Marketing Today

Why Your AI Targeting Model Is Still Losing to a Simple Probability Rule

You’ve invested heavily in AI-driven marketing. You’ve meticulously crafted lookalike audiences, trained sophisticated machine learning models on past converters, and even experimented with real-time personalization. Yet, the results are a frustrating mixed bag: some campaigns soar, while others inexplicably fall flat.  This is the perplexing paradox of AI-driven targeting. While undeniably powerful, its performance can […]

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Your Data Isn’t Broken. Your Segmentation Is.

It’s easy to fall into the trap of thinking that a robust marketing technology (martech) stack automatically guarantees success. You’ve invested in a Customer Data Platform (CDP), built out sophisticated analytics dashboards, and diligently channel first-party data into clean rooms. The technical infrastructure is undeniably there. So, why does campaign performance still fall short of

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What if You’re Not Underinvesting – Just Investing in the Wrong Audience?

Marketers often find themselves on the defensive, constantly justifying budgets, especially when campaigns fall short. The knee-jerk reaction is almost always to push for more: more budget, more reach, more frequency. But what if the underlying issue isn’t that you’re spending too little, but rather that you’re spending in all the wrong places?  This is

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AI at the Core of Omni-Channel

  Engaging users with a comprehensive omni-channel strategy is no longer a luxury, but absolutely essential. It’s absolutely essential to engage with the users at the right time, at the right place, with the right content and intelligence. Without being either fast or relevant, the user quickly loses interest and might choose a more prepared

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Why Multi-Screen Behaviour, Social Optimization Are Keys in South East Asia?

Think about the recent cultural highs that ignite excitement, from unboxing festive gifts, to shopping splurges, to electrifying conversations with fans surrounding the sporting events. Where was the buzz? Not just on TV. The real-time excitement—memes, reactions, influencer banter, video tutorials, product plugs, live commentary—is all happening on a variety of social media platforms. This

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Reducing organizational friction

Reducing Organizational Friction: The Hidden Lever for Marketing Growth

As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers

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From Use Case to Need Case: Unlocking GenAI’s Strategic Potential in Marketing

Generative AI is dominating discussions in boardrooms and marketing leadership circles, yet many organizations are missing the true opportunity it presents. While it is tempting to deploy GenAI immediately for content generation or workflow automation, this task-oriented mindset often results in fragmented efforts that fail to deliver meaningful business value. To fully leverage GenAI, marketing

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Smarter Delivery. Bigger Returns.

  In the fast-paced world of digital advertising, many marketers are still caught in the trap of chasing scale through sheer media spend. The prevailing belief has been that if you buy enough impressions, some of them are bound to stick. But real returns aren’t about the quantity of ads you purchase; they’re about how

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Targeting Without Identity — A CEO’s Guide to Scalable Relevance 

For the CEO, the marketing function is no longer just about brand awareness; it’s about tangible, measurable impact on the bottom line. Yet, delivering highly relevant marketing with a focus on personalization at scale has never been more challenging. We live in an era defined by signal loss, as traditional tracking methods become obsolete, heightened

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