The Free to Grow CFO Podcast Redefining Attribution: How DTC Brands Thrive Post-iOS14
Episode Summary
In this episode of the Free to Grow CFO podcast, host Jon Blair dives into the intricate world of scaling DTC brands with a profit-focused mindset. Joining him is Will Holtz, VP of Strategy and Operations at Prescient AI, who also has experience as a co-founder of an aggregator. The discussion ventures into the complexities of data analytics, the impact of iOS 14 on attribution, and how the new tools and mindset in 2024 can significantly help in scaling brands. Will and Jon explore the effectiveness of marketing mix modeling, shifting from last-click attribution, and measuring the impact of top of funnel spending across e-commerce channels. They also discuss aligning KPIs with business outcomes to truly understand the efficiency of marketing efforts. The episode is loaded with insights on improving marketing efficiency, connecting ad spend to contribution margins, and leveraging data to drive better business decisions.
Meet Will Holtz
Will is the current VP of Strategy & Operations at Prescient AI, a next-gen marketing mix modeling platform to help omni-channel brands measure and optimize ad spend. Previously, Will held leadership roles in eCommerce, from running DTC at Recess and co-founding the Shopify aggregator Rightside Brands to working at the data infrastructure startup SourceMedium. He credits his current interests to a combination of his psychology undergraduate degree and his early roles in finance as an investor, where he honed his analytical skills.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Will Holtz - https://www.linkedin.com/in/williamholtz/
Free to Grow CFO - https://freetogrowcfo.com/
Prescient AI - https://www.prescient-ai.io/
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00:00 Welcome to The Free to Grow CFO Podcast
00:26 Introduction to Meet Will Holtz
02:12 Today's Focus: Data Analytics and Attribution in E-commerce
03:31 Will's Entrepreneurial Journey: From Finance to CPG Startups
09:58 Challenges in Scaling DTC Brands: Supply Chain and Marketing Costs
12:07 The Aggregator Model: Lessons Learned and Strategic Shifts
15:58 The Role of Data in Business Decisions
17:50 Attribution in E-commerce: Tools and Mindset Shifts
25:27 Understanding Top of Funnel Impact
26:36 Correlation Between Meta Spend and Amazon Sales
28:03 The Importance of Omni-Channel Strategy
29:03 Marketing Mix Modeling and Channel Connection
34:51 Scaling and Budget Allocation
48:19 Final Thoughts