Публикация участника Marina Leontieva

Очень откликается статья про подход аутсорс компании к развитию нишевой экспертизы 🤓 Думаю, последние пару лет многие аутсорс компании на перепутье: какой путь развития выбрать и как сформировать стратегию. Продавать все всем, как раньше, далеко не у всех получается (Jack of all trades is a master of none), размывание усилий маркетинга и сейлз-команд обходится дорого и неэффективно. 🤷🏼♀️ В статье подробно и интересно описан опыт развития нишевой экспертизы: от выбора направления, построения команды, до выработки гипотез и анализа результатов. Как мне кажется, статья будет интересна руководителям бизнес-направлений и/или стратегическому юниту аутсорс компаний. 🤩

Totally loved this blend of the "Men in Black" theme with data engineering and ML #ml #dataengineering

A dash of Friday wisdom! 😀 #ai #aiautomation #aiadoption

Jumping into AdTech and advertising is like playing a Mario video game – just when I think I've beaten the dragon and rescued the princess, another level pops up! 👋🏻 Exploring the world of AdTech, understanding its players, challenges, and solutions, is quite a ride. 🤩 #adtech #digitaladvertising #adventure

How to maximize ad inventory yield across all sales channels? At Oxagile, one of our recent projects was developing a supply-side platform for premium publisher clients. A startup company that we worked for wanted to create a tool for online ad revenue growth and unsold inventory monetization. And all of it without channel conflicts. After considering the case, our tech experts understood that, once deployed, this solution would process a huge amount of data and ad transactions, so they decided to go for a BI-based platform. Here are some features explaining why it turned out to be a good decision. The solution we developed together with the client: 🔸 Ensures 24/7 account support thanks to centralized ad management. 🔸 Controls sales of ad inventory with RTB 🔸 Protects a brand and data, and detects malware. 🔸 Conducts versatile analytics and provides advanced reports. 🔸 Maintains stable eCPM, improving the predictability of revenues. 🔸 Accessible on both web and mobile. What do you think? Let me know your thoughts! Here you can explore the full description of our case. Hope you’ll find it insightful: https://shorturl.at/cpx03 #adtech #adinventory #bi

What bothers marketing agencies and top-ranking brands? “Big data matters” and “Being data-driven is a key to success” seem to be new realities of the time. Though many are already sick of yet another “data” reference, it’s impossible to deny that big data has proven its business value. For any business actually. Including AdTech. The reasonable question is, “How to address advertising and marketing pains using big data analytics?” 💠 Let’s start with ad performance measurement Both brands and marketing agencies have to operate in a very segmented advertising environment. The core goal is to effectively track and measure ad efforts and performance everywhere, topped with protecting brand safety and an advertising campaign, deterring fraud, and using first- and third-party data, all of that covered in a fancy wrapper of an attractive service. With a holistic picture at hand, brands and marketing agencies can boost performance and focus on winning strategies. AdTech analytics tools unite data in one place and enable marketers to track relevant advertising metrics and KPIs from a single dashboard. 💠 Another point – audience targeting Your ad campaign works only when it reaches your target audience. Period. Data analytics can further distinguish smaller audience groups so that you can offer more customized ad content. Personalization bribes, you know. 💠 Less routine, more automation Diverse data sources may be maddening for marketers who have to process them manually. With proper data orchestrating, it’s possible to streamline hours of monotonous work. It’s not that difficult when you work with professionals. To crown it all, I’m delighted to share an insightful article that reveals other cases of successful advertising and data partnerships: https://lnkd.in/dZz_aQv7 #adtech #bigdata #digitaladvertising

Well, it seems that in the 2023-2024 even Santa needs a dashboard or two)

We've been keeping tabs on the AdTech scene, soaking in insights from reports, events, and cool influencers. We tossed all that good stuff into a carousel for you. If you want to dig deeper, just hit up the link to the article! 💡 #adtech #advertisingandmarketing #trends2024

What a year! Full of fears, anxiety, vulnerability, and changes 🫣 But, life is never only black or white. For every challenge — there is an opportunity; for failure — there is a lesson; for fear — support and close people. In this photo, it's me in New York this September. I absolutely loved the moment my sister caught me in. And I definitely want to keep this attitude: looking at the world with curiosity, amazement, and gratefulness, ready for all its ups and downs. ♥️ Merry Christmas and Happy New Year, dear network! Wish all of us trust life more 🥂

Will attention measurement replace good old CTR? Recently, attention metrics have been conquering the advertising industry, and this is not just my allegation. According to a Statista report, 96% of advertisers worldwide either already use or have plans to use attention metrics in their media buys. However, there is an opinion that it’s all about the short-term fuss. Click-through rate (CTR) is still considered the top campaign criterion. It has proven its worth, while attention metrics are kind of hyped newbies on the market. IMHO, the root of this lies in the primary challenges that also impede the widespread adoption of attention metrics:: * difficulty in measurement * lack of standardization of this metric and complexity in its interpretation. In general, there are three concepts that shape attention metrics measurement: 🟢 Biometric surveillance This one involves tracking users’ physical movements and psychological reactions to ads on devices. 🟢 Data proxy These signals gather information about users’ activities, such as cursor positioning, dwell time, scrolling tempo, play/pause ratio, volume control, and mouseover movements. 🟢 Psychological aspect User introspection and emotional responses help to understand how the audience views the brand. This refers to chat forums, questionnaires, feedback forms, or client surveys. So, it's evident that while some of these measurement concepts may not be easily scalable and applicable, others might be challenging to implement due to GDPR and privacy regulations. As for standardization and interpretation, it feels like we're still in the pioneering phase, sort of 😉 Nevertheless, I believe attention metrics have not been fully explored yet. What are your thoughts on this? I'd love to hear your perspective! #adtech #advertisingandmarketing #attentionmetrics