Madison and Wall Podcast Episode 22: The Trade Desk, Roku, IPG and Dentsu + Ads 101 on Performance Marketing
Feb 14, 2025
Andy Rosenberg, a growth and marketing expert with a diverse background in D2C, menswear, and mobile gaming, explores the evolving landscape of performance marketing. He shares insights on how budgeting and resource management are crucial for brand identity within this framework. Rosenberg reflects on his transition from traditional marketing techniques to performance-driven strategies, influenced by advancements in technology and social media. The discussion also delves into the challenges legacy brands face in adapting to modern consumer data demands.
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Performance Marketing's Core Compass
- Performance marketing relies on clearly defined KPIs like revenue or new customers to drive marketing direction.
- A strong brand "moat" now also includes managing marketing inputs and outputs, not just awareness and differentiation.
Measure Brand Impact via Cohorts
- Use site data and cohort analysis to measure brand-building impact on performance.
- Track customer journey from first touch to conversion to understand the delayed effect of top-funnel activities.
Legacy Brands Face Digital Shift
- Legacy brands face challenges connecting short-term performance data due to longstanding customer relationships.
- Social media and digital presence are now vital to engage consumers beyond traditional retail.