In this episode of The Ecommerce Playbook podcast, Richard Gaffin and Luke Austin discuss the challenges D2C brands face regarding marketing measurement and target setting. Luke emphasizes the importance of aligning on a strong signal, specifically incrementality from geo holdout tests with at least 90% confidence, to guide budget allocation and media campaign optimization. They address issues such as data fidelity, metric prioritization, and the tendency to overreact to short-term performance data. Luke suggests focusing on creative output, competitor analysis, and understanding category dynamics rather than constant bid adjustments. He recommends that brands dedicate resources to creative ad generation and ensure all decision-makers align on channel targets based on reliable incrementality data.
