Marketing TNT Team, Author at Marketing TNT

Personalization at Scale: How Leading Brands Are Delivering ROI with AI in 2025

In 2025, personalization is no longer a marketing differentiator – it’s a growth lever. Yet despite widespread AI adoption, many brands still struggle to connect personalization efforts to meaningful ROI. The gap isn’t technology. It’s approach. This article explores how leading marketers are moving beyond rule-based targeting to build more adaptive, intelligent systems and how […]

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The Triple Win: Sales Today, Penetration Tomorrow, Brand Equity for the Future

The False Choice in Marketing For decades, marketing leaders have been told they must choose: Focus on performance to drive sales now, or Invest in brand to build future equity This split has divided teams, budgets, and strategies. But what if there’s a way to deliver both — and more — with the same audience?

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The Decile Paradox: Why “Most Likely to Buy” Isn’t Always the Sweet Spot

The Illusion of the Top Decile Marketers love lists. And nothing feels better than having a list of your “most likely to buy” customers. They’re the sure bets, the low-hanging fruit. The logic seems airtight: if someone has the highest probability of purchase, your ad dollars will have the biggest impact. Except… that’s not always

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Precision is powerful — but too much precision can be dangerous. The leaders who will win the next era of marketing will be those who master balance: targeting the most persuadable customers today while keeping the influence network engaged for tomorrow.

Targeting Can Be Too Precise. And It’s Costing You Growth

Rethinking Precision Targeting For years, precision has been the holy grail of media planning. Every new tool, dataset, and technology promised the same thing: tighter targeting, less waste, better ROI. It sounds logical. Why waste money talking to people who aren’t ready to buy? But here’s the problem: in many categories, hyper-targeting doesn’t just deliver

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From SEO to AIO: Winning Brand Visibility in the Age of AI Search

For two decades, search revolved around the blue link. Google’s familiar ten-result page, and the SEO playbook built around it, rewarded brands that mastered keyword targeting, link building, and technical optimization. That model is eroding fast. Today, platforms like ChatGPT, Google’s Search Generative Experience (SGE), Gemini, and Perplexity are reshaping search from a static list

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The AI Personalization Race: Why Scaling First Matters

AI personalization has moved past the stage of proof-of-concept. The technology works, and the results are consistent. The question now is who will scale it fastest — because in every category, early movers are already pulling ahead. The State of Play Across more than 25 CAP experiments, the average performance lift from AI personalization is

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The Market You’re Missing: How AI Personalization Finds New Growth Segments

Marketers often feel confident they know their top-performing audiences. After all, they’ve built personas, studied analytics, and run campaigns based on years of experience. Yet markets evolve, customer behaviors shift, and entirely new segments emerge — often unnoticed. The Breakthrough In one CAP study, AI identified an audience segment that the brand had never targeted

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If Personalization Is Everything, Why Is It So Hard to Do?

We hear it often: personalization is the future of marketing. For AI, it’s not just important — it’s the foundation of how it creates value. But if personalization is so central to modern marketing, why do so many organizations struggle to deliver it effectively? At a recent CAP panel, one statement set the tone for

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Organizational Alignment: The Untapped Accelerator for Data Maturity

To stay competitive and truly unlock the transformative power of data, companies must accelerate their efforts in crafting a clear data vision and aligning it with their business objectives. This means moving beyond siloed experimentation and fragmented data ownership to foster a unified, strategic approach. The Data Leader’s Blueprint: Vision and Alignment Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf p.16

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High-Impact Use Cases for Data Leaders How Data Invites Values

Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf Driving Revenue and Operational Efficiency For Data Leaders, the primary objective in using consumer data is to drive top-line growth (revenue). This is consistently the leading focus, followed closely by efforts to enhance operational efficiency and margins. Unlike other marketers who might focus solely on short-term gains like Return on Ad

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Author name: Marketing TNT Team