Today we have Jared Brody on the show, Executive VP of Marketing at Resident, owner of brands such as Siena, Nectar, Awara, DreamCloud and Cloverlane. We’re talking having a mutli-brand approach, attribution, custom-built attribution tools, how to use data to drive your decisions and much more.

00:00 Introduction

10:40 Nectar's Multi-Brand Approach in the Mattress Space

18:23 Building Custom Tools for Measurement

20:50 Differences Between Out-of-the-Box Tools and Custom Tools

24:04 Using Geo Tests to Validate Channel Performance

27:23 Measuring Efficiency and Performance Leading Up to a Holiday

35:01 The Importance of Process and Structure in Marketing

37:48 Benchmarking and Measuring Performance

44:20 Capturing Demand and Market Share

49:31 Building Custom Tools for Creative Analysis

55:37 Setting Up Tests and Analyzing Results

01:05:27 Optimizing YouTube Attribution and Engagement

01:10:07 Comparing Performance Across Platforms

01:13:02 Data-Driven Creative Optimization

Related episode: E001: A Deep Dive into Attribution and Measurement:https://youtu.be/2KGpQ7PAy9Y

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00:00 Introduction

04:40 The Background of a CEO in E-commerce

07:16 The Importance of Marketing Knowledge for CEOs

09:08 The Role of Content and Understanding the Attention Economy

12:01 The Importance of Survival and Longevity in Business

19:49 The Significance of Incrementality in Marketing

21:05 The Day-to-Day Responsibilities of a CEO

27:36 CEO's Involvement in Marketing and Budgeting

32:24 Collaboration between CEO and Marketing Team

33:06 Using Data Analytics for Marketing Optimization

35:05 The Role of Finance in Driving Growth and Profitability

37:25 The Future of Advertising: The Creator Economy

49:12Partnering with Creators and Leveraging Earned Media

56:16 Taking Big Swings: Investing in High-Profile Partnerships

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA

Mochary Method Curriculum: https://docs.google.com/document/d/18FiJbYn53fTtPmphfdCKT2TMWH-8Y2L-MLqDk-MFV4s/edit

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This week we’re discussing how we’re planning and strategizing for Q4. We reflect on last year’s performance, what we’re iterating on, where we’re at in the planning process and how we’re preparing for the biggest time of the year.

00:00 Introduction

02:00 Building a Loyal Audience and Reflecting on Opportunities

07:10 The Importance of Taking Initiative and Showing Growth

13:46 Revenue Concentration in the Holiday Season

18:14 Creating Value and Exclusivity in Holiday Promotions

22:22 Product Launches and Kits for the Holiday Season

29:45 Consideration Period and Planning for Q4

33:26 Setting Revenue Targets and Understanding Marketing Channels

40:21 Flexibility and Innovation in Messaging and Offers

42:30 Inventory Management and Cash Flow Considerations

45:39 Measuring Incremental Impact of Marketing Spend

53:15 The Importance of a Well-Defined Plan and Continuous Optimization

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by:

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Today on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time!

00:00 Introduction and Overview

18:06 The Philosophy Behind CRO

25:38 The Limitations of CRO

27:30 Balancing Profit Optimization and Brand Reputation

29:20 Interpreting Test Results Correctly

30:44 Short-Term Wins and Long-Term Goals

31:11 The Need for Better Understanding and Practices in CRO

34:27 Minimum Test Duration and Sample Size

37:17 Caution Against Prematurely Ending Tests

39:27 Running Desktop and Mobile Tests Separately

44:38 Considering the Impact on Different Segments of Traffic

48:52 Using Additional Data Sources and User Behaviors

01:11:29 The Importance of Merchandising in CRO

01:21:19 Exploring Free Shipping Thresholds and Customer Behavior

01:24:34 The Need for Thoughtful and Intentional Testing in CRO

01:29:24 Challenges of Running a CRO Agency

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠

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⁠⁠⁠Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.

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Haus.

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00:00 Introduction

02:49 Updates on Personal Projects

03:44 Discussion on Sweeps and Commercial Success

07:02 Product Launch and Inventory Management

10:49 Twitter Deep Dive on Creative Diversity and Reaching New Audiences

29:16 Pivoting to Appeal to Different Demographics

35:45 Navigating the Different Stages of a Business

38:07 The Importance of Newness and Creative Diversity in Mature Businesses

50:09 The Effectiveness of Different Content Types

52:33 Evaluating the Worth of Retargeting

01:02:54 Balancing Brand Building and Direct Response Marketing

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠

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Richpanel.⁠⁠⁠

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00:00 Introduction and Catch Up

02:24 Drinks Discussion

06:36 Excitement about Potential Partnership

07:36 Discussion about Work and Summer Plans

08:31 Launches and Marketing Investment

09:59 Wildcat Video and Launch Strategy

11:22 Scaling Teams and Hiring

13:20 Forecasting and Inventory

17:39 Prime Day and Advertising Strategy

19:53 Prime Day Results and Future Plans

27:08 Incrementality and Advertising Strategy

34:16 Cost Caps and Budget Management

39:12 Navigating Advertising Platforms and Bidding Strategies

45:18 The Importance of Hiring and Team Building

58:23 Creating Effective Meeting Structures

01:08:12 The Value of a Clear Onboarding Process

01:13:22 Harnessing the Power of Real-Time Data in Marketing

01:16:07 The Excitement of A/B Testing

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠

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Prescient AI.

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Richpanel.

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Haus.

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00:00 Introduction and Overview

09:26 Understanding and Managing Creative Fatigue

17:08 The Importance of Diversifying Ad Formats and Placements

25:26 Tracking and Analyzing the Performance of Ad Creative

30:06 The Power of Intentionality in Creative Strategy

34:18 Identifying and Leveraging Brand Benefits in Ad Creative

36:08 The Importance of Creative Diversity

43:47 Optimizing Ad Account Setup for Creative Diversity

58:21 Brands That Excel in Creative Diversity

01:05:19 Navigation Tests and Website Merchandising

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Richpanel.⁠⁠⁠

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00:00 Introduction and Overview

07:44 Benefits of Sweepstakes in E-commerce

13:43 Content and Experiences in Sweepstakes

19:43 Engaging Customers and Driving Revenue

25:09 Quality of Leads and Entry Mechanics

32:47 Building Brand Awareness and Equity

35:08 Timing Sweepstakes for Maximum Impact

38:37 Website User Experience and Education

40:01 Integrating Sweepstakes into the E-commerce Experience

43:55 Optimizing Landing Pages and Funnels for Sweepstakes

46:43 The Importance of Retention and Referral Programs

49:37 Exploring Direct Mail as an Acquisition Channel

57:17 Creating High-Quality Content and Building Trust

01:05:10 The Need for Ongoing Testing and Optimization

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠

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Prescient AI.⁠⁠⁠

http://prescient-ai.io/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Haus. ⁠⁠⁠⁠http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9