Ep 14: Black Friday Anticipation in DTC

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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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Ep 14: Black Friday Anticipation in DTC

Measurement Talks

22 minutes 54 seconds

1 year ago

Ep 14: Black Friday Anticipation in DTC

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.