Seth Hirsch

Finding the right customers for your brand and ultimately converting them to buyers at the most efficient costs possible is the holy grail for marketing teams. In case you missed it live last week, catch this on demand webinar where I share how Gregory Welteroth Advertising leverages Alteryx to refine customer targeting and optimize marketing ROI. Plus, gain insight into how we used automated analytics to save DECADES worth of labor. Don't delay, watch now! https://lnkd.in/e6C7sbmX #Alteryx #Marketing #AnalyticsAutomation

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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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Intero Digital's research report was featured in Search Engine Land Take a peek at the data we uncovered and learn key trends transforming #DigitalMarketing: https://lnkd.in/gysJ6PDe

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I'm always surprised by how little marketers truly know about how their campaigns are being measured, particularly around incrementality. They don't know the answers to questions like: What is the attribution methodology being applied? How do you know that the "credit" a given channel is taking credit for is actually legit? What is being done to ensure results are as incremental as possible? Does "the math" of where credit is being given actually work based on the context of the broader business? Which begs the question...... How much do YOU truly know about YOUR marketing performance? Some questions to start asking your measurement partners: How does your attribution model actually work? Is there some sort of "control group" methodology being applied? Do these results account for multiple touchpoints across multiple channels? How are you filtering out outliers in the results? Are you using a device graph, and if so, how are you controlling for incrementality across all those devices? #Marketing #Measurement

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Give it a listen if you want to hear my approach to analytics. Spoiler alert: the point is to just start measuring, and go from there.

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The goal of organic search is clear: to be among the top search results, maximizing visibility and engagement Intero Digital https://lnkd.in/geewVjuK

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“First party data must come first.”

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Data quality is the unsung hero of marketing influence. Without clean, integrated data connecting your CRM pipeline to marketing efforts, you're flying blind on: - Attribution - Pipeline influence - Budget justification Tech integration isn't just an ops problem. It's marketing's lifeline to the C-suite. Clean data = Clear insights = Concrete influence

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My hot take on system1 and creative scoring; please, advertisers, spend the same amount on properly measuring campaigns as you do pre-testing, and you will rapidly accelerate effectiveness.... Cross media R&F, measured by an independent panel, linked to outcomes. backed up by / calibrated with periodic MMM and experiments. use it to validate what the pre tests tell you.

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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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Predicting Customer behavior using #AI is a great way for #Marketers to lower CPA in ad campaigns... Ad networks offer great targeting features but often lack one really important thing - outside customer data. Our team is using your first party data and combining it with multiple third party data sources from 270 million U.S households. We then use AI to identify what makes your customer special and create an audience that matches the demographics, interests and behaviors - a feat that a human just wouldn't be able to do without machine learning. For one of our clients this resulted in a 47% decrease in CPA compared to native Meta Ad targeting options in its ad campaigns #marketing

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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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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🔥 The lesson: Just as a consumer shouldn’t wait until a vendor has gone away to become more informed, so shouldn’t you wait until a data marketplace closes down to understand if the data you’re using is the best available.  🔥 Hot take from Henry O. at Stirista. So much truth in that statement. So many things to think about and questions to ask for data providers, and those who use data here: https://lnkd.in/e-CKsfTQ How does it feel to have your homework done for you? #compliantdata #accuratedata #dataavailability #dataduediligence #datamarketplaces And as always - LBDigital >> Third party data that doesn't suck 🥤

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What if your reporting timeline is cut in half? Or one tenth? Unbelievable? No. We recently worked with a CPG client who were spending 20-30 hours on a monthly report that the sales and marketing teams looked forward to. Integrating data from #Nielsen, #SPINS and other retailers was a task. Apart from data gathering, it was a manual pull of putting these together. About a week of working with us, we redesigned the report in Power BI integrating all the sources seamlessly. Time spent on new refresh, about 30 minutes. Honestly, once the data is downloaded, they hit one button, called "REFRESH" It's a win. For any design help, or automation, reach out to [email protected] Happy Reporting :) Naavics #powerbi #reporting #cpg #excel

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🚀 I am absolutely thrilled  to share that I have joined Analytic Partners as their new VP, Commercial Analytics Ambassador. 🚀 I bet at least a few of my friends, colleagues, family members or followers are thinking, “WTF is a Commercial Analytics Ambassador?”  🤔 This post is for you. ❓ What is Commercial Analytics ❓ Commercial Analytics is the evolution of media mix modeling. To summarize 70 years of history into 19 words: factors broadened, latency decreased, frequency increased, algorithms advanced, presentations become platforms and use case expanded to additional C-level roles. ❓ What is my new role ❓ My role is to tell this story, help executives understand where their organization fits in this 70-year journey, and accelerate their modernization. Simply put: if you are investing in econometrics today, it should be a commercial analytics approach. If not, it’s time to put it on your roadmap. So if you are a fan of econometrics, causal inference modeling, algorithmic aversion or most importantly quantifying large investments that seem to defy measurement, consider giving me a follow.  I’m suspicious there is a lot of great stuff to come. 🙌  

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Did you miss us last week? We had a blast and covered some really good ground - hop on and watch the video or read the blog. Reach out if you'd like to talk about it! #predictivemodeling #machinelearning #letstalkaboutAI #acquisition #customermodeling

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