Stephanie Pilon

Don’t reinvent the wheel 🛞 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ Don’t reinvent the wheel - focus on proven tactics that already work. ✅ Use AI to scale smarter - leverage automation and insights to make every dollar work harder. ✅ Growth might feel uncomfortable - but with the right tools, it’s entirely possible, even on a tight budget. #marketingstrategy #performancemarketing #digitalgrowth #AI

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I continue to reflect on the truly exceptional conversation at the #ForbesCMO summit, always expertly curated and hosted by Seth Matlins. Insightful summaries have already been generously offered here by wonderful members of the community like Tesa Aragones, Soyoung Kang, Lindsey Slaby, Michelle Wong, and Pranav Yadav. But of the many worthy topics raised, I am still thinking about the almost existential debate around creativity in a world of AI disruption. To that end, I wanted to offer a few additional thoughts as we continue to contemplate the what matters most to the future of #marketing: *Avoid false dichotomies. Instead of thinking about creativity vs. AI, we benefit from thinking about how creativity and AI work together to drive the craft to be better and generate stronger business outcomes. In general, choices are not binary on many fronts. As we design the future, it must be specific to the situation. *Creativity is not monolithic. Different content types and workflows lend themselves differentially to the opportunity around AI disruption. The best place to scale AI success is by leaning into content types and creative workflows that can and should be easier and/or better in a world of AI. There are other parts of the creative equation which (for now) are not as well served at scale by AI (even if we can already see impressive glimpses of the future). *Context matters for the "creatives" conversation. The creative empowerment and democratization AI offers has totally different meaning in the context of individual creative consumers, creators/influencers, marketers of smaller enterprises, and professional creatives stewarding the world's largest brands. Curious to hear more? I recently joined Patricia Sabga with her AI co-host GENE for an episode of #ImagineThis... to talk about how AI is changing the role of the #CMO. You can find the #podcast which was released today on Apple, Spotify or YouTube here: https://lnkd.in/eVdb9bBy

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For so many Small & Medium Businesses, breaking down those data barriers is key to growth. That's why learning how businesses like Lepape, 𝗮 𝗹𝗲𝗮𝗱𝗲𝗿 𝗶𝗻 𝘀𝗽𝗼𝗿𝘁𝘀 𝗲𝗾𝘂𝗶𝗽𝗺𝗲𝗻𝘁, are tackling this problem and transforming their customer engagement across Europe is truly inspirational.  I've been following their journey closely and it's clear they've made huge strides. Lepape faced the common challenge of disparate customer data across their many channels and products.  𝗧𝗼 𝗴𝗮𝗶𝗻 𝗮 𝗳𝘂𝗹𝗹, 𝟯𝟲𝟬-𝗱𝗲𝗴𝗿𝗲𝗲 𝘃𝗶𝗲𝘄, 𝘁𝗵𝗲𝘆 𝘂𝗻𝗶𝗳𝗶𝗲𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗦𝗮𝗹𝗲𝘀𝗳𝗼𝗿𝗰𝗲 𝗗𝗮𝘁𝗮 𝗖𝗹𝗼𝘂𝗱.  This move dramatically boosted their team's efficiency, making it easier to spot new opportunities and connect more deeply with customers.  They even saw a 5% rise in email open rates thanks to AI-driven personalisation in Marketing Cloud, and their customer service became much more agile through automation. Their experience highlights 𝗵𝗼𝘄 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱, 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝘁 𝘁𝗼𝗼𝗹𝘀 𝗰𝗮𝗻 𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀, 𝗵𝗲𝗹𝗽 𝗳𝗶𝗻𝗱 𝗮𝗻𝗱 𝗿𝗲𝘁𝗮𝗶𝗻 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱 𝗹𝗮𝘀𝘁𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝗜𝗧 𝗵𝗲𝗮𝗱𝗮𝗰𝗵𝗲𝘀.  If you're looking to scale efficiently and deepen customer relationships, their story offers a powerful example of what's possible. Struggling with data silos and curious how you could do the same? Talk to us! #SMBSuccess #CustomerExperience #Salesforce #BusinessGrowth #SalesforceSMB Rui Azevedo Costa Andrew Quinn Kelly Goyette ☁ Susan O'Hanlon Camille Schiavi Conor Gleeson Karim Souidi

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Such a great The Drum piece featuring my colleague Katrin Werres on 5 strategies shaping the future of marketing effectiveness 💡 As Katrin says, we're at a pivotal moment where AI is no longer just an add-on; it's becoming the central nervous system for advertising measurement and effectiveness. Katrin also shared some of Google's latest product launches across Marketing Mix Modeling (MMM), Cross-Channel Measurement, and Durable Measurement - which are designed to empower UK advertisers to navigate and succeed in today's rapidly evolving ecosystem. Sharing a takeaway below (and full link in comments) 👇 🧪 Build enhanced MMMs calibrated by experiments. With Meridian, Google’s open-source MMM, UK advertisers can gain clearer insights into how media and brand investments contribute to business results, and take more informed actions. 📈 Unify cross-channel measurement and optimize ROI. New Enhanced Multi-Touch Attribution (MTA) reporting in Google Analytics 4 now includes impression data and view-through conversions capturing a fuller picture of the customer journey. 🚀 Boost campaign performance with connected first-party data. Tools like Data Manager make it easier for UK businesses to put that data to work while staying compliant with evolving regulations. 💡 Improve signal strength and privacy with Google Tag Gateway. Initial reports show that advertisers using Google Tag Gateway have seen an average 11% uplift in signal performance, leading to stronger bidding and return on ad spend (ROAS). 🔒 Expand secure first-party data use with Confidential Matching. It enhances data security and transparency, which helps marketers build trust with customers and unlock the full value of their data while staying privacy-first by design. And a bonus tip from me, beyond measurement: test and scale AI Max. It helps you maximize performance now, and gets your campaigns ready for the ever-evolving Search experiences of tomorrow. Clients typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns that are still mostly using exact and phrase keywords, the typical uplift is even higher at 27% - amazing. Thanks Katrin - and Virginia Falcon, Richard Morris Biren Kalaria and our analytics and measurement teams - for the great insights.

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