Category: Relevance
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Beyond Human Logic: How Deep Learning Neural Networks Discover Customer Insights & Actions We Can Never Find
For most of the modern marketing era, our “data insight” process has looked something like this: We gather data from various sources. We apply data into existing frameworks and models. We generate insights/conclusions based on patterns we can interpret. We make recommendations based on our perspective. It is a rigorous and time consuming process and…
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Why AI-Native Segmentation Is the Future of Customer Data
At Neuralift AI, we believe that adopting an AI-native foundation for customer segmentation isn’t just a smart move—it’s the competitive advantage of your first-party data that your business needs to thrive in a data-driven world. Our application transforms how brands segment and engage with their customers by combining neural networks for segmentation and Generative AI…
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5 Customer Data Predictions for 2025
The customer data space continued to mature in 2024. Before I get into this year’s predictions let’s take a look at how well I did a year ago. Prediction 1: MarTech tools will argue about what they are called. Accuracy. 4/5 There was finger pointing and name calling amongst vendors being “legacy” and “composable” but…
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You have a CDP. So what?!
In October I had the privilege to speak 1:1 with 16 different marketing leaders (CMOs & SVPs) in B2C. Every one of them had a CDP (Customer Data Platform). Average time with it was 2.5 years. Only 1 liked it. Why did 15/16 marketing leaders not like their CDP? The answer was the same across…
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The First Party for Martech<>AdTech Convergence is in the Cloud
AdTech and Martech converged in Cannes last week. It’s a foreshadowing of what’s to come. As Larry Allen VP and GM of Enablement and Addressable Audiences at Comcast said on the Croisette, “The biggest trends in advertising right now are the move to advanced audiences and the use of deterministic first-party data.” Advertising is of…
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Repeal the Personalization Tax! Get Relevant with AI!
Personalization (or for my friends around the globe, “personalisation”) is having a moment. It might best be described as “frustration.” With higher media costs and increasing cost-to-acquire new customers brands desire customer segmentation across the customer lifecycle. This is so they can personalize marketing across channels to grow existing customer LTV. Brands have invested in data…
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Outcomes as a Service: Advancing MarTech from SaaS to AI
The Software as a Service (SaaS) model began when Salesforce launched its “End of Software” campaign in 2000 and IPO’d only 4 years later. At the time, people were still buying software in a box. CRM software like Siebel was incredibly difficult to run and required constant costly upgrades. Salesforce was different. Its product was…
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Become Strategic with Customer Segmentation and Lift KPIs
The idea that different groups of people want different things within a product, category and vertical is as old as commerce itself. According to the Association of Consumer Research, customer segmentation started in ancient Babylonia. By the 19th century Germany book publishers would only publish new children’s books in late Autumn to be purchased as…
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Why E-Commerce Conversion Rate is Stuck at 3%
18 years ago (gulp) I helped bring one of the first Martech SaaS products to market. Without fail it increased conversion rate. Often doubling or tripling it. Today, if you use Adobe Target you still use the same “m-box” (“m” for “Marketing”) which was core to the A/B Testing, Targeting and Personalization that Offermatica pioneered.…
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Neuralift AI is Born to Run
🚀 📈 Today I am pleased to announce Neuralift AI. The first Applied AI built to optimize consumer conversion rate and other essential marketing KPIs. It redefines customer intelligence and is a step-change in the use of first-party customer data. Built for marketing leaders and the innovation and analytics teams that support customer growth, Neuralift AI…
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Always On – Marketing Use Cases for Streaming Data Apps
Marketing Cloud maturation means your Databricks, Snowflake, AWS, Azure and GCP instances are going to be more connected to real-time data streams and apps. For brands this data flows in the form of precious first-party data and unlocks a new world of marketing possibilities. Data modeling, machine learning and real-time algorithmic decisions will become the…
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The TikTokization of Media – Understanding Who We Are
The Real Me The algorithm wars started in Search. One of the key takeaways from that time was made by the great technologist Vint Cerf who famously said Google didn’t have better algorithms, they just had more content. Algorithms becoming ingrained and habit forming in our content discovery process may have started with Search but…
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The New Google Era
Something has been happening on the Google SERPs (Search Engine Result Pages). It is the very thing that the FTC just closed the case on. It is the delivery on the promise that Larry and Sergey made from the beginning. That Google would organize the world’s information and make it universally accessible. The keywords (pun…
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End of the CPM Experiment
The flag bearer of display advertising was always Yahoo. Their massive sales force stoked 15 years of equity into “the web banner.” Yahoo arguably had the greatest hand in providing the economic foundation for the entire web for many of its formative years. That is why nothing better symbolizes the collapse of that foundation better…
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Defending the Future of Mobile Ads
The first time I read Fred Wilson’s Mobile is Where the Growth Is I was disturbed. I commented. Not what I really wanted to say but I said something. The second time I read it I had to write a blog response. Now I agree there’s a shift happening. But… This is unknown. Foursquare hasn’t…
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Yieldbot Begins Empowering Publishers with Intent Data
“If you think about the [advertising technology] stack there’s lots of necessary elements but it seems to me the meat in the sandwich is the intelligence layer. It’s the engine that figures out, if-this-then-this. If you think about what the most important part is that seems to me to be at the nucleus.” -Terrence Kawaja,…
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Harvesting Networked Intent
The keywords and links that we use as proxies for intent are the currency of the web. Search has shown how truly valuable they are but intent does not begin and end in Search. People don’t go to Google and figure out what their intent is – they arrive there with it. Often driven…
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Ad Wars 2011: The Publisher Empire Strikes Back
Intent is Timing When you mention the word intent in online advertising circles the first thought is invariably Search. Of course Search has thrived as a destination site for intent but intent is not generated in Search. Intent is generated many other places and is moved to Search. Most of all for advertisers, Search is…
Optimize & Prophesize 