To be clear, ChatGPT will not extrapolate more data than a company has; it will only leverage the company’s existing data to perform intelligent tasks. “One of the big competitive advantages for companies will be who has big, proprietary databases,” said David Sandström, Klarna’s chief marketing officer. Klarna’s business depends on comparing prices between thousands of retailers. Sourcing and storing data from every partner is therefore crucial to the recommendations it provides. The better the recommendations that ChatGPT can pull from Klarna’s API, the more helpful the plugin will be to users. Similarly, OpenTable relies on providing data on reservations from thousands of restaurants, with the added variable that this data is subject to change every hour. ChatGPT could offer a more conversational experience for making reservations, such as by providing recommendations based on user responses to various questions, said Susan Lee, chief growth officer at OpenTable. But this can only happen if OpenTable is able to consistently pair data with consumers’ requests. via Digital Marketing Education https://ift.tt/iGAfatW
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A few highlights: Burlington says it offers up to 60% off other retailers’ prices every day. Kohl’s highlights its partnership with Sephora in an Easter-themed spot. And Dish Network promises “no price hikes, no matter what, for three years.” via Digital Marketing Education https://ift.tt/AMnl2tU Also: TV measurement without TVs, macroeconomic news in a nutshell, and more. via Digital Marketing Education https://ift.tt/Dq8iVZA Dentsu International and OOH Capital, the specialist Out of Home advisory consultancy, have launched a commercial partnership focused on delivering mutually beneficial solutions for brands, retailers, municipal authorities and other key OOH stakeholders.
The partnership will reinforce the OOH service platform of dentsu International by integrating the expertise and services offered by OOH Capital across a diverse range of consultancy services, ranging from asset evaluation and commercialisation to the application of data and technology to help smart cities. A significant area of focus is working with dentsu International’s broad base of retail and commerce brands to drive seamless, sustainable and rewarding shopper experiences.
Dentsu global head of Out of Home Ben Milne says: “OOH Capital’s world leading consultancy services can now be accessed from dentsu. OOH Capital is known for its leadership, deep industry knowledge and experience in the OOH industry, and this partnership offers strong support for our business.” OOH Capital chairman Tom Goddard says: “ I know that we will be able to deliver real added value for dentsu clients across the whole Out of Home spectrum and we are delighted to be entering into this new partnership with such a far-sighted and ambitious marketing and media media group.” via Digital Marketing Education https://ift.tt/wC7U3dH Angela Mears, the New York chief creative officer at Weber Shandwick, died Thursday at the age of 35. Mears was in Buenos Aires, Argentina, to judge The Andy Awards when she suffered a medical emergency on March 27 and was rushed to the hospital in critical condition, according to a memo to staff from Weber Shandwick President Susan Howe. “Her loved ones were by her side until the very end,” Howe wrote in the memo. Howe called the news “incredibly difficult,” and said that Mears’ character was “one of a kind.” “A 35-year-old creative wunderkind whose presence and talent belied her age,” Howe said of Mears in the memo. “Whose twin virtues—generosity and fearlessness—were emblematic of her DNA. Whose friendship, kindness and caring came naturally and meant the world to all of us who knew her and loved her.” In a statement, Gail Heimann, CEO of The Weber Shandwick Collective, described the loss as “devastating and incomprehensible.” “Angela was a force of life, a force for ideas, a force for friendship, a fearless woman who has rocked our world, our clients’ worlds and the world at large with her courage, compassion, generosity, wit, full-on genius and pure grace,” Heimann said in the statement. Mears joined Weber Shandwick fresh out of Northwestern University in 2011 as an intern and spent the next 11 years working her way to the top. In September 2022 she was named chief creative officer of the agency’s New York office. Howe said Mears’ “beautiful, provocative, powerful work” greatly benefited the agency, its clients and its teams. via Digital Marketing Education https://ift.tt/7f2GZpm Building on the success of DeepScreen®, spectacular 3D illusions which elevate out of home brand experiences, Ocean Outdoor has launched DeepScreen® Alive.
Developed by Ocean Labs and Ocean Studios, DeepScreen Alive uses the world’s most advanced real time 3D creation tool supported by state-of-the-art hardware to build deeper connections with Out of Home audiences. DeepScreen Alive Launch Film from Ocean Outdoor on Vimeo. Available on 24 full motion displays in handpicked locations and experiential spaces in seven countries including the UK, the Netherlands and the Nordics, DeepScreen Alive brings immersive entertainment to digital out of home (DOOH) using real time theatre and live effects.
The technology is powered by Ocean Vivus, a fully integrated purpose built hardware and software system which incorporates the Unreal gaming engine, opening up unlimited scope for real time responses and 3D interactivity. The unique system gives more flexibility to brands, complete customisation and the unique immersive moments consumers expect. Ocean Labs managing director Catherine Morgan says: “DeepScreen Alive is the world’s most advanced real time 3D creation tool, taking the visual impact of anamorphic OOH to the next level by creating the unexpected. Elevated experiences that stop people in their tracks and transport them out of the everyday. “To continue to grow market share, it’s important to deliver memorable experiences which create long term relationships and brand advocates. If you don’t have brand status then other channels will not deliver for you.”
Director of Ocean Studio and group design David Tait says: “DeepScreen has made 3D OOH accessible for brands, creating fame, talkability and helping them to build social media audiences around big occasions. Our new concepts respond in real time, allowing advertisers to explore deeper audience connections, creating value and a return on investment.” Ocean’s DeepScreen® Alive packages include four features: DeepScreen Alive Data – this execution draws on multiple data sources allowing the 3D artwork to respond in real time to contextual or environmental triggers. The 3D scenes can be altered to match changing light levels, shadows and reflections according to the time of day or immediate weather conditions such as rain or wind. The screens can also pull in all forms of external data such as live scores, medal winning celebrations, film times or brand promotions, which can either be either displayed directly or used as a trigger to show different 3D objects and creative illusions. DeepScreen Alive Play – this concept allows audiences to become part of 3D experiences on the big screen, connecting via mobile devices to take control, configure and customise a scene, participate in games and win prizes. For example, participants could customise a car in 3D or add their monogram to personalise products.
DeepScreen Alive Collect – this feature allows users to grab 3D objects from the screens in token powered games. Brands can create NFT treasure hunts in which players collect virtual tokens in their digital wallets to be redeemed instore, online or in the metaverse, connecting the physical, digital and virtual realms. Collect is operated via an exclusive partnership with SmartMedia Technologies, the Web3 engagement platform. DeepScreen Alive 4D – Adding to the 3D drama, DeepScreen® goes multi-sensory with the addition of special real world effects including audio and sonic idents, smell, mist jets or other weather related stunts. Since Ocean rolled out DeepScreen across its portfolio in 2021, more than 100 campaigns have appeared, with brands including Versace, Gucci, Balenciaga, Amazon Prime, Coach, Netflix and Vodafone embracing 3D OOH as the centrepiece for multi-channel campaigns. Ocean’s proprietary 3D templates are used to create windows into other worlds, extend existing architecture or make impossible objects appear to float in the air, coming out of the screen and towards the viewers. According to Ocean’s five neuroscience research studies, full motion screens outperform static outdoor by 2.5 times, driving emotional impacts and memory encoding and priming other channels and social media campaigns to improve brand saliency and authenticity.
via Digital Marketing Education https://ift.tt/u8R4n2l Conscious lifestylesCahill said health and wellness trends, including a desire to have a “conscious lifestyle,” are driving consumer interest in lower calorie, lower carb beers, as well as the company’s alcohol-free Heineken 0.0. Drinkers are pursuing lighter, colder and more refreshing beers, he added. “People are seeking out refreshment and lightness,” he said. “When we talk to people about what they don’t want from beer, it’s that heaviness and bloating; that comes up all the time. So I think there’s a megatrend around not only wellness, and to an extent, moderation, but just consciousness.” Of Michelob Ultra, Cahill said, “you have to be respectful of your competitors and that was a very successful play for them off what is a light and easy-to-drink beverage. And that’s where the trends are going. We wanted to access that part of the market, but do it in a Heineken way, which is with the ‘premiumness’ you would expect, with the refreshment and taste and quality that you’d expect … and we want to have a little bit of fun while doing it. So it’s a full-court press to really bring the best of the brand, and a product that is right for today’s U.S. consumer together.” Cahill said the push on Silver includes transitioning sports sponsorships from Heineken to Heineken Silver for 14 Major League Soccer clubs, the NFL’s Miami Dolphins, NHL’s New York Islanders as well as the U.S. Open tennis tournament. In November, Heineken Silver will be the title sponsor of the Las Vegas Grand Prix, one of the year’s most anticipated sporting events. Also read: Designers react to Pepsi’s new logo Millions of samples“Formula One is about the race, but it’s also about the socializing, the parties, the energy, the magic of it,” Cahill said. Sampling at that event and others will be key, Cahill said, adding that the brand will serve millions of samples this year. “We have a very old-fashioned marketing belief: If people try us, they’re in. So we’re going to help them see us and we’re going to help them try it,” he said. Heineken Silver comes to the U.S. having debuted four years ago in Vietnam and expanded to Europe last year. The brewing process cools the beer to 1 degree Celsius, promoting a fresh taste without a bitter finish, Cahill said. Innovation in products such as Silver and the non-alcohol 0.0 have been good for the Heineken franchise, Cahill said, saying he doesn’t anticipate Silver to cannibalize Heineken. “Good innovation is almost always great for your franchise,” Cahill said. “And while we do see different types of people drinking original [Heineken] and Silver it’s also an occasionality play. … You might want to [drink] Heineken original with your colleagues after work. But you might want a Heineken Silver if you’re playing golf with your colleagues. “And we do believe in the halo effect because we’ve seen it with Heineken Zero. It was incredibly good for equity. It was incredibly good for incremental penetration,” Cahill added. “And it was good for the franchise because you were doing something that was appreciated.” via Digital Marketing Education https://ift.tt/8d7wCkE Dentsu Creative CCO Fred Levron has left the Japanese agency group. Dentsu says: “By mutual agreement, Fred Levron will be leaving dentsu. Creative remains a critical cornerstone of our strategic vision for Dentsu. We thank Fred for his energy and commitment to the transformation of Dentsu Creative and wish him success in his next challenge.” Levron has no so far commented.
Levron’s departure is not wholly unexpected: dentsu has re-organised, bringing International into the main dentsu fold with Wendy Clark, hired from DDB, also leaving at the end of last year as her job, in effect, disappeared. Clark recruited Levron (both below.). Another of her key hires, global chief strategy officer Alex Hesz from DDB, changed his mind and decided to stay put.
Finding a similarly high profile global CCO is likely to provide a challenge, to put it mildly.
via Digital Marketing Education https://ift.tt/am76dpC The creators, brand marketers and agency founders taking the stage include: Rod Thill, creator via Digital Marketing Education https://ift.tt/hlgNnG1 In this article, we’ll answer the ten most commonly asked GraphQL questions, covering pagination, graphQL versioning, batch loading, cache handling, file uploads, and more. 1. How do I handle errors in GraphQL?In GraphQL, errors are handled by returning an To handle errors on the server side, you can throw custom errors in your resolvers. For example, in JavaScript:
On the client side, you can check for the presence of the 2. How do I paginate results in GraphQL?To paginate results in GraphQL, you can use the “Connection” pattern, which involves using “edges” and “nodes” to represent connections between objects. You can also use arguments like Here’s an example schema for paginating a list of users:
In your resolver, you would implement the logic to fetch the paginated data and return the appropriate connection object. 3. How do I handle authentication and authorization in GraphQL?Authentication and authorization aren’t built into GraphQL, but you can implement them using middleware or context. For authentication, you can use a token-based approach (such as JWT) or any other authentication mechanism. In your GraphQL server, you can add a middleware to verify the authentication token and add the authenticated user to the context. In your resolvers, you can access the context to check if the user is authenticated and authorized to perform the requested operation. For example, in JavaScript:
4. How do I handle real-time updates with GraphQL?To handle real-time updates in GraphQL, you can use subscriptions. Subscriptions allow clients to receive updates when specific events occur on the server. To implement subscriptions, you need to define a For example:
In your resolver, you can use an event emitter or a pub/sub system to handle subscriptions:
5. How do I handle file uploads with GraphQL?GraphQL doesn’t have built-in support for file uploads, but you can use the First, install the package:
Then, add the
In your resolver, you can use the
6. How do I handle caching in GraphQL?Caching in GraphQL can be implemented on both the client-side and server-side. On the client side, you can use libraries like Apollo Client or Relay, which provide built-in caching mechanisms. On the server side, you can implement caching using DataLoader, a utility provided by Facebook that helps with batching and caching data-fetching operations. DataLoader can be used to cache database queries, API calls, or any other data-fetching operation. First, install DataLoader:
Then, create a
In your resolvers, use the
7. How do I handle batch loading in GraphQL?Batch loading can be implemented using DataLoader, which helps with batching and caching data-fetching operations. DataLoader groups multiple requests for the same data type into a single batch, reducing the number of database queries or API calls. Follow the same steps as in the caching example above to create a 8. How do I handle N+1 query problems in GraphQL?The N+1 query problem occurs when multiple queries are executed to fetch related data, resulting in inefficient data fetching. DataLoader can help solve the N+1 query problem by batching and caching data-fetching operations. By using DataLoader in your resolvers, you can ensure that related data is fetched in a single batch, reducing the number of and improving performance. 9. How do I handle schema stitching or schema federation in GraphQL?Schema stitching and schema federation are techniques used to combine multiple GraphQL schemas into a single schema. Schema stitching can be implemented using the
Then, use the
Schema federation can be implemented using Apollo Federation. First, install the required packages:
Then, use the
Finally, use the
10. How do I handle versioning in GraphQL?GraphQL doesn’t have built-in support for versioning, but you can handle versioning by evolving your schema over time. Instead of creating multiple versions of your API, you can add new fields, types, or arguments to your schema while maintaining backward compatibility. To deprecate fields or arguments, you can use the
By evolving your schema and using deprecation, you can handle versioning without breaking existing clients. via Pixel Lyft https://ift.tt/QU2IOmg |
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