Our editors share what’s got their attention

Explore our editors’ picks                                                                                                                                                                                                                                                           [ Image ] What our editors are digging lately The marketing wisdom that stands out and feels fresh SARAH LILLEYMAN, EDITOR, THINK WITH GOOGLE CANADA To harness the power of AI, it’s all about building a culture of experimentation Experimentation is often easier said than done — especially for small to midsize brands that need to maximize their return on every dollar. “We dug into this notion with Melissa Redman, SEM account director at Saatchi & Saatchi Canada, about the role agencies play in helping brands stay competitive,” says Lilleyman. “Tried and true is a safe bet, but these days new releases can become new standards pretty quickly. Redman’s advice for agencies proposing new technology: School yourself on the technology you want the client to try, set the right goals, and then try it as a small test so you have something to compare it to.” [Learn how to embrace an experimental mindset](=/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=) What Lilleyman is taking away from the conversation about AI in marketing: “Harnessing the potential of AI solutions starts with us. AI relies on our ingenuity and expertise to produce the best results.” MEG HALLER, EDITOR, THINK WITH GOOGLE U.S. Marketing measurement as we know it is changing. The key practices to help you get ready are worth repeating “We say this a lot because it’s true: Keeping up with today’s rapidly changing customer landscape while accurately measuring your marketing can feel daunting,” says Haller. “As marketers face more platform and regulatory changes in 2024, being intentional and proactive about your measurement approach is critical. Incorporating these three key practices can set you up for success: Capture the right customer signals, determine the value of your channels, and optimize your results through experimentation.” [Discover the formula and how to implement it](/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=) What Haller sees as the hardest part to get right: “There won’t be a silver bullet for measurement across all use cases. Prioritizing experimentation — and activating your test results — are now foundational.” MARIANNA NASH, EDITOR, THINK WITH GOOGLE U.S. AI-powered campaigns require less data than you think “Of all the questions clients are asking about Google AI, the most interesting question, to me, is about working with data limitations,” says Nash. “Jhanvi Shah, global product lead for Smart Bidding, made it clear that even small amounts of relevant consented data are more useful than a glut of information. She emphasized the importance of quality over quantity. AI can fill in gaps with modeling, and marketers can import offline conversions, such as store visits, to paint the full picture of demand.” [See more of the top AI marketing questions]() The question Nash is mulling over: “Can adopting this strategic approach prepare marketing teams for the end of the cookie? Laying the groundwork now seems like good planning.” ON THAT NOTE Want to go deeper on AI or measurement? Take a page from our archives - More intel on [how agencies are experimenting with AI]() for their clients, in a multipart guide - How new [AI technologies can help you find high-value customers]() in real time - A [quick video explainer]() for a marketing measurement framework you can use - The inside scoop on how Google’s own media team [migrated to Google Analytics 4](/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=) NOTEWORTHY NUMBER It’s not even October yet, but 35% of U.S. consumers have already started their holiday shopping as of September 2023. Source: [Holiday Shopping Insights]() GOT US THINKING Marketing and tech know-how that’s got our wheels turning - Hispanic Heritage Month has us celebrating this powerful audience. Nielsen’s latest [deep dive on the Hispanic community](=/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=) and its trendsetting media habits is a must-read. - Marketers might be more excited about AI and NFTs than the average consumer, [AdAge reports](/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=). - Google turns 25 this month. [CEO Sundar Pichai shares his thoughts](/MTcyLUdPUC04MTEAAAGOWAoVX2QbnJ_niqtEpE7h7xaXa4PWjD8WQI24JGSE0CAS9wHk8HiLWenMt6nRr6HQNx3uKtE=) on how it started, how it’s going, and what’s ahead. Received this email from a friend? 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