Marketing Operators Setting 2026 Goals, Incrementality Lessons from BFCM and Amazon Brand Bidding
12 snips
Dec 23, 2025 The discussion kicks off with insights on Shopify's Winter Editions and the transformative role of Sidekick in data access and team efficiency. They dive into Black Friday performance, revealing how incremental spending influenced results and the challenges of interpreting noisy data. The conversation shifts to Amazon's aggressive brand bidding strategies, examining the impact on direct-to-consumer sales. Finally, they share a goal-setting framework for 2026, emphasizing strategic planning while balancing immediate execution.
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Scale Peak Spend Incrementally
- Test scaling in controlled increments during peak promos to measure marginal ROAS before committing full budget.
- Speaker 0 recommends repeating tests with larger holdouts to improve confidence in noisy reads.
Short Windows Give Directional Signals
- Short test windows yield directional insight but often carry wide confidence intervals.
- House advised larger holdouts (e.g., thirds) to tighten statistical certainty.
Repeated Brand Search Tests Show Little Incrementality
- Cody ran four brand-search tests across years and channels and repeatedly found almost no incremental revenue during promo periods.
- He used those results to push back on Google reps urging more brand spend.