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Optimize Your Grasp of Measurement and Optimization! w/ Bob Lanham

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Manage episode 296950408 series 2799841
内容由Reunion Marketing提供。所有播客内容(包括剧集、图形和播客描述)均由 Reunion Marketing 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal

The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham. The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right Key Performance Indicators (KPIs) to make well-informed decisions.
Here's What to Expect:
Bob Lanham's Origin Story (and Some Other Cool Background) (2:10)

Biggest Challenges in Digital Ecosystem (12:00)

  1. "too many"
  2. ad spent to sales
  3. media mix model problem-solving
  4. marketing cut first

What Does "Measurement" Mean? (18:06)

  1. Defining of Success
  2. PVR
  3. "Delivered" on Empty/Wrong Metrics
  4. Platform Synergy

If Digital Is More Efficient, Why Is Cost-Per-Car Sold Stagnant? (23:20)

  1. Inefficiencies of Spend
  2. Understand What and It's Return
  3. Vendor Change: Incrementality or Simple Replacement

How Should We Define "Optimization"? (28:26)

  1. Maximizing Return to the Model
  2. Breaking Out Results of Platforms
  3. "Digging into the Platforms"
  4. Buy Strategy, Not the Product

"The Why" (36:51)

  1. A Huge Gap
  2. Sales Mindset vs. Marketing Mindset
  3. What Will This Do for Me?

The Bet from Facebook (41:10)

What Should Dealers Understand About Facebook Measurement? (42:32)

  1. Wrong KPIs
  2. Full Funnel
  3. Sales Matchback
  4. BRANDING

Facebook As a Branding Play (49:30)

  1. Platform vs. Television / Traditional
  2. Programmatic Efficiencies

Concluding Thoughts (55:43)

  continue reading

58集单集

Artwork
icon分享
 
Manage episode 296950408 series 2799841
内容由Reunion Marketing提供。所有播客内容(包括剧集、图形和播客描述)均由 Reunion Marketing 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal

The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham. The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right Key Performance Indicators (KPIs) to make well-informed decisions.
Here's What to Expect:
Bob Lanham's Origin Story (and Some Other Cool Background) (2:10)

Biggest Challenges in Digital Ecosystem (12:00)

  1. "too many"
  2. ad spent to sales
  3. media mix model problem-solving
  4. marketing cut first

What Does "Measurement" Mean? (18:06)

  1. Defining of Success
  2. PVR
  3. "Delivered" on Empty/Wrong Metrics
  4. Platform Synergy

If Digital Is More Efficient, Why Is Cost-Per-Car Sold Stagnant? (23:20)

  1. Inefficiencies of Spend
  2. Understand What and It's Return
  3. Vendor Change: Incrementality or Simple Replacement

How Should We Define "Optimization"? (28:26)

  1. Maximizing Return to the Model
  2. Breaking Out Results of Platforms
  3. "Digging into the Platforms"
  4. Buy Strategy, Not the Product

"The Why" (36:51)

  1. A Huge Gap
  2. Sales Mindset vs. Marketing Mindset
  3. What Will This Do for Me?

The Bet from Facebook (41:10)

What Should Dealers Understand About Facebook Measurement? (42:32)

  1. Wrong KPIs
  2. Full Funnel
  3. Sales Matchback
  4. BRANDING

Facebook As a Branding Play (49:30)

  1. Platform vs. Television / Traditional
  2. Programmatic Efficiencies

Concluding Thoughts (55:43)

  continue reading

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