Beyond ROAS - Insights From the Ecommerce Trenches
The Beyond ROAS Podcast is produced to arm ecommerce brand operators with insightful and actionable information. The podcast is produced by Sum Digital, a digital ad agency focused on scaling Meta, Google and TikTok Ads for ecommerce. We've been doing this for over 10 years, and we're getting better and better each year.
Beyond ROAS - Insights From the Ecommerce Trenches
The Evolution of Celebrity Commerce with Jeff Eynon, Head of Growth, Nocta
In this conversation, Jeff and Terry discuss the evolution of celebrity commerce, the challenges of measurement and attribution in direct-to-consumer (DTC) brands, and the effectiveness of various advertising channels like TikTok and YouTube. They share insights on the importance of celebrity involvement in brand success, the tools they use for data analysis, and the complexities of incrementality testing. The discussion highlights the need for a strategic approach to marketing and the integration of technology in optimizing advertising efforts.
Takeaways
- Celebrity commerce is still thriving despite market changes.
- The success of a DTC brand often hinges on the celebrity's involvement.
- Measurement and attribution in advertising are increasingly complex.
- Tools like Daasity help in creating comprehensive dashboards for data analysis.
- Incrementality testing can provide valuable insights but comes with challenges.
- TikTok offers a unique advertising opportunity, often at a lower cost than Meta.
- YouTube reaches different audiences but measurement remains a challenge.
- Effective communication with customers can drive revenue, even with limited product launches.
- Using data enrichment tools can enhance user identification and attribution accuracy.
- Setting benchmarks for notifications can streamline inventory management.