Marketing Operators E024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven Marketing
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Sep 10, 2024 Jared Brody, Executive VP of Marketing at Resident, leads multiple mattress brands like Nectar and DreamCloud. He discusses the benefits of a multi-brand approach in the direct-to-consumer market. Brody dives into the creation of custom attribution tools for better measurement and analytics, contrasting them with out-of-the-box solutions. He also highlights the significance of geo-testing and data analysis for effective decision-making. The conversation wraps up with insights on optimizing marketing strategies through data-driven creative practices and holiday planning.
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Vendor Trial Misattributed Display
- Resident ran a parallel trial with a vendor and their custom tool to compare outputs.
- The vendor attributed most impact to display, which conflicted with Resident's business knowledge and triggered an internal build.
Don't Skip Hard-To-Measure Channels
- Don't avoid hard-to-measure channels purely because they're noisy; run layered tests and accept some unmeasurable brand plays.
- Use CTV or TV tactically during holidays to re-spark consideration even if direct tracking is weak.
Index Channels For Fair Comparisons
- Index channel performance relative to each other instead of relying on absolute period-over-period changes.
- Use indexing as the primary signal to reallocate spend between platforms.