Tue, 11 June 2019
Today’s episode is about really rigorous data based approach to social media advertising.
Tev Marusenko, PhD, takes a very academic approach to data collection, integration and management he shares the tactics he’s used in his own business endeavours.
[6:07] Max introduces DOCTOR Yev Marusenko, and asks him to talk a bit about himself.
[8:59] After getting his PhD, Yev opted for a career change from theoretical academia to marketing and it turns out there are many transversal skills.
[13:00] Establishing a brand and then marketing or building the brand by testing? Heroclip had huge growth goals and that required both approaches at once.
First, you need branding so: branding strategy sessions! Heroclip is a carabiner, it could have been sold just as a carabiner— mind the competition! — but it already looked different so they spend a great deal of time thinking about what it actually does and how it differs for the customer. Reading branding books, articles, workshops and knowledge sharing.
Second comes the testing, integration and data management and that’s more of a word by word process of tweaking and iterating.
Brand optimization [20:28] Yev explains how he sets up a data collection campaign.
Your metrics require variety: you need to test a sizable sample to test (10 taglines for example) and you will need to choose or more measurements (clicks, or shares, or comments, etc.)
From there, Yev usually picks the top 10% regardless of performance and moves on to analysis.
Which brand assets can you test? [25:45] What decides the brand assets that you can test? There are easier and harder ones to get at and generally, the harder assets to get data for are the ones that make the most difference.
Easy (static elements): taglines, headlines, short form copy, images.
When dealing with images, you have to consider 2 aspects:
1. The content to the image (logo, text, etc.)
2. Design aspect (border or no border, tilt, etc.)
Hard (evolving elements): anything about the customer journey.
Where do they go after clicking on your link, the order of the content they view, are they more analytical or emotional… this involves a lot of iteration.
[29:00] Max emphasizes the importance of those evolving elements in brand building, typically people associate brand with static elements.
Starting out with data testing [30:27] for someone who is new to Facebook ads, how do they integrate this kind of strategy?
Don’t get too overwhelmed: start with two customer touch points and practice your interpretation skills!
Yev and Max discuss an example on testing website page click through and feature responses that answers two questions in one.
[38:07] Yev created software that attributes sales to people and figures out how much they’re spending with regards to how much you spent to bring them in.
Zontracker does 3 things Amazon businesses can use:
1. Tracks the sales in Amazon coming from Facebook ads.
2. Pulls Amazon customer data into Facebook.
3. Optimize for Amazon purchases within Facebook.
[47:12] Max signs off and invites listeners to connect with Yev on Facebook and LinkedIn!
Mentioned in this episode