Ep 15: Black Friday, Cyber Monday: Record-breaking Numbers and Market Growth

In this episode, Rishabh and Bryan discuss the recent success of Black Friday and Cyber Monday for their company. They reveal that after a few months of a slump, they experienced record-breaking numbers and a 19% increase in revenue compared to the previous year. They also compare their growth to the overall category, mentioning that Shopify also had a 19% increase but includes new merchants in their numbers. Overall, Bryan and Rishabh reflect on their positive results and the importance of benchmarking against the industry.

[01:35] Channel strategy and pricing.

[05:24] The power of discounts.

[08:05] Extending pricing and promotions.

[13:56] CPC and ad auctions.

[14:59] Ad auctions and cost per click.

[18:20] Presenting data in debates.

[23:31] An experiment in incrementality testing.

[25:44] Good enough at every stage.

[29:16] Setting and executing a growth plan.

[34:19] Long-term planning strategies.

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, 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.