Profitably Scaling DTC Brands in a Post-Cookie World with Phoenix Ha, CEO of AdBeacon

Are you struggling to track and measure ROI from your marketing mix?

Tune in to this episode to decode the digital marketing media buyers' playbook and quantify the full-funnel buyer's journey.

📢 Marketing Measurement: Balancing Data and Insights

We've all heard the saying...

"I know half of my marketing works. I just don't know which half."

Now. with the disappearance of cookies and the rising cost of customer acquisition, it has become more crucial than ever to understand the effectiveness of our marketing efforts.

In this episode, our guest, Phoenix Ha, shares her insights on how to balance the need for tracking and measuring every marketing dollar with understanding the full buyer's journey.

On Having Hard Conversations About Data
00:14:13-00:14:24 - "I believe in pure honesty, even if it hurts."

On Data Bias
00:15:06-00:15:16 - "What's the name of the platform? Google. It's biased. I cannot go after biased data because I suffered the consequences."

On Using Data to Inform and Optimize Strategy
00:20:21-00:20:32 - "I can optimize the landing page to show this beanie, but the next three are going to be a snapback. And why don't we create a bundle, increase conversion, reduce the amount of clicks"

On iOS 14.5
00:05:47-00:05:58 - "Cataclysmic. I call it the 'AdPocalypse'."

On the Founder's Journey
00:07:26-00:07:36 - "I think that's the beautiful part is the journey and falling in love with the process"

🎙️ Origin Story: From Modeling to Marketing

Phoenix Ha's origin story starts as a model at a young age, where she developed a passion for the business side of the industry. After a chance encounter during medical school, Phoenix decided to go all-in on a career in marketing.

Phoenix has worked with brands like RVCA, Oakley, and Disney, and has led teams of media buyers for some of the fastest-growing DTC brands in the world. But it was the challenges brought about by the iOS 14.5 update that led Phoenix to discover her true passion for data-driven marketing.

Today, she is the co-founder of AdBeacon, a platform that helps brands track and optimize their marketing efforts.

🌐 AdBeacon: Solving the Challenges of Measurement

AdBeacon utilizes first-party data, to provide brands with a comprehensive view of their marketing performance. With AdBeacon, marketers can track the entire customer journey, from the initial click to the final purchase. 

The platform offers unique insights, like the ability to parse out

• Which channels and campaigns are driving new customers 🛍
• Optimize landing pages based on purchase data 📈
• And even analyze the impact of specific models or creative elements on revenue generation 💰

📧 Connect with Phoenix

• Twitter: https://twitter.com/_phoenixha
• LinkedIn: https://www.linkedin.com/in/phoenixha/
• Email: [e-mail]

Checkout AdBeacon here https://www.adbeacon.com/

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.