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Bonus: Market Like an Investment Banker with Bradley Keefer from Keen

32 ideas de marketing sacadas de «Bonus: Market Like an Investment Banker with Bradley Keefer from Keen», de DTC Podcast. Sobre todo de canales de…

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Tentpole events: no push all-in en el día, ejecuta shoulder campaigns 2-3 weeks before y after para new plateau

Estrategia de contenidos

Bradley: 'we see it all the time with like Prime Day as an example where I'm going to go all out on Prime Day. All of a sudden it spikes the brand. The problem that we generally find is that brands go all out in these tentpole events and they don't think about the shoulder leading up to that event and the shoulder coming off of that event. So where brands fail is when they're like, I'm going all out on Prime Day…

But part of the reason is like you can have the conversation around like, should I play it safe and just keep spending as I, you know, X percent of my revenue gets fed back into marketing. And then I keep, you know, step changing from there. Or I could invest a bunch of money, drive awareness faster, and then, you know, lift the entire category. So the question then becomes is like, is it the right time to make a huge investment and then step change our company rather than just that gradual change as the company gets bigger? So that's a great example of someone that we work with. You know…

Escúchalo en el minuto 20:30

Holistic commercial analytics: 100% working dollars vs 100% revenue, incluyendo pricing, distribution y organic social — no solo media

Medición y experimentos

Bradley: 'I think the easiest way to say it is we're holistic. So we're looking at 100% of your working dollars against 100% of your revenue. And factoring in all of the environmental factors as well. So we're not only looking at your media execution, but we're also factoring in your pricing and promotional strategy. We're factoring in your distribution. We're factoring in your site traffic. We're factoring in…

Yeah. So I think the easiest way to say it is we're holistic. So we're looking at 100% of your working dollars against 100% of your revenue. And factoring in all of the environmental factors as well. So we're not only looking at your media execution, but we're also factoring in your pricing and promotional strategy. We're factoring in your distribution. We're factoring in your site traffic. We're factoring in organic social. Right. A lot of those things get ignored in traditional media mix modeling where we're more of this commercial analytics. So we're looking at, hey, should I, in fact…

Escúchalo en el minuto 35:54

10-15 channels, no 50: avoid shiny new objects, concentrate budget en trusted channels que probadamente funcionan

Canales de adquisición

Bradley: 'shoot for 10 to 15 channels. Like we see the problem with the enterprise is they then have like 50 channels. And now you've got like channel proliferation as a problem. And you ask them like, why are you even spending on all these channels? And it's usually like, I don't know. We just did because it was the shiny new object. Avoid the shiny new objects. Go for the trusted 10 to 15 marketing channels that…

So that's like TikTok and then meta, then you're looking at Google, you're looking at connected TV. So again, there's generally between 10 and 15 that we see that are really, really powerful. And I'd recommend like connected TV because connected TV has a really solid reach like TV, but it's still targeted enough because of the connected TV nature. It's not like you're going to just buying linear TV or spots on like Gilligan's Island at 3 a.m., right? Like you're still very, very targeted in what you're doing. And oftentimes it's a lower cost of entry because you often already have the…

Escúchalo en el minuto 27:31

Priority = profit, not units: el board quiere profitable units, no top-line growth a cualquier costo

Investigación de mercado y cliente

Bradley: 'brands priority should not be moving units. Brands priority should be driving profit. If you drive more units, that's great. But you have to drive more profitable units. And the execution on the marketing side I think is the big thing that we see that folks are just like not doing well at because they're so focused on like, well, I've been telling this story to the board for so long that if I all of a…

At the end of the day, brands' priority should not be moving units. Brands' priority should be driving profit, right? And obviously they're very related. If you drive more units, that's great. But you have to drive more profitable units. And the execution on the marketing side I think is the big thing that we see that folks are just like not doing well at because they're so focused on like, well, I've been telling this story to the board for so long that if I all of a sudden change my story, I'm not willing to put my neck out there and say maybe I was wrong. Because there's this like…

Escúchalo en el minuto 15:17

ROAS de 14 puede coexistir con NPV negativo: el gap entre la métrica superficial y la rentable real

Medición y experimentos

Un ROAS reportado de 14x puede ser profundamente enganoso: el NPV (valor presente neto) de la campaña puede ser negativo. Esto ocurre porque ROAS no descuenta el costo real de ejecución, no incorpora el valor de vida del cliente, y cada plataforma se atribuye el mérito completo de un journey de 12+ pasos en el que participó una decena de canales. El resultado es que marketers presentan ROAS brillantes al CFO…

So like anything is really to like sales and share data to digital shelf optimization, which at that point we were trying to figure out like, what do we call this? Is it like e-commerce? Is it digital shelf? Like, so we were at that stage where it's like, we're trying to develop terms that people now use as like standard language. And then it's like, at the end of my time there, it was like Omnichannel was becoming this, like a word that people knew what that meant. And now it's like, now it's again, it's all standard language. So just been in the CPG space and the startup software space for…

Escúchalo en el minuto 2:34

Thumb on the windshield: cuando entras a un nuevo channel, no pulses panic button — los channels requieren madurez de inversión

Canales de adquisición

Bradley: 'think of this trip I took in Cambodia one time where we got a cab driver to drive us from Thailand, Bangkok to Cambodia. And we're on these like wide, these big, dusty, wide roads. And he was drifting. But every time the dust cloud would come up, we couldn't see anything where we were actually going. He'd stick his thumb to the windshield where he knew the road would go and he'd drive towards his thumb…

I mean, because we see that now where it's like, everybody's like, I've got to be on TikTok shop. Like, that's the latest thing right now is everybody like, all of a sudden is like, TikTok shop. Like, I got to be there. Like, it is producing magic. It is for some people. For other people, it's not. Because the cost to set it up and maintain it and all that, it's not worth it at this stage for where they are. Because they're kind of like half doing it, right? So that's where it's like, I always caution brands to just like, you know, figure out what's the right strategy and execute against it…

Escúchalo en el minuto 32:05

Consideration > Awareness: skip directo de performance a awareness pierde el middle of funnel que construye brand real

Canales de adquisición

Bradley: 'because without it, what ends up happening is that brands go from this point where they're spending like 50-50 like we talked about. And they're spending 50-50 for so long. And then all of a sudden, someone comes along and says, we need to start spending more in brand marketing. Then they get this huge investment. And then the CEO says, all right, you turned on the TV in August. And I didn't see a spike…

And I didn't see a spike. So therefore, TV doesn't work for a brand like ours. And it's like, that's not true. One, that's not how TV works. And two, what ends up happening is like, well, then if the objective is like, well, let's go spend in TV. Let's watch awareness spike. And then in December, they're like, how come I don't see more sales from that? Again, because it's like you might have targeted the wrong people, right? Like you're hitting all this wide awareness, but it doesn't mean they're going to convert. So unless you're willing to inject cash for the sake of like disrupting a…

Escúchalo en el minuto 24:56

Bust the $300K PowerPoint myth: MMM accesible empieza en $35K/año unlimited model updates — no es solo para enterprise

Medición y experimentos

Bradley: 'there's a misunderstanding in the market that marketing mix modeling, like I need to spend a certain amount. I need to be so big. It's going to cost me 300 grand for a PowerPoint deck. None of those things are true. So I'd encourage you to read the insights and then capitalize on our free trial and get some high level insights of like what's the right spend amount? You're going to see that there's an…

Like, am I because there's a misunderstanding in the market that marketing mix modeling, like I need to spend a certain amount. I need to be so big. It's going to cost me 300 grand for a PowerPoint deck. None of those things are true. So I'd encourage you to read the insights and then, you know, capitalize on our free trial and get some high level insights of like, what's the right spend amount? So, again, free trial comes from the insights report. And then from it, I mean, our subscription models, our pricing's on our website, right? You're going to see that there's an option to enter at…

Escúchalo en el minuto 40:14

Marketing como investment banker: cuantifica el impact, predice outcomes, piensa en compounding returns

Medición y experimentos

Bradley Keefer (Keen): 'we're really trying to enable and empower marketers to actually justify why they exist as a function. Because everyday marketers show up trying to justify why they have the budgets they do. Keen's objective is to be able to quantify the impact of a marketer and really help them build better plans moving forward'. El mindset shift: deja de pensar como marketer (creative, channel, tactical) y…

We're really trying to enable and empower marketers to actually justify why they exist as a function because I feel like everyday marketers show up trying to justify why they have the budgets they do, why they're even in their role. Keen's objective is to be able to quantify the impact of a marketer and really help them build better plans moving forward. The challenge naturally becomes is like, at what point do I make the flip from I need to go drive units as a small up-and-coming D2C company toward I need to start building a brand? You can have the conversation around like, should I play it…

Escúchalo en el minuto 0:00

Channel interaction effects: el óptimo de Meta cambia según cuánto gastas en Google, CTV, organic — optimize jointly, not singly

Medición y experimentos

Bradley: 'the problem becomes is if you don't add in interaction or synergies. As the industry is talking about, kind of like they use those words interchangeably. What ends up happening is that you optimize for the point of diminishing return as if meta exists alone. So when meta comes back to you and says you could be spending three million dollars with me, instead you're only spending two. That's true. But I…

Yeah, for sure. So we operate on what's known as like a point of diminishing return. So we're going to take all of the time series data and all the elasticities that we have as part of our IP. And then we're going to customize those elasticities based off of your own time series data. So what we are learning about your brand. So we're incorporating our knowledge estate with the brand's knowledge estate to create a custom prior. And then what we're doing is we're layering in all of your margin information and seasonality, weekly seasonality, things like that, to essentially create a response…

Escúchalo en el minuto 16:48

Diversifica mensaje con estrategia, no por spraying-and-praying: el creative tiene que poder convertir a la audiencia expandida

Mensaje y copywriting

Bradley: 'I caution against brands who are diversifying for the sake of diversification. Brands who are diversifying for the sake of reaching a wider audience and a more targeted strategy, that will work. But if you're just spraying and praying, it's going to cost you dollars that may or may not work. Because I mean if I'm just spraying and praying, I'm going to go to Amazon and I'm going to start retargeting…

Yeah, for sure. I mean, the challenge with diversification and messaging, though, is that you have to go back to something we mentioned earlier, which is, but you have to make sure you maintain that you're the same brand, right? Because I caution against brands who are diversifying for the sake of diversification. Brands who are diversifying for the sake of reaching a wider audience and a more targeted strategy, that will work. But if you're just spraying and praying, it's going to cost you dollars that may or may not work, right? Again, it goes back to that causal relationship type of thing…

Escúchalo en el minuto 31:05

Portfolio capability: modela halo y cannibalization entre D2C subscription y brick & mortar retail — son profit pools distintos

Canales de adquisición

Bradley: 'one of the unique things that Keen can do is we have a portfolio capability. So oftentimes for a lot of brands, there's the question of should I go into brick and mortar and if I do, will it cannibalize my D2C business? Because especially we have a bunch of D2C businesses that are like their subscriptions through their D2C. But when they go to brick and mortar, they don't have control over that, right. So…

I mean, one of the unique things that Keen can do is we have a portfolio capability. So oftentimes for a lot of brands, there's the question of should I go into brick and mortar and if I do, will it cannibalize my D2C business? Because especially we have a bunch of D2C businesses that are like their subscriptions through their D2C. But when they go to brick and mortar, they don't have control over that, right? So there's this like fear around like, well, I need the distribution. I need the awareness that comes from being on the shelf. So what Keen's able to do in our platform is that we have…

Escúchalo en el minuto 37:41

La división óptima del embudo es 70% arriba y 30% abajo; las marcas que escala usan esta proporción

Canales de adquisición

Marcas con facturación inferior a 500M dólares gastan aproximadamente un 50-50 entre la parte superior e inferior del embudo, mientras que las marcas que escalan consistentemente operan con una división 70-30 (70% en la parte superior, 30% en la inferior). La investigación de Keen sobre 350 marcas que gestionan 7.500M dólares lo confirma: las marcas exitosas están cerca de ese ratio. El desafío estratégico es…

Like, I don't know if we actually need marketing. Like, isn't that just that fluffy creative stuff? So we typically found that brands that are under $500 million are spending 47% on average in top of the funnel, and around 53% in bottom of the funnel. The challenge with that is that the Les Bonet and, like, a bunch of other, like, thought leaders in the space, and even Keen's own analysis that we did with Ibotta, allowed us to show that the ideal mix for a brand is a 70-30 top to bottom of the funnel split. So the challenge, and we can see that in the data, when we look at brands that are…

Escúchalo en el minuto 4:35

Los eventos tent polo requieren estrategia de hombros antes y después, no solo gasto en el día

Canales de adquisición

Las marcas efectivas no concentran todo su presupuesto en el día del evento tent polo (Super Bowl, Prime Day, Navidad). En cambio, construyen hombros estratégicos: semanas de acumulación previas al evento que generan mayor pico de rendimiento, y un seguimiento posterior que convierte el pico transitorio en un nuevo patamar permanente de ventas. Las marcas que fallan empujan todos sus dólares a un solo día y el…

You know, they ended up spending in Super Bowl. And there was a lot of folks in the industry who wrote articles about this around like, well, they really want all out and invested into that. But part of the reason is like you can have the conversation around like, should I play it safe and just keep spending as I, you know, X percent of my revenue gets fed back into marketing. And then I keep, you know, step changing from there. Or I could invest a bunch of money, drive awareness faster, and then, you know, lift the entire category. So the question then becomes is like, is it the right time…

Escúchalo en el minuto 20:21

Gastar más en canales individuales al incorporar efectos de interacción entre ellos

Canales de adquisición

Cuando se mide cada canal en aislamiento, se subestima sistemáticamente cuánto se debería invertir en cada uno. Al incorporar los efectos de interacción (sinergias entre CTV, social, promociones y otros canales), la curva de respuesta de cada canal se transforma: Meta puede pedir que se gasten 2M, pero considerando la interacción con CTV y las promociones, la recomendación real puede ser 6M. La clave es que los…

We're not really sure what it is. And we've kind of built, built a solution around that, around the Amazon selling motion. So like anything is really to like sales and share data to digital shelf optimization, which at that point we were trying to figure out like, what do we call this? Is it like e-commerce? Is it digital shelf? Like, so we were at that stage where it's like, we're trying to develop terms that people now use as like standard language. And then it's like, at the end of my time there, it was like Omnichannel was becoming this, like a word that people knew what that meant. And…

Escúchalo en el minuto 2:28

Gen Z y Gen Alpha inician sus búsquedas de productos en TikTok, no en Google

Investigación de mercado y cliente

Existe un cambio generacional significativo en los hábitos de búsqueda: los boomers y Gen X empiezan en Google, los millennials en Amazon, pero la Generación Z y Alpha inician sus búsquedas directamente en TikTok. Esto incluye búsquedas de restaurantes, reseñas y recomendaciones de productos. Para marcas que buscan captar a esos segmentos, TikTok no es solo un canal de entretenimiento sino un buscador alternativo…

And I think about the way I use and the way, you know, the people that I know, they're using TikTok a lot more. TikTok is more of like a TV or movie competitor in a lot of ways with the amount of time people spend on it. But even a Google competitor because Gen Z and younger. Oh, I search on it all the time for restaurant reviews. They use it for search more than they do Google, right? It's like it's so different than like you've got boomers in Gen X who start on Google. You've got millennials who are starting on Amazon a lot of times for certain types of things, right? But you have this Gen…

Escúchalo en el minuto 43:25

Los canales de abajo del embudo saturan y se encarecen: la marca queda atrapada en un ciclo de descuento

Canales de adquisición

Los canales de abajo del embudo (Meta, Google) generan resultados rápidos pero tienen un techo: las audiencias se agotan y los costos por clic se elevan. Cuando esto sucede, las marcas DTC suelen responder con descuentos recurrentes, lo que entrena al consumidor a comprar solo en promoción y destruye los márgenes. El resultado es una marca que mueve volumen pero no genera profit: los PE y VC lo detectan…

Like, because we come – so many of these brands came up in the environment where you've got this magic meta machine and your Google where you're capturing intent a lot. You know, you're not necessarily generating it. So what do you have to say to those brands that are maybe, like, really feeling like they're saturating that bottom of funnel with the digital channels they have available to them? Yeah, eventually you're going to saturate those audiences because the audience there, whether you shift it – and we see it all the time in the data – where we see brands who come in who are spending…

Escúchalo en el minuto 11:32

Mueve la inversión publicitaria gradualmente arriba en el embudo, no de golpe

Canales de adquisición

Las marcas que han dependido solo de marketing de resultados (bottom of funnel) deben ascender progresivamente hacia consideración y luego hacia awareness, sin saltar etapas. Un salto directo de performance a brand awareness sin pasar por el medio del embudo desperdicia la inversión porque no hay maduración de audiencia. La recomendación práctica es, incluso dentro de Meta, empezar a ampliar audiencias, generalizar…

But if you're over-reliant as an established brand, so if you're a $400 million brand, as an example, you want to gradually start to spend more toward awareness and toward that top of the funnel. But you don't want to just go straight from performance marketing to awareness because you've skipped all the steps in the middle. So if you're so performance focused, go to consideration. That's the next step up. Take your journey toward the top rather than just like, I've got the performance thing. Now I'm just going to inject this money at the top. I forgot the whole middle part of that funnel. I…

Escúchalo en el minuto 25:38

Awareness no garantiza revenue: el causal entre ambos es débil sin consideración de por medio

Medición y experimentos

La industria de marca ha asumido que más brand awareness produce más ventas, pero esta relación causal no siempre existe. Una marca puede generar picos masivos de awareness (por ejemplo, activando TV en agosto) sin ver ningún impacto en ventas en diciembre. El problema es que se apunta a audiencias demasiado amplias que no están en modo de compra. La recomendación es medir consideración en lugar de solo awareness…

A lot of what we talk about as a performance marketer is shifting the focus from direct response to building awareness and brand awareness. And when I said this to you in the pre-interview, you cautioned a little bit on the overuse of the term awareness. Can you go in on that a little bit? Yeah, I think like I was mentioning earlier, like there is this over-reliance on ROAS in the performance marketing world. And in the brand marketing world, there is an over-reliance on brand awareness or brand love as the metric. Because I think people have convinced themselves that there is a causal…

Escúchalo en el minuto 23:10

Connected TV es un canal de entrada accesible al upper funnel por su bajo costo

Canales de adquisición

Connected TV combina el alcance amplio de la televisión tradicional con la segmentación del medio digital, sin los costos prohibitivos de la TV lineal. Además, las marcas que ya producen contenido para YouTube o TikTok pueden reutilizarlo directamente en CTV. Se puede comprar a través de plataformas como Atari o directamente en Amazon Streaming TV, y aunque el costo por impacto suele ser alto, el rendimiento es…

And I'd recommend like connected TV because connected TV has a really solid reach like TV, but it's still targeted enough because of the connected TV nature. It's not like you're going to just buying linear TV or spots on like Gilligan's Island at 3 a.m., right? Like you're still very, very targeted in what you're doing. And oftentimes it's a lower cost of entry because you often already have the creative ready from what you're running on YouTube or what you're running on TikTok. So it's like, again, it's one of those channels where we're seeing really solid results. And you can typically buy…

Escúchalo en el minuto 27:42

TikTok Shop no funciona para todas las marcas; no es magia para todos

Canales de adquisición

TikTok Shop se promociona como el canal del momento pero el costo de configuración y mantenimiento no vale la pena para todas las marcas. Muchas lo adoptan a medias y no ven resultados. La clave es evaluar si la estrategia es correcta para el negocio antes de ejecutarla, en lugar de perseguir el último canal de moda por presión competitiva o FOMO.

I mean, because we see that now where it's like, everybody's like, I've got to be on TikTok shop. Like, that's the latest thing right now is everybody like, all of a sudden is like, TikTok shop. Like, I got to be there. Like, it is producing magic. It is for some people. For other people, it's not. Because the cost to set it up and maintain it and all that, it's not worth it at this stage for where they are. Because they're kind of like half doing it, right? So that's where it's like, I always caution brands to just like, you know, figure out what's the right strategy and execute against it…

Escúchalo en el minuto 32:05

Diversificar sin estrategia es 'spray and pray' que destruye presupuesto

Canales de adquisición

El error más común al expandirse a nuevos canales es lo que Bradley llama 'spray and pray': meterse en Amazon, empezar a reorientar contra la competencia sin un mensaje creativo adaptado y sin entender la relación causal entre el canal y los resultados.，（Gen ZFolgers），el gasto se desperdicia. La diversificación funciona solo cuando hay una estrategia detrás que maximiza la probabilidad de conversión.

Because I caution against brands who are diversifying for the sake of diversification. Brands who are diversifying for the sake of reaching a wider audience and a more targeted strategy, that will work. But if you're just spraying and praying, it's going to cost you dollars that may or may not work, right? Again, it goes back to that causal relationship type of thing. If I'm just spraying and praying, I'm going to go to Amazon and I'm going to start retargeting against Folgers, that's great. But like, what's the creative that's going to convert a Folgers drinker who may not be your target if…

Escúchalo en el minuto 31:14

Apunta a entre 10 y 15 canales de marketing, no más

Canales de adquisición

El punto óptimo para una marca de tamaño medio (ocho cifras) es mantener entre 10 y 15 canales de marketing activos y bien financiados. Las empresas grandes tienden a proliferar en 50 canales o más y después no saben por qué están en cada uno. Lo importante es gastar lo suficiente en cada canal para ser efectivo en él; tirar presupuesto en pequeños montos por muchos canales no produce nada. La recomendación es…

But I think if you're looking for the right growth that we'd recommend, you're generally looking for somewhere between 10 and 15 factors or marketing channels. So we talk about them as factors or marketing channels. So that's like TikTok and then meta, then you're looking at Google, you're looking at connected TV. So again, there's generally between 10 and 15 that we see that are really, really powerful. And I'd recommend like connected TV because connected TV has a really solid reach like TV, but it's still targeted enough because of the connected TV nature. It's not like you're going to…

Escúchalo en el minuto 27:21

La curiosidad genuina y la disposición a pivotar son la habilidad central del marketer moderno

Canales de adquisición

Bradley cierra el video señalando que el marketing se ha vuelto tan complejo y cambiante que ninguna especialización se mantiene vigente más de unas semanas. La única habilidad que sobrevive a la velocidad del cambio es la curiosidad genuina y la disposición a pivotar. Nadie sabe realmente lo que está haciendo, pero los que avanzan son los que mantienen la mente abierta y la curiosidad como motor.

But yet also why, you know, you go back to the beginning of what I said is like, you just have to genuinely be curious. Because like, let's be honest, none of us know what we're doing. Like we're all making it up every day because it's evolving so fast that you can't possibly be an expert in anything because of the fact that whatever you're an expert in changes next week. You know what I mean? So like that sounds more dramatic, but it's just like you just got to be genuinely curious and willing to be able to be nimble and pivot. Because again, the world's changing so fast and it's only going…

Escúchalo en el minuto 45:28

El equity de marca es interés compuesto: cada dólar de marketing se retroalimenta a largo plazo

Mensaje y copywriting

El equity de marca funciona como el interés compuesto en una inversión: cada dólar invertido hoy produce un retorno que se reinvierte y amplifica los retornos futuros. Esto es lo que los inversores y CFOs buscan en el marketing pero raramente encuentran cuantificado. La mayoría de los marketers creen en el poder del brand equity pero lo miden en awareness o brand love, nunca en dólares. Un banker de inversión ve un…

Think about your 401k, right? Really, at the end of the day, it's like I put a dollar in today and has a compounding factor, right? Or compounding, you know, capability. Well, marketing does the same thing. It's just that we call it brand equity or we call it brand power or we call it brand love. Well, imagine if you could quantify that impact. I mean, that's essentially what you're doing. Every marketer believes that there is power in brand. They just also then don't quantify it in dollars and cents. They quantify it in awareness or they quantify it in brand love, which is not wrong. But at…

Escúchalo en el minuto 5:56

TikTok ya supera a Meta en varias métricas clave para ciertos objetivos de campaña

Canales de adquisición

Un dato relevante del meta-análisis de Keen es que TikTok está superando a Meta en varias métricas clave de rendimiento publicitario cuando el objetivo es bestimmten. Esto tiene implicaciones directas para cómo las marcas deberían distribuir su presupuesto entre ambas plataformas, especialmente porque muchas marcas siguen sobredimensionando Meta por inercia.

So like, it's a huge question right now of like, should I be spending more in meta? And it's like, well, actually, TikTok's actually surpassing them on a bunch of key metrics. So like, if that's your objective, maybe TikTok's a better channel.

Escúchalo en el minuto 39:46

Four Sigmatic conquistó nuevos tamaños capturando búsquedas de ingredientes y competidores

Canales de adquisición

Four Sigmatic usó dos estrategias de diversificación de audiencia complementarias. Primero, en Google capturó búsquedas de ingredientes como cordyceps y setas, alcanzando personas que buscaban información antes de conocer la marca. Segundo, en Amazon pasó a competir directamente con Folgers dirigiendo su mensaje a personas que querían una alternativa al café convencional. Al capturar intención informativa y…

I think of Four Sigmatic that's client of Pilot House. And they got really aggressive on Amazon in a couple ways. One, well, actually online going by and on Google targeting keywords and building a lot of content around like the ingredients that go in their coffee, for instance. So people are looking at cordyceps or different kinds of mushrooms, end up in a funnel. So people, they're catching them before they're brand aware, but just that they might know that they want to drink mushroom coffee. And then on Amazon, they went crazy broad by like really starting to target people that were like…

Escúchalo en el minuto 30:16

Keen ofrece spend-to-revenue benchmarks diferenciados por tamaño de marca

Medición y experimentos

Keen publica recomendaciones de inversión en marketing como porcentaje de ingresos según el tamaño de la marca: brands de $50M, $500M y $1B tienen ratios de gasto a ingresos óptimos distintos. Adicionalmente, dentro de esos benchmarks generales, el informe detalla la distribución correcta entre search, streaming TV, display e influencers. Todo basado en el meta-análisis de cientos de marcas que han pasado por la…

So if I'm a $500 million brand versus a billion dollar brand versus a $50 million brand, what should my spend to revenue ratio be for the most effective return? And then inside of that, you're going to get into like, well, what is the right balance of spend between search versus streaming TV versus display versus influencers? So you're going to be able to see what is the right channel mix. And all of this is based off of who we see are the best performers coming out of Keen's meta analysis of those hundreds of brands that I mentioned. You're also then going to be able to start to double click…

Escúchalo en el minuto 39:10

TikTok social commerce funciona por two-way community depth, no por el botón de compra — Meta Reels es one-way shallow

Mensaje y copywriting

Bradley y Eric discuten: 'Why hasn't meta figured out how to crack this? But it's part of it to me is the two-way nature of TikTok. And which is one of the reasons I think that a lot of the governments of the world are wary of it. Because it is more, it feels more two-way. It feels more community-based and more social than something like a Reels, which is just like, I'm going to get a few laughs or whatever. Where…

You mentioned it in the last thing you said just about how maybe TikTok's outpacing meta. And I think about the way I use and the way, you know, the people that I know, they're using TikTok a lot more. TikTok is more of like a TV or movie competitor in a lot of ways with the amount of time people spend on it. But even a Google competitor because Gen Z and younger. Oh, I search on it all the time for restaurant reviews. They use it for search more than they do Google, right? It's like it's so different than like you've got boomers in Gen X who start on Google. You've got millennials who are…

Escúchalo en el minuto 43:19

Keen mide el 100% de los dólares operativos contra el 100% de los ingresos, no solo medios

Medición y experimentos

A diferencia de las herramientas tradicionales de media mix modeling que se enfocan solo en la ejecución de medios pagados, Keen toma una visión 100% holística: incluye estrategia de precios y promociones, distribución, tráfico orgánico del sitio, redes sociales orgánicas y todos los factores ambientales. Esto permite construir un forecast de demanda basado en unidades, que conecta directamente con decisiones de…

But it's also the accountability with an unbiased result. I think that's the unique thing that we can provide for brands who are looking for that thumb on the windshield. Hopefully better. But then and talk to me about how what you guys offer differs from more traditional media mix measurement tools. Yeah. So I think the easiest way to say it is we're holistic. So we're looking at 100% of your working dollars against 100% of your revenue. And factoring in all of the environmental factors as well. So we're not only looking at your media execution, but we're also factoring in your pricing and…

Escúchalo en el minuto 35:37

Los canales nuevos requieren madurez en la inversión; no pulses el pánico antes de tiempo

Canales de adquisición

La analogía de conducir con la nube de polvo adelante ilustra un problema real: cuando las marcas prueban canales nuevos, no ven resultados inmediatos y entran en pánico, abandonando la inversión antes de que el canal madure. El consejo es mantener la convicción y la inversión sostenida mientras se monitorean los datos con una plataforma que ayude a evaluar la ruta con anticipación.

I think I brought this up with Greg too, but I think of this trip I took in Cambodia one time where we got a cab driver to drive us from Thailand, Bangkok to Cambodia. And we're on these like wide, these big, dusty, wide roads. And he was drifting. But every time the dust cloud would come up, we couldn't see anything where we were actually going. He'd stick his thumb to the windshield where he knew the road would go and he'd drive towards his thumb, which I don't know how good that was. But this is all – this metaphor is about how can brands who are diversifying into these channels not hit…

Escúchalo en el minuto 32:33

La naturaleza bidireccional y comunitaria de TikTok explica su ventaja sobre Meta en commerce

Canales de adquisición

Bradley sugiere que el éxito de TikTok en social commerce frente a Meta se debe a su naturaleza más bidireccional y comunitaria. A diferencia de Reels o las funcionalidades de commerce de Meta que se sienten más pasivas, TikTok genera comunidades más profundas con contenido más auténtico y participación real. Esta diferencia experiencial explica por qué los usuarios de TikTok transaccionan ahí mientras que Meta no…

But again, it just leads to like, is it the experience that's led the adoption? Like, why hasn't meta figured out how to crack this? But it's part of it to me is the two-way nature of TikTok. And which is one of the reasons I think that a lot of the governments of the world are wary of it. Because it is more, it feels more two-way. It feels more community-based and more social than something like a Reels, which is just like, I'm going to get a few laughs or whatever. Where it feels like the depth that's happening on TikTok is fostering these communities. And I think that's one of the reasons…

Escúchalo en el minuto 44:23

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