Measurement Talks

Measurement Talks
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Measurement Talks is a series on using measurement tactics to profitably grow your consumer brand by Bryan Cano and Rishabh Jain. There is no more difficult and important topic than measurement. We will cover things both based on hard facts of how various platforms work, and opinions of how you can use them best in your business. Every episode is guaranteed to offer you actions you can take in your business. Bryan was the Director of Efficacy at Kargo where he led media strategy and measurement to deliver desired outcomes for Fortune500 retail and eCommerce brands. Now, he leads marketing f

  1. 2024. 06. 21.

    The Measurement Trifecta: Using Attribution, Incrementality, and MMM

    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.

    24분

  2. 2024. 05. 22.

    SaaS Pricing and Enterprise Value

    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.

    35분

  3. 2024. 05. 14.

    Unlocking Enterprise Value: Insights on SaaS Pricing and Vendor Partnerships

    This detailed discussion between the hosts explores diverse perspectives on SaaS pricing, sparked by a debate that gained traction on Twitter. The crux revolves around frustration over deceptive pricing tactics and the belief that software costs should decline over time, spurring competition on price. There's a focus on customer value, the necessity of predictability in pricing, and how vendors can differentiate by bundling services. The conversation shifts to strategic hiring within SaaS and DTC businesses, emphasizing how hiring decisions impact both customer satisfaction and a company's enterprise value. The dialogue underscores the importance of aligning hires with enterprise goals and the utility of viewing roles through the lens of contribution to growth and profitability, ultimately advocating for a strategic approach to both pricing and team expansion to drive business value. Timestamps: 00:00 Welcome and Introduction to the Pricing Debate Discussion 00:05 Deep Dive into SaaS Pricing Debate Insights 03:24 Exploring Personal Perspectives on SaaS Pricing 03:51 The Importance of Predictability in Pricing 05:28 Navigating Vendor Relationships and Pricing Strategies 10:24 Leveraging Strategic Partnerships for Business Growth 24:15 The Art of Hiring and Building a Team for Success 30:41 Understanding Enterprise Value in SaaS and DTC 43:24 Concluding Thoughts on Enterprise Value and Strategic Investment 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.

    44분

  4. 2024. 05. 13.

    Unconventional Data Analysis: Exploring Google Trends

    In this episode, the hosts explore the Q1 earnings season, focusing on Meta's unique standing as the only stock that dropped while others surged. They delve into Wall Street's repeated underestimate of Zuckerberg's strategies and pivot to a deeper analysis of Meta's ad metrics. Insights on the cost of impressions, daily and monthly active users, and ad pricing trends across different regions are shared, highlighting the sustained user growth on Meta platforms despite public skepticism. The discussion also covers the strategic implications of ad cost changes in North America, Europe, Asia Pacific, and worldwide, providing listeners with valuable data for planning international expansions and understanding market demands. Additionally, the episode touches on the importance of understanding profitability versus profitable growth, the significance of maintaining market presence, and innovative ways to utilize Google Trends for marketing strategy adjustments. 00:00 Diving Into Q1 Earnings: Meta's Unique Position 00:51 Deep Dive: Analyzing Ad Metrics and User Growth 01:40 The Impact of Ad Impressions and Cost Changes Across Regions 06:16 Understanding Consumer Sentiment and Marketing Strategies 06:58 The Art of Balancing Profitability and Growth in Marketing 12:04 Leveraging Google Trends for Strategic Marketing Insights 21:24 Exploring Channel Incrementality and Testing New Marketing Channels 34:08 Concluding Thoughts on Marketing Strategies and Channel Testing 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.

    34분

  5. 2024. 04. 18.

    Brand Collabs and Purchase Consideration Cycles

    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.

    30분

  6. 2024. 04. 11.

    Amazon Incrementality: Deep Dive Into How To Run Incremental Amazon Ads

    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 GrowthOur 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.

    27분

  7. 2024. 04. 09.

    Channel Diversity: How To Think About New Channels Past Meta

    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.

    33분

  8. 2024. 03. 19.

    Retail Strategy and Measurement in a Post-Cookie World

    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.

    42분
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Measurement Talks is a series on using measurement tactics to profitably grow your consumer brand by Bryan Cano and Rishabh Jain. There is no more difficult and important topic than measurement. We will cover things both based on hard facts of how various platforms work, and opinions of how you can use them best in your business. Every episode is guaranteed to offer you actions you can take in your business. Bryan was the Director of Efficacy at Kargo where he led media strategy and measurement to deliver desired outcomes for Fortune500 retail and eCommerce brands. Now, he leads marketing f

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  • 제작진
    Measurement Talks
  • 방송 연도
    2023년 - 2024년
  • 에피소드
    25
  • 등급
    무삭제판
  • 저작권
    © Measurement Talks
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    Measurement Talks