Ben Zettler

MTA is Correlation based while Holdout/Incremental is Causation. Fair? The problem with Attribution being Correlation based is it will still give outweighed credit to placements like Branded Search that are naturally going to overlap (correlate) with most purchases. But anyone who's taken stats 101 knows Correlation doesn't equal Causation. There is no branded search without the marketing that precedes it. To be fair most MTA tools are starting to incorporate MMM which is more Causation focused. But MMM is backward looking and lacking context vs. Holdouts are present facing so probably still more accurate and useful (albeit still not perfect, especially for brands with longer sales cycles). Ultimately the best way to solve attribution is to view it as a puzzle where you can find answers by looking at Attribution from multiple tools/views.

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The GREAT SODA WARS of 2024 🥤 With rumors swirling of a potential $1B acquisition of Poppi by Coke and with Olipop supposedly surpassing $200M in revenue in 2023, let’s dive in and see what influencers have to say. ---- 🏆 WHO IS WINNING 🥤 Poppi is on fire with influencers - Growing influencer coverage 199% YoY (EMV) 🥤 Coca-Cola is still dominant at more than 2.5X the second closest competitor. **If Poppi maintains this growth rate, it will match Coke's total in 12-18 months. ---- 🏆 HOW ARE THEY WINNING 🥤Poppi is growing a massive community. This a very good signal. Number of influencers talking about each brand last 12 months: Coca-Cola - 15,152 Pepsi - 3,904 Poppi - 10,777 OLIPOP - 7,768 🥤 Instagram is larger and now outpacing Tiktok Average IG EMV: $50.9M growing 66% YoY Average Tiktok EMV: $28.1M growing 56% YoY 🥤Nobody has figured out Youtube yet (except Coke). Youtube EMV: Coca-Cola - $30.0M Pepsi - $6.3M Poppi - $0.4M OLIPOP - $0.4M 🥤 Poppi and Coke are leading in organic community building. Percent of influencer content that is “sponsored” below: Coca-Cola - 5.4% Pepsi - 8.9% Poppi - 0.8% OLIPOP - 20.3% ----- For today, it looks like Poppi has the upper hand, but we'll see what the future has to come!

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👻 Snap Inc. (Snapchat) just had their Q1 2024 earnings call—two big stats jumped out at me. Betcha didn't know Snapchat has 422 million Daily Active Users now—that's 10% YoY increase. For context, Twitter has 250 million DAUs (or less, Elon's been shifty about the number). If you're not younger than 30, it's easy to forget Snap is a key messaging tool for Gen Z. I'm always amazed how often I'll look over young shoulders in the subway to find people snapping. Snap's Q1 revenue grew 21% YoY to $1.195 billion—sounds like it's mostly from ad platform improvements and more demand for their direct response ad services. That's reallyyy notable growth and a big ol' number. That's a company that's continually on the rise. That means advertisers are happy using their platform. If you're in paid media—are you throwing money at Snapchat? Or if you're a snapper, are you happy right now? #marketing #socialmedia #snapchat #socialmediamarketing

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Less than a week until my last event of 2024... And the topic is: B2B eCommerce. A sign of what's to come in 2025? We're going to be hearing a LOT about B2B eCommerce in 2025. 📢 As DTC brands continue to diversify their risks and sales channels. 📢 As manufacturers continue to shift their sales channels online. 📢 As the B2B marketplace space evolves and expands. All of them tapping into the epic market growth opportunity 🚀 In our final eCommerce Explored of 2024 we'll be discussing the best strategies for B2B eCommerce success. Who's joining me to share their expertise? 🎓 Alex Weston "Mr B2B" from SparkLayer B2B 🎓 Kathleen Sullivan Garman on Ops and Fulfilment 🎓 Jason Greenwood one of my fellow Dark Matter top eCommerce voices So we've got all the angles covered... 📺 Join us live and get your questions answered ▶️ Or watch later on the replay Sign up on the eCommerce Explored website https://lnkd.in/eJdBbGiU 📝 I'm still working on the q list - so what topics would you like us to cover? #B2BeCommerce #eCommerce #Webinar

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Measuring ROI on your company's podcast isn't about guesswork. It's about hard numbers and real impact. 1. Listeners or Downloads: Want more reach? Track your downloads. Example: 6,000 downloads with a $10,000 investment gives you a 60% ROI. ((Total Downloads / Investment) x 100 ) 2. Leads and Conversions: Your podcast should generate leads. If 500 leads come from your podcast and you convert 5 at $1,000 each, a $10,000 investment brings a 50% ROI. ((Number of Leads from Podcast / Investment) x 100 ) 3. Ad Revenue or Sponsorships: Turn those ads into dollars. Example: $15,000 in ad revenue minus $10,000 in production costs equals a 50% ROI. ((Ad Revenue - Production Costs) / Production Costs x 100 ) 4. Engagement Metrics: Look at the average consumption rate, ratings, reviews, and social media interactions. If your average consumption rate is 80% for 35-minute episodes with 500 listeners per episode: 35 * 500 = 17,500 minutes. Divide by production cost for engagement ROI. 5. Brand Awareness: Measure increases in social media impressions, website traffic, and unique listeners. Calculate by (Number of Impressions or Visitors / Cost of Production). More eyes on your brand for less money equals success. 6. Professional Relationships: Networking through your podcast can open doors. These relationships can be invaluable, even if they're harder to quantify. 7. Educational Impact: If your goal is to educate, measure outcomes. High download rates for educational content mean you're hitting the mark. Don't guess. Measure. And turn your podcast into a powerhouse.

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I am officially picking a fight with attribution. We overcomplicated attribution and want every single individual tactic to be tracked and monitored and assigned a score and some team or tactic getting "credit" for the lead. As my latest guest on The SCORRcast Oliver Pearce says, "attribution is a dangerous game." I am pushing to reframe attribution in the sales funnel. Attribution is a way to identify your best clients, align with your best prospects, and a good way to disqualify bad prospects. Instead of using attribution as a way to fight over "who gets credit for a lead", let's use attribution as a way to determine the value, the health, and the education of a prospect in their buyer's journey. #marketingattribution #lifesciences #SCORRcast #marketingstrategy

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I got an email this afternoon from Sales Assembly, which mentioned that researching your prospect’s favorite sports team doesn't cut it -- and the real game-changer is using your research to craft a compelling narrative.  Many #GTM teams think about how they can get the personal info they need to create pattern interrupts and capture attention. But as Caroline Maloney at ZoomInfo argues ... insights should be relevant not just "personal". You can watch her video at the bottom of this post. In the video she also talks about: 1. How website visits, social media follows, and engagement show interest but they aren't vital for direct sales conversations. 2. How your research needs to go deeper than surface-level interactions to build a strong narrative. 3. How good research pinpoints and tackles specific customer challenges, not just broad engagement metrics. 4. How real insights don't come from surface-level signals but from uncovering the deeper motivations driving them. This is why I (Kristina Jaramillo) say we need to go beyond #intentdata and other buying signals. #Intent is only a springboard. In addition to watching the video at the bottom of this post, you may also want to check out our account intelligence page to see the account insights that should be guiding content, messaging and sales/marketing/customer success interactions and experiences: https://lnkd.in/gZBjracf While you're at the page above, don't forget to signup for an #ABM strategy call to further discuss the account intelligence you need for your program.

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I've spent over $100M on FB ads (not reccomended) It always baffled me that brands would spend 40%-90% of their revenue on advertising. When I sold my brand in May of this year, I started thinking about what I wanted to do next. What if brands offered 40-90% discounts to their customers instead of spending that money on ads? Why pay Google or Meta when you can pay your customers? In the past few months, I started building. If you want first access to buy your favorite brands 40-90% off, let me know in the comments below!

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"How can I REALISTICALLY increase my store AOV by 15-30%?" Well... There are many ways to cut the cake. But here’s the truth: it’s not about throwing random tactics at the wall to see what sticks. It’s about strategic, data-driven moves that add value to your customer while boosting your revenue. 💡 Remember, small optimizations can lead to BIG results. Don’t overwhelm your customer—make their decisions feel natural and rewarding. What’s your go-to strategy to increase AOV? 👇

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Marketing and sales are like a synchronized swim—when they move together seamlessly, the results are incredible! One of the best ways to align these efforts is by integrating your lead generation directly into your sales process. Imagine this: your Meta leads funneling straight into your lead tracker, making it easier than ever to follow up, nurture, and convert with precision. It’s a game-changer for efficiency and maximizes your sales potential. In our upcoming workshop with Tim Tullis from Studio Scale, we’ll explore how to make the most of Meta advertising and turn those leads into loyal members. With your Meta integration on Walla, every lead captured is one step closer to conversion. Don’t miss out—join us next Thursday to learn: 🔹 Meta ad best practices 🔹 How to streamline your lead tracking 🔹 Tips on boosting conversion rates through Walla When marketing and sales flow together, you convert like crazy! 🚀 #SalesAndMarketing #LeadGeneration #MetaAds #WallaSoftware #FitnessStudios #BusinessGrowth

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Today’s the day—don’t miss out on this webinar! Marketing and sales can be like a perfectly synchronized swim—when they flow together seamlessly, the results are incredible! Imagine this: your Meta leads funneling directly into your lead tracker, making it effortless to follow up, nurture, and convert with precision. This integration is a game-changer for efficiency and maximizes your sales potential. Join us today for our workshop with Tim Tullis from Studio Scale, where we’ll dive into how to make the most of Meta advertising and turn those leads into loyal members. With Meta integration on Walla, every lead captured is one step closer to conversion. Don’t miss out—join us today to learn: 🔹 Meta ad best practices 🔹 How to streamline your lead tracking 🔹 Tips on boosting conversion rates through Walla When marketing and sales flow together, you convert like crazy! 🚀

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Jan 2024: 0 presence on Tiktok Apr 2024: 66th fastest growing creator in the 🌏 All organic. 46M views. 5M Likes. 400k followers. All because I'd built the knowledge working with the best in the business, Chris Donnelly & Ben Askins, & built up the courage to start posting myself. Since committing to TikTok, I’ve: → Started my own business (Clash Creation Ltd.) → Signed some of the biggest entrepreneurs in the world → Work with them daily to scale their personal brands through viral content The key? Having faith in what I knew, and turning up day in, day out. Give Joden Newman a follow for more on how to go viral

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We have a client on track to hit a 100% YoY increase in subscribers. This client, in the supplement category, is a perfect fit for continuity and Subscribe & Save models. Here’s their story: -In October 2024, they crossed 50,000 subscribers. -By February 2025, they’re projected to surpass 60,000 subscribers, achieving a 100% YoY increase. Their growth chart is a textbook example of success: up and to the right📈 We focused on acquiring new customers, converting them to subscribers, and retaining them to minimize churn. This is the playbook for brands selling supplements, pet treats, or any consumable product. Subscription growth done right! For consumable brands, 30-50% of total sales from subscription revenue is a solid benchmark. If your subscription revenue is below 30%, there’s a big opportunity to grow.

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Have you jumped on the Performance Max bandwagon yet? Performance Max handles everything—audience targeting, creative, bidding. It takes a lot of the manual grind off your plate. With the right audience data, conversions can be scaled up with minimal daily oversight. Sounds like a dream, right? But handing over complete control to AI can be nerve-wracking, especially if you're used to fine-tuning every detail. Not every automated decision is spot-on. The best approach? Use Performance Max for its efficiencies, but keep that human touch. Ensure there's oversight on targeting, creative directions, and continuous optimisation. How bullish are you on this AI-automated ad movement? Are you excited by the time savings? Or are you worried we're giving up too much territory? Want to see better ROI from your campaigns? DM me to learn how Elixirr Digital can help.

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Excited to host a panel of experts at Affiliate Summit East (July 29-30, NYC) as we dive deep into uniting Sales and Marketing teams 🚀 We'll be uncovering: ✅ Sales and marketing alignment strategies ✅ Metrics to keep your teams on the same page ✅ Tactics to boost collaboration ✅ Actionable playbook strategies Hope to see you there! #ASE23 #PerformanceMarketing #AffiliateMarketing #ROI

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Too many 7-9 figure DTC brands becomes victims of ‘black magic’ forecasting. Most of the time It’s at no fault of their own. Black magic forecasting is when either brand or agency are pulling numbers out of nowhere. They give out projections based on: - Complete BS - What sounds sexy to close the client - What sounds sexy to please the company That said - I’m not anti-benchmarks. It’s helpful to know them. However, when we talk about project planning outside the advertising world: In real estate In doing a home build In construction management The emphasis is on making decisions based on solid and realistic numbers. Not fake fairy tail ones that sound really awesome. If the real projections aren’t hitting certain standards: - Cost - ROI - Profitability Then the project doesn’t go through. No way. And it should be the same in advertising. If the financial benchmarks that we care about: - ROAS - CAC - Gross Margin Aren’t hitting our benchmarks, there’s no reason the project should commence.

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Caution: Don’t Sacrifice Your DTC Edge for Retail Distribution While strategizing a recent product launch, a compelling conversation emerged around channel priorities. The initial plan leaned towards launching through DTC, followed by a shift to retail distribution once traction was gained. Scaling through retail can undoubtedly drive volume, but it’s crucial to remember: your DTC customers are more than just buyers—they’re your core brand advocates. New customers in retail may be “brand curious,” but they may not actively seek you out if your product is no longer stocked. In industries like Alcohol and CPG, brand loyalty and consumer affinity are often rooted in direct channels—on-premise for alcohol, DTC for CPG. These channels build deeper connections that retail often cannot replicate. Retail launches are wins worth celebrating, but stay invested in your DTC channel. Should retail delist your product, a strong DTC presence ensures you have a reliable foundation to keep operations running.

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