The Digital Disruption Podcast Patrick Soch and Mostafa Daoud

Welcome back to The Digital Disruption Podcast!

Today, the digital marketing landscape faces a plot twist – the death of the third-party cookie has been canceled!



Joining us to navigate this ever-changing world of advertising are Sean Bucher, a veteran in the digital marketing trenches since the dawn of cookies, and Patrick Soch, who will bring his fresh perspective.



Buckle up because we're diving into the implications of this delay, the challenges of a cookieless future, and how to craft winning advertising strategies regardless of the cookie's fate.



Let's get going!

Timestamps:


Introduction of Sean Bucher: 00:00:45
Relief about Google not deprecating cookies: 00:01:59
Reasons for Google delaying deprecation: 00:05:48
Privacy sandbox development: 00:02:06
Challenges of advertising in a cookieless world: 00:08:10
Data missing due to ITP, ETP, and GDPR: 00:08:10
Garbage data in programmatic advertising: 00:12:49
Focus on first-party data and contextual targeting: 00:15:00
Importance of good creative: 00:16:53
Accountability and transparency in advertising: 00:24:20

Takeaways

This episode unpacked the news of Google delaying the deprecation of third-party cookies. While many advertisers breathe a sigh of relief, the future remains cookieless. Here are the key takeaways:


3rd-Party Cookies: Google just said 3rd party cookies aren't really going anywhere, for now of course.
Challenges Abound: Missing data due to privacy regulations and low-quality programmatic data create hurdles.
First-Party Data is King: Building strong relationships with your audience and collecting valuable first-party data becomes paramount.
Contextual Targeting Shines: Understanding your audience's online behavior can still deliver effective ad placements.
Creative is Crucial: Compelling content is essential to capture attention in a world with less targeted advertising.
Transparency Matters: Hold your advertising partners accountable for data quality and campaign performance.

In this podcast episode, we discuss the recently passed Colorado Artificial Intelligence Act, the first of its kind in the US, which will go into effect in 2026. The law focuses on “high-risk” AI systems that make decisions about areas such as education, employment, finance, and healthcare.

The key players involved are:


Developers who create the AI systems
Deployers who use the AI systems in their businesses

Transparency requirements are a major part of the law. Developers and deployers must disclose:


The purpose and intended use cases of the AI system
Potential risks, including algorithmic discrimination
The data used to train the system

Deployers must also:


Monitor the system for bias and fairness issues
Implement safeguards to mitigate risks

The impact of this law is uncertain, but it could potentially set a precedent for future AI regulations across the US.


Colorado is the first US state to enact AI regulations.
The law focuses on high-risk AI systems that make important decisions.
Transparency is a major requirement for both developers and deployers of AI systems.
The long-term impact of this law is still unknown, but it could be a significant step towards regulating AI on a national level.

Key Takeaways


Colorado is the first US state to enact AI regulations.
The law focuses on high-risk AI systems that make important decisions.
Transparency is a major requirement for both developers and deployers of AI systems.
The long-term impact of this law is still unknown, but it could be a significant step towards regulating AI on a national level.

Timestamps:

00:00 Ethical considerations in AI; broad, helpful use.

04:25 Deepfake involves using artificially generated content.

09:46 Third-party system deployment requires transparency and understanding.

11:59 Describe transparency measures, human oversight, impact assessment.

17:45 Data suitability, transparency, and disclosure requirements for AI.

21:42 Rapid adoption of AI technology in markets.

23:25 Favor transparency, caution against narcissistic social media.

27:06 Tools unlocking possibilities for efficient, effective work.

In this episode, Mostafa, Patrick, and Ahmad tackle the elusive question of whether an ideal Martech stack exists.

They explore the nuances of Martech tools, emphasizing that while there may not be a universal stack suitable for all, there is an ideal stack for each business depending on its specific needs and objectives.



The discussion delves into the importance of customer engagement, digital experience, and data orchestration, highlighting the need to push current capabilities to their limits before investing in new tools.



They also touch on the evolving role of CDPs and CEPs and how composability is shaping the future of Martech infrastructure.





Timestamps:


00:00 Clients seeking perfect smart tech stack struggle.

03:28 Tech stack's a unicorn; industry-specific capabilities necessary.

08:09 Discussing specialized tools for developing core tech.

12:33 Delivering cohesive experiences, identifying key capabilities.

14:48 Scaling marketing efforts through automation and personalization.

17:25 Sophisticated audience segmentation, journey mapping, data orchestration.

22:53 Leverage capabilities to improve user and customer experience.

26:37 Diverse media mix requires various analytics tools.

30:43 CEPs focus on channel-specific messaging, while CDPs are more omnichannel.

32:23 Consider Customer Data Platform for enhanced engagement.

37:42 Simpler CDP needed, based on industry differences.

39:03 Establish objectives, assess constraints, connect tools, and fill gaps.



Key Takeaways:


No One-Size-Fits-All Solution: There is no universal ideal Martech stack; each business must tailor its tools to its unique objectives and current capabilities.


Objectives First: Always start with your business objectives when deciding on Martech tools. Ensure the capabilities of the tools align with these objectives.


Stretch Capabilities: Before investing in new tools, maximize the use of your current capabilities. This approach not only saves cost but also enhances skills and processes.


Customer Engagement is Crucial: Effective customer engagement tools are essential for long-term business success, helping to increase customer lifetime value and reduce churn.


Digital Experience Matters: Use analytics and experience tools to improve user interactions with your content and services. Even basic tools can provide significant insights.


Role of CDPs and CEPs: Understand when it’s time to integrate a CDP into your stack, especially if you need to centralize and utilize first-party data across multiple channels.


Future of Martech - Composability: The trend towards composability in CDPs signifies a move towards more flexible and scalable tech stacks.


Continuous Evaluation: Regularly audit your tools and their utilization to ensure they are effectively meeting your evolving business needs.

In this episode, we'll tackle the critical topic of audience segmentation.



We'll cast a line with a relatable fishing analogy, then dive deep into the data you need to catch the perfect audience for your brand.



Patrick will show you how to collect valuable customer insights and transform them into powerful segmentation strategies.



You'll discover the different types of data (including the goldmine of zero-party data!), explore responsible data collection practices, and understand how segmentation unlocks targeted marketing campaigns.



Whether you're a seasoned marketer or just getting started, this episode equips you with a practical framework for audience segmentation.



Learn how to identify your ideal customers, craft laser-focused messaging, and ultimately, maximize your marketing ROI. So, tune in and stop wasting marketing dollars - it's time to reel in the results you deserve!






Patrick's analogy about fishing and audience segmentation: 03:00 - 05:22
Conversation about capturing data and audience segmentation: 05:22 - 14:12
Mostafa asks about where to start collecting data: 14:12 - 14:20
Patrick discusses different types of data and zero party data: 14:20 - 15:22
Conversation about collecting data and using it responsibly: 15:22 - 16:12
Patrick talks about data segmentation and its purpose: 16:12 - 18:22
Scenarios for using audience segmentation: 18:22 - 23:22
How to do audience segmentation: 23:22 - 28:22
Using segmentation data with marketing tools: 28:22 - 30:12
Patrick discusses the two sides of using audience segmentation data: 30:12 - 33:22
Wrapping up the episode: 33:22

Takeaways:


The power of audience segmentation: Learn how to break down your broad audience into targeted groups for more effective marketing campaigns.
Data collection strategies: Discover different types of data, including the valuable zero-party data you already have, and ethical ways to collect customer insights.
Building your segmentation framework: Understand the purpose of segmentation and how to use data to create audience segments relevant to your brand.
Actionable tactics: Get practical steps on implementing audience segmentation, from identifying ideal customers to crafting targeted messaging.
Marketing tools and integration: Explore how to leverage audience segmentation data with your existing marketing tools for maximum impact.
The two sides of the coin: Gain insights into the benefits and potential drawbacks of using audience segmentation data responsibly.

Join Myself and Patrick as they dive deep into the insights shared at Google’s recent webinar in Dubai. In this episode, they explore the concept of invisible asymptotes and how they impact business growth. Learn about the importance of understanding key metrics like conversion rates and shopping cart abandonment, and discover the power of media mix modeling in driving incremental revenue. Whether you're in retail, ecommerce, or any other industry, this episode will help you become a more data-driven marketer.



Timestamps:-

00:00 - Introduction and Greetings

01:00 - Discussing the Recent Trip to Dubai

02:30 - Overview of the Google Webinar in Dubai

05:15 - Blog on Exporting Audiences

06:30 - Introduction to Invisible Asymptotes

10:00 - Defining Asymptotes and Their Relevance to Business Metrics

15:45 - Conversion Rate Performance and Natural Ceilings

20:30 - Shopping Cart Abandonment Rates and Incremental Improvements

26:15 - Media Mix Modeling and Incremental Revenue

32:00 - Importance of Variability in Media Spend

35:00 - Application of Asymptotes in Different Industries

40:00 - Closing Remarks and Final Thoughts

42:00 - Importance of Podcasts for Creative Inspiration

In this episode, we unpack Google Analytics' recent news.

While the third-party cookie deprecation has been delayed, it's important to stay ahead of the curve. Learn how to migrate your data from UA to GA4, leverage new features like user-provided data, and prepare for a cookieless future.


Key Takeaways


Google Analytics Universal Analytics (UA) property data collection has ended, but access to historical data will be discontinued soon (start of July). Back up your data now!
Migrate your conversion goals and audiences from UA to GA4.
GA4 offers new features including user provided data (UPD) for enhanced conversion measurement.
Leverage audience export via the GA4 API for non-Google marketing efforts (test and scale carefully).
Third-party cookie deprecation is still on the horizon, but the deadline has been extended to early 2025. This grace period is a great time to test and implement alternative measurement solutions.



Timestamps


00:02: Introduction and GA4 update news
01:03: Backing up UA data and data retention considerations
03:22: Migrating conversion goals and audiences from UA to GA4
07:20: User provided data (UPD) in GA4
12:13: Audience export via GA4 API
14:22: Third-party cookie deprecation update
16:23: Conclusion and call to action