Spark Foundry’s Giacosa Wants AI To Get Emotional

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

 
 

Spark Foundry’s Giacosa Critiques Modern Day Marketing Mix Modeling

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics. Overall, Giacosa says in this interview with Beet.TV at the […]