blog: https://bit.ly/4gmWGtA

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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No, no, and NO! Walled Gardens are NOT the answer (to 1st party data woes). The thought is cringy and the path is disempowering. Walled Gardens do have performance but the cost is bigger than transparency (at least Matt Kilmartin's criticism hits that nail). Locking yourself into a WG's approach, roadmap, limited (yes limited!) supply and channel expertise, and questionable ethics is not the panacea for long term success. Perhaps it's because many desire an easy button and become addicted to it. 🤷‍♂️ If you are responsible for your companies 1st party data, the conversation needs to start with TRUST, then performance and transparency. With a little effort, you can find privacy safe, multi-platform, multi-channel audience experts to do the heavy lift of 1st party data insights and optimization. #firstpartydata #1stpartydata #walledgardens #audiencedata https://lnkd.in/eP7KkHM9

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People are asking me what my new book "Customer 360: How Data, AI and Trust Change Everything" -- coming next week from Wiley and written with Andrea Lin -- is really about, besides what's in the subtitle ... The book is about the entire customer experience, spanning data, technology, AI and agents -- and it's a sequel & update to my previous book "Customer Data Platforms," written with Chris O'Hara, bringing the #CDP into the entire enterprise and explaining the platform-based approach to #Customer360. It's a great primer for hard-working #CX professionals on what companies like Salesforce are building and why it's important to move now, before it's too late. Content includes: 🤺 How Customer 360 provides business value 🤺 Common tactics for cross-cloud engagement 🤺 Key customer trends - what really matters now 🤺 Key company & tech trends - what really matters now 🤺 Composable vs packaged - build vs buy 🤺 What "real-time" really means 🤺 The state of privacy, compliance & consent 🤺 AI: How to build trust into a platform 🤺 AI: What it means for people & orgs 🤺 What's next ... including Agentic AI & Bots Included throughout are a number of case studies, including extended views of Formula 1 and a dramatic history of Salesforce itself from startup to market leader. Get your copy now from Amazon at the link #marketingtech #martech #cdp #cdps #customerdata #ai #agentforce

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What. A. Rollercoaster. George London at Upwave via Marketing Dive does a masterful job discussing Google's reversal to now retain cookies after years of touting their deprecation. Quote: "The repercussions of Google’s failed experiment are far-reaching. The credibility of privacy-enhancing technologies has been tarnished by association. Many advertisers have doubled down on potentially less privacy-friendly alternatives to #cookies, or feel vindicated in never having tried to move off cookies at all. The uncertainty surrounding the open web’s future has accelerated the flow of ad dollars into walled gardens, ironically concentrating more user data in the hands of a few tech giants." This was a good read for anyone in the #digitalads space.

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Another interesting viewpoint on the impact of AI on search. What makes the open web so interesting is the richness and complexity of it. But what’s the impact when Google “does the Googling for you? Tech research firm Gartner predicts traffic to the web from search engines will fall 25 percent by 2026. That’s a massive impact for indy publishers and many smaller companies who’ll find it harder to compete. It has the potential to improve the search experience for the consumer, it has become more than a bit messy over the last decade. But for smaller brands the fight to cut through will be that much harder. Quality of content and user experience will be key. https://lnkd.in/eZ7SituW

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Consumer behavior has changed in 2024. YouTube is leading the way in streaming, even surpassing streaming giants like Netflix. Despite lowering inflation and somewhat stable employment, consumers feel the impact of a 19% price increase since January 2021, yet the travel industry rebounded with 3.01 million passengers in July 2024. Businesses must stay up to date on consumer sentiment to maximize business decisions. #ConsumerTrends

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Although podcasts have many (sometimes millions of listeners per show), it's the one-to-one personal experience a listener has with the show host. At Nu Media Mix, we position brands to deliver a personalized experience. 75% of people take action after hearing a podcast ad. Get in touch, and we'll show you how. #podcastadvertising #numediamix #podcasts #influencers #demandgeneration #sxm

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