Retail Strategy and Measurement in a Post-Cookie World

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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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Business

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Marketing

Business

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Retail Strategy and Measurement in a Post-Cookie World

Measurement Talks

42 minutes 17 seconds

1 year ago

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.