The Importance of Data in Marketing
Attribution Challenges in Performance Marketing
A significant challenge for brands lies in accurately determining attribution and maintaining advertising spend, particularly when platform signals are diminished. Greg Gillman, chief revenue officer at MuteSix, a Los Angeles-based performance marketing agency, explains this difficulty.
Gillman notes that an over-reliance on platforms like Facebook, coupled with Google’s last-click attribution, can create a misleading impression of campaign effectiveness. To address this, MuteSix is developing statistical models to provide insights beyond the limitations of individual platforms.
TechCrunch Growth Recap
This week, TechCrunch continues its expansion of both staff-written and guest content focused on growth marketing. Anna Heim’s recent interview with MuteSix is featured, alongside a guest article by Jonathan Metrick.
The Equity podcast also includes a discussion with Metrick, alongside TechCrunch Managing Editor Danny Crichton and Senior Editor Mary Ann Azevedo, offering further insights into the field.
Disrupt Ticket Giveaway
TechCrunch is offering one complimentary ticket to Disrupt through the Experts survey. Details regarding the giveaway are as follows:
- All previous survey submissions are automatically entered.
- The next 100 submissions will also be included in the drawing.
- While enthusiasm is appreciated, please submit only one recommendation per marketer.
- When composing your recommendation, consider highlighting the marketer’s key traits, their contributions to your company, and the impact of their work.
- All entries are reviewed manually to prevent duplicate submissions.
- For any questions about the giveaway, please contact ec_editors@techcrunch.com.
Expert Recommendations
Below are testimonials from individuals recommending various marketing professionals:
Marketer: Kevin Miller, GR0
Recommended by: Leeann Schudel, The Word Counter
Testimonial: “The analysis provided was exceptionally detailed, pinpointing the most impactful keywords. A dedicated SEO team offers weekly communication and thorough analysis, maintaining transparency and explaining all strategies and their benefits. They are flexible, generous with deliverables, and consistently available as consultants.”
Marketer: Subfolder
Recommended by: Hayley Sonntag, Podium
Testimonial: “They successfully implemented a comprehensive content marketing program, generating over 150,000 organic website visitors monthly.”
Marketer: Jordan Banafsheha, icepop
Recommended by: Mini Dreamers
Testimonial: “His experience in e-commerce was evident, and he impressed us with the detail and thoroughness of his proposed plan during our initial consultation.”
Marketer: Mike Le, CB/I Digital
Recommended by: Tony Drockton, Hammitt
Testimonial: “His analytical and data-driven approach is remarkable. His proprietary algorithms for scaling ad spend have been instrumental in maintaining our company’s 60% growth rate.”
Marketer: Visiture
Recommended by: Stephanie Bregman, Manly Bands
Testimonial: “Visiture demonstrates exceptional attention to detail and actively listens to its clients. Their ability to create optimized content and conduct effective outreach sets them apart, accelerating our keyword rankings beyond what other agencies could achieve. They also provided valuable assistance with our email marketing flows and strategy, proving to be a strong partner.”
Marketer: Tuff
Recommended by: Luke Oehlerking, Zenernet
Testimonial: “We sought a marketing team capable of delivering measurable results. Tuff functions seamlessly as an extension of our own team, consistently exceeding expectations.”
MuteSix: Leveraging Content and Data
Anna Heim’s interview with Greg Gillman of MuteSix, part of the TechCrunch Experts series, explores the agency’s approach to performance marketing and its differentiating factors. Gillman emphasizes the importance of first-party data.
He states that acquiring, segmenting, and utilizing first-party data is crucial, as it provides a valuable asset independent of platform dependencies. The full interview delves into the specific data points MuteSix prioritizes.
Cohort Analysis for Startup Growth
Jonathan Metrick’s guest column in Extra Crunch explains the concept of cohort analysis and its significance, particularly for startups. He uses Black Friday 2020 as a case study.
Metrick argues that cohort analysis helps remove biases inherent in average metrics, allowing for a more accurate assessment of customer growth sustainability. For example, segmenting Average Revenue Per User (ARPU) by paid and organic channels provides valuable insights.
Growth Marketing in a Changing Landscape
Metrick also appeared on the Equity podcast to discuss growth marketing, especially in the context of the evolving COVID-19 environment. This episode is highly recommended for those interested in the topic.
Share your insights by submitting your favorite startup growth marketing expert through our survey.
