Showing 9 of 100 Curve Your Enthusiasm
CYE #6 TV Advertising Measurement: Why Linear and Streaming Need One Strategy
TV advertising measurement now treats linear and streaming as one medium, not two budgets. This matters because ROAS misses TV’s brand-building effect, and linear and streaming have blurred enough that one show gets consumed both ways. Without patience and enough budget to model, brands miss the saturation point where more TV spend stops paying off. […]
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CYE#5 AI in Marketing Analytics: Why Human Judgment Still Matters Most
AI in marketing analytics works best as an assistant, not a replacement for human judgment. This matters because AI models can hallucinate or produce invalid results, and skipping oversight risks building strategy on untrue data. Without deep understanding of the business question, automated tools can generate confident answers no one can actually validate. This video […]
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TikTok Advertising: How Skims Tripled Spend After One Experiment
Discover how SKIMS used marketing experimentation to uncover underfunded channels, triple their TikTok budget, and drive significant profit growth efficiently. (20 words)
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CYE #8 Marketing Measurement Modernization: Why First-Party Data Changes Everything
Marketing measurement modernization means replacing siloed, pixel-based attribution with a unified stack built on first-party data. This matters because pixel-based attribution grows biased as cookies degrade, creating blind spots that distort which channels look effective. Without unifying financial and marketing data, budget holders don’t trust the dashboard, and distrust kills the decision. This video explains […]
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How to Turn Incremental Revenue Into an Ad Platform Lever
Learn to turn LiftLab insights into actionable daily budget caps and target ROAS, maximizing your marketing ROI and efficiency.
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Marketing Forecast Accuracy: Why You Need Three Types of ROAS, Not One
Stop wasting money by optimizing for average returns. Switch to marginal ROAS to reallocate budgets toward higher-performing, profitable advertising channels.
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CYE#3 Growth Stage Marketing Metrics: Why Startups and Scaled Brands Need Different Ones
Gain practical insights on MMM, incrementality, and full-funnel measurement to help you approach your next budget discussion with confidence.
Watch Now →From Start-up to Scale: Why Different Growth Stages Need Different Metrics
Gain practical insights on MMM, incrementality, and full-funnel measurement to help you approach your next budget discussion with confidence.
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CYE #7 Marketing Investment Strategy: Why Media Spend Is a Revenue Driver, Not a Cost Center
Marketing investment strategy treats media spend as a revenue-generating portfolio, not a cost center. This matters because metrics like CAC and last-click attribution mislead once growth stage and true incrementality aren’t factored in. Without incrementality testing to separate correlation from causation, brands trust media mix models that can be dangerously wrong. This video covers how […]
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