Brian Chapman

AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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There’s been a lot of ink spilled re: Google search changes recently & the disruption caused… The reality is that there’s also a whole new opportunity ladder for leveraging “search” to launch businesses (media and otherwise), just not in the same way it’s been done for the last 10+ years! In this weeks post, I take a look at how I would start over today in the current digital landscape. The window to leverage Reddit to validate & growth hack your brand may not be open like this forever.

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Curation as a service from the buy-side perspective. The middle now leans towards supply as cookie restrictions collapse data portability. Great piece by Anthony with technical explainers, use cases, and lift metrics. We still need some time to see the market tension develop, but I think the SSPs and Curators (aka data companies) are on a roll here. https://lnkd.in/gEjM_-XM #DCaaS #digitalpublishing

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Owning the Workflow in B2B AI Apps: having reliable, proactive AI capabilities should change how we interact with products at a more fundamental level. https://lnkd.in/guW_6mCK

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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My column in MarTech published yesterday. The predictions are grounded in years of C-suite interviews and associated data. Like all predictions, even if they’re directionally correct they may take longer to manifest. That said, it is clear that we have reached a point of crisis in B2B GTM. The definition of “crisis” is a moment from which things can get better or very much worse. That applies here. None of us like moments of crisis. They represent fundamental instability, and the threat of unwelcome change. However, with the right responses, crises are also huge opportunities. I believe that we stand on the threshold of a golden era in GTM, but we all have to choose to do what’s necessary to realize it. What’s on the table from the CEOs and CFOs I spoke to is a demand for a common rule book on navigating, forecasting, optimizing, and correcting GTM spend and operations. Without this, the present dysfunctions will only deepen. The executives I interviewed said a number of things very clearly and consistently. A big takeaway was the dissolution of confidence and trust in their Marketing and Sales functions. The question of “who’s right, and who’s wrong” will need attention, but the main objective is repairing one of the most important relationships in business today.

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Rich Freeman and I share some thoughts on outcome based pricing and how generative AI is shifting how we think about value, packaging and pricing of B2B SaaS. This is the main focus of our work at Ibbaka at present. #pricing #AI #B2B #SaaS #monetization #outcomebasedpricing https://lnkd.in/gbT9VkVE

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Episode 57 of the AdTechGod(™) Pod 🎙️ John Rogers, SVP at Nexxen, shares his journey starting from his early days at Advertising.com to his current role at Nexxen . The conversation covers the evolution of supply and demand in ad tech, the growing importance of transparency, and the trends shaping the future of the industry, including the rise of CTV. John also reflects on his leadership style and aspirations beyond ad tech, hinting at a potential future in education. Thank you to DanAds for sponsoring this episode!

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AMC isn't just for brands that sell products on Amazon. This video from Joe Shelerud at Ad Advance is spot on. Here's why AMC is a game-changer for non-endemic brands: 1) Brand awareness: Measure how your Amazon ads impact off-Amazon purchases and brand recognition. 2) Cross-channel insights: Understand how your Amazon advertising affects performance on other platforms. 3) Audience discovery: Identify new potential customer segments based on Amazon shopping behaviors. 4) Competitive intelligence: Gain insights into market trends and competitor performance without selling on the platform. AMC isn't just for Amazon sellers - it's a powerful tool for any brand looking to understand the eCommerce landscape and consumer behavior. #AMC #Ecommerce #Amazon

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Do videos on home pages move the needle? We analyzed 56 experiments using the DoWhatWorks BetScore methodology to find out! We conducted a meta-analysis across experiments from top B2B and consumer subscription brands discovered using the DoWhatWorks engine. Here's what we found: Surprisingly, videos on home pages resulted in a low BetScore of just 11 out of 99, indicating they are likely to underperform. Experiment Highlights: 🏆 RingCentral: Image vs. Video – the image won. 🏆 1-800 Contacts: Video paired with a list vs. 3-step diagram – the diagram won. 🏆 Homebase: Traditional video player vs. image collage – the collage won. See the link comments to see the actual experiments in the post. This doesn't mean you should never use videos. There are scenarios and sectors where videos can perform well. The key is to understand how and where to use them effectively. For instance, consider whether to show the video duration on thumbnails, consider autoplay settings, and carefully choose the presentation of how you prompt the video. Conclusion: Avoid videos on your home page if you are a SaaS or subscription brand (unless selling video content). If you use video, offer them in a thoughtful way. Use data-driven insights to determine the where and how to use videos to drive conversions. If you are curious about BetScores, here's what you need to know. BetScores synthesize results across similar tests by page, sector, etc. Our clients leverage BetScores to identify and address issues in their UX quickly, leading to millions in new revenue. We proudly work with top streaming brands, Fortune 500 SaaS companies, banks, retailers, DTC brands, and more. If you want to join them drop me a note. #DigitalMarketing #SaaS #Subscription #VideoMarketing #DataDriven #DoWhatWorks #results #splittests #CRO #plg

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AI cannot function without process. Business processes provide governance and reliability to create a symbiotic relationship with AI. Listen to Gustavo Gomez, Bizagi CEO, as he talks about how to unlock the power of AI with automation on the Low Down on Low-Code: https://lnkd.in/eqb74MA6

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Has AI displaced any SaaS vendors for you yet? Yesterday, I used it to create and deploy a custom survey faster and cheaper than we could find an existing vendor that met our requirements. It was easier to just tell an AI (o1-mini) what we needed to do and then deploy it (Replit).

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When Capture first started native pop-ups from their ESP felt like they would do the trick—but they quickly realized they needed more flexibility, better targeting, and smarter data integration to truly scale. That’s when their marketing agency, Groove Commerce helped them make the move to Justuno. The Capture team didn’t just build pop-ups—they built a strategy. Thanks to Justuno, their email list growth skyrocketed 📈 (over 600% to be exact) giving them a stronger foundation for personalized marketing and deeper customer relationships. Huge shoutout to our agency partners at Groove, who brought their strategic expertise to the table and made this transition seamless for Capture Here’s to growth, innovation, and partnerships that drive results! Check out the full case study at the link in the comments below. 👇

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MIT to CTO: Pioneering Tech Innovations in Ad Tech with Carl Livadas In this episode of Analytics Today, co-hosts Dr. Jeremy Roberts and Sameer Khan welcome Carl Livadas, a distinguished technology leader and CTO of Sojern. Hailing from a robust academic background at MIT and extensive experience in cybersecurity at Intel Research and BBN Technologies, Carl shares his journey from researcher to tech entrepreneur. Here are five key takeaways from this episode of "Analytics Today" with guest Carl Livadas: 1) Insights into Transitioning from Academia to Tech Leadership: Carl shares his journey from an academic background at MIT to becoming a CTO, highlighting the value of adapting research skills to meet the fast-paced demands of the tech industry. 2) Understanding the Role of AI and Machine Learning in Advertising: Carl explains how Sojern uses AI to optimize online advertising efficiency, offering a deep dive into cross-channel optimization and the balance between exploration and exploitation in ad spending. 3) The Importance of Privacy in Online Advertising: Discussion on how the advertising industry is evolving with privacy regulations and how technologies like AI can help balance effective marketing with consumer privacy. 4) Leadership Philosophies for Technology Managers: Carl emphasizes the importance of team dynamics, supporting individual growth within the team, and strategic planning for organizational development. 5) Career Advice for Aspiring Tech Leaders: Carl provides actionable advice for professionals aiming for C-level positions, stressing the importance of following one's passion, choosing the right environment, and building a supportive and effective team. Sell faster, smarter & better: Apollo AI Harnesses database of 250M+ contacts & sales engagement signals to create hyper-personalized AI msg Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you. Support the Show. Follow us on Twitter @sameerkhan or @jeremyaroberts or leave us a review on iTunes Click below to listen to our latest episode: https://lnkd.in/gAADm2Zu

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Appreciate customers who know the needs of a data foundation! In 2017, leading consultancy Armanino LLP identified that data debt create revenue drag due to incorrectly labeled, outdated, and absent information, slowing down any revenue operations initiatives. The RevOps Data Automation Cloud was instrumental in revolutionizing their marketing processes. The outcomes were remarkable: ⚡ Quicker reaction times 🤖 Increased automation with reduced manual tasks 💲 Reduced expenses Further information ⬇️ https://gag.gl/6cUhQg #RevOps #DataQuality #automation

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#Organictraffic is predicted to get impacted in the landscape of Search Generative AI by Google Alternatives for Brands?  Heard of “Surround Sound Strategy” for #SEO? In the evolving landscape of #generativeAI search, organic search still remains a powerhouse for driving traffic, leads, and brand awareness. While it may see fluctuations, its importance remains steadfast. To navigate these shifts effectively, brands should zero in on three key areas: 1️⃣ Invest in Digital PR: Secure placements in publications ranking high in organic search. This boosts visibility and credibility. 2️⃣ Focus on High-Value Content: Create content that resonates with your audience, providing value and building trust. Even if you are ranking low right now, AI will push you up.  3️⃣ Prioritize brand awareness: Engage in activities that foster positive word of mouth, amplifying your brand's reach organically. 🔍Now, what is Surround Sound Strategy? Coined by Hubspot, SSS for SEO means "The more frequently someone hears about your product from multiple channels, the more likely they are to buy your product.” How to foster this in your brand awareness campaigns? - Understand the customer journey. - Identify influential touchpoints. - Be present and prominent in all relevant touchpoints Are you going to implement these in your #brandstrategy? Or you think, #SGE won't impact your traffic much? #MarketingStrategy #SurroundSoundStrategy #DigitalMarketing #SearchGenerativeAI #SEO #BrandAwareness

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Great report on generative AI adoption in the enterprise by Menlo Ventures. Lots of interesting data and some great market maps of vertical gen AI apps and the modern gen AI stack. https://lnkd.in/e6DxjqFS Here's breakdown of spend by department (shout out to OfferFit!). #martech

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