Transcript

Hi, I'm Brian. Brian, Global CMO at Assembly, and I am here today with MIQ and Digiday. We're gonna go shopping. So I'm really excited to do that. It's my absolute favorite pastime. We're going to go to Prune Top, which is an incredible new department store that's opened up and then we'll be going to one of my favorite places sent bar to smell some really fabulous niche fragrances. So come with me. Hi, I'm Georgie Haig, Strategy and Partnerships Director at MIQ and I'm here to share some additional. Tips around the challenges that marketers like Brea face today and how Mike's new AI driven platform Sigma can help. I am a perpetual shopper. I don't know, is that a thing? I discover new products everywhere. It could be tick tock, it could be late night scrolling on Instagram. It could be a recommendation from a friend or something that I'm seeing somebody else doing or eating or, you know, wearing. I love that these made a comeback. I had this bag when I was in college. So I love this. I love that what's old is new again. So I think that there are so many places where we can be meeting consumers, and it's really important for marketers to just think about that fluidity. If I could give a tip to marketers, I would say to balance focus with experimentation. It's not about being Everything Everywhere all at once. It's about being relevant and making sure that you're showing up in the right places with all of the different retailers out there, all of the different platforms. Channels and Mikey Sigma allows marketers to have confidence behind their experimentation to know that it's going to drive impact rather than just guesswork. Jacques this is the brand that I think is doing an excellent job online and just in creating this idea of a brand world that I'm very much obsessed with right now it's really interesting how people's behaviors and attitudes towards AI are changing we're starting to see people go to ChatGPT for instance and kind of use it like. Google search, so this oftentimes is their first like experience or interaction with the brand. So it's something that brands really need to be thinking about just in the way that they're optimizing for search, for instance, they should be optimizing for for AI as well. So I think as long as the technology that they're engaging with feels helpful in human, it's amazing because people want to they want something that feels like it was made just for them. Akt I get served ads for this daily so this is one that I'm not actually familiar with. I'm going to Google it, see what I can find out. With MIQ Sigmas audiences section, you can search for any type of consumer in natural language. So for example, women in New York who really love Sun will recommend based off of our 700 trillion signals, hundreds of different options of segments to help target people like Brea without ever using her personal data. Yeah, definitely Ooty. So I'm a fragrance lover and something that I've seen a bunch of brands start to integrate is this idea of like Ascent Quiz. So you can go on there and you can, you know, feed the algorithm what notes you typically are drawn to. And then it'll spit out a recommendation on what product you should purchase based on the things that you typically like. So consumers find things like quizzes and scanning technology helpful to help them find the right brands, but then those. Brands and marketers can take the first party data and leverage that to help find other similar consumers. Using MQ Sigma, they can combine that first party data with 300 different additional data feeds, things like shopper data, TV viewership data, device and location data, and all of that is combined into one platform to help them find the consumers that they're looking for with the right message at the right time. Hi, good to see you. Do you get a lot of people coming into the store based on things that they've seen people talk about online? Ohh. I've seen the direct effect of people listening to either feel top or yeah, some YouTube and coming in here to see when your brand becomes a part of their lifestyle and it becomes like core to who they are and actually becomes their personality. I think that you've you've got them. You've created a loyal fan with MQ Sigmas closed loop measurement. Brands can understand not just sales, but also. Incremental sales, repeat sales, so they can start to get a picture of who their brand loyalists are. We can also then layer on additional data so that brands can understand the brand loyalists versus the one time buyers and start to target those people very differently. OK, so if I think about the way that even I've been shopping today, I went to Tick Tock, I went to Reddit, I looked at reviews on different sites to see how people are engaging with brands or what their experience has been. So I think that there's something really powerful about social proof. And the power of community and how community is really what's gonna drive credibility for your brand. So community takes on very different forms for different brands. You might have different TikTok vanishes or YouTube subcultures that you need to target. And with MQ Sigma, we bring data and platforms all together in one place so we can help you find where those subcultures or niches are. Thank you so much for spending the morning with me. Now I gotta go back to work.