Brand Collabs and Purchase Consideration Cycles

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Measurement Talks

25 episodes

1 week ago

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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Marketing

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Brand Collabs and Purchase Consideration Cycles

Measurement Talks

30 minutes 22 seconds

1 year ago

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.