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4min chapter
From Customers to Brand Advocates: Direct Response vs. Branding | Dylan Ander
Adspend with Ash Melwani and Rabah Rahil
How to Optimize for Revenue Increases
Dylan: Split testing or just conversion rate optimization is essentially a function of intel gathering that then you can deploy across the ecosystem. "Having a revenue increasing machine, the tide that lifts all boats that is CRO" becomes 10 times more powerful when you think of it as R&D., he says. Dylan: The continuity between the ad and the landing page is so important for brands to be able to coexist.
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