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UI Breakfast: UI/UX Design and Product Strategy
BDTP. Measuring Paid Media for SaaS with Barbara Galiza
Aug 16, 2024
Barbara Galiza, a growth and marketing analytics consultant, dissects crucial marketing metrics for SaaS businesses. She discusses the importance of measuring customer acquisition costs and lifetime value while managing data from multiple sources. The conversation delves into Marketing Mix Modeling, emphasizing testing methods like GeoLift and Holdout for assessing campaign effectiveness. Galiza also touches on the challenges of navigating email measurements in light of privacy regulations, advocating for server-side tracking to enhance data accuracy.
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Quick takeaways
- Understanding crucial metrics like CAC and CLV is essential for SaaS companies to allocate marketing budgets effectively and drive growth.
- Triangulating data from multiple platforms helps companies navigate discrepancies and gain comprehensive insights into their marketing performance.
Deep dives
Understanding Measurement for SaaS Growth
Measuring growth in SaaS marketing involves understanding key metrics such as customer acquisition cost (CAC) and customer lifetime value (CLV). These metrics help companies assess the efficiency of their marketing efforts and make informed decisions on budget allocation. Accurate measurement is crucial, especially for startups looking to scale effectively, as it provides insights into what marketing channels are delivering results. Without proper metrics, companies risk starting from scratch at critical growth phases, potentially hindering their ability to scale successfully.
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Listen to the best highlights from the podcasts you love and dive into the full episode