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  • Generative AI: Uses, Management, Ethics, and More

    ASK Answers   September 26, 2023  

    How can generative AI be used for business? How can it be used responsibly?

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  • Do Ads Wear Out?

    Knowledge Partners   September 22, 2023  

    There are numerous reasons why brands frequently refresh their advertising. Marketers often worry that their ads will quickly feel repetitive to the public because they themselves tire of the advertising after a short period of time. If audiences tune out these messages, the opportunity for driving sales and brand building is greatly diminished.

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  • Future-Casting with Faith Popcorn: Five Predictions

    Event Recaps   September 21, 2023  

    Futurist Faith Popcorn peers into her crystal ball for glimpses of the future of marketing and technology.

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  • How These B2B Companies Are Changing the Healthcare Landscape

    Industry Insights   September 20, 2023  

    Healthcare is a universal need — and for everything to run smoothly, the behind-the-scenes activities and processes need to be constantly evolving to meet needs. For instance, how can AI be harnessed to create better data systems, which in turn ensure better care? Or how can employers promote and encourage employees to take care of their mental health?

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  • Marketers Need to Be More Selective With the Data They Use

    ANA Magazine   September 20, 2023  

    Marketers continue to be overwhelmed by the amount of data they collect. A big part of the problem is that companies tend to acquire technology without thinking about the specific marketing goals and objectives for which the resulting data will be used. To tame the tech stack, CMOs and their teams need to do a better job of planning and figure out what the end game for the data is well before executing.

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  • Deepfakes and Disasters: The Potential Nightmares of Hyper-Realistic Marketing

    Podcast POVs   September 20, 2023  

    Marketing Futures podcast host Mike Berberich gives marketers a rundown on what a deepfake is, how this new technology can affect marketing, and how to respond if and when a deepfake crisis arises for your brand.

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  • A Concise AI Glossary

    Money Slides   September 18, 2023  

    R3 offers helpful definitions of some of the most important terms in the field of artificial intelligence.

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  • The Most Common Uses of Generative AI, by the Numbers

    Money Slides   September 18, 2023  

    R3 visualizes data from Gartner that breaks down the relative frequency with which tech leaders are applying AI to a host of use cases, from data analytics to marketing to customer service.

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  • Examining the Success of ABM Strategies

    Event Recaps   September 13, 2023  

    In the evolving landscape of B2B marketing, account-based marketing (ABM) has long emerged as a go-to strategy for targeting high-value accounts and driving personalized engagements. Anteriad’s Chris Blohm offered results-driven ABM strategies, providing insights that can transform a brand’s marketing endeavors.

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  • Will Your Next ESP Be a CDP?

    Event Recaps   September 13, 2023  

    The convergence and overlap between Customer Data Platforms (CDP) and Email Service Providers (ESP) has added further complexity to the decision process for brands looking to add a CDP or change their ESP (or doing both at the same time).

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  • The Importance of All-Party Data in a Cookieless World

    Forward   September 12, 2023  

    Brands can prepare for a cookieless future by prioritizing first-party data collection and using it with second- and third-party data to derive deep insights about consumers. Doing so requires building trust, providing value, and prioritizing transparency.

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  • Why Brands Need a Culture Stack

    Industry Insights   September 12, 2023  

    Today, great brands are built through experiences people love at the speed people live. Brands must penetrate culture and harness data through marketing technology to create an amazing omnichannel experience.

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  • Marketing Attribution and the AI Illusion

    Knowledge Partners   September 12, 2023  

    Marketing analytics consultancy Marketscience casts doubt on some of the ways in which artificial intelligence purports to be able to assist with marketing analytics.

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  • Marketscience x Marketing Week: A Guide to a More Rigorous Approach to Marketing Mix Modeling (MMM)

    Knowledge Partners   September 7, 2023  

    As the first piece of research to be published in Marketing Week’s Marketer’s Manual, Marketscience provides a strong point of view around the pitfalls of today’s marketing mix modeling techniques and puts forward a new, more rigorous approach.

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  • Unlocking the Power of AI in Marketing: Navigating the Future with Confidence

    Knowledge Partners   September 6, 2023  

    AI-fueled platforms now serve as innovation hubs, offering a range of opportunities, and within this digital space, there's an immense amount of potential that should be approached with both excitement and caution.

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  • AI Partnerships: Looking Beyond the Creative Unions

    Industry Insights   September 5, 2023  

    There is a huge amount of excitement surrounding the latest marketing fixation, AI, and for good reason. It offers a wealth of opportunity, from simple fact-finding hacks through to content creation, most of which professionals are only just beginning to realize.

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  • Juniper Networks Leveraged AI in Its Demand Generation Campaign

    B2 Awards   September 5, 2023  

    The Juniper Networks’ “Demand More” campaign targeted global C-level decision makers aged 35 and over who are risk averse, technical, and outcome driven. The campaign generated 51 percent pipeline growth, a 44 percent increase in the value of SQOs, and year-over-year enterprise revenue growth of 38 percent.

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  • How Mastercard Helped Black Female Small Business Owners

    B2 Awards   September 5, 2023  

    Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.

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  • How ZS Used AI to Sell AI

    B2 Awards   September 5, 2023  

    ZS used a mix of AI-generated creative and unique thought leadership content to build a landing page that convinced key decision makers in health care that the technology brand could be a partner in leading the industry into the future.

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  • How to Combat "Made for Advertising" Sites

    Industry Insights   August 31, 2023  

    In June, the ANA released a preview of its Programmatic Transparency Study, which reported that 15 percent of advertiser budgets are going to garbage sites. We are 20 years into this thing, so why does this keep happening?

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