Interpublic Group (IPG)’s Post

Thank you to the #Merkle team for their high-standard performance, which has allowed our case to be included in #Google's Global Customer Success Stories. With a strong team, trusting clients, valuable topics, and excellent results, our work is able to be seen by everyone. The #UnitedDailyNews Group ( #UDN) is Taiwan's leading media group, which has been enhanced user engagement scientifically since 2008 by implementing a data-driven corporate culture and establishing a data division. In 2018, UDN transitioned its online services and data analytics operations to a cloud platform to balance cost-efficiency and resource scalability. Since 2013, Google Ad Manager has been utilized for advertising integration. In 2022, we were fortunate to collaborate with UDN to launch an ambitious project using deep learning models to analyze anonymous audience reading preferences and predict advertising click tendencies. With the cooperation of UDN's professional team, Merkle's Google Analytics consultants, data scientists, cloud architects, and advertising system experts formed an interdisciplinary work group. Within eight months, we completed a data exploration of the entire year's browsing behaviors, deeply analyzed the reading paths of over 16 million unique visitors per month, and performed content analysis, keyword extraction, and topic tagging for over 600,000 articles. By comparing article categories with advertising categories, we developed a click prediction model, generated advertising audience lists, integrated with the advertising system, and executed a series of A/B Testing. Using a range of innovative technologies, UDN successfully increased the unique click-through rate for specific advertising categories by four times. Due to these excellent results, UDN and Merkle were awarded the Best Precise Data Application Marketing Gold Award by the Digital Media Application and Marketing Association (DMA) in 2023. As Anson Mok, the Data General Manager at UDN Group, notes, "Although we have our own data specialists, we believe that partnering with external teams can help us identify our blind spots and further improve our services." "With its rich experience in online marketing, Merkle not only provides technical know-how, but also fully understands our needs as an ad publisher." It's a privilege to be involved and have the opportunity for two projects in the GCP Success Stories. I look forward to continued success and fruitful outcomes. 🎉🎉🎉 https://lnkd.in/gvPF3p_G #dentsu #Merkle #AI #GA #CXM #DataDrivenMarketing

In today’s competitive marketplace, leveraging intent data is not just an advantage — it’s a necessity for crafting impactful go-to-market (GTM) strategies. For those at the helm steering strategic direction, understanding and utilizing intent data is critical to maintaining competitive advantage. https://ow.ly/WLFn50Tec0v Intentsify #marketing #martech #technology

Exciting news to share! Learn to unlock unprecedented growth opportunities and drive transformative business outcomes with Circana and #GoogleCloud!

In today’s competitive marketplace, leveraging intent data is not just an advantage — it’s a necessity for crafting impactful go-to-market (GTM) strategies. For those at the helm steering strategic direction, understanding and utilizing intent data is critical to maintaining competitive advantage. https://ow.ly/LtH050ThleN Intentsify #marketing #martech #technology

In today’s competitive marketplace, leveraging intent data is not just an advantage — it’s a necessity for crafting impactful go-to-market (GTM) strategies. For those at the helm steering strategic direction, understanding and utilizing intent data is critical to maintaining competitive advantage. https://ow.ly/BHjt50TgiHX Intentsify #marketing #martech #technology

Empower your advertising strategies with #GoogleCloud Cortex Framework! Discover how data insights fuel smarter decisions for better ROI in the digital age. Learn more in this EPAM Systems blog: https://epamsys.co/3XuMfMB #DataDriven #DigitalAdvertising #GoogleCloudPartner #MarketingROI #AdTech

Although #CDP provides the necessary competitive edge, enterprises are sceptical when choosing the best CDP solution to incorporate into their marketing funnel. To help C-suite leaders make the right decision, we have shortlisted the top 8 CDP innovations in #2023 that contribute to enhanced marketing efforts. ActionIQ | Adobe | Blueshift | Capstone | GrowthLoop | Syntasa | Twilio | Zeotap Read the story by Vanshika Rastogi

The Composable CDP is the best solution for finance. Proof-in-point: M1. M1’s marketing team uses Hightouch to build hundreds of audiences and has reduced campaign creation time from 3+ months to mere minutes. They’ve done this all while meeting stringent security requirements, keeping their data governed securely in their data warehouse. Richard Whaling, M1’s Director of Data Engineering, shared: “The finance industry is really complex, so this makes implementing most SaaS solutions, and conventional CDPs in particular, a challenge. But with a thoughtful design and extensive use of Hightouch’s security features, an in-warehouse CDP can be configured to satisfy all privacy and regulatory requirements while still providing our marketers with state-of-the-art audience segmentation capabilities.” Read the full case study here: https://lnkd.in/e92kXyik

MetaRouter + GrowthLoop to Futureproof Marketing in Cookieless World Know more:- https://lnkd.in/dc9f-WCQ #metarouter #growthloop #martech #martechcubenews #marketingtechnology #digitalmarketing #technology #marketing #martechcube

🚨 Just in case you missed it, access the recording of BlueConic's Last Call for Cookies: Navigating the Future of Marketing & Advertising 🎥 🔍 Dive into the discussion with industry experts from Lotame, BlueConic, UPS, Advance Local, Mindshare, The Trade Desk, and more. Our very own Chief Growth Officer, Alexandra Theriault, joins the conversation on crucial topics: 1️⃣ Third-party Cookie Deprecation: Insights and preparation for a cookie-less future starting in 2024. 2️⃣ First-party Data Utilization: Effective strategies for using first-party data to enhance customer experiences and personalization. 3️⃣ Privacy and Personalization Balance: How to align personalization with evolving privacy regulations. 4️⃣ Universal Identifiers (UIDs): Adopting UIDs for better targeting and tracking post-cookie. 5️⃣ Measurement and Attribution: New approaches including marketing mix modeling and machine learning techniques. 6️⃣ Operational Efficiency and Agility: Keeping marketing strategies and operations agile. 7️⃣ Retail Media Growth: The expanding role of retail media networks in data and advertising. 8️⃣ Challenges in Scaling Initiatives: Tactics to overcome obstacles in new data strategies and technology adoption. 🔗 Click the link to access the full recording and gain valuable insights to prepare your business for the future of marketing and advertising! https://bit.ly/3NJbPcD