Exploring Incrementality in Marketing and Optimizing Spend Levels

00:00 Introduction

03:16 Life Updates

06:04 Introduction to Tyson Drake and his Background

11:46 Merchandising and Marketing in Different Industries

27:39 Creating Effective Marketing Campaigns

30:54 Product Classification: A Tiered Approach

32:43 Category Expansion: Becoming a Kitchenware Brand

36:30 Forecasting and Inventory Management

50:58 Measuring the Effectiveness of Top-of-Funnel Advertising

01:01:49 Measuring the Effectiveness of Marketing Channels

01:02:49 Challenges of Measuring TV and Streaming TV

01:06:14 Post-Purchase Surveys and Media Mix Modeling

01:09:09 Tracking Awareness and Consideration with Prompted Brand Surveys

01:11:01 Creating Mental Availability and Being Part of the Consideration Set

01:28:07 Frameworks: Guiding Decision-Making in Marketing and Music

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