Presented by

The MarTech Matrix — a Blurbs production helping marketers find clarity in the chaos of MarTech. No fluff. Just the truth.

Summary

Marketers have been “data-driven” for years—but mostly by proxies. In this conversation, Attain President & COO Ben Kartzman joins host Sean Simon to show how connecting ad exposure to permissioned, first-party purchase data changes everything: measure real sales, optimize mid-flight, and build smarter audiences with competitive switching insights. If you’ve ever asked, “Did our ads actually sell anything?”—this one’s for you.

Why this matters (fast)

• Reality check: Clicks don’t equal customers. Sales do.

• New signal: Real-time purchase data sourced from consumers (not retailers) closes the loop.

• Actionable now: Move from post-hoc reporting to in-campaign optimization.

Highlights

• Outcomes > Proxies — Ben explains how the industry defaulted to what was easy to measure (CTR, impressions) and how Attain puts sales outcomes at the center.

• Permissioned scale — Attain’s dataset is built from 10M+ opted-in consumers via a value-exchange in consumer apps (points → cash/gift cards).

• CTV that sells — Example: Amazon Prime Live Sports campaigns where Attain ties ad exposure to incremental purchases (e.g., Taco Bell).

• Mid-flight wins — Pilot Flying J and Sally Beauty optimized against real buyers during the campaign, unlocking millions in incremental revenue.

• Insights that build audiences — Identify likely buyers, basket size, Prime membership, pet ownership, region, and where shoppers switch from/to—then target precisely.

• What’s next — The path from real-time attribution to predictive and ultimately agentic media.

  
  

Three Big Takeaways

1. Stop grading on proxies. Measure what your media actually sold.

2. Optimize while it runs. With real-time purchase data, you don’t have to wait for the post-mortem.

3. Know the switchers. Competitive switching intel is fuel for smarter conquesting and retention.

Favorite Quotes

• “Clicks don’t pay the bills. Sales do.”

• “When teams see the live purchase lift, the conversation shifts from measurement to optimization.”

• “Our data originates from consumers, so we avoid retailer blind spots like Amazon or Walmart.”

Who should watch

• Performance and growth marketers tired of dashboard vanity

• Omnichannel & offline-heavy brands wrestling with retail media attribution

• Media buyers who want real-time signal to act on, not just report

Podcasting has never been more culturally relevant. Listeners are engaged, loyal, and attentive — yet the channel continues to punch below its weight when it comes to marketing budgets. Despite commanding millions of daily listeners and deep audience trust, podcast advertising still accounts for a small fraction of total media spend.

So what’s holding it back? And what will it take for audio to claim its rightful share of the marketing pie?

In this episode of The MarTech Matrix, host Sean Simon sits down with Pete Jimison, CEO and Founder of Frequency, to discuss the evolution of podcast advertising, the workflow barriers slowing its growth, and how Frequency’s new platform — Automated Direct — is reshaping the way brands plan, execute, and measure audio campaigns.

Tune into this episode…

Takeaways

1. 90% of podcast revenue is still direct, not programmatic.
2. Host-read ads are key but challenging to scale.
3. Frequency offers automated direct solutions for audio ads.
4. AI is used for quality assurance in ad reads.
5. Dynamic creative optimization is expanding in audio.
6. Location-based data is crucial for ad personalization.
7. Brands should test various audio strategies for best results.
8. Listening to podcasts helps brands understand the space.

Chapters

1. 00:00 Introduction to Pete Jimison
2. 03:00 The Rise of Podcasting
3. 09:00 Challenges in Audio Advertising
4. 15:00 Innovative Solutions by Frequency
5. 21:00 The Role of AI in Audio
6. 27:00 Future of Audio Advertising

Welcome to the Martek Matrix, where we delve into the dynamic world of Connected TV (CTV) advertising. Hosted by Sean Simon, alongside industry experts Dan Larkman, CEO of Keen’s Digital, and Rick Egan, owner of Riviera Marketing, we explore the challenges and opportunities in the rapidly evolving CTV landscape. From fragmented platforms to innovative solutions, our discussions aim to provide clarity and actionable insights for brands navigating this exciting channel. Join us as we cut through the noise and uncover the strategies that drive real results in CTV advertising.

Takeaways

1. CTV is experiencing rapid growth, but it comes with challenges.
2. Brands are increasingly investing in CTV as part of their marketing budget.
3. Data alone is not enough; understanding infrastructure is key.
4. Incrementality is essential for measuring the effectiveness of CTV campaigns.
5. Brands often struggle to identify their return on investment in CTV.
6. The CTV landscape is fragmented, leading to confusion for buyers.
7. Expertise in CTV can help brands avoid pitfalls and optimize performance.
8. Amazon’s role as a DSP raises concerns about data privacy and targeting.
9. The future of CTV will see a focus on measurement and trust-building.
10. Mid-market brands have significant opportunities in the CTV space.

Chapters

00:00 Introduction to CTV and Its Challenges

03:08 The Current State of the CTV Ecosystem

05:45 Understanding Data and Infrastructure in CTV

08:45 Brand Frustrations and Challenges in CTV

12:00 Identifying Reliable CTV Providers

14:34 Incrementality and Proving Value in CTV

17:42 Investment Strategies and Budget Allocation in CTV

20:42 Unique Advantages of Keen’s in the CTV Space

25:11 Navigating Audience Targeting in CTV

31:35 The Role of Amazon in Digital Advertising

37:18 Identifying Winners and Losers in CTV

42:39 Unlocking Opportunities for Mid-Market Brands

In this episode of the MarTech Matrix, Sean Simon interviews Arthur Root, CEO of Nostra, discussing the critical importance of site speed for e-commerce brands. Arthur explains how Nostra enhances website performance through its Edge Delivery Engine, optimizing load times and improving personalization without compromising user experience. The conversation delves into the technical aspects of site speed, the role of cookies in personalization, and how Nostra integrates seamlessly with existing tech stacks. Arthur also shares insights on measuring success with Nostra and the future of site speed in the e-commerce landscape.

Takeaways

1. Nostra helps brands improve ROI by enhancing site speed.
2. Site speed is crucial for conversion rates and user experience.
3. Technical expertise is often required to address site speed issues.
4. Cookies play a vital role in personalization and user tracking.
5. Nostra’s Edge Delivery Engine caches website content for faster loading.
6. Crawler optimization is essential for SEO and personalization.
7. Nostra integrates easily with various e-commerce platforms.
8. Success can be measured through A/B testing and site speed improvements.
9. Nostra is positioned as a leading solution in the market.
10. The future of e-commerce will increasingly rely on edge computing for performance.

Chapters

00:00 Introduction to Nostra and Site Speed Importance

02:53 The Technical Aspects of Site Speed

06:04 Overcoming Site Speed Challenges in E-commerce

09:03 The Role of Cookies in Personalization

11:57 Nostra’s Edge Delivery Engine Explained

14:55 Crawler Optimization and SEO Benefits

17:45 Integrating Nostra with Existing Tech Stacks

20:53 Measuring Success with Nostra

23:53 Nostra’s Unique Value Proposition

26:53 Future of Site Speed and E-commerce

29:44 Lightning Round and Conclusion

Takeaways

1. Pixels are broken. Nearly half of online conversions (42%) go untracked due to blockers, privacy settings, and attribution window limitations.
2. Sales aren’t just on your site. 40% of eCommerce sales happen off-site (Amazon, Walmart, marketplaces), invisible to pixel tracking.
3. Ad spend leakage. 17% of spend goes into channels like audio and TV that pixels can’t measure, leaving major blind spots.
4. Last click is lazy. It oversimplifies the customer journey, rewarding the final step and ignoring the true path to purchase.
5. Duplication is rampant. Multiple platforms often claim credit for the same conversion, inflating perceived ROI.
6. MMM is back. Once considered slow and outdated, modern MMM now runs weekly, giving marketers near real-time budget insights.
7. Unified framework matters. Combining MMM, incrementality testing, and MTA gives the clearest picture of channel performance.
8. Custom > generic. AI-powered custom models now outperform generic off-the-shelf ones—at similar cost—thanks to automation.
9. 36% of ad dollars are wasted. Bad data and poor measurement account for over a third of spend, creating a massive opportunity for optimization.
10. Experimentation wins. The best way to break through opinion vs. opinion debates is to run structured tests and let the data speak.

Chapters

Intro & Sponsor Shoutout (00:01–00:44) Sean introduces the theme: why marketers have been “flying blind” and how better measurement restores vision.

Meet Zeke Camusio (00:44–02:10) Zeke shares his background as an entrepreneur and why he founded Data Speaks after seeing marketers’ frustration with measurement.

The Problem with Pixels (02:10–03:47) Why current attribution methods fall short: off-site sales, blocked conversions, arbitrary attribution windows, and duplication.

The Measurement Framework (04:19–05:38) Zeke explains the three pillars: MMM, incrementality testing, and MTA—and why they work best together.

MMM Misconceptions (05:38–06:25) Why MMM is misunderstood, how it’s evolved, and why it’s valuable in a real-time, digital-first environment.

The Trouble with Last Click (06:25–08:30) Why simplistic attribution models distort ROI and why causal measurement matters more.

Applying MMM & Incrementality (08:30–12:23) How Data Speaks uses experiments and triangulation to reveal true performance and reallocate budgets.

Onboarding & Custom Models (14:16–17:30) What implementation looks like, why labeling data is critical, and how custom models beat generic ones.

Culture Shift: Gut vs. Data (18:25–19:34) The organizational challenge of moving from instinct-driven marketing to data-driven experimentation.

AI, Trust, and the Future (21:39–24:41) Why brands need independent measurement in the age of AI-driven media buying—and how AI enhances, not replaces, human judgment.

Case Study: From $2M to $22M (24:41–25:51) How reallocating spend and applying the framework drove double-digit ROAS gains and 10x revenue growth.

Competitor Landscape & Differentiation (27:45–30:50) Where Data Speaks sits relative to Recast, Measured, Triple Whale, and others—bringing consolidation under one roof.

Mindset Shift: Do You Even Know You Have a Problem? (30:50–32:06) Why most marketers don’t realize their measurement stack is broken until they see the alternative.

Lightning Round (32:06–34:32) Quick-fire Q&A: myths, frameworks, tools, decompression habits, and Zeke’s rugby background.

Closing Thoughts & Call to Action (34:32–end) Where to find Zeke, upcoming product enhancements, and a final reminder: let the data speak.

In this conversation, Andrew Maff and Sean Simon delve into the complexities of marketing in the e-commerce landscape, particularly focusing on the challenges and strategies surrounding Amazon selling and direct-to-consumer (D2C) approaches. They discuss the importance of balancing Amazon sales with D2C growth, the operational challenges brands face, and the significance of utilizing the right marketing tools. The conversation also touches on the nuances of 1P versus 3P selling on Amazon, revenue recovery strategies, and the evolving landscape of marketing technology.

Takeaways

Blue Tusker acts as an outsourced marketing department for e-commerce brands.

E-commerce marketing is primarily performance-driven, focusing on sales rather than brand building.

Amazon's marketplace is becoming increasingly competitive, making it hard for brands to stand out.

An omni-channel approach is essential for brands to succeed in today's market.

The importance of reviews is growing, and legislation is impacting how they are managed.

Choosing the right advertising platform is crucial for effective marketing strategies.

Automation can help streamline marketing efforts but requires careful oversight.

Brands often struggle with attribution and understanding customer journeys across platforms.

Direct-to-consumer strategies are vital for brands to increase margins and reduce reliance on Amazon.

The landscape of marketing technology is evolving, and brands must adapt to stay competitive.

Chapters

00:00 Introduction to Blue Tusker and E-commerce Marketing

03:45 The Challenges of E-commerce and Amazon Marketplace

06:25 Omni-channel Marketing Strategies

09:34 The Impact of Reviews and Legislation

12:37 Leveraging Advertising Platforms

15:12 The Role of AI in Marketing

18:21 Client Challenges and Agency Solutions

21:12 Consumer Behavior and the Buying Journey

24:19 The Future of AI in E-commerce

27:03 Conclusion and Key Takeaways

31:25 Navigating the Challenges of AI in Marketing

31:53 The Shift from Amazon to Direct-to-Consumer

33:38 Strategies for Balancing Amazon and D2C Sales

36:56 Testing and Validating D2C Market Potential

38:31 Understanding 1P vs 3P Selling on Amazon

39:49 Operational Challenges in Amazon Selling

41:32 Revenue Recovery and Amazon's Policies

43:31 The Importance of Marketing Tools

47:11 Identifying Challenges and Solutions for Brands

53:51 Finding the Right Marketing Technology Solutions

57:28 TMM Outro with Blurbs Promo 12.1.24.mp4

In this engaging conversation, Sean Simon and Robert Davidman explore their intertwined careers, starting from their early days at AudioNet and Broadcast.com to the evolution of marketing technology. They discuss the impact of the Yahoo acquisition, the rise of Fearless and LS Digital, and the importance of integrating technology into marketing strategies. The conversation also delves into the role of AI in marketing, the future of agencies, and emerging trends in advertising technology, emphasizing the need for critical thinking and adaptability in a rapidly changing landscape.

Takeaways

• Rob played a pivotal role in Sean's career path into sales.
• The pre-roll ad was pioneered at Broadcast.com, setting a standard in advertising.
• Technology in marketing is constantly evolving, and adaptability is key.
• AI should be viewed as a tool to enhance strategies, not replace creativity.
• Understanding customer context is crucial for effective marketing.
• The integration of technology and creativity is essential for modern agencies.
• Agencies must evolve into strategic growth partners for their clients.
• Personalization in marketing is becoming increasingly sophisticated.
• The future of advertising will focus on immersive experiences and customer journeys.
• Critical thinking is essential in navigating the information provided by AI.

Chapters

00:00

The Journey into Sales

03:55

From Radio to Streaming: Rob's Story

07:05

Innovations at AudioNet

10:05

The Yahoo Acquisition: What Went Wrong?

18:51

Building Fearless: The Evolution of an Agency

26:56

The Evolution of Consultancy in North America

28:51

Adapting to a Changing Landscape

31:00

Best Practices for Technology Integration

33:37

Understanding AI's Role in Strategy

37:55

The Impact of AI on Marketing and Search

41:37

Personalization and Immersive Experiences in Advertising

In this conversation, Sean, Scott, and Garin discuss the increasing prevalence of SMS marketing, particularly in the context of political campaigns, and the challenges it presents to consumers. They explore the trends in SMS marketing, the importance of customer-centric strategies, and the differences between SMS and WhatsApp as marketing tools. The discussion highlights the need for brands to adopt effective engagement strategies that consider the frequency and relevance of their messages to avoid overwhelming customers. This conversation delves into the evolving landscape of marketing, particularly focusing on the integration of AI, SMS, and email strategies. The speakers discuss generational shifts in technology adoption, the role of AI in enhancing consumer engagement, and the importance of personalization in marketing efforts. They also explore emerging technologies like RCS in SMS and the future of marketing strategies that leverage data and consumer understanding.

Takeaways

• The proliferation of SMS for marketing has increased significantly in recent years.

• Politicians are exempt from many regulations that govern SMS marketing, leading to increased spam.

• SMS marketing is becoming more accessible and cost-effective for brands.

• Customer engagement through SMS can lead to higher conversion rates compared to email.

• Brands need to adopt a customer-centric approach to SMS marketing to foster loyalty.

• The effectiveness of SMS marketing diminishes when messages are too frequent or irrelevant.

• WhatsApp offers a broader range of messaging capabilities compared to SMS.

• International markets often prefer WhatsApp due to lower costs and higher usage rates.

• Understanding customer behavior is crucial for effective SMS marketing strategies.

• Brands should focus on providing value through their messaging rather than just pushing for sales. Generational shifts are driving changes in technology adoption.

• Shoppable SMS is effective for repeat purchases but not for new brands.

• AI can enhance consumer engagement through personalized interactions.

• Personalization requires understanding the context of consumer behavior.

• RCS will revolutionize SMS marketing with rich content.

• AI's role in marketing is growing but requires human input.

• Companies must integrate all marketing channels for better results.

• Understanding consumer values is crucial for brand loyalty.

• AI can help uncover insights for better product recommendations.

• The future of marketing lies in personalized, context-aware strategies.
  

  Chapters

  00:00

  The Rise of Political SMS Spam

  08:40

  Trends in SMS Marketing

  17:57

  Building Effective SMS Strategies

  24:10

  WhatsApp vs. SMS: A Global Perspective

  31:53

  Generational Shifts in Technology Adoption

  35:25

  The Role of AI in Consumer Engagement

  36:26

  AI's Impact on Marketing Strategies

  41:45

  The Future of AI in Marketing

  49:12

  Personalization and Consumer Understanding

  53:02

  Emerging Technologies in SMS and Email Marketing

  
  

Summary

In this conversation, Luiza shares her journey with FlueVog, a unique shoe brand that has transitioned from offline to online sales. The discussion covers the importance of storytelling in marketing, the challenges faced during the pandemic, and the pros and cons of having a homegrown e-commerce system. Luiza emphasizes the significance of personalization in customer experience and the brand's efforts to build relationships beyond transactions through community engagement and events. The conversation also touches on growth strategies, essential technologies for e-commerce success, and the balance between marketing efforts and maintaining customer relationships.

takeaways

• Storytelling is crucial for connecting with consumers.
• FlueVog's e-commerce journey faced significant challenges during the pandemic.
• Technical issues led to the implementation of waiting rooms on the website.
• A homegrown e-commerce system has both advantages and limitations.
• Personalization is key to enhancing customer experience.
• Community engagement through events strengthens customer relationships.
• Direct mail campaigns can effectively attract new customers.
• Email and SMS marketing are vital for driving online sales.
• Balancing marketing efforts with customer relationships is essential.
• Future investments will focus on improving user experience and return systems.

Chapters

00:00 Introduction to FlueVog and Its Unique Journey

02:50 The Importance of Storytelling in Marketing

06:03 FlueVog's E-commerce Evolution and Challenges

08:58 Technical Challenges and Solutions During the Pandemic

11:57 Pros and Cons of a Homegrown E-commerce System

15:10 Personalization in Customer Experience

18:08 Building Relationships Beyond Transactions

21:00 Community Engagement and Events

23:59 Growth Strategies and Digital Marketing

26:49 Essential Technologies for E-commerce Success

30:07 Balancing Relationships with Marketing Efforts

32:47 Future Investments in User Experience

In this conversation, Mike Cantafio shares his extensive experience in e-commerce, particularly in the high-end outdoor product market. He discusses the unique challenges faced during the COVID-19 pandemic, the importance of adapting marketing strategies, and the significance of customer engagement and education in driving sales. Mike emphasizes the need for effective website optimization, the role of traditional media in brand awareness, and the complexities of measuring marketing effectiveness in a high-consideration purchase environment. He concludes with valuable advice for e-commerce leaders looking to thrive in premium markets.

Summary

Sean and Aaron Zagha discuss the intersection of marketing and e-commerce, exploring the unique challenges and strategies faced by brands in the digital landscape. Aaron shares insights on the importance of integrating marketing with e-commerce, the extensive use of technology and tools, and the complexities of influencer marketing. They delve into measurement and attribution, the impact of AI on marketing strategies, and the significance of personalization in customer engagement. Aaron also emphasizes the importance of networking and staying informed about industry trends, while providing practical advice for navigating the challenges of Q4 marketing.

Takeaways

• There is no e-commerce without marketing.

• A robust tech stack is essential for modern marketing.

• Influencer marketing requires a diversified approach.

• Measurement and attribution are critical for success.

• AI is transforming how we optimize marketing efforts.

• Personalization should focus on data-driven insights.

• Networking is crucial for staying updated in the industry.

• Incrementality testing helps understand true marketing impact.

• Be strategic about marketing spend during high CPM periods.

• Understanding statistics is vital for effective marketing.

  
  

  Chapters

  00:00

  Introduction to Brand Marketing Perspectives

  03:00

  The Integration of Marketing and E-commerce

  05:53

  Navigating the Tech Stack: Tools and Strategies

  08:49

  Influencer Marketing: Challenges and Strategies

  12:06

  Measurement and Attribution in Digital Marketing

  15:00

  The Impact of AI on Marketing and E-commerce

  18:01

  Personalization and Customer Engagement

  21:02

  Evaluating New Technologies and Solutions

  23:57

  Future Trends and Innovations in Marketing

  26:56

  Advice for Aspiring Marketers

  29:57

  Marketing Strategies for Q4

  
  

Summary VideoXRM is a business media platform that centralizes, indexes, and categorizes company videos, providing visibility, distribution, and business intelligence. It differs from company websites by offering more content and precise and relevant search capabilities. The platform serves as a two-sided marketplace, connecting companies that upload content with viewers who search for specific business content. The business model is freemium, with enhanced visibility options available for a fee. The long-term vision includes launching a company video channel, an AI video audio co-pilot, and localization in multiple languages. Takeaways - VideoXRM centralizes and categorizes company videos, providing visibility and distribution. - The platform offers precise and relevant search capabilities for business content. - It operates as a two-sided marketplace, connecting companies and viewers. - The business model is freemium, with enhanced visibility options available for a fee. - The long-term vision includes launching a company video channel, an AI video audio co-pilot, and localization in multiple languages. Chapters 00:00 Building a Business Media Platform for Information, Visibility, and Distribution 02:38 Extracting Information from Videos for Precise and Relevant Search 04:10 The Two-Sided Marketplace: Connecting Companies and Viewers 07:13 Freemium Model with Enhanced Visibility Options 14:03 Future Plans: Company Video Channel, AI Video Audio Co-Pilot, and Localization

AppBrew is a platform that helps brands build high-performance sales channels through mobile apps. They aim to democratize access to app technology and provide brands with a native mobile app experience that enhances customer engagement, increases conversion rates, and leverages data for personalized marketing. The platform integrates with popular e-commerce platforms like Shopify, Magento, and Salesforce, allowing brands to sync their inventory, pricing, and product information in real-time. AppBrew also offers a wide range of integrations with third-party tools for search, personalization, loyalty programs, and more. Their goal is to empower brands to own their sales channels and compete effectively in the evolving e-commerce landscape.

1. Democratizing Mobile App Development: Abhijeet explains how Appbrew is inspired by the likes of Shopify and Klaviyo. Just as Shopify made e-commerce accessible, Appbrew aims to provide brands with a robust and scalable platform to build high-performance mobile apps.
2. Owning the Customer Experience: With the impending move towards a cookie-less world, owning a direct channel like a mobile app is crucial. Apps allow brands to gather first-party data, enhance personalization, and improve customer retention.
3. Superior Mobile Experience: Native mobile apps offer significant advantages over mobile-optimized websites. Apps load faster (under 3 seconds) and provide better data leverage, with higher login rates and richer customer data.
4. Seamless Integrations: Appbrew excels in creating an ecosystem where brands can integrate various functionalities seamlessly. From loyalty programs to personalized recommendations, the platform supports over 70 native integrations, making it easier for brands to enhance their app's capabilities.
5. Impact on Omnichannel Commerce: Mobile apps are not just for online shopping. They bridge the gap between online and offline experiences, helping brands optimize merchandising, enhance in-store experiences, and drive sales both online and offline.
6. Ease of Transition: Whether you're launching a new app or upgrading an existing one, Appbrew ensures a smooth transition. The platform conducts app audits, identifies areas for improvement, and helps brands achieve higher conversion rates and increased average order values.

 Chapters

00:00

Introduction and Differentiation

08:40

The Need for Mobile Apps in E-commerce

16:20

Advantages of Mobile Apps over Mobile Web

19:32

Integration with E-commerce Platforms

24:08

Enhancing the In-store Shopping Experience

27:13

Determining Readiness for an App

30:38

Building an App with AppBrew

35:57

Transitioning from an Existing App to AppBrew

38:04

Long-term Vision for AppBrew

Summary

In this conversation, Sean and Jason Gillespie discuss their experiences working together at Criteo and the impact Jason had on Sean's understanding of retargeting. They also delve into the concept of deep learning and neural networks, and how RTB House, a direct competitor of Criteo, is using these technologies in retargeting. They explore the future of retargeting in a cookie-less world and the role of Google's Privacy Sandbox in maintaining privacy while still enabling personalized advertising. The conversation concludes with a discussion on how different ad tech companies can leverage the Privacy Sandbox to make business and creative decisions without tracking users across the internet. In this conversation, Jaysen Gillespie and Sean discuss the impact of Google's Privacy Sandbox on the advertising industry. They cover topics such as the deprecation of third-party cookies, the role of AI in advertising, the importance of first-party data, and the future of targeted advertising. Jaysen explains how RTB House is adapting to these changes and offers advice for performance marketers.

Takeaways

• Jason Gillespie had a significant impact on Sean's understanding of retargeting during their time working together at Criteo.

• RTB House, a direct competitor of Criteo, uses deep learning and neural networks in their retargeting approach.

• The future of retargeting lies in a cookie-less world, and Google's Privacy Sandbox is a solution that maintains privacy while enabling personalized advertising.

• Different ad tech companies can leverage the Privacy Sandbox to make business and creative decisions without tracking users across the internet. Google's Privacy Sandbox and the deprecation of third-party cookies are major changes that will impact the advertising industry.

• AI-driven solutions like RTB House's Content GPT can help advertisers target audiences more accurately and effectively.

• First-party data will become increasingly important for advertisers as third-party cookies are phased out.

• Publishers will need to collect more first-party data from users in order to deliver relevant ads and monetize their content.

• Marketers should audit their marketing vendors and prioritize partnerships with vendors that are prepared for a cookie-less future.

• Alternative IDs and advanced contextual targeting are potential solutions for advertisers navigating the post-cookie landscape.

Chapters

00:00

The Impact of Jason Gillespie on Sean's Understanding of Retargeting

03:20

The Future of Retargeting in a Cookie-less World: Google's Privacy Sandbox

09:02

Leveraging the Privacy Sandbox: Making Business and Creative Decisions

30:12

AI in Advertising: The Role of RTB House's Content GPT

33:54

The Importance of First-Party Data

37:17

Monetizing Content: The Rise of the Free Wall

46:18

Navigating the Post-Cookie Landscape

Summary

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews. It focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey. Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators. The platform also integrates with various channels and provides tools for brands to communicate directly with creators and approve assets. Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator. The platform secures content rights in perpetuity for brands, addressing a pain point in the market. UGC and influencer marketing are related but distinct concepts. UGC refers to content created by ordinary people, while influencer marketing involves leveraging the influence of individuals with large followings. The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. In this conversation, Tom and Sean discuss the value of user-generated content (UGC) in marketing and how Cohley, Tom's company, helps brands leverage UGC to drive engagement and conversions. They explore the different channels where brands can use UGC, such as social media, e-commerce websites, and even TV ads. They also discuss the importance of quality UGC and how it can provide information, social proof, and confidence to consumers. Tom shares how Cohley helps brands measure success by aligning content with strategic initiatives and key metrics. The conversation concludes with a discussion on the future of Cohley, including partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

Takeaways

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews.

The platform focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey.

Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators.

The platform integrates with various channels and provides tools for brands to communicate directly with creators and approve assets.

Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator.

UGC and influencer marketing are related but distinct concepts, with UGC referring to content created by ordinary people and influencer marketing involving leveraging the influence of individuals with large followings.

The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. User-generated content (UGC) is a valuable tool for brands to drive engagement and conversions.

UGC can be used on various channels, including social media, e-commerce websites, and TV ads.

Quality UGC provides information, social proof, and confidence to consumers.

Brands can measure success by aligning content with strategic initiatives and key metrics.

The future of Cohley includes partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

Chapters

00:00

Introduction to Cohley

02:25

Facilitating the Relationship Between Brands and Creators

08:40

Cohley's Business Model

13:53

Understanding UGC and Influencer Marketing

26:30

The Power of User-Generated Content

29:09

Expanding the Reach of UGC

31:02

The Future of TV Ads: UGC vs. Hollywood Commercials

33:04

The Importance of Quality UGC

34:54

The Influence of Real People in UGC

37:07

The Impact of UGC Reviews

41:02

The Historical Context of Influencer Marketing

Greg Stellato discusses the vision and objectives of M3, a brand advertising company focused on helping specialty retailers generate additional revenue through brand advertising and sponsorship opportunities with Fortune 1000 advertisers. The conversation delves into the challenges faced by retailers, the evolution of brand advertising, the differences between retail media and commerce media, and the impact of programmatic advertising on brand safety and consumer experience. The conversation delves into the future of advertising, the role of data in targeting, and the impact of ad placements on consumer behavior. It also explores the challenges and opportunities for specialty retailers in leveraging advertising and sponsorships to generate revenue. The discussion covers the use of email and on-site ad placements, the importance of context in advertising, and the long-term vision for the company.

The conversation covers the acquisition of Intellimize by Webflow, the unique features of Intellimize's A-B testing and personalization products, the challenges of integrating acquisitions, and the founding story of Intellimize. It also delves into the application of machine learning and AI in personalization, the impact of personalization on user experience, and the potential for personalized experiences on e-commerce websites. The conversation delves into the application of AI and machine learning in website optimization, highlighting the benefits of real-time personalization and the challenges faced by brands in traditional A-B testing. It also explores the objections and mindset shifts required for adopting AI-driven optimization, along with the success metrics and common pitfalls. The use case of Dermalogica's success with Intellimize is presented, emphasizing the significant impact on revenue and customer experience.

Takeaways

• The strategic fit between Webflow and Intellimize is expected to bring great new use cases and delight customers.
• Intellimize's A-B testing simplifies the process for marketers to visually drag and drop and move things around on their website to test ideas.
• Personalization at Intellimize involves using rules and machine learning to deliver personalized experiences down to the individual level.
• The application of machine learning and AI in personalization aims to optimize page content for the most efficient or highest volume conversions.
• The conversation highlights the potential for e-commerce brands to personalize every user's experience on every page of the website without a lot of effort.
• The founding story of Intellimize is rooted in the need for personalization and optimization on websites, driven by the experience of the company's founder as a marketer.
• The impact of personalization on user experience is discussed, emphasizing the importance of showing the right content to each person at the right time. AI and machine learning enable real-time personalization and optimization of website content, leading to improved user experience and increased conversions.
• Traditional A-B testing methods often result in delayed decision-making and are unable to adapt to rapidly changing user behaviors and market dynamics.
• The objections to AI-driven optimization often stem from a lack of understanding and mindset shifts required within the organization, but the benefits include increased efficiency, improved ROAS, and the ability to do more with less.
• Success in AI-driven optimization is measured not only by revenue and conversions but also by customer satisfaction and brand advocacy, highlighting the holistic impact on the business.
• Common pitfalls in AI-driven optimization include the failure to communicate the reality of idea success rates and the lack of alignment within the organization on testing strategies and brand guidelines.
• The use case of Dermalogica demonstrates the substantial impact of AI-driven optimization on revenue growth, subscription conversions, and user experience, showcasing the tangible benefits for brands.

Chapters

00:00 The Acquisition of Intellimize by Webflow

02:38 Simplifying A-B Testing with Intellimize

05:48 Delivering Personalized Experiences with Intellimize

15:14 The Founding Story of Intellimize

25:54 The Potential for Personalized Experiences on E-commerce Websites

26:29 The Power of AI and Machine Learning in Real-Time Website Optimization

29:21 Challenges and Mindset Shifts in Traditional A-B Testing

30:46 Overcoming Objections and Embracing AI-Driven Optimization

33:29 Measuring Success Beyond Revenue: The Holistic Impact

48:53 Common Pitfalls and Best Practices in AI-Driven Optimization

50:03 Dermalogica: A Case Study in Revenue Impact and Customer Experience

SummaryConsumer AI, offered by Profit Wheel, helps brands gain insights about their customers and target high-value audiences. The platform uses AI and cohort-level data to analyze customer behavior and interests, allowing brands to understand their customers better and find new potential customers. By uncovering common themes and interests among customer cohorts, brands can optimize their advertising and marketing strategies. Consumer AI offers various services, including audience identification, strategic partnerships, content creation, and market research. The platform integrates with different media accounts and provides seamless execution of campaigns. Brands can measure the success of Consumer AI through A/B testing and comparing the performance of their campaigns with and without the platform's insights. Getting started with Consumer AI is easy, requiring brands to grant access to their advertising accounts and undergo a demo of their data.

Takeaways

• Consumer AI helps brands gain insights about their customers and target high-value audiences.
• The platform uses AI and cohort-level data to analyze customer behavior and interests.
• Consumer AI offers various services, including audience identification, strategic partnerships, content creation, and market research.
• The platform integrates with different media accounts and provides seamless execution of campaigns.
• Brands can measure the success of Consumer AI through A/B testing and comparing campaign performance.
• Getting started with Consumer AI is easy, requiring brands to grant access to their advertising accounts and undergo a demo of their data.

Chapters

00:49: Introduction to Consumer AI and Profit Wheel

01:34 Consumer Discussion

01:36 Overview of Consumer AI and Its Founding Purpose

03:08 Bridging Adtech and Martech for Better Advertising

03:38 Leveraging Customer Data for Enhanced Marketing Strategies

20:13 Mapping Cohorts and Interests Across Platforms

21:52 Challenges in the Advertising Industry

22:35 Future Proofing Our Product

22:56 Platform Integration and Campaign Support Across Multiple Channels

23:18 Consumer AI Platform Implementation and Effectiveness

In the ever-evolving world of marketing and e-commerce, staying ahead of the competition means leveraging data-driven insights. This week, we're excited to share an enlightening conversation between Sean and Ori Greenberg, CEO of AlgoPix and Cluster, which delves into the critical role of data in driving performance and making informed business decisions.

Takeaways

1. AlgoPix and Cluster provide valuable data insights to brands, retailers, and marketplaces in the e-commerce space.
2. The data is obtained through partnerships with online sellers who grant access to their sales data, catalog data, and inventory level data.
3. The data is aggregated, augmented, and anonymized to provide information on sales volume, pricing, market share, and more.
4. AlgoPix is ideal for small brands and offers a visual interface, while Cluster is an API-first product designed for larger companies with data lakes and analysis capabilities.
5. The goal of both companies is to help online merchants make the right sourcing decisions and be more successful.




Chapters

00:00: Uncovering Business Problems with Tech Solutions
00:26: Entering the Matrix
01:22: Insights into Global Product Sales and Data Acquisition Strategies
06:44: Discussion on Data Co-op and E-commerce Analytics
13:08: Analyzing Market Dynamics and Data Utilization in Business
27:03: Understanding Data Clusters and Market Strategies
28:20: Challenges in Sales and Pricing Strategy
29:13: Investment and Margins in Brand Strategy
29:26: Insights on E-commerce and Data Utilization
32:36: Future Roadmap and Vision for AI and Data Analytics in Business
37:42: Avoiding Common Data Analysis Mistakes
38:42: Insights on Market Adaptation and Real-Time Data Utilization

Summary

Tracer is a data intelligence platform that simplifies data analysis for businesses. It aggregates data from various sources, including marketing platforms, point of sale systems, and Salesforce, and normalizes it for easy comparison and analysis. Tracer's AI capabilities enable it to provide real-time insights and analysis, helping businesses make data-driven decisions. The platform is used by both marketing teams and non-marketing users, such as ERP providers, to centralize and understand their data. Tracer complements measurement and attribution vendors by providing structured data for their models. The platform has helped agencies and brands overcome challenges in data management and reporting, allowing them to deliver better results to clients. Tracer's ability to aggregate and analyze data from multiple campaigns and platforms simplifies the analytics process for agencies, saving time and resources. Tracer helps brands and agencies gain control over their marketing data and access real-time insights. By centralizing data and providing a user-friendly platform, Tracer enables faster decision-making and optimization. The platform allows brands to transition smoothly between agencies and maintain control over their data, eliminating the need for lengthy transitions and data handoffs. Tracer can ingest historical data as far back as needed, and its onboarding team helps clients define their goals and design their Tracer experience. The platform also provides benchmarking reports and insights into platform performance and trends.Keywordsdata intelligence, data analysis, marketing platforms, data normalization, AI, real-time insights, measurement and attribution, data management, reporting, agencies, brands, Tracer, marketing data, insights, centralization, agencies, brands, data control, onboarding, benchmarking, platform performance, trends

Takeaways

• Tracer simplifies data analysis by aggregating and normalizing data from various sources.
• The platform provides real-time insights and analysis, enabling businesses to make data-driven decisions.
• Tracer complements measurement and attribution vendors by providing structured data for their models.
• The platform helps agencies and brands overcome challenges in data management and reporting.
• Tracer's ability to aggregate and analyze data from multiple campaigns and platforms saves time and resources for agencies. Tracer helps brands and agencies gain control over their marketing data and access real-time insights.
• The platform enables faster decision-making and optimization by centralizing data and providing a user-friendly interface.
• Tracer eliminates the need for lengthy transitions and data handoffs when brands switch agencies.
• The platform can ingest historical data as far back as needed and provides benchmarking reports and insights into platform performance and trends.

Chapters

00:00 Introduction and Overview of Tracer

03:47 The Business Problem Tracer Solves

08:11 Tracer's Role in AI and Structured Data

10:27 Comparison to Measurement and Attribution Vendors

11:32 Challenges of Growing Tech Stacks for Brands

15:37 Use Cases for Agencies and Brands

21:38 Centralizing Data and Gaining Control

22:33 Seamless Transitions Between Agencies

26:04 Harnessing Historical Data for Insights

28:56 Tracking Platform Performance and Trends

29:50 Insights on TikTok Advertising

36:30 Getting Started with Tracer

38:30 Avoiding Pitfalls and Defining Goals