Devora Rogers

I'm a little bit worried about creators with the growth of AI because I worry that it could kind of turn things into slop. And that's not going to be good for consumers or brands, but that's an aside. I think you have to live with some level of uncertainty. You're never going to know everything. You just never will. But you can find out a lot.

Let's say you're, you know, throwing money at TV and radio and podcasts and 10 other things. We do a study where we then ask people, what sources did you use before making a purchase? And we only talk to people who actually made the purchase. So these aren't in tenders. These aren't random consumers. They actually bought the thing that our brand is selling.

Let's say you're, you know, throwing money at TV and radio and podcasts and 10 other things. We do a study where we then ask people, what sources did you use before making a purchase? And we only talk to people who actually made the purchase. So these aren't in tenders. These aren't random consumers. They actually bought the thing that our brand is selling.

Let's say you're, you know, throwing money at TV and radio and podcasts and 10 other things. We do a study where we then ask people, what sources did you use before making a purchase? And we only talk to people who actually made the purchase. So these aren't in tenders. These aren't random consumers. They actually bought the thing that our brand is selling.

And if we see that TV is just really low, not a lot of people are using it, but it's really influential, we take note. Or like another one that we see a lot, like people kind of make fun of catalogs. Do you know catalogs are like actually not so bad. Not a lot of people use them, but the people that do, they buy shit. Really influential.

And if we see that TV is just really low, not a lot of people are using it, but it's really influential, we take note. Or like another one that we see a lot, like people kind of make fun of catalogs. Do you know catalogs are like actually not so bad. Not a lot of people use them, but the people that do, they buy shit. Really influential.

And if we see that TV is just really low, not a lot of people are using it, but it's really influential, we take note. Or like another one that we see a lot, like people kind of make fun of catalogs. Do you know catalogs are like actually not so bad. Not a lot of people use them, but the people that do, they buy shit. Really influential.

So we're looking at things through the lens of how many people are using it and we can find that out through research and how influential is it? And we can find that out through research.

So we're looking at things through the lens of how many people are using it and we can find that out through research and how influential is it? And we can find that out through research.

So we're looking at things through the lens of how many people are using it and we can find that out through research and how influential is it? And we can find that out through research.

And then like we can hook that together with other attribution models to say, you know what, let's plus up the catalogs or the TV isn't showing up in some of our other stuff, but let's plus it up because consumers, a thousand of them, 80% are saying it worked.

And then like we can hook that together with other attribution models to say, you know what, let's plus up the catalogs or the TV isn't showing up in some of our other stuff, but let's plus it up because consumers, a thousand of them, 80% are saying it worked.

And then like we can hook that together with other attribution models to say, you know what, let's plus up the catalogs or the TV isn't showing up in some of our other stuff, but let's plus it up because consumers, a thousand of them, 80% are saying it worked.

And Cousin Eddie... you know, people like to write that off. Cousin Eddie matters. If cousin Eddie bought from you and demonstrated any, any aspect of being an evangelist or somebody who's really excited about the product, give cousin Eddie some codes. Do you know, give him some ways to get other people on board. Cousin Eddie is, is great. We'll take him.

And Cousin Eddie... you know, people like to write that off. Cousin Eddie matters. If cousin Eddie bought from you and demonstrated any, any aspect of being an evangelist or somebody who's really excited about the product, give cousin Eddie some codes. Do you know, give him some ways to get other people on board. Cousin Eddie is, is great. We'll take him.

And Cousin Eddie... you know, people like to write that off. Cousin Eddie matters. If cousin Eddie bought from you and demonstrated any, any aspect of being an evangelist or somebody who's really excited about the product, give cousin Eddie some codes. Do you know, give him some ways to get other people on board. Cousin Eddie is, is great. We'll take him.

Yeah. Oh, gosh, it is. It's like choosing among my children or my favorite poems. It's really tough, Ryan. But the one that's been most enduring, and I think for me is a really good B2B case study that brands can continue to learn from, is about in 2012, Google came to us. I was working at the time at the IPG Media Lab.

Yeah. Oh, gosh, it is. It's like choosing among my children or my favorite poems. It's really tough, Ryan. But the one that's been most enduring, and I think for me is a really good B2B case study that brands can continue to learn from, is about in 2012, Google came to us. I was working at the time at the IPG Media Lab.

Yeah. Oh, gosh, it is. It's like choosing among my children or my favorite poems. It's really tough, Ryan. But the one that's been most enduring, and I think for me is a really good B2B case study that brands can continue to learn from, is about in 2012, Google came to us. I was working at the time at the IPG Media Lab.

And Google was having trouble convincing brands that people would buy things online. It's hard to believe that was like 13 years ago. 13 years ago, clients did not believe people would buy things online. Okay. So let's just how quickly things have moved.