E024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven Marketing
E024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven MarketingDescription
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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