Marketing Operators E024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven Marketing
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Sep 10, 2024 Jared Brody, Executive VP of Marketing at Resident, leads multiple mattress brands like Nectar and DreamCloud. He discusses the benefits of a multi-brand approach in the direct-to-consumer market. Brody dives into the creation of custom attribution tools for better measurement and analytics, contrasting them with out-of-the-box solutions. He also highlights the significance of geo-testing and data analysis for effective decision-making. The conversation wraps up with insights on optimizing marketing strategies through data-driven creative practices and holiday planning.
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Build Tools When Vendors Misread Your Business
- Resident built bespoke measurement tools because third-party outputs sometimes contradicted business reality.
- Custom MTA, MMM and a device graph let them align attribution with known channel performance.
Vendor Trial Misattributed Display
- Resident ran a parallel trial with a vendor and their custom tool to compare outputs.
- The vendor attributed most impact to display, which conflicted with Resident's business knowledge and triggered an internal build.
Validate Impressions With Geo Holdouts
- Use geo holdouts and matched markets to validate impression-heavy or seasonal channels before scaling.
- Cut spend in a test market and watch for baseline dips to identify wasted channels.