Adweek 播客探讨 AI 如何重塑营销效果，Cognitiv 与 Mars 谈数据基础与试点路径
Beyond the Cookie: How AI Is Transforming Marketing Performance
- 1Adweek 播客邀请 Cognitiv 总裁与 Mars 副总裁对谈，主题为 AI 与深度学习重塑现代营销
- 2案例中创意分析从 100 小时降到 10 小时以内，Special K 靠精准受众定向取得 36% 活动提升
- 3嘉宾称行为数据比传统小组调研更准确，clean room 技术可整合多源数据形成更完整受众画像
- 4节目主张先用试点验证 AI 应用再规模推广，并讨论 AI 治理与以长期业务结果为先的伙伴关系
cookie 退场后，营销 AI 的讨论重心正从工具尝鲜转向数据基础与组织流程，但效果案例均出自参与方自述。
- 影响：第三方 cookie 退场后，受众数据基础的完善程度会影响定向与创意优化的效果上限；先试点后推广可控制 AI 投入风险；治理与伙伴选择决定 AI 项目服务长期业务还是停留在技术本身。
- 参考：可考虑先给创意分析这类环节算出人工工时基线，再评估 AI 能省多少；值得按节目提出的先试点方式，选受众定向场景对比行为数据与人口属性定向的效果差异。
- 依据：创意分析从 100 小时降到 10 小时以内与 Special K 的 36% 活动提升均出自节目嘉宾自述，属厂商与品牌方口径，暂无独立验证。
AI is giving marketers new ways to understand consumers, optimize creative, and improve campaign performance. But how can brands move beyond experimentation to turn these capabilities into measurable business results?
It starts with better data, smarter targeting, and a willingness to rethink how marketing decisions are made.
In this episode of Adspeak by ADWEEK, host editor in chief Ryan Joe brings together Eric Danetz, president at Cognitiv, and Nicole Vinson, VP of agency ecosystem and growth marketing integration lead at Mars, to explore how AI and deep learning are reshaping modern marketing.
The conversation examines how brands can move beyond cookie deprecation to build stronger data foundations, uncover consumer insights, and drive greater efficiency across media and creative.
The panel discusses why behavioral data offers a more accurate picture of consumer preferences than traditional panel research, and how clean room technology can bring together different data sources to create a more complete understanding of audiences.
They also explore how a pilot-first approach helps organizations test AI applications before committing to large-scale implementation. Real-world examples illustrate the potential, including reducing creative analytics from 100 hours to under 10 and achieving a 36% lift in campaign results through more precise audience targeting.
The conversation also addresses the organizational challenges of adopting AI, from establishing responsible governance to building partnerships that prioritize long-term business outcomes over technology for its own sake.
What you’ll learn:
- How clean rooms create a more complete consumer picture
- Why behavioral data beats traditional panel research
- The “Pilot-First” approach to AI adoption
- How AI can dramatically accelerate creative analysis
- Why behavior-based targeting can outperform demographics
- How Special K achieved a 36% campaign lift
- Why AI governance and strong partnerships matter
About the guests:
Eric Danetz is president of Cognitiv, the deep learning advertising platform helping brands predict consumer behavior and deliver more relevant advertising. An accomplished executive, he has held senior global leadership positions at organizations including Thomson Reuters, AccuWeather, Time Inc., IAC, CBS, and Ziff Davis. With extensive experience scaling businesses, driving revenue growth, leading large teams, and navigating M&A, he is also an active investor, board member, and advisor to numerous organizations across the technology and media industries.
Nicole Vinson is VP of agency ecosystem and growth marketing integration lead at Mars, where she leads the transformation of Mars’ global marketing agency ecosystem. With more than 20 years of experience in digital marketing, media, and strategic marketing management, she previously led Kellanova’s Global Marketing Excellence Center of Excellence and its global digital marketing transformation. Her work focuses on leveraging data, technology, and AI to build more effective marketing strategies, strengthen consumer engagement, and accelerate brand growth.
来源：Adweek · adweek.com