How Origin Doubled Ad Spend with Better Attribution

Nov 19, 2024

Justin Parker, the e-commerce expert at Origin, and Logan Brown, a product manager at Triple Whale, delve into the intricacies of marketing attribution. They discuss how Origin doubled its ad spend by centralizing data for more accurate tracking. Insights on using AI to uncover action points and the importance of innovative attribution models are shared. The conversation highlights navigating challenges post-iOS 14 and the need for robust tracking across digital channels, ensuring brands remain competitive in a fast-evolving e-commerce landscape.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Origin's Early Attribution Focus

Justin Parker's e-commerce journey began on marketplaces like Amazon and eBay.
He prioritized understanding customer behavior and ROI from the start.

ANECDOTE

Doubling Ad Spend with Triple Whale

Origin doubled ad spend in recent months due to better attribution data.
Triple Whale's data analysis played a key role in this growth.

INSIGHT

Conflicting Attribution Data

Marketers struggle with conflicting attribution data from different platforms.
Each platform often inflates its contribution to conversions.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

📈 Triple Whale - Learn more about Sonar for Meta 🔗 https://www.triplewhale.com/meta?utm_source=chewonthis&utm_medium=podcast&utm_campaign=meta-sonar-mdf2024 In this episode of Chew on This, Ash dives deep into the world of marketing attribution with Justin from Origin and Logan from Triple Whale. They explore how modern brands can effectively track and optimize their marketing performance across multiple channels. 📊 Data Centralization: Origin leveraged Triple Whale to centralize data from various platforms, enabling better attribution and doubling ad spend. 🤖 AI Insights: AI and prompt engineering are integral in uncovering hidden action points and optimizing marketing strategies. 📈 Attribution Models: Using total impact attribution and zero-party data from post-purchase surveys provides a more accurate and trusted view of ad performance. 🔄 Workflow Automation: Triple Whale is developing AI-driven workflows to automate root cause analysis and provide actionable recommendations. 🚀 New Channels: Trying new marketing channels while ensuring proper tracking and attribution is crucial for staying ahead in the competitive e-commerce landscape. 0:00 - Intro 1:32 - The impact of the iOS 14 update on data tracking and attribution 3:19 - Transition from traditional analytics to more advanced attribution models 5:00 - The struggle of marketing teams to understand the return on their investments 8:17 - The significance of having a centralized source of truth for data 10:11 - Importance of measuring ad interactions to optimize future campaigns 12:57 - Using data to pinpoint marketing channel effectiveness 16:34 - The need for granular data to compare platform performance 20:15 - Correlating ad spend with direct traffic to assess campaign effectiveness 24:27 - Discussion on creating a weighted three-prong attribution model for better channel assessment 27:30 - Emphasis on the importance of AI in marketing and data analysis 30:12 - Insights on using AI for segmentation and personalization in marketing strategies 32:02 - Analyzing chat data with AI to improve customer interactions and responses 34:43 - The potential for AI to provide actionable insights and recommendations for ad campaigns 37:12 - Importance of having centralized data to identify issues affecting ad performance 39:41 - Future features that will automate data analysis and improve marketing efficiency 42:11 - Discussion on the impact of using advanced attribution tools on ad spending and performance 46:10 - The significance of understanding customer acquisition strategies for scaling ads effectively 46:48 - Final chews Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc