Growth / Media

What initially looked like a reporting problem turned out to be partly an execution problem too. Work that had been produced wasn’t consistently reaching market. Older assets were still carrying significant delivery.

We were significantly increasing our investments in digital media, but we didn’t have transparency on all of the fees that we were paying.

"Incrementality doesn't replace attribution. It verifies it... Dr. …

[..] (Brand President) explains how they tested Meta’s impact by turning it off, how they think about LTV in a low-frequency category

There will be a deep dive on the role of creators and influencers, a deep dive in the role of retail media and commerce, and finally, a huge understanding of alternative models on how you drive all of that into attribution in terms of sales and transactions,

One of the most eye-opening findings is how much traditional last-click reporting undervalues awareness and interest channels,

[show notes] "Move beyond platform-native reporting and make attribution decisions you can defend internally... they unlocked +19.7% more revenue and a >500% RO[I]."

"The algorithm optimizes for the platform's definition of success (engagement, reach), not yours (the right person taking the right action)... The bigger the budget, the more 'Advantage+ tax' you're quietly paying for the convenience of letting Meta decide."

"This week I caught a Performance Max campaign quietly shifting the majority of spend from search to display, driving traffic to an obscure blog post from years ago... The result? Wasted budget and time tracking down why performance tanked. …

"I'm the founder of a profitable DTC business with $16M+ in sales. Last month, I fired our ad agency and took over Meta myself... Their reporting was rarely actionable and the creative lived in silos so learnings weren't useful …

[show notes] At least on TV the "wastage kind of comes free, right?" he says. "Anyone outside your target audience you don't really pay for, while on digital you pay for every single impression, even if it isn't on target."

I got handed an $800K growth budget at Morning Brew and was told to find places to spend it. So we started testing: YouTube sponsorships, TikTok when it came around, sponsoring IG creators, anything that had a shot at driving newsletter subscribers at scale for our topline goals. TikTok actually worked well for us early on. …

One thing I wasn't prepared for when I stepped into the CMO role is how much time you spend explaining how marketing works across the org. Over the last few years I've spent many planning cycles explaining things like: 1. Why you really can't run a paid campaign only targeting 20 individual contacts 2. …

"We are spending money on tokens, building all these agents, and we are either going to do things faster or drive better results - you should get a better top line or a better bottom line, or both. We have had a close partnership with the finance team to really look at how we measure that."

You’ll own strategy for an eight-figure media investment, partner closely with brand, sales and eCommerce teams, influence senior stakeholders, and help define how we use the latest capabilities across Sponsored Ads, DSP, AMC and emerging retail media solutions to drive profitable growth.

“Incrementality is a buzzword,” he says, “but it truly has the potential, if cracked, to make a big impact on overall P&L.”

"Every time something went wrong with our Meta ads, we lost $15,000 before anyone could fix it. We spend $5,000 a day. And it took three days to resolve a single issue …

With my role, I have to be as efficient with our spend as possible,

"I'm digging into marketing mix modeling (MMM) not just as a reporting tool, but as a way to guide business decisions... should brands lean into open-source solutions or invest in fully in-house approaches?"

[company] VP [..] and Analytic Partners Director [..] reveal how marketing mix modeling replaced guesswork with confident investment decisions.

It caught that tracking parameters had been silently wiped from every live ad. I would have found that weeks later inside a broken attribution report.

I used to have a bottleneck problem. My team would pull reports from Shopify, stare at spreadsheets, and then wait for someone with data skills to actually analyze what was happening. That waiting killed our speed.

Rather than one person being the 'data monkey' for the team and communicating that data up the chain