In this episode of Measurement Talks, the speakers discuss the excitement around attending and speaking at the Whaley's event in New York. The conversation then shifts to the topic of meta performance analysis, sharing insights on the impact of performance volatility on advertisers and strategies to mitigate it. The discussion also explores creative marketing strategies, exemplified by Warby Parker's innovative campaign during a solar eclipse, and the importance of using survey information for understanding both current customers and potential new audiences. Practical advice is shared on adapting marketing strategies based on comprehensive feedback and leveraging unique opportunities for brand growth and awareness.

Timestamps:

‍00:00 Welcome to Measurement Talks: Live from New York!

‍00:11 Preparing for the Whaley's: Speaker Insights and Expectations

‍00:53 A Deep Dive into Meta Performance Analysis

‍02:13 Strategies for Managing Ad Volatility and Performance

‍04:36 Leveraging Real-Time Data for Empathy and Understanding in Marketing

‍08:15 Creative Marketing: The Warby Parker Eclipse Glasses Campaign

‍12:42 Exploring Product-Led Growth and Innovative Brand Strategies

‍26:10 The Power of Non-Customer Surveys in Shaping Marketing Strategies

‍30:08 Wrapping Up: Tactical Insights and Future Directions

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, Bryan discusses his experiences at a recent intimate marketing event in Aspen, where he had the opportunity to interact with C-suite level marketing professionals and founders from various brands. Bryan shares insights on the challenges of snowboarding in Aspen compared to the West Coast, but the focus shifts to the core discussions around media mix diversification, the search for low-cost per mille (CPM) advertising opportunities, and the importance of an omnichannel strategy. He delves into the complexities of managing ad campaigns across different platforms, including Meta, Amazon, and more, highlighting issues like overspending, the unpredictability of algorithmic ad placements, and strategies for ensuring incremental gains in brand visibility. Bryan also stresses the significance of using data effectively to inform advertising decisions and maintain a balance between achieving scale and building a resilient business foundation.

Timestamps:

‍00:00 Welcome to Measurement Talks: A Ski Adventure

‍00:13 Navigating the Slopes and Event Insights

‍01:21 Diving Deep into Marketing Strategies

‍03:21 Exploring the Complexities of CPM and Campaigns

‍06:57 The Meta Conundrum: Algorithmic Challenges and Solutions

‍19:04 Amazon Advertising: Strategies for Incremental Growth

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, the hosts discuss insights from Dr. John Snow's study on Meta's declining advertising performance, diving into the nuances of attribution models versus deterministic analysis. A significant focus is placed on exploring alternative advertising channels beyond Meta, emphasizing the importance of diversifying ad spend across various platforms such as Reddit, Live Intent, and more traditional marketing channels. The dialogue also delves into strategies for audience segmentation, effective message delivery for different demographics, and the value of personalization in advertising. Additionally, the conversation touches on the challenges and opportunities presented by Meta's lack of clear communication regarding internal tests and attribution issues.

Timestamps:

‍00:00 Welcome to Measurement Talks: Diving into Meta's Performance Mysteries

‍00:10 Unraveling the Meta Performance Puzzle: Insights and Analysis

‍02:56 The Humor in Marketing Metrics: A Light-Hearted Interlude

‍03:42 Exploring Attribution Challenges and Theories in Digital Marketing

‍10:58 The Quest for New Marketing Channels: Beyond Meta and TikTok

‍24:31 Mastering Audience Targeting: Incremental Audiences vs. Conversion Optimization

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, we dive into the latest developments in the industry, kicking off with a discussion about Google's release of an open source marketing mix modeling (MMM) model. Our expert, Bryan, shares his enthusiasm for open source models and their implications on the field, speculating on Google's strategy as they navigate away from third-party cookies. Bryan delves into the motivations behind such releases, suggesting it's a sign of ongoing investment and innovation in transparency and measurement. He explains that these tools, traditionally reserved for enterprise-level use, are becoming more accessible, which points to a larger trend of resource allocation and attention to this sector. Tune in to hear our in-depth analysis on how this open source model could impact the future of marketing analytics.

Timestamps

[00:02:49-00:03:00] Media mix modeling capabilities.

[00:04:05] YouTube measurement sophistication.

[00:09:22-00:09:32] Meta overspend bug impact.

[00:12:58-00:13:09] Weathering market volatility.

[00:17:07-00:17:17] Klaviyo agency backlash.

[00:21:48-00:21:59] SaaS's dirty secret.

[00:23:49-00:24:09] Agency relationship importance.

[00:29:52-00:30:02] Community for ecom.

[00:31:34] Retail Measurement Strategy

[00:35:01] Retail strategy phases.

[00:39:59] Omnichannel strategy salad.

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, we dive into the latest in digital marketing news, focusing on two significant topics: TikTok attribution and the reliability of Facebook's attribution model. We discuss the intriguing results of a spicy poll on the trustworthiness of Facebook's data. Additionally, we address the recent issue of users being consistently logged out of their Facebook accounts, highlighting the discovery that a Google Chrome extension was the culprit. Our guest shares personal experiences with the problem and how it was ultimately resolved, underscoring the importance of being cautious with the browser extensions you install. Tune in for an insightful discussion on these pressing matters in the world of online marketing.

Timestamps

[00:00:36] Facebook logout issue.

[00:04:54] E-com SaaS opportunity.

[00:10:07] TikTok attribution issues.

[00:15:48-00:15:59] Cross-device tracking benefits.

[00:20:16-00:20:26] TikTok attribution strategies.

[00:24:29] Match market testing.

[00:27:15] Meta attribution debate.

[00:31:00] Meta ad performance discrepancy.

[00:37:01] Navigating Ad Performance.

[00:40:54] Incrementality vs. Attribution.

[00:43:58] Facebook ad spend logic.

[00:47:01] Certainty in Marketing.

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, the hosts discuss recent issues with Facebook advertising performance, specifically on Valentine's Day. They dive into how Meta over-delivered on cost cap campaigns, affecting both cost cap and auto bidding campaigns with inflated CPMs by over 1500%. The hosts share insights on the impact of this bug on ad delivery and spending.

Timestamps

[00:02:29] Facebook's auction dynamics.

[00:05:18] Collaborative D2C index insights.

[00:10:12] Changing Consumer Behavior.

[00:12:59] Amazon advertising strategy insights.

[00:17:39] Brand protection and search optimization.

[00:20:08] Knockoff products on Amazon.

[00:24:42] The rise of AI in marketing.

[00:29:50] Chinese manufacturers disrupting industries.

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, 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, 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, Rishab, and Bryan provide an update on the previous discussion about Shopify audiences and their scalability. They clarify that Shopify audiences are not bringing in new audiences that Facebook doesn't already know about, but rather setting guardrails on the existing user base on Facebook and Instagram. The hosts also discover that Shopify audiences can be integrated into Pinterest and TikTok as well, potentially benefiting from their less sophisticated ad auctions. They discuss how Meta has the best ad auction in terms of understanding audience intent and likelihood to purchase. However, there is a concern that as these audiences scale up, they may become less efficient and susceptible to fraud. The hosts tease that they have put this to the test and will reveal their findings in the next episode.

CHAPTERS

[00:00:40] Shopify audiences on multiple platforms.

[00:05:14] Shopify audience performance.

[00:09:41] Elections

[00:13:50] Resetting properties and pixel ID.

[00:16:00] Algorithmic curiosity.

[00:19:13] Creating new ad accounts.

[00:23:09] Siloed measurement for holiday season

[00:28:38] Consumer behavior and CPMs.

[00:30:15] Campaign performance on different days.

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.

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In this podcast episode, the hosts discuss their recent trips and how it has revitalized them. They then switch gears to the current earning season for advertisers and how big tech companies like Facebook and Google are performing well. They highlight the increase in ad impressions and the decrease in average cost per impression, which is good news for advertisers. However, the hosts share their own experiences as advertisers and mention that while their CPMs have decreased, their cost per clicks have increased. They speculate that this might be due to new multi-user placements on platforms like Facebook and Instagram.

CHAPTERS

[00:02:19] Earnings season and advertiser optimism.

‍00:04:09] CPM decrease and cost per click increase.

[00:09:25] Reels as effective CPA delivery.

[00:11:32] Incrementality study and ad placements.

[00:17:42] Creative diversification and performance.

[00:19:11] Finding wins and grouping ads.

[00:22:03] Offline conversions API.

[00:25:30] Using in-platform data effectively.

[00:30:42] Trusting the Meta attribution signal.

[00:32:27] Higher conversion rates outweigh CPCs.

[00:38:19] Shopify's ad tech strategy.

[00:40:18] Shopify selling audience data.

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, we dive into the topic of Meta's Force for MMM data. They discuss how Meta is aiming to make their data more accessible to agencies, platforms, and brands for marketing mix modeling (MMM). They highlight a recent update from Igor Skokan, the marketing science director at Meta, who announced that Meta has started rolling out their marketing mix modeling data. This allows all business manager accounts to access simple exports from the reporting tab, providing pre-configured fields for ad hoc reports that can be used in MMM models. Tune in to learn more about this exciting development in MMM data accessibility.

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, we discuss 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.

CHAPTERS

[00:00:27] Impact of Facebook shops.

[00:04:33] Facebook Discount Controversy.

[00:07:26] The future of Meta Shops.

[00:11:14] Shopify vs. Salesforce conversion rates.

[00:14:45] Meta Pay vs Shop Pay.

[00:19:53] Google Analytics 4 feedback.

[00:22:31] Marketing and finance marriage.

[00:24:56] Contribution Margin Dollars.

[00:28:14] Profitability over top line.

[00:31:36] Financial Awareness and PNL.

About this episode:

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.

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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.

About this episode:

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?

About this episode:

In this episode we describe how to design an experiment to study the effectiveness of your marketing. Specifically we’ll talk about when how how to use incrementality and how that fits in to when you should deploy a certain type of measurement.

About this episode:

In this episode we will walk through the different attribution settings on Meta, and how to use them. Should you use 1 day click, 7 day click, and how should you optimize the use of the different settings for your business?

About this episode:

This episode is an introduction on what we cover in this series, and a little bit about who we are, and why we’re excited about producing this content for marketers.

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About this episode:

In the ever-evolving world of marketing, understanding the impact of your efforts is crucial to success. Join us as we dive deep into the fascinating realm of marketing measurement with "What is the Difference Between Attribution, Experimentation, and Modeling?" This episode is designed to enlighten marketers, analysts, and business owners alike on the distinctions and interconnectedness of these three powerful analytical approaches.

About this episode:

As a marketer or business owner, you've likely encountered discrepancies between Google Analytics and Meta (formerly Facebook) Ads data, leaving you puzzled and wondering which source to trust. In this episode, we delve into the reasons behind these inconsistencies and guide you in making sense of the conflicting data.