Shaw Jung Ma

I'll be speaking at Programmatic IO on May 21st! If you want to learn more about custom algorithms, when you should consider them, and how you can implement then, this session is for you. https://lnkd.in/euNZNjG6

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As marketing accountability rises, companies are increasingly adopting Marketing Mix Modeling (MMM) solutions to assess the effectiveness of their marketing spend. At the same time, various digital publishers are developing open-source MMM capabilities to support marketing measurement. This article sheds light on Open-Source MMM and Internalization, emphasizing essential factors for a successful MMM initiative. https://lnkd.in/emMKjJ5K

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Can AI sell water better than humans?🍾 Evian put it to the test in Thailand with 800+ hours of live streams using AnyLive! They slashed costs by 90% and achieved a flawless performance. Dive deeper: https://lnkd.in/gfDprczQ #AnyMindGroup #AIEcommerce

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Why is a data strategy essential for ad agencies? Earlier this summer, I had the privilege of presenting alongside John Jamison, MS, at the AMIN Global Conference, where we discussed the critical role of data in driving agency success. From informed decision-making to maximizing campaign ROI, a strong data strategy is no longer optional—it's a must. Curious to learn more? Watch the full keynote presentation below! 👇 #DataStrategy #AdAgencies #MarketingAnalytics #AMINGlobal #DataDrivenMarketing https://lnkd.in/gZMNjADq

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CDP, CRM, DMP, MDW, CDM: There are a lot of acronyms in the customer experience tech space that refer to systems that have a part in storing, organizing and activating data. The number one question I hear from organizations trying to deliver data driven CX is some flavor of, "Well I have a <X system> for data", why are you recommending a CDP? How is it different or better than <Y systems> in place?" Answering this is not always straight forward, especially with thousands of vendors offering different flavors of solutions within each category. Sometimes these solutions overlap in functionality, sometimes they work together, and sometimes they have completely different roles to play in driving customer and employee experiences. There is not a canned answer for what is right for any given organization. What is "right" largely depends on the needs, goals and current state of the enterprise (ie. all departments and parties). Give this article a quick read to better understand what these systems do (and don't do) in relation to one another. It's a good first step to sorting through the confusion. And if you're still left scratching your head, reach out. We're here to help you align your data, tech and strategy to reach your goals. https://lnkd.in/gPHZfB7E

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🚀🔍 Did Nielsen's new AI just revolutionize a marketer's job? 🔍🚀 Did Nielsen just slash 30% of the workload for an Associate Brand Manager? 🤔 If you've ever ridden the emotional rollercoaster of share reports, this is for you! Imagine the rush as you await the data refresh, the joy of high fives for share gains, or the sinking feeling for a loss. Then comes the real challenge of deciphering the mysteries behind the numbers. Was it a TPR, a fresh TV campaign, distribution tweaks, or a rival's innovation? The possibilities are endless! But fear not, fellow marketers, because Nielsen just unleashed a game-changer: "NIQ Ask Arthur." 🎩 This AI wizard could be our saving grace, unraveling share changes quicker than you can say "market analysis."  This new tool not only changes the Job of an ABM but will change the way the C-Suite is able to look at their business as well with answers potentially at their fingertips. Sure, the old process had its merits, but it was prone to flawed interpretations. With "NIQ Ask Arthur," we may have stumbled upon the Holy Grail of fast and accurate insights! While I've yet to test this tool firsthand, it sounds like a legend in the making. Nielsen has always been the unsung hero of marketing analytics, and with "NIQ Ask Arthur," they're taking it to the next level! Check out Nielsen's release in the link below and let me know when you've had a chance to give it a spin. ✨ #MarketingMagic #AIRevolution #AskArthur #Nielsen #Marketing ✨ https://lnkd.in/gsMuwT76

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As you're spinning up your holiday campaigns, have a talk with your analytics team to see what predictive opportunities are in your data. Check out my article published in MediaPost for some ideas: https://lnkd.in/g6Tv8ck9

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Read about Shirli Zelcer, Dentsu’s Chief Data & Technology Officer, discussing generative AI, cookies, and the future of data in this insightful interview with AdExchanger. 🌐🔍 #DataScience #AI #TechLeadership” 

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Marketers today face three trends, precipitating the need for more sophisticated assessment of media spend: [1] The need to measure and optimize for ROI in both performance and brand spend; [2] To do this in an environment where event-level data is declining in availability due to privacy-related considerations; [3] To capture the complexities of modern digital media while incorporating traditional media such as linear TV. All of these have generated a resurgence in Marketing Mix Models (MMM) which deliver aggregate assessment of media spend across channels. To empower the industry in this area, we have released #Meridian, an open-source #MMM package, which delivers new ways to integrate data, modeling and optimization in one integrated package: We are looking to partner closely with industry in this area of high importance. Please read below to learn more and work with us: https://lnkd.in/gqGWaZKi Additional references: Sign-up for #Meridian: https://lnkd.in/g6jF8cQi

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What *should* your Return On Ad Spend (ROAS) be? Well, one argument is that it should be as low as possible – less transactional (and thus lower ROAS), more brand building. This thread (from an ecommerce brand) is excellent reading. https://lnkd.in/gwDDkheA

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🚨 Fullstory Announcement - Data Direct Release 🚨 Our new product release Data Direct syncs clean, indexed, and structured behavioral data to your destination of choice helping to fuel your predictive models, feed your LLM with essential context, and drive your GenAI initiatives. Read more about Data Direct below 🔥🔥

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The rise of generative AI and large language models has opened the possibility of disrupting Google’s long-standing dominance in the search engine market. One challenger is Perplexity, an AI-powered search platform that aims to provide users with summarized answers and cited sources instead of the traditional list of web page links. Intero Digital Read more here: https://lnkd.in/gyxdtVN3

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Advertising success and ROI hinges on one key element: data. But with a plethora of sources and platforms, integrating that data effectively is much easier said than done. Data is scattered across multiple platforms: social, email, CRM, digital, first party, and more. This fragmentation easily creates silos, making it increasingly difficult to get a holistic & accurate view of any given target audience. Without seamless integration, valuable insights can slip through the cracks, leading to inefficiencies and missed opportunities. But there is a path forward! Investing in technologies, programs and processes that centralize and unify data from multiple sources is key. Platforms that offer seamless integrations help in creating a single source of truth. This allows for data accuracy and consistency along with tightly managed data governance practices. And in any field within the marketing & advertising industry, collaboration is not only key, it's critical. Collaboration between tech, marketing, and analytics teams will lead to more effective data integration strategies. When data is seamlessly integrated, we paint a complete picture of our customers, enabling more personalized and effective marketing & advertising campaigns. By staying agile and embracing change, we can turn data challenges into powerful opportunities. #Advertising #Data #Analytics

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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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Well this was an interesting read. I think it really demonstrates the shift in our media consumption patterns and how integral YouTube and other streaming platforms are now to Neilsen's ratings. This shift not only impacts how audiences are quantified but also reshapes advertising strategies and content distribution. Let’s discuss how we can leverage these insights for more targeted engagement strategies and content that resonates with today’s diverse audiences. #MediaTrends #DigitalTransformation #NielsenRatings" https://lnkd.in/eYSmAcWs

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What can Apple's design magic teach us about analytics? In this blog, I explore how Apple sold computers to non-geeks using design to hide the tech and magnify the benefits. If most people hate math, can we learn how to design analytics using the same playbook?

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Excited to see Good Apple's AI tool, Harvest, featured in ADWEEK yesterday! https://lnkd.in/exPgz-um Harvest, an artificial intelligence tool developed by media agency Good Apple, is redefining how the agency measures campaigns, ultimately helping it drive revenue for clients and secure new business. By integrating data from multiple sources—client sales, out-of-home, TV, and digital ads—Harvest shows how a campaign performs across channels, such as search or social. This helps Good Apple’s clients understand where their ad dollars are most effective, enabling smarter budget decisions and more strategic planning.

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