Marketero · Entrevistas
Ep 225: AKNF - How to Recession Proof Your Media Buying Team
16 ideas de marketing sacadas de «Ep 225: AKNF - How to Recession Proof Your Media Buying Team», de DTC Podcast. Sobre todo de investigación de mercado y…
- 16 ideas despiezadas
- Fuente DTC Podcast
- Dura 49 min
- Publicada en 2022
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El objetivo verdadero es la venta neta de Shopify: ingresos brutos menos descuentos menos devoluciones
Medición y experimentosDespués del iOS 14.5, Facebook ya no puede atribuir conversiones con precisión (antes ~98%). El bullseye correcto es la venta neta real en Shopify, no los eventos de conversión de la plataforma.
yeah i mean as a performance marketer at the end of the day it's money in your pocket right it has to be and that means shopify sales right net sales you know gross revenue minus discounts minus returns returns don't count it's got to be net sales so that's the bullseye and the more you can bring team members and rally them behind that number the more you can cut through the noise love it we spoke a little bit about this on a recent podcast but when you compare the way things are now in post ios 14.5 versus where they were uh pre ios 14.5 in regard to hitting the bullseye how has that changed…
Escúchalo en el minuto 33:39
Investigación de mercado y clienteAntes de cerrar con un agency, pregúntales si在他们靴子里 si pueden ganar. Si no creen poder lograrlo, no cobrarán. Solo así hay alineación real de incentivos. Una estructura sin riesgo compartido es una relación que se romperá.
uh find out in the deal structure are they willing to win when you win yeah it's a hard one like i spend so much of my day deciding am i willing to win when you win because i'm now in your shoes and can i win if i was in your shoes and if i don't believe i can yeah then i'm not going to look you in the eye and say hey pay us all this money and then not believe it i have to believe it i have to believe if i'm in your shoes and if our team and we just like you said we go to our team members and we say can you succeed can you really do it because if you can't you don't get to share the spoils of…
Escúchalo en el minuto 9:45
Gut check: la única pregunta que importa al contratar es si confías visceralmente en esa persona
Investigación de mercado y clienteAntes de skills, currículum o cultura, la prueba definitiva es: '¿confiaría en esta persona como socio y accionista?'. Si no puedes responder sí sin dudar, no la pongas ante un cliente ni un compañero.
really good question to me i do a lot of the first interviews what i call the gut check and at the end of the day the big question i ask is would i partner with you right would i want you to be a shareholder with me where you have to have the ultimate trust right i trust you to act in my best interest and i'm going to act that way in yours so if i don't if you don't viscerally trust someone for for us as an agency why would i put that person in contact with our partner if i don't viscerally trust them why would our partner trust them right and i don't think i think that extends no matter what…
Escúchalo en el minuto 16:24
Investigación de mercado y clienteSi puedes entrenar en 18-30 meses, entrena. Los fundamentals (querer vender, querer ganar, querer aprender) pesan más que los años de experiencia en meta ads. Contratar experiencia sin fundamentals produce personas que hay que empujar.
but i wanted to ask briefly you're not going to always be able to hire seasoned media buyers you're going to have to be able to hire people that are maybe even unfamiliar with what the term media buying means can you talk a little bit about how we balance hiring for experience versus training people personally you're the boss personally i would choose fundamentals uh first so if someone has the right fundamentals and you've done the deep think and you said you know snap your fingers it's five years from now do you really want to be an expert in this field and there's a there's a bit of an…
Escúchalo en el minuto 24:33
ConversiónEl equipo creativo y los media buyers deben bajar la montaña juntos, mirando los mismos datos. Cuando el creative funciona, ambos ganan; cuando no, ambos iteran. Esto requiere que diseñadores tengan acceso a performance data, no solo a briefs.
how this works absolutely one of the most common things we see is this issue of a creative feedback loop where the very creative that media buyers need to run to be successful you've got designers and content managers developing and if they're not aligned in the same way that the media buyer is they're playing two different games right and so you have to bridge that gap they both have to be working towards the same goals and therefore they have to win at the same time so we call this the creative feedback loop where data performance data that the media buyers are you know they've got their…
Escúchalo en el minuto 31:40
Incentivización con participación en resultados para media buyers: alinea riesgo yreward
Canales de adquisiciónLos media buyers son adictos al feedback en tiempo real. Vincular su compensación a métricas de performance (no a porcentaje de spend) les motiva intrínsecamente porque pueden ver cómo sus decisiones cambian los números y se benefician personalmente.
wanted to ask like when you say incentivization around media buying why is incentivization so important uh to hiring good media buyers for me it's because i see myself in everyone else right i say well how would i feel if i were in their shoes and i know i'm ambitious i want a path i want to grow i've got lots of personal ambitions i know i need money that's why that's why i'm working and i know i see that in other people too and so if they don't have that path if they can't say to myself okay well i'm making this how do i double that right if you don't have an answer for that as uh as a…
Escúchalo en el minuto 36:50
La atribución multi-agencia necesita un modelo justo o habrá guerra por el crédito
Investigación de mercado y clienteCuando múltiples agencies (meta, Google, TikTok) operan para el mismo cliente, cada una quiere comisión sobre la misma venta. Sin un modelo de atribución acordado previamente, hay conflicto. Todos ganan cuando la venta ocurre en Shopify y se reparte limpiamente.
can't have an agency over here who's doing one effort and then your internal team is doing another effort and then you've got a google agency over here and a tick tock agency over here and everyone's got their hands out asking for commission on the same sale everyone needs to band together realize that the customer journey has multiple points and if everyone wins when that sale occurs in shopify and it can be distributed fairly and that's that's the goal here it's difficult right everyone uh everyone wants a personal win but you have to be generous and i think this only win this only works if…
Escúchalo en el minuto 35:07
Investigación de mercado y clienteSi un candidato se adelanta, filma UGC como si ya trabajara para la marca, y presenta una estructura de campaña antes de ser contratado, es mejor que alguien con skills en papel. Eso prueba que no hay que empujarlo.
advice for anybody who's an aspiring media buyer the difference maker as a media buyer is initiative getting it done doing it just not overthinking it don't dwell do you know so if you're looking because you want to work at this brand or you want to work at this agency just do it right you have to cream rises to the top creamerize themselves go to the facebook ads library download watch this course study it really show that you're just taking actions because that is the difference maker between the winners and the losers in the space the job of everyone who has a job is to make the person who…
Escúchalo en el minuto 28:41
Canales de adquisiciónUn verdadero performance marketer solo se mide por la venta neta concretada hoy. Si un agency o growth partner habla de coste por clic, CPM o alcance como métricas principales, es señal de que no están orientados a resultado.
i would say performance marketers right define that define what performance marketing is briefly performance marketers to me is one thing matters sales right it's all about net sales making a sale you got a product you got to sell it right at the end of the day what is advertising it's saying hey would you like to buy this product and there's a whole art there about how you do that the strategies and how you how you position how you approach how you uh give your message your value proposition it's it it runs deep but at the end of the day what's most important to a performance marketer is…
Escúchalo en el minuto 5:43
Reportar lo que mueve la aguja: cuatro horas debatiendo CTR son cuatro horas sin vender
Medición y experimentosEn performance marketing solo importan las compras. Todo lo demás (impresiones, clics, CTR, add-to-cart) son métricas intermedias. Si se discuten métricas que no mueven la aguja, es tiempo perdido.
by focusing on the things that matter the things that move the needle right we're in the digital marketing space you've got everything from impressions to clicks to time on site to add to carts to initiate checkouts to purchases to everything you have to know that at the end of the day the purchases are the only thing that truly matter at least you know to a performance marketer and if we spend four hours debating the click-through rates and the add to cart rates those are four hours that could have been spent doing activities that move the needle and drive sales
Escúchalo en el minuto 40:20
Los valores se transmiten por las decisiones, no por las palabras
Marca y posicionamientoUna cultura se construye cuando los valores se traducen en decisiones concretas (quién se hire, quién se despide, cómo se reparten los spoils) y todos ven que el entorno resultante confirma esos valores. Repetirlos no basta.
it's the values that create the value the environment dictates which is that the values create the environment because that's how decisions get made who gets hired who gets fired and based on those decisions based on those behaviors that creates an environment that environment could also be called a culture because if a bunch of people are working within that environment they all kind of subscribe to this greater value system and if that value system aligns to what you're actually trying to do what your progress is trying to accomplish that's again where the magic occurs because the…
Escúchalo en el minuto 0:00
La cultura se transmite por lo que se modela, no por lo que se dice
Marca y posicionamientoRepetir valores no los distribuye. Los valores se distribuyen cuando líderes los practican repetidamente y todos ven las consecuencias. Si alguien actúa en contra, destaca como un soro en el cubo y la cultura se autocorrige.
often and the only thing i've seen real progress in is when the distribution of these values happens as a part of the way business occurs right it doesn't only happen when you make the effort to make it happen because if you're always it's a sort of push versus pull thing right it's like if you're always if it only happens when you take the time to do it you're not gonna have enough time to do it you've got a million other things you got to do and so an example of that would be we talked about you know the five core pilot values one of them is value creation which really tries to address the…
Escúchalo en el minuto 46:22
Si puedes hacer que la persona para quien trabajas tenga tiempo, puedes ocupar su lugar
Estrategia y decisiones de negocioLa manera de crecer profesionalmente es quitar trabajo al de arriba, no quitárselo al de abajo. Si cada nivel hace esto, todos ascienden y el valor se multiplica en la organización.
in the space the job of everyone who has a job is to make the person who they're working for have time yes if you can make whoever you're working for have time that means that you can level up into their shoes and if everyone is doing that the whole way up the value in the world everyone gets to level up and if someone comes if someone comes to us
Escúchalo en el minuto 29:13
Precisión de atribución de Facebook antes del iOS 14.5: ~98%
Medición y experimentosAntes del iOS 14.5, Exportando reportes de clientes de Shopify y emparejándolos con datos de geo, género y valor de conversión, Facebook era 98% preciso en algunos clientes. Eso hizo viable usar su conversión como bullseye.
back when facebook was pretty accurate i mean i know in my time i've pulled many reports of shopify customer exports and i've matched them up based on geos based on gender based on obviously conversion value and it's 98 percent in some in some clients uh accurate right that when that was the case it made sense to use facebook uh
Escúchalo en el minuto 34:21
Escala de Pilot House: de 15 a 120 empleados en 18 meses manteniendo alineación cultural
Estrategia y decisiones de negocioPilot House creció de 15 a 120 empleados en 18 meses sin perder alineación cultural, gracias a que los valores (alignment, transparency, value creation, velocity, accountability) se distribuyen a través del comportamiento modelado, no solo de la comunicación.
and we've embodied that i think massively going from 15 to 15 120 employees in uh you know a year and a half and to have a team that is as aligned i heard someone describe our the company culture at paladius as like as if an invisible thread was kind of pulling through the center of all people with you didn't you don't see it it's not there as shackles or anything like that but everyone is aligned and motivated in the same way i think because they're bought in on these core values and it allows like you're saying like a lot of autonomy um you know and a lot of wiggle room in order to play in…
Escúchalo en el minuto 45:16
Tiempo de formación de media buyer en Pilot House: 18-30 meses
Medición y experimentosEl sweet spot de Pilot House para entrenar a un media buyer desde cero hasta productividad es entre 18 y 30 meses. En ese período se entrena, desafía y retiene. Este timeframe es un objetivo de la empresa, no una garantía.
spot honestly where we where we invest in training our sweet spot is probably like a year and a half to two and a half years where you train and challenge and encourage and blah blah but that's our whole jam is building this talent they've called us a talent business because that's where all of our energy goes into creating amazing talent that is fluid and works together teams are cross-pollinating across traffic platforms and so on and so on and so on you don't need to think about it that
Escúchalo en el minuto 28:01
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