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DTC Podcast
Ep 447: C-Suite Exclusive: How to Build a Mathematical Model that Leads to your Growth Goals with Sarah Carusona from Alpha Lion
Oct 14, 2024
Sarah Carusona, a growth expert with a rich background in brands like Olukai and Alpha Lion, shares her insights on using a mathematical model to drive growth. She discusses the power of last-touch attribution in understanding consumer behavior and the significance of aligning business goals with clear metrics. Sarah emphasizes the importance of balancing new and repeat orders, as well as utilizing organic video strategies for brand recall. Listen for her tips on Q4 planning and leveraging various channels to increase marketing effectiveness.
27:14
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Quick takeaways
- Incorporating multiple methodologies like marketing mix modeling can clarify metrics and enhance the effectiveness of e-commerce growth strategies.
- Focusing on top-line and bottom-line revenue as key performance indicators helps businesses align their marketing efforts with overall financial health.
Deep dives
The Importance of Mathematical Models for Growth
Utilizing a mathematical model is essential for achieving growth goals in e-commerce. An example highlights a discussion with a company that struggled with high costs and low metrics despite successful advertising on social media platforms. The issue stems from relying solely on last touch attribution, which oversimplifies the complex consumer journey. However, incorporating multiple methodologies, such as marketing mix modeling (MMM) and conversion lift tests, can help contextualize these metrics and provide a clearer path toward business objectives.
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