Ep 14: Black Friday Anticipation in DTC

In this episode of Measurement Talks, Rishabh and Bryan discuss the relationship between advertising on Facebook and generating revenue on Amazon. They delve into the complexities of understanding the halo effect and the incrementality of ad spend, shedding light on how consumer behavior, advertising optimization, and Amazon's attribution links come into play. They also explore the challenges and decision-making processes involved in maximizing sales and contribution margins through Amazon, emphasizing the importance of measurement and incrementality testing to make informed business decisions. 

Chapters

[00:00] Reconnecting and Consumer Confidence

[00:34] Strong November Start and Black Friday Strategy

[01:28] Optimism About the American Consumer

[02:19] Consumer Behavior and Deal Shopping

[04:51] Incrementality Study vs. Split Test

[06:13] The Significance of Incrementality

[08:52] Impact of Ads on Amazon Revenue

[14:44] Leveraging Amazon's Halo Effect

Our promise to you: Every episode will have actions you take back to your business

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, most profitable DTC companies, Nood. 

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.