Scott Neuman

Media Mix Modeling: From academic exercise to CMO priority. Media mix optimization has been around since the 1990s, originally based on syndicated survey data and mainframe computers. While Multi-Touch Attribution (MTA) has since helped us move past "last touch" to quantify the contribution of each media vehicle, a major hurdle remains: The Implementation Gap. Throughout my career, I’ve seen data science teams build brilliant models that are not implemented across the marketing org. Marketing groups are often too tactically focused on one-off programs to execute systematically integrated campaigns, leaving optimization on the shelf. However, data-driven B2B CMOs like Todd Forsythe and Jonathan Martin have pushed for more—leading to the type of analysis featured in my latest article. These models are essential tools to calibrate budgets against pipeline and revenue. In fact, building a media mix model is the first thing I do when launching a new data science practice. To solve the execution gap, my approach uses Association Analysis. I’ve been fortunate to refine this thinking through key collaborations: Foundations: Learned the core principles from Ling (Xiaoling) Huang with assistance from Yexiazi (Summer) S.. Scaling: Developed variations for business units, geos, and segments with Fuqiang Shi, Jyothsna Karne and Robert C.. If you don't know your optimal mix, you’re just guessing. https://lnkd.in/gMWnPtnc #DataScience #B2BMarketing #MediaMix #MarketingAnalytics

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Exciting news for the world of DPI, TECH5's partners and customers: the T5-OmniTrust platform will soon use a multilingual voice-based AI assistant from AJARI.AI   Learn more from the official press release! #partnership #AJARIAI #TECH5 #DigitalPublicInfrastructure #AgenticAI #DigitalIdentity #GovTech #Innovation

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"Developers aren’t waiting while leadership dithers over a standardized, official AI platform. Better to treat a platform as a set of services or composable APIs to guide developer innovation." My weekly column for InfoWorld.

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From summarizing reports to personalizing messages at scale, comms pros are using AI to spend less time drafting and more time thinking strategically. Check out how leaders (including Betterworks CMO John Schneider) are using AI to work smarter, not harder. https://gag.gl/7dWGhS

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My #EnergyOfChange moments #GEVernovaProud Every GTM is a switch-on moment for marketers. Every grid innovation is a switch-on moment for the energy sector. I’m proud to be driving two exclusive conferences where tech, leadership, and bold ideas energize the utility landscape. I am making an impact, building momentum and bringing the energy of change everyday. I tag Mukesh Wadhwa Atalanta Kar (AK) Douglas S. Moore Rony Chacko Thorsten Heller Tracy R. Jasjeet Singh CK Singh Deane Criddle Bindu Oleti Faisal Ali Khan (फैसल अली ख़ान) Yamini Kaushik Anil Khadka to share their energy of change moments. where did you see the Energy of Change in action this week? Whether you’re turning big ideas into reality at work or seeing the impact of sustainable energy in your community, this is your chance to show how the #EnergyOfChange shows up in GEV world. #Socialmediachallenge #GEVSocialAmbassador

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Artificial Intelligence is quickly becoming one of the most powerful accelerators for learning and innovation that I’ve seen in my career. Over the past several months, I’ve been intentionally experimenting with how AI can augment the way I work, learn, and build ideas. What has stood out most is how it makes complex or unfamiliar tasks far more accessible — allowing you to move from concept to execution much faster. Earlier in my career I worked as a software developer, but I hadn’t written code in more than a decade and had never built an iPhone application. Recently, I used AI to help guide the process of creating one from scratch, including much of the coding. It was a powerful reminder that these tools can help reconnect you with skills you haven’t used in years while enabling you to learn entirely new platforms. I’m also using AI in my day-to-day work — refining ideas, developing and practicing the stories behind my presentations, and pressure-testing messaging before stepping into the room. What’s most compelling is how AI lowers the barrier to both creativity and execution. When the difficult becomes easier, it frees up time and mental space to focus on better ideas and stronger outcomes. A recent Harvard Business Review article on how AI can boost employee creativity reinforced this point for me. The research suggests that when people use AI as a partner to explore ideas and iterate quickly, it can significantly expand creative output. For leaders, this presents an important opportunity. Beyond simply adopting AI tools, we have the chance to help our teams experiment, learn faster, and push beyond traditional boundaries of their roles. When leaders create an environment where people feel encouraged to explore new tools and approaches, AI becomes not just a productivity enhancer, but a catalyst for growth and innovation across the team. We’re still early in this transformation, and I’m excited to see how leaders help their organizations unlock new levels of creativity and productivity through AI. Curious how others are thinking about AI’s role in enabling their teams to learn, innovate, and do their best work. https://lnkd.in/eh_gghhN

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