All Marketing Is Performance Marketing

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Matt Sadofsky (Head of Growth at Raycon - headphones, previously Tilting Point and TIDAL) explains why ALL marketing should be looked at through the lens of "Performance." Learn why we should drop "Brand Awareness" as a reason for doing any media buys, and how to gauge performance from brand awareness campaigns.

Source:
All Marketing Is Performance Marketing
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
May 6, 2020
Added to the Vault on:
May 17, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder. 

02:37
💎 #
2

To assess TV campaigns performance, look at your paid to organic ratio.
Example: when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. 

03:53
💎 #
3

Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook? 

04:41
💎 #
4

For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc. 

08:10
💎 #
5

Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint. 

10:00
💎 #
6

Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework. 

10:15
💎 #
7

Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams. 

10:40
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💎 #
1

Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder. 

02:37
💎 #
2

To assess TV campaigns performance, look at your paid to organic ratio.
Example: when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. 

03:53
💎 #
3

Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook? 

04:41
💎 #
4

For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc. 

08:10
💎 #
5

Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint. 

10:00
💎 #
6

Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework. 

10:15
💎 #
7

Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams. 

10:40
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💎 #
1

Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder. 

02:37
💎 #
2

To assess TV campaigns performance, look at your paid to organic ratio.
Example: when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. 

03:53
💎 #
3

Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook? 

04:41
💎 #
4

For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc. 

08:10
💎 #
5

Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint. 

10:00
💎 #
6

Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework. 

10:15
💎 #
7

Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams. 

10:40
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Become a member to:
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Notes for this resource are currently being transferred and will be available soon.

Traditionally, companies separate their teams into 2:

  • Team focused on brand: content marketing, often TV falls into this group, brand guide, social media and influencers. Lens: brand marketing
  • Team focused on performance: media buying, FB/Google/ASA, affiliates, direct mail, etc.


Commonly heard things about brand awareness

brand-awarness-presumptions.png


[💎@02:37] Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder.


Some of the ways performance can be infused in brand

performance-for-brand.png


TV

4 really strong things you can look at for TV

  • Time stamp analysis - if you have 50 spots going live through the day and you know the time stamps of these spots, you can do analysis of what the organic uplift is immediately after the spots aired. Not perfect, but indicative.
  • [💎@03:53] Paid to organic ratio - when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. This can help you get a sense of what the overall performance of TV is.
  • Dead time analysis - between 2am and 5am, do not run any TV: just track what your natural organic is during that time period. Through the rest of the day when you are running TV, look at what the lift in organic performance is.
  • [💎@04:41] Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook?


Event sponsorships

Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:

  • Cost per event attendee - how does the cost of someone attending one of your events compared to your users' LTV? Is that profitable?
  • Geolocating - see if you have any increase in web traffic during the event


Survey

This could be podcast, social media strategy, etc. Hard to look at the aggregate users.

  • Ask your users
  • Did you read our blog before you decided to sign up for our free trial?
  • Did you watch one of our YouTube videos?
  • A/B test to see impact of promoting content or not
  • Change your cadence of content production to correlate organic traffic


It won't be a 1:1 mapping of return compared to performance marketing metrics (maybe with the exception of TV). But you can still use your data to better optimize your brand activations.

  • [💎@08:10] For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
  • For sponsorships, you might find similarities across events that drive engagement.
  • For content, you can focus on the type of content to product, how often to produce it, and bake it into your retention model to figure out how to increase your month 1 retention for example.


[💎@10:00] Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint.


Introducing a performance mindset to creative people

  1. [💎@10:15] Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework.
  2. [💎@10:40] Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams.
  3. Have a brand marketer shadow a performance marketer for a few days, and vice versa. There's a lot to learn from each side and sometimes performance marketers are too stuck in numbers.


All marketing can be analyzed and optimized through data. Just think about all of this as marketing.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Traditionally, companies separate their teams into 2:

  • Team focused on brand: content marketing, often TV falls into this group, brand guide, social media and influencers. Lens: brand marketing
  • Team focused on performance: media buying, FB/Google/ASA, affiliates, direct mail, etc.


Commonly heard things about brand awareness

brand-awarness-presumptions.png


[💎@02:37] Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder.


Some of the ways performance can be infused in brand

performance-for-brand.png


TV

4 really strong things you can look at for TV

  • Time stamp analysis - if you have 50 spots going live through the day and you know the time stamps of these spots, you can do analysis of what the organic uplift is immediately after the spots aired. Not perfect, but indicative.
  • [💎@03:53] Paid to organic ratio - when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. This can help you get a sense of what the overall performance of TV is.
  • Dead time analysis - between 2am and 5am, do not run any TV: just track what your natural organic is during that time period. Through the rest of the day when you are running TV, look at what the lift in organic performance is.
  • [💎@04:41] Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook?


Event sponsorships

Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:

  • Cost per event attendee - how does the cost of someone attending one of your events compared to your users' LTV? Is that profitable?
  • Geolocating - see if you have any increase in web traffic during the event


Survey

This could be podcast, social media strategy, etc. Hard to look at the aggregate users.

  • Ask your users
  • Did you read our blog before you decided to sign up for our free trial?
  • Did you watch one of our YouTube videos?
  • A/B test to see impact of promoting content or not
  • Change your cadence of content production to correlate organic traffic


It won't be a 1:1 mapping of return compared to performance marketing metrics (maybe with the exception of TV). But you can still use your data to better optimize your brand activations.

  • [💎@08:10] For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
  • For sponsorships, you might find similarities across events that drive engagement.
  • For content, you can focus on the type of content to product, how often to produce it, and bake it into your retention model to figure out how to increase your month 1 retention for example.


[💎@10:00] Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint.


Introducing a performance mindset to creative people

  1. [💎@10:15] Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework.
  2. [💎@10:40] Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams.
  3. Have a brand marketer shadow a performance marketer for a few days, and vice versa. There's a lot to learn from each side and sometimes performance marketers are too stuck in numbers.


All marketing can be analyzed and optimized through data. Just think about all of this as marketing.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Traditionally, companies separate their teams into 2:

  • Team focused on brand: content marketing, often TV falls into this group, brand guide, social media and influencers. Lens: brand marketing
  • Team focused on performance: media buying, FB/Google/ASA, affiliates, direct mail, etc.


Commonly heard things about brand awareness

brand-awarness-presumptions.png


[💎@02:37] Data doesn't have to dictate everything, but it can help you make informed decisions. Don't avoid treating brand as performance because it will make your job harder.


Some of the ways performance can be infused in brand

performance-for-brand.png


TV

4 really strong things you can look at for TV

  • Time stamp analysis - if you have 50 spots going live through the day and you know the time stamps of these spots, you can do analysis of what the organic uplift is immediately after the spots aired. Not perfect, but indicative.
  • [💎@03:53] Paid to organic ratio - when you weren't running TV, you might have had 1 organic user for every 2 paid users. When you turned on TV (if attributed as organic) maybe now you see a 1 to 1 ratio between organic and paid. This can help you get a sense of what the overall performance of TV is.
  • Dead time analysis - between 2am and 5am, do not run any TV: just track what your natural organic is during that time period. Through the rest of the day when you are running TV, look at what the lift in organic performance is.
  • [💎@04:41] Channel performance uplift effect - what's the impact on the performance of your other channels when TV is on vs. off.? When TV ads are running, how are CPMs and CTRs evolving on Facebook?


Event sponsorships

Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:

  • Cost per event attendee - how does the cost of someone attending one of your events compared to your users' LTV? Is that profitable?
  • Geolocating - see if you have any increase in web traffic during the event


Survey

This could be podcast, social media strategy, etc. Hard to look at the aggregate users.

  • Ask your users
  • Did you read our blog before you decided to sign up for our free trial?
  • Did you watch one of our YouTube videos?
  • A/B test to see impact of promoting content or not
  • Change your cadence of content production to correlate organic traffic


It won't be a 1:1 mapping of return compared to performance marketing metrics (maybe with the exception of TV). But you can still use your data to better optimize your brand activations.

  • [💎@08:10] For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
  • For sponsorships, you might find similarities across events that drive engagement.
  • For content, you can focus on the type of content to product, how often to produce it, and bake it into your retention model to figure out how to increase your month 1 retention for example.


[💎@10:00] Performance for brand marketing is about driving your brand team to be data driven and iterative. It's not about getting them to think about everything from an ROI standpoint.


Introducing a performance mindset to creative people

  1. [💎@10:15] Have a weekly meeting where an analyst reviews data with the brand marketing team. Don't just dump data and insights on people who aren't used to that framework.
  2. [💎@10:40] Don't be afraid of doing a reorg. Combine your organization to have brand and performance report to the same head of department and have cross-learnings between both teams.
  3. Have a brand marketer shadow a performance marketer for a few days, and vice versa. There's a lot to learn from each side and sometimes performance marketers are too stuck in numbers.


All marketing can be analyzed and optimized through data. Just think about all of this as marketing.