Laurel Rossi

Interesting study by Katy Milkman and others to study the impact of behavioral nudges and interventions designed to improve COVID booster adoption rates. Millions of CVS customers received reminder text messages about getting the COVID booster shot. A subset of customers also received an incentive in addition to the reminder texts - free Uber/Lyft ride to a CVS store to get the booster shot. Several different messaging strategies were used based on different decision heuristics and biases. While text reminders statistically significantly improved the vaccination rates, the absolute improvement levels were very low (adoption rate increased from roughly 5% to 6%). The three messaging strategies that produced slightly better results were: 1. Messages encouraging recipients to make a vaccination plan that suggested a specific date, time, and location based on their last vaccination 2. Messages highlighting high local COVID-19 transmission rates 3. Messages sent on behalf of the patient's local pharmacy team, letting them know there's a vaccine reserved for them Adding the "free ride" incentive to text reminders surprisingly did not improve the adoption rate any further. Before the interventions were implemented, a team of laypeople and a separate team of behavioral science PhDs were asked to forecast how much improvement in adoption rate would the interventions produce. Both groups forecasted numbers that were magnitude times higher than what was actually observed in the real-world. This is a fascinating study in human overconfidence! 1. Millions of people are overconfident that their bodies/immune systems can handle the short-term symptoms of COVID, shaped by the few anecdotal experiences and memories they have from COVID infections. 2. Even larger number of people are overconfident that they won't develop any lingering or long-term implications from COVID, shaped by the anchors of common cold/flu infections not causing any long-term harm. 3. All of us (laypeople and experts) have overconfidence that we can change other's mind/behavior on a topic, even though we can't change our own mind easily on any topic. While overconfidence is a problem that leads to many bad decisions, ironically, lack of confidence in decision-making is also a problem that humans stuggle with. For example, according to a recent survey of CEOs done by Korn Ferry, 71% of CEOs said that they have Imposter Syndrome and are not very confident in their abilities/decisions!

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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New insights from our patient/consumer research show that America is getting sicker, younger. This has a tremendous affect on our healthcare system and how pharma must adapt the way they communicate to patients. To get a copy, you can request it here: https://lnkd.in/euJPTY6z

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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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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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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Does your business struggle to access the right audiences when conducting market research, especially when your audiences are niche? Steps to Success: 5 Ways to Find Niche Audiences explores how to access the audiences you need with Cint. https://ow.ly/qMZA50Sin8J

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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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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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🎙 New episode alert! Don’t miss WEDNESDAY’S new release of “The Health Marketing Collective,” featuring an inspiring conversation with Brian Jones about purpose-driven marketing and its important role in improving the future of health. We talk about: 👉 How addressing social determinants of health is an opportunity to transform our brands into platforms for social change. 👉 The responsibility we have as health marketing leaders to actively participate in initiatives that make a tangible difference in the lives of those we serve. Join us for this insightful discussion! Don’t forget to SUBSCRIBE.💥 #podcastpreview #healthmarketing #contentmarketing #marketingpodcast #purposedrivenmarketing #SDOH

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A recent article from the AMA highlights a critical insight: many U.S. consumers feel ignored by advertising. In a digital landscape that is overflowing with content, personalization and genuine connection are key. As marketers, it's time to rethink our strategies! Understanding your audience and engaging them authentically can transform your marketing efforts. Let's focus on creating experiences that resonate and make consumers feel seen and valued. One size fits all doesn't work anymore. At shyft digital we talk lot about adapting your approach to connect authentically with your audience. I’d love to hear your thoughts on your approach!💡✨ Read the article here:

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near 8 decades of marketing and marketing research experience Steve and I have taught one key lesson ... marketing is all about knowing matters to people not consumers enjoy the series .. more to come

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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We live in a world where things are changing at a more rapid pace than ever before. Consumers are faced with more choices than ever, and it's a big challenge to stay ahead of the curve in gaining consumer attention, much less in getting consumers to act. The best resource you have in understanding consumer behavior is your consumers. There are tools and processes for getting to know your consumers on a deeper level and connecting with them in meaningful ways. Here are some insights from my team at The Ward Group that you might find valuable. #consumerbehavior #mediabuying #mediaplanning #advertising #consumerresearch #mediastewards #paidmedia

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GREAT Content Disrupted episode with Skyword EVP, Dan Baptiste and NPR CMO, Michael Smith where they discuss that a brand’s voice isn’t just a stylistic choice—it’s a critical market differentiator. AND, overreliance on GenAI risks diluting this voice, resulting in content that, while plentiful, lacks the emotional impact and authenticity essential for audience engagement and trust. Take a listen and let me know if you agree.

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