Equation of Excellence Fermat Commerce

Join us for an insightful and entertaining conversation with Dan Pantelo, a 26-year-old entrepreneur making waves in the tech industry. In this episode, Dan shares his journey from a college SEO contractor to building a successful agency and eventually founding Marpipe, a revolutionary software company transforming catalog ads. Discover the secrets behind his success, the challenges he faced, and how he turned potential failures into incredible growth opportunities. Dan's story is a testament to the power of resilience, innovation, and staying true to one's vision.
Key Takeaways:
Dan's Early Career: How Dan transitioned from college gigs to running a performance creative agency for direct-to-consumer brands.The Birth of Marpipe: Learn how the inefficiencies in catalog ads led Dan to create Marpipe, a tool that gives brands creative control over their catalog ads.Innovative Product Development: Dan explains the journey of fine-tuning Marpipe's features to achieve product-market fit and the importance of listening to customer feedback.The Power of Catalog Ads: Discover why catalog ads are a game-changer for e-commerce brands and how Marpipe optimizes them for better performance.Advice for Young Entrepreneurs: Dan shares his wisdom on the importance of taking risks, staying focused, and the value of building a lean, efficient team.Show Notes:
Marpipe Website: marpipe.comFollow Dan Pantelo on Twitter: @DanPanteloMeta Performance Summit: Insights on catalog ads and ASC (Advantage+ Shopping Campaigns)WeWork's Area 51 Incubator: A pivotal part of Dan's early entrepreneurial journeyVideo DPA Innovation: The future of catalog ads with generative AI for video contentEpisode Highlights:
0:01 - 01:34: Rabah introduces Dan Pantelo, highlighting his achievements and background.01:35 - 07:21: Dan recounts his early days as an SEO contractor and how he scaled his agency.07:22 - 10:44: The transition from an agency to a SaaS company and the challenges faced.10:45 - 17:01: Understanding the intricacies of catalog ads and their impact on ad performance.17:02 - 24:31: The creation of Marpipe and how it enhances catalog ad visuals for better engagement.24:32 - 32:13: Deep dive into catalog ad testing and optimization strategies.32:14 - 38:04: Discussion on Video DPA and the future innovations in the space.38:05 - 45:33: Dan's reflections on his journey, advice for young entrepreneurs, and the importance of resilience.Don't miss this episode if you're keen on learning from a young, dynamic entrepreneur who's changing the game in e-commerce advertising. Tune in for a mix of practical advice, engaging stories, and a healthy dose of humor.

Summary
The conversation revolves around data measurement and mixed media modeling. The guests, John Snow and Michael True, discuss their background and how they got into the field of AI and machine learning. They talk about their journey in developing a model to predict where artists should tour and how COVID-19 shifted their focus to music streaming. They explain the importance of accurate measurement in the music industry and the challenges of measuring the impact of marketing spend. They introduce Prescient, their solution that helps measure the impact of top-of-funnel marketing channels on bottom-of-funnel results. They differentiate between multi-touch attribution (MTA) and mixed media modeling (MMM), highlighting the limitations of deterministic attribution and the benefits of probabilistic attribution. The conversation explores the concept of deterministic attribution and its limitations, as well as the importance of understanding the halo effect in marketing. The guests discuss the value of probabilistic attribution and how it can provide insights into the impact of different marketing channels. They also touch on the role of influencers and the potential for measuring their halo effect. The conversation concludes with a discussion on the importance of knowing your customer and using data to make informed decisions.
Takeaways
The guests have a background in AI and machine learning, with a focus on data measurement and mixed media modeling.They developed a model to predict where artists should tour, but shifted their focus to music streaming due to COVID-19.Accurate measurement is crucial in the music industry, especially with the diverse channels and platforms available.Prescient is a solution that helps measure the impact of top-of-funnel marketing channels on bottom-of-funnel results.Multi-touch attribution (MTA) is deterministic and focuses on individual user journeys, while mixed media modeling (MMM) is probabilistic and looks for statistical relationships between spend and revenue. Deterministic attribution has limitations and may not provide a complete understanding of the impact of marketing efforts.Probabilistic attribution can offer valuable insights into the halo effect and the impact of different marketing channels.Understanding your customer and their journey is crucial for effective marketing.Influencers can have a significant halo effect on brand awareness and sales.Data-driven decision-making is essential for optimizing marketing strategies.Chapters
00:00 Introduction and Background02:14 The Journey to Mixed Media Modeling04:35 The Importance of Measurement in the Music Industry07:46 Predicting Billboard Success with Mixed Media Modeling10:02 Meeting People Where the Puck's Going to Go15:10 Introducing Prescient: Measuring Top-of-Funnel Channels16:08 Understanding the Difference Between MTA and MMM22:15 The Limitations of Deterministic Attribution23:43 Uncovering the Halo Effect in Marketing29:37 The Role of Influencers in Driving Sales32:29 Knowing Your Customer for Effective Marketing35:45 Data-Driven Decision-Making in Marketing

GuestEric Seufert is an independent analyst, investor, and proprietor of the Mobile Dev Memo newsletter and podcast. He is a leading expert on mobile marketing, advertising, and the economics of free-to-play games. Seufert previously worked in strategic roles at companies like Rovio, Wooga, and Skype.
Summary
The conversation covers Eric's journey from finance to tech, his experience at Skype, insights into the freemium model, and the evolution of mobile gaming and advertising. It also delves into the state of mobile user acquisition, the impact of IDFA deprecation, and the transformation of Facebook to Meta. The conversation covers a wide range of topics related to digital advertising, marketing, and the role of the CMO.
It delves into the impact of IDFA deprecation, the metaverse, probabilistic attribution, and the function of excellence. Eric shares insights on value optimization, channel specialization, and the role of the CMO in driving sales and revenue growth. He also discusses the importance of balancing work and personal life, and the significance of doing what one enjoys. The conversation concludes with a discussion on where to find Eric and his consulting services.
Takeaways
Eric's diverse career journey from finance to tech, including his experience at Skype and insights into the freemium model.
The evolution of mobile gaming and advertising, the impact of IDFA deprecation, and the state of mobile user acquisition.
The transformation of Facebook to Meta and the challenges and opportunities in the digital advertising landscape.
The CMO role should focus on driving sales and revenue growth through performance advertising and brand advertising.
Achieving excellence involves doing what one enjoys and finding a balance between work and personal life.
Probabilistic attribution is a method for assessing the performance of advertising campaigns using data sets that can't be directly linked.
The impact of IDFA deprecation has led to a shift towards probabilistic attribution and a flight to quality in digital advertising.Eric's consulting services and insights can be found on Heracles Capital, Twitter, LinkedIn, and Mobile Dev Memo.
Here are the mentions from the transcript that should be added to the show notes:
Eric Seufert's Contact Information and Resources:   - Twitter: Eric Seufert (@ericseufert)   - Email: eric@hrcls.vc   - Website: Mobile Dev Memo   - Subscription Information: Mobile Dev Memo has a subscription tier for $8.99 a month, with enterprise packages for multiple seats.   - Mobile Dev Memo Features: Access to "Dark Pool" app store market intelligence tool and upcoming dashboard product for tracking app rankings across platforms and countries.
Discussion Highlights:   - Eric’s professional background and roles at Heracles Capital, Mobile Dev Memo, and consulting for larger companies.   - The focus of Heracles Capital on companies navigating privacy changes and infrastructure enhancing privacy technologies.   - Insights into the evolution of mobile user acquisition, particularly in response to iOS changes and the deterioration of identity targeting.   - Eric’s analysis of the Facebook and Apple ATT (App Tracking Transparency) impact on the digital marketing landscape and mobile economy.   - The shift towards probabilistic attribution in mobile marketing.
Important Concepts Explained:   - Probabilistic Attribution: A method for assessing advertising campaign performance using datasets that cannot be directly linked.   - Freemium Model: Leveraging zero marginal production costs in digital products to maximize market reach.   - Privacy Enhancing Technologies: Tools and methodologies helping companies navigate privacy-related frictions.
Additional Recommendations:   - Subscribe to the Geometry of Growth Newsletter mentioned by Rabah.   - Explore Mobile Dev Memo’s Dark Pool for app store intelligence.
These key points encapsulate the valuable content shared in the conversati

Summary
The conversation explores the use of AI in content creation and the impact on creativity and authenticity. The hosts discuss the challenges and benefits of short-form video content and the importance of storytelling and video progression. They also touch on the value of different social media platforms and the role of AI in advertising.
The conversation concludes with a discussion on the future of AI in content creation and the importance of human curation and taste-making.
In this conversation, the hosts discuss the future of AI-generated music and the importance of the artist's personality in the music industry. They also explore the role of content creation in B2B companies and the effectiveness of paid media in B2B SaaS marketing. The conversation highlights the need for experimentation, individuality, and perseverance in achieving excellence.
Takeaways
AI tools can be useful for generating ideas and automating workflows in content creation, but there is still a need for human creativity and authenticity.
Short-form video content requires careful attention to storytelling and video progression to engage and retain viewers.
Different social media platforms have different strengths and audiences, and it's important to consider the goals and target audience when choosing where to focus content.
AI can be a valuable tool in advertising, but it's important to use it in a meaningful and tactful way that aligns with the brand and maintains a human connection.
Taste-making and human curation will continue to be valuable in content creation, as they provide originality and authenticity that AI cannot replicate. AI-generated music is becoming more popular, but the artist's personality will still be a crucial factor in attracting fans.
Content creation is essential for B2B companies, as it allows for exponential growth and long-term impact.
Paid media may not be as effective in B2B SaaS marketing, and a focus on content creation can lead to better results.
Excellence is a function of grit, discipline, commitment, and knowing when to pivot or call it quits.
Sound Bites"Pop culture will always be the big thing, right? So you want to find topics that are just relatable to big audiences."
"Every single line should be adding new kind of context. And at the end of the day, you're telling a really good story, hopefully, right?"
"If I'm a DTC company and all I care about is getting more sales, then I'm probably leaning into TikTok Shop, right? Because that is the platform amplifying commerce right now."
"It's reflective of all your past experiences, all your interactions that you're having, new information that is coming in. And then you let your subconscious go to work and come up with something really unique."
"I think that's where music is gonna head is it's gonna be more about the person than the art."
"Every B2B company will have a content creator on their staff."

Summary
Drew Fallon, a former finance professional turned DTC entrepreneur, shares his journey from banking to e-commerce. He discusses the success of Mad Rabbit Tattoo, a beauty brand he co-founded, and the challenges he faced in the DTC space. Drew emphasizes the importance of financial rigor in e-commerce and introduces Iris, his new venture aimed at providing real-time financial insights for consumer brands. He highlights how Iris helps brands understand profitability and manage cash flow through data centralization. Drew also provides insights into the stock market, specifically discussing the potential of HIMS as a promising investment due to its subscription-based model and high margins. He concludes by sharing his thoughts on the importance of dedication and discipline in achieving excellence.
Takeaways
Starting in e-commerce requires understanding both marketing and financial management.The transition from banking to entrepreneurship can offer valuable perspectives.Financial rigor and real-time insights are crucial for scaling DTC businesses.HIMSS demonstrates how a subscription model in healthcare can mimic the high margins and retention rates of SaaS businesses.Dedication and discipline are key to achieving excellence in any field.Chapters
00:00 Introduction and Background01:50 Starting in E-commerce03:35 Early Success with Mad Rabbit Tattoo06:20 The Role of Financial Rigor in E-commerce10:40 Transition from Banking to Entrepreneurship12:55 Launching Iris18:00 How Iris Helps Brands Manage Financial Performance21:30 Insights on HIMS and the Stock Market28:10 The Importance of Contribution Margin35:45 The Challenges of DTC Businesses41:20 Drew's Equation of Excellence: Dedication and Discipline43:30 Where to Find Drew and Iris

In the world of marketing, much like gambling, we take calculated risks. We strategize, we forecast, and we adjust. Today on Decoded, we'll look beyond numbers and wagers through Blaise Pascal, whose thoughts, often poetic and deeply personal, remind us that at the core of all of our strategies lies a human touch. 
“GOOD IDEAS DON’T MATTER. GOOD PEOPLE DO.”
{00:07:11} - “A lot of magic happens when you allow yourself to be bored. I actually think that's when really interesting things come about.” - Rabah{00:11:05} - “When people ask me how much I should post on social media, that's not the right question. The question is, how many times can I post while generating value?” - Rabah{00:18:02}} - “In investing, you actually would rather be right once or twice really heavy. Whereas in marketing, it's the opposite. I want to figure out where I'm right and use it almost more of as experimentation to palpitate the elephant. And then when I do find a really awesome well to dig, then I'm going to put more rigs on that land and then keep doing that.” - Rabah{00:22:45} - “Having intersectional knowledge gets really, really interesting. That's when you can really find some big unlocks.”  - Rabah