-Parker: [ Ссылка ]
-Redo: [ Ссылка ]

In this episode of Sharpen Your Skills, we're going deep into one of the most critical topics in ecommerce today: marketing measurement. If you're a marketer, business owner, or finance leader trying to improve your marketing effectiveness, this discussion is for you. We kick things off by dismantling the idea that marketing metrics should be separate from financial metrics. Everything should be evaluated on its contribution to shareholder value — meaning financial impact is king.

Join us as we explore the "hierarchy of metrics,” four critical layers to effectively measure marketing performance. From focusing on contribution margin dollars as the key business scoreboard, to understanding the interplay of revenue, ad spend, and customer acquisition metrics, we reveal a comprehensive way to align marketing goals with business health.

Our breakdown covers:
-Why contribution dollars, not percentages, are crucial for tracking monthly performance.
-How to manage your marketing using business, customer, and proxy metrics.
-The gold standard for channel-level evaluation using incrementality testing and geoholdout studies to refine ad spend strategies.
-Tools and tips for achieving a balance between first-order profitability, volume growth, and financial outcomes.

Key takeaway: Measure marketing efforts by their financial impact, optimize for contribution dollars, and use sophisticated metrics to align your efforts with your company’s bottom line. This is your blueprint for building a financially robust marketing strategy.

Don’t forget to comment "MEASURMENT" for access to a scorecard that helps you assess your brand's marketing impact. Subscribe for more actionable insights to drive your ecommerce growth!


0:00 - Introduction
0:50 - The Key to Measuring Marketing Success
2:15 - The Hierarchy of Metrics Explained
3:45 - Layer 1: Contribution Margin Dollars
6:20 - Quick Ad Break: Parker Rolling 45 Credit Card
8:30 - Layer 2: Business Metrics
10:50 - Layer 3: Customer Metrics
14:30 - Fuel Profit and First-Order Value
16:40 - Layer 4: Proxy Metrics (Channel Metrics)
18:20 - The Gold Standard: Incrementality Testing
21:00 - Quick Ad Break: Redo Free Returns Solution
22:30 - Incrementality Matrix and Platform Optimization
25:00 - Final Takeaway: Building a Financially Driven Marketing System
26:00 - Outro

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