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00:00 Introduction
This week we have the Shopify President Harley Finkelstein joining the squad. This is one not to miss - we’re talking founder mode, getting rid of chaos monkeys, how to stay focused on the most important thing, having a growth mindset in business, the future of Shopify and much more.
00:00 Introduction to Shopify and Harley's Journey
04:09 Founder Mode: Insights and Experiences
23:13 The Importance of Being in the Details
34:01 Chaos Monkey: Streamlining Operations
49:52 The Future of Shopify: A Retail Operating System
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Today it’s the trio back together and we’re talking gifts with purchase, being in “foundermode” and when and when not to delegate, incremental attribution and third party analytics, performance creative and our takes on the latest Meta updates.
00:00 Introduction
07:20 The Power of Creative Diversity
21:47 The Magic of Founder Mode
28:18 Delegating and Hands-On Involvement
32:31 The Challenges of Direct-to-Consumer Brands
33:56 Connecting with Employees at All Levels
36:30 Facebook's Ad Updates
43:03 The Cost of Creative
01:04:06 Finding Affordable Creative Talent
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Haus.
Today we have Jared Brody on the show, Executive VP of Marketing at Resident, owner of brands such as Siena, Nectar, Awara, DreamCloud and Cloverlane. We’re talking having a mutli-brand approach, attribution, custom-built attribution tools, how to use data to drive your decisions and much more.
00:00 Introduction
10:40 Nectar's Multi-Brand Approach in the Mattress Space
18:23 Building Custom Tools for Measurement
20:50 Differences Between Out-of-the-Box Tools and Custom Tools
24:04 Using Geo Tests to Validate Channel Performance
27:23 Measuring Efficiency and Performance Leading Up to a Holiday
35:01 The Importance of Process and Structure in Marketing
37:48 Benchmarking and Measuring Performance
44:20 Capturing Demand and Market Share
49:31 Building Custom Tools for Creative Analysis
55:37 Setting Up Tests and Analyzing Results
01:05:27 Optimizing YouTube Attribution and Engagement
01:10:07 Comparing Performance Across Platforms
01:13:02 Data-Driven Creative Optimization
Related episode: E001: A Deep Dive into Attribution and Measurement:https://youtu.be/2KGpQ7PAy9Y
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
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Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
Sign up to the 9 Operators newsletter here: https://9operators.com/
00:00 Introduction
04:40 The Background of a CEO in E-commerce
07:16 The Importance of Marketing Knowledge for CEOs
09:08 The Role of Content and Understanding the Attention Economy
12:01 The Importance of Survival and Longevity in Business
19:49 The Significance of Incrementality in Marketing
21:05 The Day-to-Day Responsibilities of a CEO
27:36 CEO's Involvement in Marketing and Budgeting
32:24 Collaboration between CEO and Marketing Team
33:06 Using Data Analytics for Marketing Optimization
35:05 The Role of Finance in Driving Growth and Profitability
37:25 The Future of Advertising: The Creator Economy
49:12Partnering with Creators and Leveraging Earned Media
56:16 Taking Big Swings: Investing in High-Profile Partnerships
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Mochary Method Curriculum: https://docs.google.com/document/d/18FiJbYn53fTtPmphfdCKT2TMWH-8Y2L-MLqDk-MFV4s/edit
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Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads
Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Haus.
http://Haus.io/operators
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
Sign up to the 9 Operators newsletter here: https://9operators.com/
This week we’re discussing how we’re planning and strategizing for Q4. We reflect on last year’s performance, what we’re iterating on, where we’re at in the planning process and how we’re preparing for the biggest time of the year.
00:00 Introduction
02:00 Building a Loyal Audience and Reflecting on Opportunities
07:10 The Importance of Taking Initiative and Showing Growth
13:46 Revenue Concentration in the Holiday Season
18:14 Creating Value and Exclusivity in Holiday Promotions
22:22 Product Launches and Kits for the Holiday Season
29:45 Consideration Period and Planning for Q4
33:26 Setting Revenue Targets and Understanding Marketing Channels
40:21 Flexibility and Innovation in Messaging and Offers
42:30 Inventory Management and Cash Flow Considerations
45:39 Measuring Incremental Impact of Marketing Spend
53:15 The Importance of a Well-Defined Plan and Continuous Optimization
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Motion.
Today on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time!
00:00 Introduction and Overview
18:06 The Philosophy Behind CRO
25:38 The Limitations of CRO
27:30 Balancing Profit Optimization and Brand Reputation
29:20 Interpreting Test Results Correctly
30:44 Short-Term Wins and Long-Term Goals
31:11 The Need for Better Understanding and Practices in CRO
34:27 Minimum Test Duration and Sample Size
37:17 Caution Against Prematurely Ending Tests
39:27 Running Desktop and Mobile Tests Separately
44:38 Considering the Impact on Different Segments of Traffic
48:52 Using Additional Data Sources and User Behaviors
01:11:29 The Importance of Merchandising in CRO
01:21:19 Exploring Free Shipping Thresholds and Customer Behavior
01:24:34 The Need for Thoughtful and Intentional Testing in CRO
01:29:24 Challenges of Running a CRO Agency
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Powered by:
Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads
Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Haus.
http://Haus.io/operators
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
Sign up to the 9 Operators newsletter here: https://9operators.com/
00:00 Introduction
02:49 Updates on Personal Projects
03:44 Discussion on Sweeps and Commercial Success
07:02 Product Launch and Inventory Management
10:49 Twitter Deep Dive on Creative Diversity and Reaching New Audiences
29:16 Pivoting to Appeal to Different Demographics
35:45 Navigating the Different Stages of a Business
38:07 The Importance of Newness and Creative Diversity in Mature Businesses
50:09 The Effectiveness of Different Content Types
52:33 Evaluating the Worth of Retargeting
01:02:54 Balancing Brand Building and Direct Response Marketing
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Powered by:
Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads
Prescient AI.
https://www.prescientai.com/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9
Sign up to the 9 Operators newsletter here: https://9operators.com/
00:00 Introduction and Catch Up
02:24 Drinks Discussion
06:36 Excitement about Potential Partnership
07:36 Discussion about Work and Summer Plans
08:31 Launches and Marketing Investment
09:59 Wildcat Video and Launch Strategy
11:22 Scaling Teams and Hiring
13:20 Forecasting and Inventory
17:39 Prime Day and Advertising Strategy
19:53 Prime Day Results and Future Plans
27:08 Incrementality and Advertising Strategy
34:16 Cost Caps and Budget Management
39:12 Navigating Advertising Platforms and Bidding Strategies
45:18 The Importance of Hiring and Team Building
58:23 Creating Effective Meeting Structures
01:08:12 The Value of a Clear Onboarding Process
01:13:22 Harnessing the Power of Real-Time Data in Marketing
01:16:07 The Excitement of A/B Testing
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Powered by:
Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads
Prescient AI.
http://prescient-ai.io/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Haus.
http://Haus.io/operators
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
Sign up to the 9 Operators newsletter here: https://9operators.com/
00:00 Introduction and Overview
09:26 Understanding and Managing Creative Fatigue
17:08 The Importance of Diversifying Ad Formats and Placements
25:26 Tracking and Analyzing the Performance of Ad Creative
30:06 The Power of Intentionality in Creative Strategy
34:18 Identifying and Leveraging Brand Benefits in Ad Creative
36:08 The Importance of Creative Diversity
43:47 Optimizing Ad Account Setup for Creative Diversity
58:21 Brands That Excel in Creative Diversity
01:05:19 Navigation Tests and Website Merchandising
Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA
Powered by:
Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads
Prescient AI.
http://prescient-ai.io/operators
Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc
Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9
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