Daily Brief - March 5, 2025
- Scott Davis
- Mar 5
- 4 min read
Music:
Upcoming Events:
Daylight saving time begins Sunday, March 9th
Spring officially starts March 20th and ends June 20th
Pickleball League Signups in Hoboken, NJ - March 7th Deadline!
Super fun, great way to break a sweat! Register with The Hive here: https://hiveathletic.leaguelab.com/indy-group/184121/invite/f0f4998c6d
Adobe Summit - March 17-20 in Las Vegas & Online
Adobe Summit - Adobe's annual summit will be held in Las Vegas, March 17-20 2025 and sessions will be covering: Analytics, Commerce, Content Supply Chain, Customer Data Management, Developers, Trends and Inspiration, Workflow and Planning, B2B Marketing, Content Management, Customer Acquisition, Customer Journey Management, Generative AI, Unified Customer Experience. Sign up here: https://summit.adobe.com/na/pricing/
PMXPO - March 20 - Online Conference - Free Registration
Register for PMXP0TM 2025 to unlock the skills and insights that empower you to drive meaningful change in your projects and our world. This free virtual event provides new and experienced Project Professionals the opportunity to explore our groundbreaking resources, earn 12+ PDUs, and discover how the project profession is making an impact on the world’s biggest challenges. More details and Registration
MarTech Online - March 25-26
MarTech Online - Join us online at The MarTech Conference -- for FREE to become a master of marketing in the digital age. At MarTech, you'll easily and efficiently discover dozens of cutting-edge technologies to streamline operations, nurture customer retention, and drive organizational success. You'll also participate in an expertly-crafted program loaded with creative, real-world solutions and strategies. March 25-26
Sign up here: https://martech.org/conference/spring/why-attend/
MarTech Stack Submissions for Stackie Awards - April 4
Submit your organization's MarTech Stack for the 2025 Stackie Awards! Deadline is April 4, 2025.
Search Engine Land's Master Classes - March 3-27
Covers a range of topics: Essential SEO, Google Ads, Generative Engine Optimization, Google Analytics 4 & Reporting, Technical SEO, Advanced SEO, Advanced Google Ads
Register for each class here: https://searchengineland.com/smx/master-classes
Forrester B2B Summit North America - March 31- April 3
Articles:
"Google Merchant Center Next Updates Product Analytics" by Barry Schwartz, Mar 4, 2025
"Salesforce vs. ServiceNow: Each Jumping Into Each Other's Core Business with Agents" by Bob Evans, Mar 4, 2025
"How Lean Principles Can Help Reduce Business Overhead Costs" by Project Management Newsletter, Mar 5, 2025
"What The Trade Desk Means When It Talks About Premium" by Anthony Vargas, Mar 4, 2025
"What is Information Gain in SEO?" by Rachel Handley, Feb 26, 2025
Worthwhile:
Blink:
The Art Of Thinking Clearly aims to illuminate our day-to-day thinking “hiccups” so that we can better avoid them and start making improved choices. Using both psychological studies and everyday examples, the author provides us with an entertaining collection of all of our most common fallacies.
About the author
Rolf Dobelli is a writer and entrepreneur with a PhD in philosophy, as well as the founder of Zurich.Minds, a community of high-profile thinkers. He is also a regular contributor at esteemed European newspapers like Die Zeit and FAZ and has written six novels.
Term of the Day: terms inspired from the "Worthwhile" podcast above
Game Theory
Game theory is a branch of mathematics and social science that studies strategic decision-making in situations where the outcome for each participant depends not only on their own choices but also on the choices of others. It provides a framework for analyzing interactions among rational agents—individuals, firms, or entities—who aim to maximize their own payoff or utility. These interactions are often modeled as "games," where players, strategies, and payoffs are defined, and outcomes are predicted based on the assumption that players act rationally.
At its core, game theory explores concepts like cooperation, competition, conflict, and negotiation. It was formalized in the 1940s by John von Neumann and Oskar Morgenstern in their book Theory of Games and Economic Behavior, though earlier ideas can be traced back to thinkers like Antoine Augustin Cournot. Today, it’s widely applied in economics, political science, biology, psychology, computer science, and even philosophy.
Shapley's attribution revolves around the concept of fairness. It assigns credit to marketing touchpoints based on their position within the customer journey. Each touchpoint's contribution is calculated by considering all possible permutations in which it appears, rewarding touchpoints that are more likely to lead to conversions.
Markov models, on the other hand, provide a more holistic view of the customer journey. They employ probability theory to calculate the likelihood of a conversion occurring based on the path of touchpoints leading up to it. This approach considers the sequential nature of interactions.
In contrast to traditional models, MSO represents a leap forward in precision and utility. It begins with recognising that every customer's journey is unique and that channels do not contribute equally to conversions. MSO combines customer journey data with marketing spending information, allowing for precise attribution and optimisation.
Other concepts that come to mind are Multi-Touch Attribution (MTA) Models: Linear, Time Decay, U-Shaped, W-Shaped, Algorithmic as well as, Marketing Mix Modeling.
Are Shapley, Markov, and MSO considered MTA or MMM?
Metric of the Day:
Information Gain Score - a Google patented score that measures the amount of new information in content as compared to previously viewed content. If a user seems dissatisfied with the initial search results, Google could use information gain scores to prioritize new results that offer something different and increase the chance the user finds satisfactory information.
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