MMA Global

Is AI set to transform the market research process? Monks set out to answer this question with the MMA, Kraken, the NFL, and other organizations through a series of experiments to test the validity and precision of these new approaches. Wesley Haar, ter, founder of Monks, joined Vas Bakopoulos at the MMA CMO & CEO Summit to unveil the preliminary, never before seen findings and what it means for marketing. They set 3 requirements for the experiment: 1. Results consistent with economic theory and patterns of consumer behavior 2. Realistic estimates of willingness-to-pay for products and features 3. Match estimates from human consumers They found that, for high level attitudes, personas and LLMs did a good job of predicting key patterns. Overall, what they know so far is: 1. LLMs can answer some questions directionally 2. Personas show the potential to democratize big survey data and make them more accessible 3. Accuracy varies by data availability 4. Data proliferation and AI improvement will increase # of use cases where Personas can be applied     #shapethefuture #ai #marketing

Hyper-personalization is one of the promises of AI for marketing. And we are at a point where we can start seeing real results. MMA's Consortium for AI Personalization (CAP) is already driving dramatic digital marketing impact by leveraging this revolutionary new AI use case. Of the eight experiments so far, the average boost in performance is 2.5x. Rex Briggs, Chief AI Officer, Claritas and MMA Global SME and Greg Stuart, CEO of MMA Global, sat down with Karin Timpone, EVP and CMO of Major League Baseball (MLB) and Vivek Pareek, General Manager, Brand Marketing, Shell to talk through the results of their experiments. 𝗦𝗵𝗲𝗹𝗹'𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘀𝗵𝗼𝘄𝗲𝗱 𝘁𝗵𝗮𝘁 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘄𝗶𝗻𝗻𝗲𝗿𝘀 𝗳𝗼𝗿 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝘁 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗽𝗮𝗿𝘁𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗱𝗮𝘆. So, changes in ads didn't happen daily - they happened at micro-moments for micro-audiences. A key takeaway - increase spend when engagement is high in micro-moments and decrease when engagement is low in micro-moments. 𝗠𝗟𝗕 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝗱 𝗶𝘁𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝟳 𝘁𝗲𝗮𝗺𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗴𝗼𝗮𝗹 𝗼𝗳 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝘁𝗶𝗰𝗸𝗲𝘁𝘀. They had five identified cohorts: Avid; Family; Youth; Social; Gamers. 𝗧𝗵𝗲𝘆 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗲𝗱 𝟮,𝟬𝟬𝟬+ 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗮𝘃𝗲𝗿𝗮𝗴𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗹𝗶𝗳𝘁 𝗼𝗳 𝟲𝟱%. If you are interested in getting hands-on in your own organization, reach out to MMA's AI Leadership Coalition (see the link in the comments). #shapethefuture #ai #genAI #marketing Decoding AI for Marketing Podcast

I saw a great presentation about AI at the MMA Global CEO/CMO Summit by Shelly Palmer. He talked about "Super Automation" and that made me think of the companies doing work RIGHT NOW in this space: Check out Tom Chavez, Vivek Vaidya and Jon Suarez-Davis (jsd) and their work at Super{Set}, as well at the work of Yuri Khidekel at Allmagen and Amit Shah Instalilly, as well as the start-up my Co-author Caleb Briggs and Dr. Hubertus Becker have kicked off recently (I think it is still in stealth, so I won't say more). Part 2 of our forthcoming book called "The AI Conundrum" (MIT Press) unpacks a lot of use cases. I appreciate Tom's endorsement quote, which I will include here with a link in case anyone would like a copy: https://lnkd.in/gFWtJnqZ

What are the five ways marketing with never be the same because of GenAI? And how do you prepare? Shelly Palmer spoke at the MMA CMO & CEO Summit to answer this question and help marketers be prepared for the future. What are some observations, predictions, and recommendations from his talk? • Whatever you think social media did to media that is what social production is going to do to production. • This is the present. And where we will be forever. • This is a joke - literally and figuratively - compared to what's coming. • AI will enhance productivity • ChatGPT will write better than your copywriters • New products, such as custom-generated bedtime stories • Data-drive experiences and content • The end of the web as we know it • Talk to your data office about talking to data • Respect the fact that no one born today will ever live in a world where they are smarter than AI. • 13-32 year olds are solving their loneliness problems by talking to synthetic creatures. • Your data is at the mercy of large language models. • When everyone has the Death Star it's no longer a competitive advantage. • If you don't know what you're doing it won't help you. • If you suck at your job you will suck faster. • Please do not look at the future through the lens of the present. Imagine a world where cognitive work is just done for you.    Check the comments for a deepfake video of Shelly posted on X a couple of months ago that he shared today. These are just a sampling from his talk. Subscribe to MMA Global's YouTube channel, where will post the recording of his session in the coming days. #shapethefuture #ai #genai #marketing Decoding AI for Marketing Podcast

𝘔𝘰𝘷𝘢𝘣𝘭𝘦 𝘔𝘪𝘥𝘥𝘭𝘦𝘴 𝘎𝘳𝘰𝘸𝘵𝘩 𝘍𝘳𝘢𝘮𝘦𝘸𝘰𝘳𝘬 (𝘔𝘔𝘎𝘍): 𝘕𝘦𝘸 𝘛𝘩𝘪𝘯𝘬𝘪𝘯𝘨 𝘰𝘯 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨 𝘛𝘢𝘳𝘨𝘦𝘵𝘪𝘯𝘨 𝘵𝘰 𝘏𝘢𝘤𝘬 𝘚𝘩𝘰𝘳𝘵- 𝘢𝘯𝘥 𝘓𝘰𝘯𝘨-𝘛𝘦𝘳𝘮 𝘎𝘳𝘰𝘸𝘵𝘩 is the title of Vas Bakopoulos' talk today at the MMA CMO & CEO Summit. The decades-long struggle between pursuing long-term growth and achieving short-term sales is rooted in a myth. What if “going broad for the brand and targeted for performance" is wrong? Vas talked about how MMA Global is: • Challenging marketers to adopt a new audience strategy focused on the Movable Middles • How it compares to other audience targeting approaches • How it can help drive repeatable success ' There are 11 case studies to date that show the Moveable Middles perform much better. The growing share of moveable middles is a strong predictor of long-term growth. Any brand can deploy Movable Middles. There are 4 steps to repeatable implementation: 1. Identify MM segment 2. Convert to audience 3. Test and validate 4. Repeat/scale Reach out if you would like to implement Movable Middles at your organization. The MMA can help. See the comments for more resources and to start your own project. #shapethefuture #marketing #brand

What a pleasure to have the hosts of the Hard Fork podcast, Kevin Roose and Casey Newton and Katie Drummond, Global Editorial Director, WIRED at the MMA CMO & CEO Summit this morning. They discussed the question, 𝗵𝗮𝘀 𝗔𝗜 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗺𝗲𝘁 𝗶𝘁𝘀 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝗼𝗺𝗲𝗻𝘁? Some of their thoughts that they shared: • Bring GenAI back down to earth. Let's discuss the challenges companies face as they try to commercialize this technology. • We are seeing some of the hype coming down to earth because people aren't comfortable using them for core business tasks yet. • The promises of efficiencies and disruption haven't materialized yet for most businesses. • The US is still the least regulated place when it comes to building the next generation of AI. Depending on results of the election, AI regulation could go in any direction. • The EU is already having to rewrite its AI regulation to keep up with ChatGPT. • AI frees people up to do the 'sexier' work by the automation of the mundane. • I am really optimistic about the potential of AI with healthcare and medicine. I am looking for a big breakthrough in the next six months. • On the pessimistic side, there are millions of young people who have already formed relationships with AI. What will be the implications of this? • The journalism and GenAI dilemma: Journalism organizations object to unauthorized use of their content for training data. But also people in the orgs are excited about the opportunity for AI to do new kinds of journalism.    #shapethefuture #marketing #ai #genai The New York Times Platformer Decoding AI for Marketing Podcast

Is your business ready to face the army of consumer bots that are inevitably coming your way?!?! Joshua Browder, the founder and CEO of DoNotPay, spoke at the MMA CMO & CEO Summit this morning. DoNotPay positions itself as an "AI people's champion," democratizing access to AI tools. They currently cover over 200 areas of consumer rights, but they got started with parking tickets. Some of the challenges, opportunities, and observations he has seen include: • Customer service is using some form of AI most of the time. • Every company will have to have smart AI in the loop. • DoNotPay primarily uses GPT 4.0, but they also use some open source models. • AI lying is a big problem for us, so we have another AI to check the AI doing the primary work. • Building a compelling AI business is about solving a problem. Discussing AI in general, he said, "𝗧𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝘁𝘄𝗼 𝘁𝘆𝗽𝗲𝘀 𝗼𝗳 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀. 𝗧𝗵𝗼𝘀𝗲 𝘄𝗵𝗼 𝗵𝗮𝘃𝗲 𝗴𝗿𝗲𝗮𝘁 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗮𝗻𝗱 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝗿𝗲𝗮𝗹 𝘃𝗮𝗹𝘂𝗲. 𝗔𝗻𝗱 𝘁𝗵𝗼𝘀𝗲 𝘄𝗵𝗼 𝗺𝗮𝗸𝗲 𝗺𝗼𝗻𝗲𝘆 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗶𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝗶𝗲𝘀. 𝗔𝗜 𝘄𝗶𝗹𝗹 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮 𝘄𝗼𝗿𝗹𝗱 𝘀𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗲 𝘁𝗵𝗮𝘁 𝘁𝗵𝗼𝘀𝗲 𝘄𝗵𝗼 𝗱𝗼𝗻'𝘁 𝗮𝗱𝗱 𝘃𝗮𝗹𝘂𝗲 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗱𝗿𝗶𝘃𝗲𝗻 𝗼𝘂𝘁 𝗼𝗳 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀." Make sure to subscribe to the Decoding AI for Marketing Podcast. Joshua is on a future episode with hosts Greg Stuart and Rex Briggs. #shapethefuture #ai #marketing #genai #cmo

"We really need to move to putting customers at the center of our advertising." - Maggie Merklin, Chief Client Officer, Analytics Partners, Inc. This was just one of many valuable points she shared during her talk at this morning's MMA CMO & CEO Summit breakfast. Her presentation was packed with crucial insights for modern marketers. Here are some of the key takeaways from her talk: • We should have the ability to make our advertising work for us. • There was a 7259% growth in martech between 2011-2023. We have the technology. • Marketing builds pricing power. • Last click metrics can overstate impact. • Spend is the number one driver of ad impact. #shapethefuture #marketing #analytics #martech #cmo

𝗜𝘀 𝘁𝗵𝗲 𝘁𝗿𝗮𝗱𝗲-𝗼𝗳𝗳 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘀𝗵𝗼𝗿𝘁- & 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗿𝗼𝗼𝘁𝗲𝗱 𝗶𝗻 𝗮 𝗺𝘆𝘁𝗵? Michael Schoen, EVP/GM, Marketing Solutions, TransUnion and Andrea Brimmer, Chief Marketing and PR Officer, Ally, went on a Deep Dive on this topic at the MMA CMO & CEO Summit earlier today. The presentation was in partnership with TransUnion. #shapethefuture #cmo #marketing

𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀’ 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗜𝗻𝗳𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝗣𝗼𝗶𝗻𝘁 𝘄𝗶𝘁𝗵 𝗖𝗧𝗩 Dani Cushion, CMO, Innovid and Cynthia Clevenger, Senior Vice President, B2B Marketing, Tubi discussed this important topic during a Deep Dive session at today's MMA CMO & CEO Summit. Their presentation was in partnership with Innovid. #shapethefuture #ctv #marketing #cmo