Diego Cristancho

Real time is the only speed that matters for your brand.

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Notable that the Brands ranked highest for delivering customer experiences are achieving success thanks to AI driven personalization. Coincidentally, I am reading former Google Exec / Northwestern Kellogg Professor Jim Lecinski book, The AI Marketing Canvas, including a Jack Kornfield quote: "The trouble is that you think you have time". Professor Lecinski's book is delightfully customer (vs. technology) centric. He frames AI as a lever to "deliver amazing, highly personalized customer experiences that set brands apart and help them win". Brand leaders aspiring to improve their customer experience would be well served to read this highly practical / action focused book.

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“A Practical Playbook for Marketers. In Multicultural Mainstream, Tagliani not only challenges corporate misconceptions but also provides actionable strategies for brands to succeed in the Hispanic market.” Thank you Hispanic PR Blog for their thoughtful review of my new book and for recognizing the work! #multiculturalmainstream #hispanics #latinos #culturallyrelevant

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After a few days back home, I’ve had the chance to reflect on Mobile Disrupt 2024 and some of my key takeaways from this years’ show. • Shared Thinking: We exist in a market which is big enough for us all to ‘win’. We share thinking to help us succeed in our collective mission to deliver the very best services to our shared customer base. • Collaboration: The opportunity when you think as one entity is limited to your capabilities & resources, but when you open your mind and your business to others the horizons are much greater. • Listen, Observe & Learn: You can learn a lot from observing the way others operate (good and bad). Contrary to popular belief, it’s important to turn your attention to what others’ are doing in order to become and maintain the very best version of yourself. Staying true to those points, one of the things I’m looking forward to the most in terms of follow up, is collaborating with CTIA, GSMA, Walmart Marketplace, eBay, Amazon and Reebelo to define simple and consistent consumer facing grading standards. We live in a highly technical world and yet we are still finding ways to over-complicate things. So thanks to CTIA, we’ve all agreed to work together to develop uniform standards which help to organize, streamline and simplify the secondary CE market. Shout if you’d like to join us. There are some truly brilliant minds in this industry, and when we come together great things happen! 🤝 🪩 #event #conference #industry #collaborate #team #consumers #services #share #mobile #technology #mobiledisrupt #standards #celebrate #marketplace #reebelo

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Cash App’s latest “That’s Money 2024 Trend Report” shows a 500% increase in mentions of “sweet little treats,” highlighting how consumers are indulging in small, affordable pleasures even in tight economic times. This trend reflects how economic pressures drive demand for accessible, feel-good items—a modern “lipstick effect” in action. As social media trends like “girl dinner” and the rise in mocktails continue to shape consumer habits, we can expect brands to respond with more products and marketing that tap into affordable luxury and culturally-driven dining experiences. #ConsumerTrends

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Retail Media in Latin America: Here’s where the major players stand. 📊 With ad spend growing 51% last year to reach $1.3 billion, Latin America is stepping onto the retail media stage. Let’s break down the numbers by comparing ad revenue to EBITDA, so we can see just how much retail media is impacting the bottom line. Check out the carousel for insights! Key takeaways: 👉🏼 Mercado Libre leads the pack, outperforming even Amazon. 👉🏼 Amazon hasn’t reached the same level of maturity here as it has in the US and Europe. 👉🏼 Walmart has yet to fully dive into the game. 👉🏼 Some businesses, like Americanas, are struggling, with retail media unable to offset their broader losses. What do you think these players can learn from the leaders in the US and EU? Share your thoughts in the comments! 👇

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🌎 How to generate good, qualified leads? For me, leading a team of marketers and data analysts in the #Leadgeneration industry is an exciting and adrenaline-bursting experience. An insightful #Martech interview! impact.com's Chief Marketing Officer Cristy Garcia shared her #Martech voice with our audience on how to master lead generation. Cristy's interview would be helpful to CMOs and marketing heads of lead-gen companies. Here are three key takeaways I learned from Cristy on generating qualified leads: 🫡 Provide Value First – Start with helpful content and use the "give, give, ask" approach to build trust before selling. ⏱️ Understand Your Audience – Spend time researching and speaking with clients to truly know your ideal customer (ICPs, intent, and buyer signals) 🧪 Test Your Messaging – Experiment with different messages and optimize based on what resonates with your audience. #martech #news #interviews #updates #AI #socialmedia #Linkedin https://lnkd.in/dNPWenGY

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Very interesting insights about the future of #RetailMedia Latam from the latest Latin America Retail Media Trends 2024 Report, curated by EMARKETER. Retail media is set to become the fastest-growing digital advertising format in Latin America, with advertisers projected to invest nearly $2 billion this year alone. Retail media is also expected to capture 15.6% of Latin America's digital advertising market. Mercado Ads is at the forefront of this trend, responsible for more than 50% of the total Retail Media Ad Spending in Latin America. More on the report authored by Matteo Ceurvels with insights contributed by Patrick McGinnis.

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https://lnkd.in/g26enNWq This describes a significant shift in retail media, particularly in how digital screens and retail media assets are leveraged within physical stores. Traditionally, in-store media, such as digital screens, operated on a real estate rental model where the space was leased to media owners. The media owners then sold this to brands based on location, footfall, and brand affinity. However, the integration of retail transaction data with in-store media is what makes retail media a game changer. Media in Retail has now become Retail Media. Now, instead of just renting space, retailers such as Walmart have set up their own media business. With the right technology platform like Location Media Xchange as an enabler, they can open up their media inventory to Omni DSPs and their own Self Serve Platform. Media Planners and Buyers can now set up a campaign by selecting the brand specific product SKU, budget, and creatives, and the system will automatically handle the rest. The AI enabled system identifies the best-performing stores for that SKU, optimising the timing and placement of the creatives to drive maximum sales. The actual sales of that SKU from these stores guides and fine tunes the content and placement. This approach turns what was once a passive advertising medium into an active, data-driven marketing tool that continuously adjusts for the best results. Besides increased $$$ for the Brand which is also increased $$$ for the retailer, this opens up a completely new advertising $$$ stream for the retailer. This retail media automation and data integration elevate what was a simple rental model to a sophisticated, digital transformation strategy that can significantly boost sales. If you are multi-brand retailer, you should start now and the proof is in the pudding. Walmart has built a 3.4 Billion USD advertising business becoming one of the top 10 advertising companies globally. Their advertising income is expected to contribute to 20% of their overall income. The Time is NOW. Moving Walls #retailmedia #dooh #retail #advertising

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Amazon has launched the #SheIsAmazon campaign to spotlight women employees and partners who are working to break down societal, cultural, disability, and economic barriers to achieve their goals and level the playing field for others. Hear their stories and discover how Amazon advocates for gender diversity, equal opportunities, and inclusive spaces for women to thrive and feel comfortable at work and beyond. Watch now. #Amazon #SheIsAmazon #AmazonOperacionesMéxico

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🌟 Another Not Retail Media Network is Born! 🌟 Seeing a 2024 prediction come true and the rapid proliferation of these new verticalized commerce media networks is incredible. 🚀 It seems almost every company with the “right to win” — and even some who may not — are becoming advertising publishers via their own media networks. In the last few weeks and months, we’ve seen Financial Services giants like Chase Media Solutions and PayPal jump the retail media shark, and now Kinective Media℠ by United Airlines has joined the fray — and it’s only June! ✈️💳 What’s next? Luxury Goods, Health & Wellness, Pet Supplies? The possibilities are endless! 🛍️🏋️‍♂️🐾 If you spot a new verticalized “Retail” Media Network, please ping me — yup, I’m keeping count as my new hobby! 📊 One question remains: How long will we keep calling these “Retail Media Networks”? 🤔 GrabAds Grab

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Gulen Bengi a Pioneer in the Business World, will be at Global Leaders Summit 2024! Recognized for her success in navigating complex business environments across North America, Latin America, and EMEA regions, Gülen Bengi will share her vision of consumer-centricity, digital innovation, and sustainability. Her forward-looking perspective, commitment to building high-performance teams, and dedication to inclusive cultures continue to significantly impact on the business world. Gülen Bengi's inspiring leadership style emphasizes transparency, positive energy, and continuous progress. Her strategies for overcoming business barriers and seizing seemingly inaccessible opportunities for growth will provide valuable insights for all attendees. Global Leaders Summit 2024 will be a crucial step towards creating a lasting positive impact in the business world. #Leader #Success #Business #Leadership #Future #Digital #Technology #Economy #Finance #Fintech #Sustainability #Digital #Sustainability #KREAMICE #KREADigital #GülenBengi

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Data-driven personalization has been a long-standing goal for brands, but creative aspects often take the back burner due to data and resource limitations. Jason Brown, Acxiom's Cloud and Platform GM, explains how generative AI can overcome these challenges and enable marketers to tailor ad content and create better #CX. Find out more in The Drum:

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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Fail to prepare? Prepare to fail. Planning a media strategy for 2025 that focuses only on Addressable Audiences is half the battle. In the coming months more and more supply will be non-addressable, and, similarly, the majority of identity solutions available today won’t solve for that. In the 2nd of our Blog series Kurt Anderson spotlights how advertisers are investing in identityless audiences and testing. #nextgen #identityless #cookieless #yahoo

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What changes should today’s CMOs expect and embrace? In this blog, we explore Merkle’s CMO Navigator report and how adopting a customer-first, growth mindset can lead to success. Read it here: https://bit.ly/3YYeDHw

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My interview with Lowe's Companies, Inc. SVP of Marketing, Jennifer Wilson, highlights the true value of consumer data. The new MyLowe's loyalty program incentivizes and even gamifies the capture of customer preferences ahead of making purchases. Which accelerates personalization and the overall performance of the program. Listen here: https://lnkd.in/gz8A3qUa #podcast #marketing #loyalty

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Anyone selling adtech/martech/data needs to remember: your prospects already have more of all that stuff than they can possibly manage. From the article: "AB InBev collects data from across more than 1,000 sources, including ecommerce, social and branded websites. It owns over 500 brands in 42 countries." AB InBev is a slightly extreme case, owning many of the world's largest consumer brands, but every company (at least the ones with any real budget to spend) has its own microcosm of this. The point is: the standalone value of your solution is not nearly as relevant as you might like, because no matter how performant it is, it's competing for finite mindshare and resources with literally thousands of other data sources, campaigns, channels, and technologies your client is already juggling. A few percentage points performance increase in one small corner of a client's digital marketing/advertising footprint often just doesn't matter very much. This is where it becomes CRITICALLY important to be able to zoom out on a client's business and understand all the ways your solution can add value and all the trade-offs and dependencies you need to help your client navigate. Every trade-off needs a rationale, and if you don't proactively help clients develop those rationales, they will just keep things status quo because it's a lot less work and a lot less risk. Great 1P data case study from Allison Schiff at AdExchanger. https://lnkd.in/gERHC3Rg

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