Measurement Talks – Details, episodes & analysis

In this episode, the hosts dive into the latest developments and their hands-on experiences in marketing measurement, particularly focusing on insights shared at the recent Metta Performance Summit. They discuss the advantages of using various measurement tools like Triple Whale, Prescient AI, and House, and their impact on business strategies. Through practical examples, they elucidate the implementation of media mix models, incrementality testing, and attribution methods, emphasizing the need for continuous testing and adaptation in a rapidly changing market. The episode also explores strategic shifts from awareness generation to demand capture on platforms like Meta, highlighting the dynamic nature of marketing attribution and strategy refinement.

00:00 Back in the Saddle: Kicking Off the Discussion

00:12 Metta Performance Summit Highlights

01:06 Exploring Measurement Tools: Triple Whale, Prussian AI, and House

02:48 Running Experiments and Analyzing Results

11:56 Cost-Cutting vs. Incrementality Tests

18:15 Shifting Strategies: Awareness to Demand Capture

22:24 Leveraging Competitor Awareness and Future Strategies

22:58 Conclusion and Future Insights

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.

This podcast episode delves into a rich discussion on SaaS pricing sparked by a Twitter debate between Sean and Tomer, exploring the nuances of pricing strategies, vendor transparency, and the impact on customer relationships. The conversation extends into the philosophies behind hiring for SaaS companies, emphasizing the importance of building enterprise value through strategic hires and customer experience. Moreover, it covers the significance of predicting and analyzing which aspects truly drive a business's enterprise value, whether it be product innovation, brand awareness, or market positioning, with a particular focus on DTC brands and their unique valuation metrics compared to SaaS businesses.

00:00 Welcome and Introduction to the Pricing Debate Discussion

00:05 Deep Dive into the SaaS Pricing Debate

03:51 Brian's Perspective on Pricing and Business Strategy

08:10 Exploring Vendor Relationships and Strategic Partnerships

15:09 The Importance of Being a Top Customer to SaaS Vendors

24:15 Strategies for Hiring and Building a Team

30:41 Philosophical Approaches to SaaS and DTC Business Growth

43:24 Concluding Thoughts on Enterprise Value and Hiring

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, 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.

n 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.

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, 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. 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.

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.