Growth Insights
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Grist for the Creative Mill: How Data Can Drive Your Creative Production to New Heights
June 29, 2023
Finding creative concepts that perform well in campaigns is a long and often arduous task. Often it seems like there’s no end in sight, and failures come quickly and often. But remember, every large advertiser has built a robust creative engine, and this is how they run their business sustainably in a hyper-competitive marketplace where…
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Lighting Up Organic Traffic For An Iconic Rolling Paper Brand
June 15, 2023
Zig-Zag is an iconic brand. The 140-year-old rolling paper company’s mascot – Le Zouave – has graced brick walls, billboards, album covers and even makes his home on many a body in tattoo form. There’s no denying Zig-Zag’s culture cache, they’re as indelible as those tattoos, and as indispensable in the world of self-rolled indulgences…
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Industry Expertise Shouldn’t Factor Into Hiring Marketing Talent
June 14, 2023
“He has an incredible track record — but only B2C experience, not B2B.” “Our marketing team would learn so much from her — but she’s never worked in our industry before.” Sound familiar? These “but” statements are all too common when companies are looking for the right marketing leadership and can lead to passing on…
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Want to Put Your Paid Marketing to the Test? Turn It All Off
June 14, 2023
A little reset goes a long way. Incrementality: the most fashionable word in the mobile app marketers lexicon for five years running. Incrementality is no longer an aspirational objective, it’s table stakes – and for good reason. In an ecosystem brimming with fraud and misattribution, mobile growth and performance marketing teams lean on incrementality testing…
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Personalized Advertising in a Post-User World
June 13, 2023
You can’t track mobile users like you used to — at least not across the iOS advertising landscape. In the past, anyone could pay a premium for a clever algorithm to munch up users’ behavioral data and spit out the perfect bait and hook.
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Why Businesses Fail at Sustainable Growth & What to Do Instead
May 13, 2023
Growing your business with a siloed ‘growth’ team won’t work. To create sustainable growth, every member and team of an entire company needs a growth mindset. Underlying this organizational need is a recognition that the customer does not experience your product via one internal team or marketing tactic at a time, but rather as a…
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The Untold LTV:CAC Story
May 13, 2023
Growth and product leaders aim to hit the holy grail metric that is lifetime value (LTV) to customer acquisition cost (CAC) of 3.0+ because this is the standard for a healthy business according to investors and venture capitalists (VC). While you are right that the LTV:CAC ratio is a strong indicator of business health, this focus overlooks…