Measurement Talks

In this episode, Rishabh and Bryan discuss the recent success of Black Friday and Cyber Monday for their company. They reveal that after a few months of a slump, they experienced record-breaking numbers and a 19% increase in revenue compared to the previous year. They also compare their growth to the overall category, mentioning that Shopify also had a 19% increase but includes new merchants in their numbers. Overall, Bryan and Rishabh reflect on their positive results and the importance of benchmarking against the industry.

[01:35] Channel strategy and pricing.

[05:24] The power of discounts.

[08:05] Extending pricing and promotions.

[13:56] CPC and ad auctions.

[14:59] Ad auctions and cost per click.

[18:20] Presenting data in debates.

[23:31] An experiment in incrementality testing.

[25:44] Good enough at every stage.

[29:16] Setting and executing a growth plan.

[34:19] Long-term planning strategies.

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood. 

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.

In this episode of Measurement Talks, Rishabh and Bryan discuss the relationship between advertising on Facebook and generating revenue on Amazon. They delve into the complexities of understanding the halo effect and the incrementality of ad spend, shedding light on how consumer behavior, advertising optimization, and Amazon's attribution links come into play. They also explore the challenges and decision-making processes involved in maximizing sales and contribution margins through Amazon, emphasizing the importance of measurement and incrementality testing to make informed business decisions. 

Chapters

[00:00] Reconnecting and Consumer Confidence

[00:34] Strong November Start and Black Friday Strategy

[01:28] Optimism About the American Consumer

[02:19] Consumer Behavior and Deal Shopping

[04:51] Incrementality Study vs. Split Test

[06:13] The Significance of Incrementality

[08:52] Impact of Ads on Amazon Revenue

[14:44] Leveraging Amazon's Halo Effect

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, most profitable DTC companies, Nood. 

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.

TIMESTAMPS

[00:02:08] Accessibility of MMM data.

[00:04:32] Automated holdouts for incrementality.

[00:08:44] Marketing tools and pricing.

[00:11:11] Klaviyo as a customer data platform.

[00:15:10] Decrease in costs using Klaviyo.

[00:19:29] Privacy-focused tech stack.

[00:22:17] New vendors filling data gaps.

[00:24:28] Precedents in data privacy.

[00:28:07] Privacy and accountability in advertising.

[00:30:43] Wild West of company precedents.

Our promise to you: Every episode will have actions you take back to your business.

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood.

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.

In this episode of Measurement Talks, the host discusses the recent layoffs at Meta's marketing science team, which includes Bernardo Lara, one of the co-authors for Meta. The host expresses concern and raises the question of whether Meta is seeing a surge of vendors providing measurement solutions, making it more cost-effective to let the market do its thing. The episode concludes with a discussion on what this means for Meta's position in the market.

TIMESTAMPS

[00:00:14] Marketing Science Team Layoffs.

[00:03:27] Restructuring of Marketing Science Team.

[00:06:30] iOS 17 Tracking Update.

[00:09:57] First-party data ownership.

[00:13:37] SAS attribution challenges.

[00:16:24] The future of CMOs.

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo, and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood. 

Rishabh led new business at LiveRamp, the largest provider for online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enable content native shopping that has no attribution loss.

In this episode, Rishabh & Bryan discuss their experience at the Facebook Performance Marketing Summit and highlight the importance of measurement for unlocking performance. They also delve into the recent Apple announcement of new privacy features that were overshadowed by the release of their new AR headset. The hosts discuss the potential impact of these privacy features on the advertising industry.

CHAPTERS

[00:01:53] iOS 17 privacy impacts.

[00:03:25] UTM tracking params and Apple.

[00:08:26] Clean rooms for privacy-safe tracking.

[00:10:25] Server-to-server integrations.

[00:14:09] Media mix model for brands.

[00:17:14] Measurement and guidance in advertising.

[00:20:38] Measurement beyond analytics.

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo, and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood. 

Rishabh led new business at LiveRamp, the largest provider for online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enable content native shopping that has no attribution loss.

In this episode, the hosts discuss the impact of Facebook shops on e-commerce marketing and measurement. They touch on two viral tweets that raised concerns about Facebook's impact on brand websites and discuss their own experiences with Facebook web and shop optimization campaigns. They share their success with these campaigns, including spending upwards of $26,000 per day on one campaign alone. The hosts highlight the importance of testing and scaling these campaigns to drive sales and improve performance.

Our promise to you: Every episode will have actions you take back to your businessBryan was the Director of Efficacy at Kargo, and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood. Rishabh led new business at LiveRamp, the largest provider for online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enable content native shopping that has no attribution loss.

On this episode, the hosts discuss the impact of changes in the ecosystem on measurement. They talk about Facebook's announcement of offline conversions being integrated into the platform for a better feedback loop and performance optimization. They delve into the benefits of this development for retailers and D2C businesses, and how it could improve in-store sales tracking and data attribution. The hosts also touch on their personal experiences and use-cases with offline events and aggregates events manager.

TIMESTAMPS

[00:00:22] Offline conversions on Facebook.

[00:03:52] Facebook's forced checkout experience.

[00:07:25] Facebook's low CAC.

[00:11:05] Measuring cross-channel impacts.

[00:14:43] Retail media and point-of-sale data.

[00:18:40] Overspending $40k in ads.

[00:22:52] Recovering from ad revenue loss.

[00:28:19] Optimized Cost Per Impression.

[00:31:18] Facebook's ad auction recovery.

In this episode we describe how you can design simple studies to understand whether the way you are using your acquisition channel is driving incremental revenue? We cover things like: how to decide whether a vendor is providing lift? How do you know the right settings for your channel? How do you decide whether to activate a new channel?

Our promise to you: Every episode will have actions you take back to your business