Are you feeling like your emails don’t always land at the right time? Looking for a more instantaneous and personal connection with your customers? Discover how WhatsApp as an additional communication channel can transform your strategy, allowing you to activate more efficient and direct campaigns through Marketing Cloud.

In this post, we explain the what, why, and how so that you—the Marketing Cloud expert—can integrate it seamlessly, solving the challenge of immediacy in your communications. Get ready to take your interactions to the next level!

1. Why Include WhatsApp in Your Marketing Cloud Strategy?

In an information-saturated world, WhatsApp as an additional communication channel has become the preferred messaging tool for billions. Ignoring it means missing a golden opportunity. But why should you activate it specifically within Marketing Cloud?

• Immediacy and High Open Rates: WhatsApp messages are read almost instantly. We are talking about open rates exceeding 90%—unthinkable in the world of email!
• Two-Way Communication: It’s not just about broadcasting. WhatsApp allows for real-time conversations, making it ideal for support, feedback, or quick resolutions.
• Personalization at Scale: Leveraging the power of Marketing Cloud, you can segment and personalize messages far beyond the classic “Hi [Name].”
• Enhanced Customer Experience: Offering a familiar and convenient communication channel boosts satisfaction and long-term loyalty.

Imagine sending a cart abandonment reminder, a shipping confirmation, or a back-in-stock alert directly to your customer’s favorite chat app.

2. First Steps: Requirements to Integrate WhatsApp in Marketing Cloud

Before diving in, it is crucial to understand that setting up WhatsApp as an additional communication channel requires a specific configuration. It’s not as simple as clicking “send” on an email.

a) The WhatsApp Business API: Your Access Gate

You will need a WhatsApp Business API account. This isn’t the app you use on your phone; it’s an interface that allows companies to send messages at scale. Various Business Solution Providers (BSPs) can help you set this up.

b) Business Account Verification

Meta (formerly Facebook) has a strict verification process for Business accounts. Ensure you have all your legal documentation ready. This process guarantees security and prevents your brand from being flagged as spam.

c) User Opt-in: Absolutely Essential!

To use WhatsApp as an additional communication channel, you must have the user’s explicit consent (Opt-in). This is non-negotiable and critical for the legality of your communications. How can you get it?

• Web forms.
• During the checkout process.
• A clear CTA in an SMS.
• Via an email campaign.

3. Best Practices for Activating WhatsApp Campaigns from Marketing Cloud

Once the basic setup is done, the magic happens within Marketing Cloud. Here are the keys to ensuring your campaigns are a total success:

a) Content Strategy and Approved Templates

WhatsApp is not email: messages should be shorter, more direct, and maintain a conversational tone.

• Message Templates: To initiate a conversation outside the 24-hour window, you must use templates pre-approved by WhatsApp.
• Personalization: Use Marketing Cloud contact attributes to make your templates relevant. Example: “Hi {{1}}, your order {{2}} is on its way!”

b) Integrating Journey Builder

This is where WhatsApp as an additional communication channel truly shines. You can include WhatsApp activities within your Journeys.

• Omnichannel Logic: If a customer doesn’t open an important email within 2 hours, trigger an automatic WhatsApp message.
• Wait Activities: Respect the user’s time. Don’t send messages in the middle of the night; use “Wait Until” activities to optimize delivery times.

c) Measurement and Optimization

What isn’t measured cannot be improved. Use Marketing Cloud’s analytics to track:

• Delivery rates.
• Open rates (Read receipts).
• Click-through rates (CTR) on your links.

Conclusion

In summary, activating WhatsApp as an additional communication channel within your Marketing Cloud ecosystem is no longer an “extra”—it is a necessity for brands that want to stay relevant. By following these best practices, from securing the correct Opt-in to automating via Journey Builder, you will bridge the gap between your brand and your customers.

At Making Science, we believe that the best communication is the one that happens where the customer feels most comfortable. And right now, that place is WhatsApp.

Ready to start? If you need help with the technical setup or defining your conversational strategy, we are here to help you activate WhatsApp in Marketing Cloud and turn every message into a meaningful connection.

Don’t leave your customers on “read”—start the conversation today!

Introduction: The Secret to Maximizing Every Dollar of Your Media Investment

CMOs, do you ever feel like even when you increase marketing spend, results aren’t growing at the same rate? You’re not alone. This phenomenon, known as diminishing returns, is one of the biggest challenges in media spend optimization. But what exactly does it mean, and how can you avoid it? It refers to the point where adding more investment to a marketing channel no longer produces a proportional increase in results. It’s an economic concept that, when applied to marketing, explains why continuous growth in investment doesn’t always translate into unlimited growth in sales or leads. Why is understanding this crucial? Because ignoring it can lead you to waste valuable resources on saturated channels, instead of optimizing your budget for maximum impact. In this post, we’ll reveal how to identify and overcome diminishing returns so your investment works smarter.

What are Diminishing Returns in Marketing?

Imagine you’re watering a plant. At first, every drop of water helps it grow. But if you keep adding water non-stop, the plant drowns. Similarly, in marketing, there’s an optimal investment point for each channel. Before that point, every additional dollar generates a positive and increasing ROI. However, once you reach that threshold, each extra dollar begins to generate less impact, to the point where the additional investment might yield no benefit or even a negative one.
This concept of diminishing returns doesn’t mean you should stop investing, but rather that you need to be smarter about where and how much you invest. The problem this understanding solves for CMOs is precisely how to avoid channel saturation and ensure every part of the budget goes where it can generate the greatest incremental value.

How to Identify Diminishing Returns in Your Channels

Recognizing diminishing returns is the first step to optimizing your spending. Here are some warning signs:
Flat or declining response curves: If you graph your investment in a channel versus the results obtained (sales, leads, etc.), and the curve starts to flatten or even decline, you’re experiencing diminishing returns.

• Increasing CPA/CPL: If the cost per acquisition (CPA) or cost per lead (CPL) for a channel increases significantly as you ramp up investment, it’s a clear signal.
• Decreasing ROAS/ROI: A declining return on ad spend (ROAS) or ROI despite increased investment also indicates you’re reaching the saturation point.
  For precise detection of diminishing returns, tools like Marketing Mix Modeling (MMM) are fundamental, as they analyze the incremental impact of every dollar invested in each channel.

Strategies to Overcome Diminishing Returns and Optimize Your Budget

Once you’ve identified the points of diminishing returns, it’s time to act. The key isn’t to cut your overall marketing budget, but to reallocate it more effectively.

• Smart Budget Reallocation: Identify the optimal point: Use advanced models to determine the ideal investment in each channel before returns start to diminish.
  Shift investment: Move funds from channels already showing diminishing returns towards those that still have growth potential or are under-invested. This could mean exploring new channels or formats.
• Creative and Message Optimization: Sometimes, diminishing returns aren’t due to channel saturation, but rather message or creative fatigue. Experiment with new creative approaches, audiences, or segmentation within the same channel.

• Multi-Channel Analysis (MMM and Attribution): Combine Marketing Mix Modeling (MMM), which gives you a macro view of impact, with more granular attribution models. This will allow you to understand not only the direct effect of each channel but also the synergies and the role of each touchpoint in the customer journey, thus avoiding saturation. At Making Science, our integrated solutions like Optiphi are designed precisely for this.

Conclusion: Turn Challenge into Opportunity with Diminishing Returns

Understanding and managing diminishing returns is vital for any CMO looking to maximize the efficiency and impact of their marketing investment. It’s not about spending less, but about spending smarter. By identifying when a channel reaches its saturation point, you can strategically reallocate your resources, explore new opportunities, and ensure every dollar generates maximum value.
Are you ready to stop wasting and start optimizing your marketing budget? Seize the opportunity to turn diminishing returns into a competitive advantage! If this post has opened your eyes, leave us a comment or share it. Because true marketing wisdom isn’t just about investing more, but about investing wisely!

For years, SEO professionals treated monthly search volume as the compass that guided every strategy. We picked topics, set priorities, and measured the potential of a keyword almost exclusively by that number.

But by 2025, that approach feels outdated. Google isn’t just showing blue links in the SERPs anymore. It now presents results through features like AI Overviews and AI Mode (already live in some regions), delivering direct, AI-generated summaries instead of a list of links.

Meanwhile, users are shifting their behavior. Increasingly, they’re asking questions directly to ChatGPT, Gemini, Claude, or Perplexity rather than typing into a search bar. In this context, searches aren’t keywords anymore, they’re conversational prompts. And right now, there’s no reliable public data to tell us the “volume” of those queries.

If you’re waiting for your SEO tool to catch up with the trend… you’re already behind.

Why Predictive SEO Matters

Predictive SEO doesn’t sit around waiting for data to confirm a trend. It takes the lead.

• It spots early signals using tools like Google Trends or AnswerThePublic.
• It creates content before the metrics are visible, by tapping into Reddit, X, Quora, Feedly, niche forums, or Google News.
• It’s optimized for conversations, thinking about how a user would phrase a question to a chatbot — or how Google might condense an answer in AI Overviews.

The First-Mover Advantage

In this new world of conversational search, being the first source cited by an AI model is a huge competitive edge.
Once a chatbot or Google references your content in its responses, dislodging it becomes extremely difficult.

How to Adapt Today

1. Keep an eye on forums and social platforms to spot weak signals early.
2. Write answers to complex questions that are clear, structured, and genuinely helpful, the way an AI assistant would.
3. Shift your focus to intent, not exact keywords: create content that solves problems, not just content that ranks.

Conclusion

Predictive SEO is the strategy that ensures your brand shows up in AI-driven answers.

It’s no longer just about hitting Google’s front page. It’s about becoming the trusted source that AI models cite when users ask questions. That’s the real visibility frontier in 2025.

At Making Science, our SEO & Content team has already made this approach to the foundation of how we create and optimize content.

👉 So let me ask you: are you making sure your brand — or your clients’ brands — appears in AI’s answers?

What is MMM and Why Do You Need It Now?

In the fast-paced world of marketing, CMOs face constant pressure to demonstrate the return on investment (ROI) of every campaign. But how do you truly know what’s working and where to invest the next dollar? This is where Marketing Mix Modeling (MMM) comes in. What exactly is MMM? It’s a powerful analytical technique that uses econometric models to quantify the historical impact of all your marketing activities (digital advertising, TV, radio, print, promotions, etc.) on your sales and other key KPIs. Why is it crucial now? Because in a fragmented data landscape with increasing privacy restrictions, MMM offers a holistic, platform-agnostic view, allowing you to make smarter, data-driven budget allocation decisions. At Making Science, we understand that optimizing spend is vital, and MMM is your perfect ally.

The Budget Allocation Challenge

Traditionally, marketing budget allocation has been a complex exercise, often based on intuition or limited data. With the proliferation of channels and the difficulty of tracking the complete customer journey due to privacy regulations, many CMOs struggle to understand the real impact of each investment. Should you invest more in social media or TV? What’s the saturation point for your investment in a specific channel? Without a robust methodology, these questions remain unanswered, leading to suboptimal decisions and ultimately, lower ROI. This is where MMM truly shines.

MMM: The Science Behind Your Marketing Decisions

Marketing Mix Modeling (MMM) goes beyond last-click attribution, analyzing historical marketing data, sales data, external factors (like seasonality or competitor actions), and macroeconomic variables. By using advanced econometric models and statistical techniques, MMM can:

• Quantify Impact: Determine the incremental impact of each marketing channel on your sales.
• Optimize Allocation: Recommend the optimal allocation of your budget across different channels to maximize ROI.
• Predict Performance: Forecast the future performance of your campaigns based on different investment scenarios.
• Understand Interaction: Reveal how different marketing channels interact with each other, identifying synergies and cannibalization effects.

This comprehensive insight offered by MMM allows CMOs to not only understand what worked in the past but also to plan confidently for the future.

Key Benefits of MMM for CMOs

Implementing Marketing Mix Modeling (MMM) offers significant advantages for any CMO looking to improve their budget decision-making:

• Holistic and Aggregated View: Provides a complete understanding of marketing performance at a macro level, without relying on individual user data, making it ideal for the privacy era.
• ROI Optimization: Identifies the most profitable investments and helps reallocate the budget towards channels with the greatest impact.
• Strategic Planning: Allows for simulating different investment scenarios and forecasting their impact on results, facilitating long-term planning.
• Greater Accountability: Offers a solid, data-driven basis for justifying spending decisions to leadership.

With MMM, CMOs can move from guesswork to precision, ensuring every dollar invested works its hardest.

Empower Your Budget with MMM

In short, Marketing Mix Modeling (MMM) is not just an analytical tool; it’s the new secret weapon for CMOs who want to dramatically improve their budget allocation decisions in an increasingly privacy-centric world. It empowers you to understand the true contribution of each of your marketing efforts and optimize your spending for maximum impact.

Are you ready to stop guessing and start making data-backed marketing decisions? Explore how MMM can transform your strategy! Leave a comment or share this post if you believe MMM is the future of marketing budget optimization. Because in marketing, as in life, “what isn’t measured isn’t improved… and what is modeled, is optimized!”

In 2025, Google rolled out a major update with the launch of AI Mode, which is already live in the U.S., UK, and India (as of 30th July). This new feature is shaking up how people search. Unlike the AI Overviews we’ve seen in the past, AI Mode is a separate tool that uses generative AI to give you detailed answers directly on the search page. In this post, we’ll take a closer look at how it works, what it means for SEO, and how businesses can adapt to this new way of searching.

1. How does Google’s AI Mode work?

AI Mode is powered by Google’s Gemini 2.5 model, a super advanced language model that is designed to give you detailed answers to complex searches. Instead of showing directly a list of web pages, AI Mode breaks down your search into smaller pieces of content (chunks), running parallel searches to get data from different sources and creating a single response. This answer appears directly on the search page, so you don’t have to click through to other websites.

What makes AI Mode different? 

The main difference it brings to the table is that it can handle different types of inputs, like text, voice, or even images. Users can upload a photo and ask follow-up questions, interacting with the AI in a more conversational way. Plus, the AI can adjust its responses over time based on your previous conversations. For example, if you ask a broad question and then follow it up with something more specific, AI Mode will refine its answer to give you more detailed info.

2. What does AI Mode mean for SEO?

AI Mode brings a new set of challenges for SEO professionals, especially when it comes to traffic and click-through rates (CTR). In traditional search, users are shown a list of websites to click on, but in AI Mode, users are getting answers directly on the search page. This could mean fewer clicks to external websites, as the AI can sometimes fully answer the query right there.

Some reports have shown a drop in CTR, since users can get the information they need without leaving the search page. However, this doesn’t mean you lose visibility entirely. Even if users don’t click through, your content can still be exposed if it’s referenced in the AI-generated answers. Plus, Google has noted that users are often spending more time on the search page, asking follow-up questions and diving deeper into topics. This could actually lead to more engagement in the long run. Besides, boosting brand awareness is a crucial element of any successful marketing strategy, and this presents a prime opportunity to gain an advantage. 

3. New SEO metrics to focus on

With the rise of AI Mode, some traditional SEO metrics like clicks and rankings don’t carry the same weight anymore. Impressions are now more important than ever. However, there are also new metrics to keep an eye on:

• Visibility in AI Search features: This metric tracks how often your content appears in AI-generated elements like Featured Snippets, Knowledge Panels, and AI Overviews. Tools such as Semrush and Ahrefs can help monitor these appearances, providing insight into your content’s reach within AI interfaces.
• Branded search volume trends: Monitoring the frequency of searches for your brand name helps assess brand awareness and the effectiveness of AI-generated content in driving recognition. An increase in branded searches indicates that AI systems are referencing your content while also enhancing your brand’s visibility.
• User engagement metrics: Metrics such as bounce rate, time on page, and interaction depth provide insights into user satisfaction. AI systems consider these signals when determining content relevance, making them crucial for understanding how users interact with your content.

These new metrics focus on user intent and understanding how well your content is engaging with people—rather than just focusing on clicks alone.

4. What do we do in Making Science to perform better in AI Mode?

To help you get noticed in AI Mode, we follow these proven best practices:

• Ensure crawlability and indexing: AI Mode relies on Google’s crawling and indexing system, so we have to be sure our content is easy to access and index by Google systems. This means checking for any crawl errors and ensuring we’re not blocking anything relevant with robots.txt.
• Create high-quality content: Content that is thorough, authoritative, and effectively answers users’ questions is more likely to be featured by AI Mode. Google systems still favor high-quality content, so we should keep focusing on providing value (maybe more than ever!) for them.
• Review and apply structured data: Structured data like schema markup can help Google have a better understanding of our content, especially when it comes to media like images or videos.
• Optimize for user experience: While AI Mode may reduce clicks, the overall user experience still matters. A fast, mobile-friendly, and easy-to-navigate site is key in our strategy.

Key takeaways

Google’s new AI Mode is essentially a smart chatbot built directly into the search page, designed to answer complex questions in conversation style. This is changing the game for websites because the AI often answers questions directly, meaning fewer people click on the traditional blue links.

For businesses, the new goal is to become a trusted source that the AI quotes in its answers. The best way to do this is by building a strong, reputable brand and creating genuinely helpful content that offers unique, real-world experience and insights that only a human expert can provide.

Are you investing heavily in digital ads but not seeing the sales growth you expect? You drive traffic, your campaigns are running, but the final conversion numbers feel lackluster? What if you could significantly increase your revenue without spending a single extra euro on advertising?

This is where Conversion Rate Optimization (CRO) comes in. This post will show you what CRO is, why it’s the non-negotiable core of any modern digital plan, and how you can use it to transform your e-commerce performance. A strong CRO strategy is not just about small tweaks; it’s about fundamentally enhancing the user experience to maximize the value of every single visitor.

Ready to turn more clicks into loyal customers? Let’s dive in.

Beyond the Acronym: What is CRO?

At its heart, Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — whether that’s making a purchase, signing up for a newsletter, or filling out a contact form.

It’s not about guesswork or blindly changing the color of a button. True CRO is a blend of art and science. It involves deep analysis of user behavior, data-driven hypotheses, and rigorous A/B testing to understand what truly motivates your audience. The ultimate goal is to remove friction and make it as easy and enjoyable as possible for a user to convert.

Why Your E-commerce Can’t Afford to Ignore CRO

In a competitive market, driving traffic is expensive. Whether you’re investing in SEA, social media, or content marketing, every visitor comes at a cost. CRO is what ensures that investment isn’t wasted.

Think of it this way: if your website converts at 1% and you get 1,000 visitors, you get 10 sales. If you can achieve a conversion uplift to 2% through a smart CRO strategy, you’ve just doubled your sales to 20 from the exact same amount of traffic.

This is the power of optimization. It’s about squeezing more value from the traffic you already have, leading to:

• Higher ROI: Get more revenue from your existing marketing spend.
• Better Customer Insights: Learn what your customers actually want and need.
• Enhanced User Experience: A happy user is more likely to return and become a loyal customer.

The Pillars of a Powerful CRO Strategy

A successful CRO process isn’t random; it’s a continuous cycle built on a solid foundation. This is how a professional strategy works:

1. Analyze & Research: We start with data. Using tools like Google Analytics, heatmaps, and session recordings, we identify where users are dropping off or struggling. This isn’t just about numbers; it’s about understanding the why behind user actions.
2. Hypothesize: Based on the analysis, we form a clear, testable hypothesis. For example: “We believe that by simplifying the checkout form from five steps to three, we will reduce cart abandonment by 15% because it reduces user effort.”
3. Test & Implement: We use A/B testing to compare the original version (Control) against the new version (Variation). This lets data-driven decisions—not opinions—determine the winner. The winning version is then implemented.
4. Learn & Repeat: The process never truly ends. Every test provides valuable insights that fuel the next round of optimizations, creating a cycle of continuous improvement and conversion uplift.

CRO: The Engine That Powers Your Entire Digital Investment

Here’s the most critical takeaway: CRO maximizes the effectiveness of everything else you do.

You can have the best SEA campaigns in the world, driving thousands of highly qualified users to your site. But if they land on a page that is confusing, slow, or untrustworthy, that ad spend is effectively wasted. A poor user experience is the silent killer of ROI.

A robust CRO strategy works hand-in-hand with your acquisition channels. By constantly enhancing your landing pages and checkout flows, you ensure that the traffic you pay for has the highest possible chance of converting. A small uplift in your site’s performance can be the difference between a break-even campaign and a highly profitable one.

Conclusion: Stop Filling a Leaky Bucket

In summary, CRO is far more than a technical tactic; it is the strategic heart of digital success. It’s the disciplined process of understanding your users, enhancing their journey, and ensuring every euro you invest in marketing delivers the maximum possible return.

At Making Science, we see CRO as the essential bridge between attracting an audience and growing a business. Ignoring it is like trying to fill a leaky bucket—you can keep pouring more water in, but you’ll never get full.

What’s the biggest friction point you’ve noticed on your own e-commerce site? Share your thoughts in the comments below!

Stop filling the leaky bucket. Start plugging the holes with a solid CRO strategy and watch your business thrive.

In the fast-paced world of customer service, every second counts. Customers expect quick, efficient, and personalized support, while businesses strive to optimize their operations and keep agents productive. This is where Salesforce Service Voice comes in, a game-changer designed to seamlessly integrate voice capabilities directly into the agent’s workspace, leading to significant enhancements in both agent productivity and customer satisfaction.

The Challenge: Balancing Speed with Quality

Traditionally, handling customer calls has often meant agents juggling multiple screens, systems, and applications. This fragmented workflow can lead to delays, errors, and a frustrating experience for both the agent and the customer. Agents spend valuable time searching for information, while customers wait on hold or have to repeat their issues. This inefficiency directly impacts resolution times and, consequently, customer happiness.

How Salesforce Service Voice Transforms the Service Experience

Salesforce Service Voice tackles these challenges head-on by bringing the power of the contact center directly into the Salesforce Service Cloud console. This integration offers several key benefits:

• Unified Agent Workspace: Agents no longer need to switch between different applications. Voice calls are seamlessly routed and managed within the Service Cloud console, where all customer data, case history, and relevant information are readily available. This single pane of glass reduces clicks and context switching, allowing agents to focus on the conversation.
• Real-time Customer Insights: As a call comes in, Service Voice intelligently pulls up the customer’s complete profile, including past interactions, purchase history, and even sentiment analysis from previous calls. This instant access to crucial information empowers agents to provide personalized and informed support from the very first “hello.”
• Automated Call Logging and Wrap-up: After a call, Service Voice can automatically transcribe the conversation and even summarize key points, creating a detailed call log. This drastically reduces the time agents spend on post-call administrative tasks, freeing them up for more customer interactions.
• AI-Powered Assistance: Leveraging Salesforce’s Einstein AI, Service Voice can offer real-time suggestions and knowledge articles to agents during a call. This intelligent guidance ensures agents have the right answers at their fingertips, leading to faster resolutions and fewer escalations.
• Enhanced Coaching and Quality Assurance: Call recordings and transcriptions provide valuable data for supervisors to coach agents effectively and ensure consistent service quality.

The Impact: Happier Agents, Happier Customers

The benefits of Salesforce Service Voice are tangible and far-reaching:

• Increased Agent Productivity: By streamlining workflows, automating tasks, and providing instant access to information, agents can handle more calls, resolve issues faster, and reduce their average handling time. This leads to a more efficient contact center operation.
• Boosted Customer Satisfaction: Customers receive faster, more personalized, and accurate support. They feel heard and understood, leading to higher satisfaction, increased loyalty, and a stronger brand reputation.
• Reduced Agent Burnout: A less fragmented and more efficient workflow reduces stress and frustration for agents, contributing to a more positive work environment and lower attrition rates.

More resource, more advantages

Salesforce Service Voice is more than just a telephony integration; it’s a strategic tool that redefines how B2C companies deliver customer service. By uniting voice capabilities with comprehensive customer data and AI-powered insights, it empowers agents to be more productive and effective, ultimately leading to exceptional customer experiences and a significant competitive advantage.

Have you ever wondered what we need to get the most out of CM360’s capabilities? In this post, we are going to tell you, step by step, why the CM360 optimization journey is long but exciting and what benefits you will get when you know the tool well.

Introduction

In a constantly evolving advertising environment, the question is simple: How to leverage CM360 to achieve more effective digital campaigns? This post will serve as a guide to understand where we are, what we have left to cover, and why it is key to your digital marketing strategy.

What is CM360?

Campaign Manager 360 (CM360) is Google’s platform designed to plan, manage, and measure digital campaigns globally.

Who uses it?

Agencies, advertisers, and marketers who seek to centralize their reporting and obtain unified data.

Why is it relevant now?

The evolution of the cookieless environment and new attribution models force us to rethink what to do and when to maintain advertising effectiveness.

How do we achieve it?

By analyzing what technical and strategic improvements to implement in CM360 to gain time, agility, and precision in decision-making.

Key fact: According to recent studies, companies that master CM360 increase their campaign ROI by 15% to 20%. Ready to discover where to start?

What’s happening today with CM360?
Currently, CM360 is the standard for managing large-scale digital campaigns. However, there is still much room to take advantage of it, especially when we talk about:

• Integration with other tools in the Google stack (such as GA4, DV360, Google Ads, The Trade Desk, Netflix, or Adobe Gen Studio).

• Improvements in advanced reporting to better understand the path to conversion.

• Management of floodlights and audiences that respond to new data-driven models.

The key is knowing where to focus.

What do we have left to cover?

Optimization of the initial setup

Dedicating time to a well-defined structure saves headaches later.
→ Did you know that a clear taxonomy in CM360 reduces errors by 30%?

Reporting automation

A well-configured dashboard saves your team hours and gives you real-time insights.
→ Includes reports like Path to Conversion, Time Lag, or Conversion Funnels.

Implementation of cookieless strategies

With the disappearance of cookies, measurement and activation must adapt. This is where CM360 along with GA4 offers you precise data.

(This is just a visual reference of the type of dashboard you can implement)

Why is it important to keep improving in CM360?

If you want your campaigns to be more effective and your strategy to be more agile, continuing to evolve in CM360 is essential. Every small change directly impacts your ROI and, above all, gives you greater control and transparency over your advertising investment.

Think of CM360 as a treasure map: if you know how to read it well, it leads you directly to the data that will help you grow.

Conclusion: Move forward with a steady pace

In short, there is still much to cover in the world of CM360, but every step you take is an opportunity to optimize results, better understand your audience, and make your advertising investment smarter.

Do you want us to help you get the most out of the tool? Share this post with your team or leave us a comment with your questions! As someone wise said: “It’s not just the destination, it’s the journey.” 🚀

Every day, thousands of brands appear on our screens. Some stay for a second ⏱️. Others stick in our minds 🤔. Very few become part of the conversation 💬.

The difference is not just how much they invest, but how they collaborate with creators within an ecosystem that is cultural, mobile, emotional, and fragmented.

Influencer marketing, when integrated with vision, can be a strategic lever at all phases of the funnel: from generating awareness in the top-funnel with content that travels naturally, to activating consideration in the mid-funnel through credible profiles ✨, or driving performance through paid media formats and well-defined attribution models 📈.

For it to work, it’s not enough to be everywhere. It’s about knowing how to collaborate with the right profiles, respecting their codes, their community, and their value at each stage of the consumer journey.

Each platform presents a distinct set of opportunities. We don’t intend to cover everything, but rather to offer a strategic vision of how to activate with purpose and direction 🧭.

TikTok: Shared Culture and Amplified Visibility 🎶

TikTok moves fast and operates primarily at the top-funnel, generating discovery and interest through cultural participation.

But for content to connect, it must feel authentic ✅. Here, working with creators implies co-creating ideas that adapt to their language and community, rather than simply transferring a prefabricated message 🗣️.

Furthermore, the use of paid media on TikTok is key to scaling content that works. Promoting organic creator pieces allows for maintaining the influencer’s voice, while amplifying its impact with advanced segmentation and performance objectives.

Brands that understand this don’t just create viral hits. They turn visibility into conversation and brand recall 🧠.

Instagram: Building Affinity with Measurable Impact 📸

Instagram remains a central platform for developing brand consideration and fostering a constant connection with the audience. Reels, Stories, and carousel collaborations allow for a continuous, visual, and emotional narrative.

Organic content is only part of the game. Today, many brands are finding in Creator Ads an effective way to amplify collaborations with creators: content created by influencers, promoted from their profile but with media control from the advertiser. This approach combines the best of two worlds: the credibility of the creator and the targeting and optimization capabilities of paid media 🎯.

On Instagram, influencer marketing can generate both branding and performance, when planned as part of a complete system 🌐.

YouTube: Deep Influence that Informs and Converts💡

YouTube is the ideal platform for working the mid-funnel and the lower-funnel, thanks to its capacity to generate trust and deepen the message 🧐.

Here, creators have space to explain, show, compare, and validate. And that generates a type of connection that goes beyond superficial recommendations.

Additionally, YouTube offers paid media formats that allow for activating creator content as part of performance campaigns 📈.

From personalized video sequences to retargeting based on visualisations, the collaboration doesn’t end when it’s published: it’s amplified when integrated with strategy.

Well-planned, content with creators on YouTube can be both an inspiration tool and a decision-making tool, depending on the format and the moment in the funnel.

Twitch: Creating Moments that Build Loyalty 🎮

Twitch offers a different dimension of audience connection: based on shared time and an active community.

It is a loyalty channel, where brands can connect with highly engaged audiences, in participatory and authentic environments.

Here, the creator is not just a broadcaster: they are an host 🎙️. Brands that understand this collaborate from within, designing activations where the presence feels organic and meaningful.

And although Twitch is essentially organic, its effect can extend by using clips and summaries in cross-channel paid media campaigns, or amplifying key moments in networks like YouTube Shorts or Instagram Reels.

What’s important is not just the live stream. It’s how it converts into useful content beyond the broadcast💡.

X (formerly Twitter): Positioning and Amplifying Narrative 🗣️

X continues to be a relevant space for brands that want to participate in the public discourse and reinforce their positioning.

Here, the value of creators lies in their ability to influence key topics, with a recognized voice and an attentive audience 👀.

Organic content can have great contextual impact, but it can also be activated as part of paid strategies, amplifying threads, collaborations, or messages aligned with cultural moments or specific junctures.

In many cases, influencer marketing on X is boosted when it aligns with causes, values, or relevant positions, especially if the goal is to participate in cultural or social conversations 🌍.

Ready to take the next step in your influencer marketing strategy?🚀

Each platform brings something distinct. Each creator has their way of influencing. But all collaborations must answer the same question:

What does this bring to my brand and business strategy? 🤔💡

At Making Science, we have been helping brands evolve in this terrain for years. We design influencer marketing strategies that integrate content, media, and measurement within the digital ecosystem, always with a business focus.

If your brand is ready to move from content to impact, and from punctual impulse to sustained strategy, let’s talk!📧

There’s a question that marketing teams are asking more and more often—and it’s not “Should we do influencer marketing?” It’s: How can we integrate it better? 🤔

Because it’s no longer about one-off campaigns or scattered creative collaborations throughout the year. Influencer marketing has earned its place—not as an add-on, but as a strategic growth channel that drives results on multiple fronts: attention, affinity, conversion, community, content, and insights. 📈

The difference now isn’t whether you’re doing it. It’s where you place it within your brand and business architecture. 🧠

And that requires a shift in perspective, from viewing influencers as occasional activations to understanding their cross-functional role within the brand ecosystem.

We’ve identified four key principles that are making a difference in the strategies that actually work. They’re not magic formulas, but they do define how leading brands are integrating this channel with clarity and vision. 🚀

When Content Connects, Business Grows

Leading brands don’t see creator content as a tactical boost or a nice-to-have inspirational touch. They integrate it as a core part of their communication, distribution, and audience relationship systems. Because they’ve grasped something essential: content with credibility moves people more than any brand promise can.

When a brand expresses itself through people with cultural authority, it’s not just seen. It’s felt. And what is felt is remembered. Shared. Bought. Defended.

We’re not talking about a trend or a new performance channel. We’re talking about a sharper, more genuine way to connect with people—where attention is no longer bought, but earned. And it’s earned with content that delivers value, reflects values, triggers emotion, and builds conversation. 💬

According to the 2025 Social Media Study by IAB Spain, 48% of users say they check social media before making a purchase, and 44% state that their final decision was influenced by the content they saw there. This percentage rises to 66% among Generation Z. This shows that when content truly connects with the audience, it directly impacts buying behavior. 📱🛍️

A Living Network of Influence—Not Just a Collection of Collaborations

The strongest strategies aren’t measured by the number of posts or the variety of profiles in a spreadsheet. They’re measured by the consistency of the relationship between brand, creator, and audience. 🔁

The value isn’t only in the content that gets published, but in what that content builds over time: narrative, reputation, positioning.

That’s why more brands are thinking in terms of networks of affinity, not “influencer lists.”

They’re not chasing follower counts—they’re seeking alignment. They build long-term relationships with people who share their vision, codes, and style. And that allows them to amplify their message naturally, broadly, and meaningfully across channels. 

The difference between an influencer campaign and an influence strategy is simple: One makes an impact. The other makes an impact and sustains it.

According to CreatorIQ’s 2024 Benchmark Report, brands that foster long-term partnerships with creators see up to 38% higher engagement rates compared to one-off collaborations.

Influencer Marketing Is Not Just Communication—It’s Brand Intelligence

One of the greatest strengths of creator content is that it doesn’t just create impact. It reflects, informs and measures. Every piece of content, every reaction, every comment… is a live source of cultural data. 📡

It tells us how your audience speaks. What moves them. What they share. What they question. What they reject.

That’s why a well-integrated strategy not only drives media or sales KPIs—it also enhances positioning, the funnel, and business insights. The channel works best when it’s not operating in isolation, but when it’s connected to everything else. It’s not just another puzzle piece. It’s the thread that can tie many pieces together—and give them meaning. 

Integration Isn’t Doing More—It’s Making Everything Work Together

Here’s one of the most common mistakes: confusing integration with accumulation. You don’t need more formats, more platforms, more scattered actions. You need your pieces to speak to each other. Influencer marketing should drive business, not just visibility. And your brand should show up where things are happening—not as a spectator, but as a part of the culture. 💡

The value doesn’t lie in “trying new things.” It lies in consolidating learnings, scaling what works, and sharpening what resonates. It’s not about making noise—it’s about having relevant presence. 📍

It’s not about putting your logo in more places, but about placing it in the right contexts, with the right people, in a consistent and coherent way. 

We see this every day. And if you’re reading this, you probably already know that it’s no longer about simply being present… it’s about doing it right.

Because in the end, the difference between just another campaign and a channel that reshapes your brand’s trajectory lies in how you choose to integrate it from now on.

Are you ready to make the leap and take your brand to the next level? 🚀