The project seemed fairly straightforward: Here’s a city where our food delivery marketplace needs to accelerate growth. Here’s a budget to buy some ads. Buy some billboards, spend some money on Facebook – that’s all it should take to turn this around. And yet, the route taken by two employees on the growth team was […]
Sometimes repeating a good idea is worthwhile Marketers obsess about every detail of their campaign, spending hours defining the audience targeting rules and picking out the perfect image to accompany our meticulously crafted copy. But how can we be confident that these steps are making a difference in our business’ top line? Those that love analytics will […]
Thanks for having me on your podcast, Marketing Trends! Quotes: “Growth includes marketing and product and whatever it is that you need to do to get your business to expand.” “Incrementality is this idea of ‘what would have happened anyway if I didn’t do any marketing activities at all?’” “If you’re treating your customers as […]
Thanks to the team at FirstMark for inviting me!
In a timeless 1970s book “Influence,” Robert Cialdini speaks of a hard-wired human behavior that drives a lot of our actions: reciprocity. It’s the principle that makes us want to give something back to someone who’s been kind and helpful to us. There’s an obvious evolutionary explanation: Imagine taking turns standing guard at night for wild […]
As people managers, we often talk about creating an environment where each employee “feels like an owner.” We give out stock options, talk about aligned destiny (we all sink together or rise together in this startup!) and hire people who want to control their own future. We accept the idea of ownership as an unbiased, […]
There are two kinds of leaders. One propels the team forward, aggressively tackling every problem. Fighting like hell to push everyone beyond the realm of possibility, exploding the obstacles along the way, motivating everyone with a battle cry and personally demonstrating what it truly means to struggle and win. Another creates emotional safety, an environment […]
CEOs have complained for decades that half of marketing spend is wasted, and we don’t know which half. Despite the move to digital, the massive amount of data that Google and Facebook have collected about each of us and the near-Orwellian AI systems that can automatically pick a face in the crowd, we are close to where we started, with […]
I spoke at the MAU conference this year, discussing the topics of measurement and incrementality. How can you confidently tell whether the money you’re spending on marketing is bringing incremental customers or orders – those that wouldn’t have come anyway, without all your marketing hoopla?
Many marketers have chosen our profession because we love the creative aspect of our work. We worship the brilliant campaigns of our colleagues, those that are remembered years later. We are constantly looking for an authentic, culturally relevant angle that pulls on heartstrings and creates an emotional connection that transcends the cold, transactional nature of commerce. For […]
Thanks to Cheddar and Nora Ali for having me!
As product designers and marketers, we love the clarity that comes from A/B testing. We have an idea; we implement it; then, we let the customers decide whether it’s good or not by running a controlled experiment. We split the users into unbiased groups and watch one treatment overtake the other in a statistically significant, […]
An engineer by training, I’ve always been attracted to problem spaces that offer a feedback loop. Got something right? Observe a metric go up. Want to know which approach your customers like better? Run an A/B test, look at the numbers, clearly see the best path forward. You can make a lot of product and […]
I was lucky to work for a wise man who taught me the best definition of leadership that I know of: being a leader means that others want to follow you. Want. Want, as in, they see something in you that makes them believe in you, in the words that are yet to come out of your […]
It’s easy to grow a consumer business: attract new customers, increase your sales. Just give your prospects money. That’s right, get on top of a nearby building and scream “Anyone want money? Take some of my money! I’ll pay for your first 5 purchases from me! And give you a $50 gift card!..” What, you’re […]
One-way ticket to Chicago for Monday… Very excited to join Grubhub next week!
This is a copy of an email I sent to my colleagues at eBay. My chapter at eBay is coming to an end. These past 3 years have been such a privilege for me – thank you so much for putting your trust in me. I’m proud and humbled by people that worked by my […]
So glad to get more coverage for the team and the personalization work we’ve been doing at eBay. eMarketer interview: eBay Incorporates Machine Learning to Overhaul Email Marketing Platform
Proud to see external validation of our CRM and personalization approaches in email: http://marketingland.com/3-brands-email-marketing-right-211020
eBay has come a long way in our CRM and email marketing in the past two years. Personalization is a relatively easy task when you’re dealing with just one region and one vertical and a hundred thousand customers. With 167M active buyers across the globe, eBay’s journey to help each of our buyers find their […]