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.
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.
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.
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?
For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
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.
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.
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.
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.
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.
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?
For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
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.
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.
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.
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.
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.
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?
For TV, looking at this kind of performance might help you optimize placements, creative, spot length, days of weeks, etc.
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.
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.
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.
Notes for this resource are currently being transferred and will be available soon.
Traditionally, companies separate their teams into 2:
Commonly heard things about brand awareness
[💎@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
4 really strong things you can look at for TV
Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:
This could be podcast, social media strategy, etc. Hard to look at the aggregate users.
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.
[💎@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.
All marketing can be analyzed and optimized through data. Just think about all of this as marketing.
Traditionally, companies separate their teams into 2:
Commonly heard things about brand awareness
[💎@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
4 really strong things you can look at for TV
Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:
This could be podcast, social media strategy, etc. Hard to look at the aggregate users.
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.
[💎@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.
All marketing can be analyzed and optimized through data. Just think about all of this as marketing.
Traditionally, companies separate their teams into 2:
Commonly heard things about brand awareness
[💎@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
4 really strong things you can look at for TV
Typically people struggle to quantify event sponsorships. It's about comparing events with each other with things like:
This could be podcast, social media strategy, etc. Hard to look at the aggregate users.
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.
[💎@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.
All marketing can be analyzed and optimized through data. Just think about all of this as marketing.
