MBA Training Marketing

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MBA Training Marketing. Daily strategy in brand, growth, performance and MarTech, for marketing leaders and aspiring CMOs. New episode every day at mba-training.com.

  1. 1d ago

    Price promotions: why 75% can't say which discounts pay

    Brands spend about twice as much on price promotions as on paid media, yet 75% of 250 UK consumer goods leaders surveyed by Censuswide for Les Binet and Kantar's Dom Boyd can't estimate which promotions make money. The episode weighs practitioners' faith in discounts against margin data, including a Nielsen analysis where nearly two thirds of 300 million promotions lost money, and argues for adjusting promotions rather than abolishing them. You'll learn how the promotion dependency spiral erodes pricing power, why judging promotions over less than 13 weeks hides the hangover, how econometrics puts promotions and advertising on the same basis, and how to bring your CFO a list of loss-making promotions to cut. 0:00 Binet and Kantar price promotion research 1:14 Promotion hangover and the dependency spiral 3:12 Brand strength versus discounts: the evidence 5:13 Econometrics and the six-step promotion plan 6:05 Making the case to cut promotions 7:19 Black Friday measurement and first steps

  2. 4d ago

    TikTok Buy Direct: who owns liability in agentic ads

    TikTok announced eight products at Advertising Week New York, including Buy Direct one-click checkout in the For You feed, a conversational Shopping Assistant, Agentic Leads and US access to the TikTok Ad Network built from Pangle. The position here: the real story is not the checkout button but the shift of product answers, qualification and transactions into systems TikTok runs, while the brand stays merchant of record for tax, refunds and disputes. You leave knowing how to treat TTAN as a separate channel, what the DoubleVerify and IAS controls do and do not prove, why GMV Max adding commissions and coupons breaks your benchmarks, and why auditing stock, sizing and shipping fields comes before any eligibility test. 0:00 What TikTok actually launched at Advertising Week 0:55 TikTok Ad Network and 400,000 outside apps 2:09 Shopping Assistant errors and merchant of record 3:48 Agentic Leads, Smart+ and GMV Max changes 5:02 Is agentic commerce ready, or a pilot 6:51 Attribution loss and auditing your product feed

  3. 6d ago

    Creator agency fees: only 42% are fully transparent

    Where does creator budget actually go, and why do hidden agency margins, AI content measurement and publisher-sold GEO all arrive in the same week? The position here is that each one is an intermediary being asked the same three questions: what unit was counted, who counted it, and how much money passed through to the people doing the work. The ISBA poll, TrinityP3's 35% versus 60% talent split, SPUR's five telemetry events, Future and Ziff Davis selling GEO, the Ahrefs llms.txt data and MIT Sloan on Alturas Capital Partners all sit in that frame. You leave able to audit an invoice on unit, counter and pass-through, test an AI visibility vendor against cited, displayed and engaged, and write an AI use declaration into creator contracts. 0:00 Only 42% of creator fees are transparent 1:23 Bundled versus unbundled: 35% or 60% to talent 2:34 SPUR's five AI content telemetry events 4:41 Publishers selling GEO and the llms.txt problem 6:18 In-house AI and agency pricing after Alturas 7:53 AI use declarations for creator contracts

  4. Oct 2

    ChatGPT ads: the measurement gap capping budgets

    Seven months after ads launched inside ChatGPT, should a brand move real money in? The position here is no, not yet. Digiday reported Accuracast seeing zero conversions on a UK lead generation campaign for two weeks, and roughly 100 platform clicks against 20 of its own. Other agencies, including AdRoll and Jellyfish, report timing lags of 24 to 36 hours rather than missing data, and many advertisers never switched tracking on because legal teams will not sign OpenAI's tracking terms. You leave with a way to test without trusting the platform's own counting: a geographic holdout, KPIs defined in advance, a legal decision date on the tracking terms, and two signals to watch, named third-party measurement partners and stable cost per acquisition from conversion-optimised bidding. 0:00 Zero conversions reported inside ChatGPT ads 1:38 Who disagrees: late data versus missing data 2:16 The tracking terms catch-22 with legal 3:05 Bidding on clicks while inventory swings 4:59 LiveRamp, AppsFlyer and third-party measurement 6:37 Set a measurement framework before you spend

  5. Oct 1

    Fund approved lists: how selectors really decide

    Winning a place on a platform approved list or consultant buy list is the distribution chokepoint for asset managers, so why do polite quarterly meetings with a consultant almost never produce a rating? The position here is blunt: three meetings moves you from stranger to acquaintance, and acquaintances do not get allocated. Selectors are not comparing you to cash, they are comparing you to the manager they would have to fire. You come away able to write the one sentence a selector can take to committee, audit whether your site and fact sheets show up when an analyst searches a specific strategy, prepare for operational due diligence, and ask a consultant which incumbent they are least happy with. 0:00 Approved list cuts after eleven years 0:37 What a fund approved list is 1:22 Why three consultant meetings fail 2:27 Marketing's role in selector research 3:24 Operational due diligence and the plumbing 3:51 Mapping the vacancy before you pitch

  6. Sep 30

    Bind rate: why 70% of insurer quotes never close

    Direct-to-consumer insurers can report quote volume to three decimals, but most cannot say which funnel stage kills the sale. This episode argues the loss sits in the four or five unmeasured steps between showing a price and charging a card, including the identity and eligibility re-entry screen that cost one motor insurer eighteen percent of buyers because no team owned it. You come away able to measure bind rate stage by stage, weigh HubSpot's B2C cost per lead figures against the seventy percent that evaporate, apply MIT Sloan Management Review's point that recovering existing intent beats new demand, and fix the ownership gap between product, marketing and underwriting. 0:00 Why 70% of insurance quotes never bind 0:49 The identity and eligibility re-entry screen 2:03 Cost per lead and top-of-funnel vanity 2:53 Recovery rate beats buying new demand 3:22 Who owns the whole quote journey 3:57 Map your last thousand quotes

  7. Sep 29

    Buyer preference: the metric B2B dashboards miss

    Why do marketing dashboards show green arrows while pipeline stays soft? Drawing on Forrester research, this episode argues that B2B teams have piles of engagement data (opens, clicks, dwell time) and no read on whether buyers actually prefer them to a rival. Three beliefs get tested: that more tracking improves decisions, that last-click attribution is dead, and that brand is unmeasurable fluff. You leave able to separate activity metrics from preference, see why multi-touch attribution repeats the last-click error, and read branded search conversion data from HubSpot with vendor bias in mind. The closing move: call ten buyers who chose a competitor and ask when their preference formed. 0:00 Forrester on engagement data versus buyer preference 1:07 Why more tracking makes forecasts worse 1:54 Last-click and multi-touch attribution both miss 2:50 Brand builds the preference performance harvests 3:55 Calling closed-lost buyers to find preference

  8. Sep 27

    Creator equity deals: why flat fees are losing

    A creator crosses out the flat fee on a beverage brand's term sheet and asks for two percent of the product line instead. Is that a negotiating tactic or a structural change in how brands buy audience? The position here is that it is structural, and CMOs who haggle the percentage down will miss that a creator with shares behaves differently from a contractor counting down a ninety day exclusivity window. You walk away with the three line contract stack of fee, usage rights and exclusivity, Forrester's read on brand-creator equity becoming a named budget line by 2026, the MrBeast and Feastables comparison, and rules on equity caps, vesting tied to attributable revenue, and rewriting exclusivity clauses. 0:00 Creator asks for equity, not a fee 0:41 Inside the standard influencer contract stack 1:43 Forrester data on brand-creator equity deals 2:21 Dilution and control: where equity breaks 2:52 Feastables and the next version of ownership 3:24 Equity caps, vesting and Monday actions

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MBA Training Marketing. Daily strategy in brand, growth, performance and MarTech, for marketing leaders and aspiring CMOs. New episode every day at mba-training.com.

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