Devora Rogers
speaker
454 appearances
2 recordings
1 series
first heard Mar 2025
last heard 3 Jul
Devora Rogers’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
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 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.
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.
And, you know, Google who's, you know, however many trillion dollar company right now, you know, I don't think that most of their sales guys are making decks anymore, slide decks that they have to like, you know, get themselves a meeting with the client. Like people are like, yeah, generally Google delivers results. But at that time the sales guys had to go in, they had to look sharp.
They had to have nice shoes and they had to go in in person. And they had to say, you know, we have this offering called search and we're starting to see that people are interested in buying things online and they're doing research. And even if they don't buy it online attribution, they appear to be looking and we think that they are then buying it later elsewhere.
And clients are like, nah, what are you talking about? Nobody's going to buy laundry detergent online. They're just not going to do it. Well, our research proved that they were. And it became a study that was called ZMOT. And it went global. People started for a while were hiring directors of ZMOT. And they turned it into a case study, a major thought leadership initiative.
And what that taught me is, first of all, never be too certain about results. what the future looks like. Because if, if, you know, 12 years ago, people were like, nobody's going to buy laundry detergent online. Look where we are. I mean, I haven't bought laundry detergent in a store, in a store myself, pick it up off the shelf. I don't, why would I do that?
So it taught me to be humble about what the future holds. And also that if you whether you're a big company or a midsize company, you've got to do the work to show up with the thought leadership, the data that says, here's what we're seeing. Will you take will you take a risk on me? And then if it works, turn it into a massive thought leadership thing that you take around and give out.
And I speak a lot about thought leadership. And I think that brands are wise to do the research and then where they can figure out how to tell that story publicly in a way that makes them look great.
A lot because, well, so we've been doing it for 12, 13 years and we have norms and stuff, right? So we have watched the fortunes rise and fall of various media types. You know, like we saw where radio was increasing and then falling and going over to streaming and then, you know, newspaper, you know, that have watched that decline, have watched podcasting grow.
And we have about 50 sources that we've been tracking since that time, whether they're increasing, decreasing, growing in influence, that kind of thing. And what has happened is just that consumers are using more information than ever before. There are categories where they might use less. Fine. But on the whole, if they're going to go buy an expensive workout machine or plan a trip to Italy...
they're going to, they're going to spend a lot of time because now here's the thing is that now searching and being online as you research is like a form of entertainment. Do you know, it's like, it's just an activity. You could listen to a podcast, you could read a book or you could like plan your next purchase that you get excited about.
And depending how research oriented you are or neurotic, um, you might do, you might, you might read hundreds of minutes of things, um, Did I answer your question?
Well, and to that point, a lot of, you know, we talked about attribution. Attention is another one that has been a real topic of interest, right? So everyone said, okay, fine, fine, fine. We don't know all the attribution answers, but we're going to figure out attention. We're going to see where they're looking.
And so they did a whole bunch of stuff with eye tracking and are they looking, whatever. Well, it turns out that you can be attending something without looking at it. You can be attending something and looking at it and your brain can still be thinking about something else entirely. Yeah. And that does brands no good. And so what we want to look at is how emotionally engaged our folks.
And so we do that through using Scosche devices or essentially like Apple watches, sport watches. And we can tell somebody's variable heart rate variability that tells us their oxytocin is spiking in their body and sending them signals that it makes them more likely to do something in the future. And I think that's incredibly powerful.
I bet your immersion. That's the that's the measure. I bet it's through the roof. It's usually on a scale of zero to 100 and anything over 50 starts to get our attention. Yeah, you're probably I mean, because money's on the line, your emotions are on the line. I would love you can download the app. It's called Immersion Tuesday. They have another consumer one, too.
And you could just track and see that number that your brain, your brain on on sports cards.
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