Ascott-Under-Wychwood, England, United Kingdom
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I help organisations turn data and AI into measurable business value, supporting…
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Using generative AI to turbocharge digital marketing
Journal of Applied Marketing Analytics
See publicationAI has been used in marketing for some time to enable better targeting and optimisation of messages, but some of the benefits of these approaches have been limited by the ability to create personalised content at scale and the ability to measure the effectiveness of this content in a structured way. Generative AI offers a way to address these challenges and to facilitate integrations that make it easier to execute and measure marketing in a fragmented ecosystem. However, the technology presents…
AI has been used in marketing for some time to enable better targeting and optimisation of messages, but some of the benefits of these approaches have been limited by the ability to create personalised content at scale and the ability to measure the effectiveness of this content in a structured way. Generative AI offers a way to address these challenges and to facilitate integrations that make it easier to execute and measure marketing in a fragmented ecosystem. However, the technology presents a series of technical, privacy and copyright challenges that organisations will need to overcome in order to use it effectively.
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Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics
Journal of Applied Marketing Analytics
See publicationRecent and impending changes to the way that browsers and mobile platforms handle third-party cookies and Ad IDs will have a profound impact on the digital advertising ecosystem. This paper examines these changes in the context of the development of the adtech and digital media industry, and concludes that while these developments may be good for users by protecting them from intrusive third-party tracking and targeting, they risk further consolidating power with the three dominant companies in…
Recent and impending changes to the way that browsers and mobile platforms handle third-party cookies and Ad IDs will have a profound impact on the digital advertising ecosystem. This paper examines these changes in the context of the development of the adtech and digital media industry, and concludes that while these developments may be good for users by protecting them from intrusive third-party tracking and targeting, they risk further consolidating power with the three dominant companies in the sector: Google, Facebook and Amazon. Advertisers and marketers will need to work hard to ensure that they do not become over-dependent on these suppliers; but the changes do offer the opportunity to move back to a better equilibrium between advertising and the content that it appears alongside, driving value for both advertisers and consumers.
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Getting ready for the California Consumer Privacy Act: Building on General Data Protection Regulation preparedness
Journal of Applied Marketing Analytics, Henry Stewart Publications
See publicationFollowing the introduction of the EU General Data Protection Regulation (GDPR) in 2018, several US states are introducing similar privacy laws. Of these, the California Consumer Privacy Act (CCPA) will be the most far-reaching. The CCPA builds on various consumer privacy principles established with the GDPR, albeit with some important differences, and is likely to act as the template for any forthcoming federal legislation in the USA.
This paper examines some of the ways that the CCPA is…Following the introduction of the EU General Data Protection Regulation (GDPR) in 2018, several US states are introducing similar privacy laws. Of these, the California Consumer Privacy Act (CCPA) will be the most far-reaching. The CCPA builds on various consumer privacy principles established with the GDPR, albeit with some important differences, and is likely to act as the template for any forthcoming federal legislation in the USA.
This paper examines some of the ways that the CCPA is similar to and differs from the GDPR, and how this affects the way that businesses should prepare for the implementation of the law in 2020. It then considers the level of GDPR preparedness among US businesses as an indication of their readiness to comply with the CCPA, before presenting a set of privacy best practices that businesses should adopt in order to remain compliant with the increasingly wide range of privacy laws being passed around the world. -
The impact of the General Data Protection Regulation on digital marketing and analytics
Journal of Applied Marketing Analytics
See publicationThe EU’s General Data Protection Regulation (GDPR) has a substantial impact on all areas of Digital Marketing and Analytics, including first and third-party data collection, targeting and segmentation, campaign execution and analysis. Since its introduction, the digital marketing industry has made various changes to its practices to comply with the new law, changing the landscape for marketers, advertisers and publishers.
This paper reviews the nature and impact of these changes, and…The EU’s General Data Protection Regulation (GDPR) has a substantial impact on all areas of Digital Marketing and Analytics, including first and third-party data collection, targeting and segmentation, campaign execution and analysis. Since its introduction, the digital marketing industry has made various changes to its practices to comply with the new law, changing the landscape for marketers, advertisers and publishers.
This paper reviews the nature and impact of these changes, and makes several recommendations for marketers who may still be unclear on how to balance their own interests with those of the individuals that they wish to communicate with through their marketing. It also discusses strategies that marketers can use to mitigate the impact of the restrictions on data collection and processing, particularly through third-parties, that GDPR imposes. -
Using multi-armed bandit experimentation to optimise multichannel digital marketing campaigns
Journal of Applied Marketing Analytics, Volume 3
See publicationMultichannel campaign optimisation using a machine-learning technique called multi-armed bandit experimentation is a powerful, though nascent, alternative to traditional campaign attribution approaches for maximising return on marketing investment. The technique works by treating the various attributes of a digital marketing campaign as combinatorial treatments in an ongoing controlled experiment and continuously optimising delivery towards the combinations which deliver the best…
Multichannel campaign optimisation using a machine-learning technique called multi-armed bandit experimentation is a powerful, though nascent, alternative to traditional campaign attribution approaches for maximising return on marketing investment. The technique works by treating the various attributes of a digital marketing campaign as combinatorial treatments in an ongoing controlled experiment and continuously optimising delivery towards the combinations which deliver the best results.
This paper provides an overview of this new campaign optimisation approach, including some existing in-market solutions that use it, and examines some of the factors and prerequisites that organisations will need to consider in implementing such a technique. -
Binary optical correction of wavefront aberration using spatial light modulators
Adaptive Optical Systems and Applications, San Diego, CA (SPIE Symp. Proc. no. 2534)
This paper presents experimental results from a study of the performance of a ferroelectric liquid crystal spatial light modulator (FLCSLM) used as an aberration corrector. The FLCSLM, with suitable polarizing optics, acts as a binary phase only modulator. Using a cascaded system of three such FLCSLMs we obtain up to eight discrete levels of phase modulation over an array of 128 by 128 pixels. Partial correction of phase aberration is effected by using the FLCSLMs to provide a discretized…
This paper presents experimental results from a study of the performance of a ferroelectric liquid crystal spatial light modulator (FLCSLM) used as an aberration corrector. The FLCSLM, with suitable polarizing optics, acts as a binary phase only modulator. Using a cascaded system of three such FLCSLMs we obtain up to eight discrete levels of phase modulation over an array of 128 by 128 pixels. Partial correction of phase aberration is effected by using the FLCSLMs to provide a discretized approximation to the phase conjugate of the aberrated wavefront. Performance limitations due to phase quantization, spatial quantization, and inter-pixel gap are discussed in terms of achievable Strehl ratios. These experimental and theoretical results, coupled with other considerations we present, support the suggestion that FLCSLMs could play a role in adaptive optical systems for astronomical telescopes.
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Programmable correction for optical aberrations using a phase-only spatial light modulator
Thesis (M.Sc.)--University of Oxford, 1993
See publicationMasters thesis on the use of optimization algorithms to drive a programmable phase modulator to reduce optical aberrations from an incoming source, with applications for astronomy and other remote optical sensing scenarios.
Languages
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French
Limited working proficiency
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Italian
Limited working proficiency
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Digital Analytics Association
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I started at Snowflake on the first day…
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