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Hey there. Thanks for tuning into

the E-Commerce Evolution podcast.

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We want to take just a minute and tell

you a little bit about my agency OMG

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Commerce. Now we work with some of your

favorite eight and nine figure DTC and

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omnichannel brands.

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And our specialty is profitable scale.

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We love taking great brands and

amplifying their growth profitably.

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We've helped a number of brands go from

zero on YouTube to spending as much as a

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million dollars in 90 days

while hitting a CAC or

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CPA target.

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We've also helped multiple brands

launch on Amazon or just add

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scale to Amazon.

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We took Boom Beauty from zero to

almost $6 million in sales their

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first 12 months on Amazon.

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So if you're not satisfied with

your current level of growth,

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if you're looking to diversify channels,

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maybe you're a little too dependent

on meta and you want to add YouTube or

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you're not pleased with

your Amazon growth,

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then we need to chat.

So visit

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us omgcommerce.com, click

the Let's Talk button.

Speaker:

We'd love to schedule a complimentary

strategy session with you.

Speaker:

And with that back to the show.

Speaker:

Well hello and welcome to another edition

of the E-Commerce Evolution podcast.

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I'm your host, Brett

Curry, CEO of OMG Commerce,

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and today is a unique episode.

I'm flying solo on this episode,

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and I thought this would be important

to kick off 2026 by talking about

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seven habits that the best brands adopt

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that struggling brands do not.

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And so if you want to make

this your best year yet,

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which I think everything's going to line

up this year to make it possible for

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this to be your best year, yet,

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you need these habits in your business.

And here's what's interesting.

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As an agency, we were with a lot

of eight and nine figure brands.

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We partnered with brands

like Native and Mando,

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dude Wipes and Jones Row

Beauty and Crumble Cookie

and a bunch of others. And we

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just get to see the way a

lot of great brands operate.

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We get to watch tens of millions

in spend through various

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MTA platforms and in platform and

where we're strategizing and measuring.

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And so we have a very unique perspective

as an agency at OM OMG Commerce.

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And so I want to share with you what I

believe you need to do to make this the

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best year yet. I love

the book Atomic Habits.

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I fully believe what James Clear says

that you don't rise to the level of your

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goals, you fall to the level

of your systems. And really,

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systems is just another word for habits.

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And then I've also heard another

quote recently that I love,

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and this is one that I've had to apply

to OMG to my own business, my own life.

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It's, Hey,

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your current system is perfectly

designed to get the results you're

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getting right now.

So don't like your results,

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change your system or change your

habits. So I've got seven of them.

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Let's get after it. First

one, the best brands.

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They measure only what's actionable.

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You can always tell if there's someone

kind of new to digital marketing,

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new to Google Ads or new to Meta or just

new to DTC because they're just going

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to puke up information.

They put together a deck,

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it's going to be loaded

with every metric possible.

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You have a discussion with them,

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they're going to talk about all kinds

of stuff and a lot of it just does not

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matter. However, the best

strategists, best agencies,

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best brands,

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they know the numbers that matter and

those numbers are the ones that are

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actionable. Now, I like having more data.

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I think having more data can be good,

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but only if you know what to do with it.

And I think only if you go into

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building a dashboard or running a meeting

or building a deck with the idea of

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here's what we're going

to do based on this data.

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So I'll give you three questions

that I really like before

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starting some new initiatives, some

new marketing or growth initiative.

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And this will help you

measure what's actionable.

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So we get the privilege of working with

some pretty big brands who haven't run

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YouTube, right? We're known as a

YouTube agency. We do more than that,

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but that's what we're known for.

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And so there were some pretty big brands

that have never been able to crack the

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code on YouTube and we

help them scale on YouTube.

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A few of the questions we ask ourselves

and then we discuss with the brand

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before we launch are these. So one,

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what do I expect to see?

So week one, month one,

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month two, as we start to

scale, what do I expect to see?

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What metrics do I expect

to be able to get an early

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read on? And when I do,

what does that mean?

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So what do I expect to see?

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When do I expect to see it?

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And then if what I see is better

than or worse than what I expected,

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what am I going to do?

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And so thinking this through

ahead of time is critical.

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Otherwise you get a few weeks into a new

initiative or a new campaign or a new

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channel and you're like, well,

here's the data. I dunno,

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let's keep going, I guess.

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And so a few things we'd want

to look at as an example.

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So lemme just break down

YouTube for you a little bit.

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We have different benchmarks we like

to look at for a variety of metrics,

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but a few of them are view, rate

and click through right now,

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these numbers don't really matter

in the sense that all I want is

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sales, right? I want incremental

new sales, I want new customers.

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I want this channel to grow my business

to drive new demand, things like that.

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But all of these numbers

have a meaning and can

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then inform an action.

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So I've got different benchmarks I want

to see as far as view rate goes across

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different placements,

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whether that ads running on TV or shorts

or mobile nons shorts or tablets or

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desktop or whatever. I know what

I'm expecting based on a category,

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based on a type of ad. If it's lower

than that, I'm going to say, Hey,

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I don't like the targeting. We're

speaking to the wrong people. Or two,

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maybe I don't like the hook of this ad

or this ad isn't as good as we thought

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because the numbers are showing

it. So if we see these numbers,

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here's what we're going to do.

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We're going to tweak the audience and

then we're going to go back to the drawing

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board a little bit or tweak the ad.

So this is what I expect,

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when will I expect to see it? And then

what action am I taking because of that?

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Another just quick nerdy

thing that's YouTube related,

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but this applies to really any area of

business. Looking at numbers like this,

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inside of YouTube,

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we see things that are called

engaged click conversions and

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engaged view conversions.

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So conversions that are click-based

versus conversions that are more engaged

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view based.

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Well that breakdown or

that composition can change

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over time. Where some campaigns are

driving a lot of click conversions,

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some campaigns driving a lot

of view conversions. Well,

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I want to come into a campaign saying

this is what I expect it to be.

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If it's say more view based and less

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click-based,

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then I'm going to have to look at

my in platform numbers differently.

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I'm going to have to look at my triple

whale or north view numbers a little bit

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differently. So this is what I

expect, but then based on what I see,

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here's how I'm going to look at

this a little bit differently.

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These are the actions I'm going to take.

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So I believe every

internal marketing meeting,

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every agency update,

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every meeting you have with

yourself looking at something is,

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here's what I expect. Here's

when I would expect it.

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Here are the actions I'm

going to take when I see this.

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So measure only what's actionable.

That's habit number one.

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Habit number two, the best

brands respect momentum,

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right?

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Little actions today compound and

we'll make a difference in Q2,

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Q3, Q4, and next year. It

was really interesting.

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We managed a ton of

spend this past holiday,

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black Friday, cyber Monday was

really great for most brands.

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What's interesting is those that crush

and we had some big brands who were up

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over a hundred percent year over year

for Black Friday Cyber Monday. All of the

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brands that did well also

had very strong Q2 and Q3

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numbers.

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There was a couple of brands that did

not hit their numbers for holiday,

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they were struggling. And you know what?

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Those brands had been struggling all

year. Maybe it was inventory related,

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maybe there were some measurement issues,

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maybe there were some other

underlying factors in the business,

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but it was a reminder to me,

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you can't just flip a switch and

suddenly crush it as a brand.

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Momentum matters. So I was just

looking at this for a brand recently.

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They came to us and said, Hey, our

return customer numbers are down.

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And we got looking a little

closer and we're like, yeah,

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you missed your new customer

number for three or four

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months in a row.

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And so return customer numbers are

predicated on those new customer numbers.

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And so we've got to build that momentum.

You can't just survive off of

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efficiencies with return customers.

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You have to be driving new customers.

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You can't just let things run

in platform and then expect

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to see improvements on search

and shopping and with your

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meta retargeting if you are not doing

the little things day in and day out.

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And so making little tweaks,

little adjustments, 1%

improvements here or there,

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stack those up over the course of a

month and over the course of a year

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and you are dramatically better

than you were before. Again,

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that's kind of a principle of atomic

habits. I get 1% better every day.

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I'm actually 360% better at

the end of the year than if I

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just wait and try to make big

sweeping changes in one fell swoop.

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And so that totally

applies to ad channels and

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everything else.

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And so another thing I would look at

is we see this all the time inside of,

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we manage a lot of Google ad

accounts and we'll see man,

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branded search really took

a dive this month. And just

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side note, I don't think branded

search paid search is very incremental.

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I think you should really limit

it, and there's ways to do that,

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but it's still something that you want

to measure whether you're paying for it,

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it's all organic. Usually though,

if branded search is down,

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it's because meta is down

or YouTube is down or TV is

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down.

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So we have to respect

momentum and know that

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momentum is built over time.

If you want a great q4,

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a great holiday in 2026,

that starts right now.

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Habit number three, the best brands,

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they have the right mix of brand plus

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performance.

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One of the trends I'm seeing and I'm

hearing from some of our best clients is,

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Hey, they're investing in organic social,

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they're investing in some organic

reach. They want to build their brand.

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And if you think about

brand, what is that? Right?

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That's its personality,

its style, its positioning,

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and one of my favorite definitions for

positioning is what the product does

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and who it's for.

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So Tylenol is this is like the any,

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it's the headache medicine

really for everybody. Advil,

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it's the aches and pain

medication really, again,

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for anybody who is Nike.

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Nike is the performance

footwear, athleisure,

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whatever for athletes, people that play,

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it's for athletes, right? I'm

wearing OnCloud shoes right now.

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I love OnCloud shoes. I don't really

know how they want to position it,

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but as I observe people that

are wearing on clouds, I'm like,

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this is kind of position for people

over 40 that probably have pain in their

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knees and they're wearing on clouds.

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I don't think that's actually on

clouds positioning. I just see that.

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Or people that are in the

nursing profession or on

their feet all the time or

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whatever.

What is your brand or positioning?

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I'm a believer that brand

is the ultimate moat.

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It's the hardest thing to duplicate.

It's the hardest thing to recreate.

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It's why I'm not bullish

on pure Chinese sellers of

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stuff on Amazon. I'm

very bullish on brands.

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So build a brand, but brand

can be a little bit squishy.

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I can be a little bit

squishy and hard to measure.

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And so getting the right mix

of brand plus performance,

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and we see this now and we have the

privilege of working with native deodorant

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as an example, working with

Moise Ali, the founder,

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all the way through the exit with p and

g and then in part of the p and g for

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five years. And so I got

to see it firsthand there.

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I think some people look at the

bigger companies and they say, oh,

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well they're just worried about brand.

That's all they care about. No, no, no.

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They're measuring all kinds

of stuff. Very sophisticated.

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We helped native grow in retail store.

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There's some really sophisticated

ways to measure that.

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But what the bigger brands know is

that running top of funnel and building

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brand demand can be extremely profitable.

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But on the performance side, we know

that we have to measure everything.

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Everything we do has

to be held accountable.

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My YouTube ad has to be accountable.

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All of my meta ads have to be accountable

if I test connect the TV or if I'm

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running Apple 11, all of

it has to be accountable,

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but it's all measured a

little bit differently.

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I'm going to measure my YouTube a

little bit differently than I measure my

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Google shopping.

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I'm going to measure my prospecting meta

differently than I'm going to measure

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my retargeting meta and I'm

going to measure all that

differently than I measure

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my app.

Love it.

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And so having the right mix of brand

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plus performance is incredibly valuable.

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I heard on one of my favorite

podcasts, marketing Operators podcast,

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shout out to the Connors and Cody,

Connor McDonald and Cody pla.

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They were talking about,

Hey, I think brand spend,

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you should be able to put

it on the balance sheet,

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capitalize that because it's valuable.

It's like building a location. Really,

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you can't do that, but

it kind of makes sense.

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Spending and investing in brand pays

dividends for a long, long time.

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But the best brands,

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the top brands get the right

of brand plus performance.

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You need to think that in

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habit number four related,

but the best brands,

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they get the right capture

and demand generation.

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And so this is the world we've

lived in for a long time,

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being a Google and a YouTube

shop and an Amazon shop,

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is that there's a lot of activity,

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a lot of growth to be had across most

verticals by just capturing existing

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demand,

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right? We're consulting right now with

a very large auto parts manufacturer,

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and we've assessed their

business right on audit,

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and we believe we can grow them

tremendously by a few multiples

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just by leaning into demand capture

on Amazon. So we're going to do it,

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but throw in some demand

generation there and you've

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got a real winning formula.

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So this mix of demand capture

and demand generation,

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it does vary based on your

product. So boom by Cindy Joseph,

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longtime client, shout

out to or Firestone, we've

managed their Google YouTube,

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I think for nine years, 10

years, something like that,

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maybe a little bit longer.

Helped them launch on Amazon.

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They went from zero to 6 million a

year their first year on Amazon when we

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launched them.

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But this is one of those brands that's

interesting in that in the early days,

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nobody was looking for age cosmetics.

That was not a search term.

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They kind of invented it, so

nobody was looking for that.

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So everything really had to be very

top of funnel or bottom of funnel.

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There's really no mid funnel because

there wasn't existing demand for their

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product. Now over time,

they've created this category.

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Now a lot of skincare companies are

talking about age and things like that,

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and so now there is kind of a mid funnel

and there is some existing demand that

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other people are creating that boom can

go and capture. But in the early days,

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it was all demand gen and a little bit

of bottom of funnel demand capture with

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auto parts.

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There's a whole lot of demand capture

right there in the middle of the funnel

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that you can just go get and you'll still

do better to run some top of funnel,

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some demand gen as well.

So the best brands get the right mix.

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What does that look like?

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What should that look like for you and

where are you missing opportunities?

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We see this all the time, again,

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because of the nature of our agency where

someone's smashing it on meta and we

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help with meta as well, but

they're smashing it on meta,

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but they've ignored non-brand

search. Well for certain categories,

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a ton of categories, even vitamins

to auto, parts to apparel.

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People are searching for stuff on

Google and you need to get your products

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there. And so getting the right mix of

demand capture and demand generation,

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that's what great brands do.

That's what you need to do as well.

Speaker:

This episode is brought to you by

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Next, once. This is habit number five,

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the best brands they measure

and calibrate based on

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incrementality. So really important,

I love multitouch attribution tools.

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We have clients on Trip Whale,

north Beam and others. I love them.

Speaker:

They can be quite valuable connecting

data from Shopify and all the platforms

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and kind of creating their spin

on what they think is happening.

Speaker:

So it's still very reliant on

click-based data, which yeah,

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mms, like prescient and many others.

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Media mix modeling tools or marketing

mix modeling tools. I love these.

Speaker:

These are correlation based.

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So when spend on certain

platforms goes up or down,

Speaker:

what does that do to total sales?

And with that, you can look at, hey,

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which of my optimal marketing mix be

and is this channel actually driving

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performance or not? We've seen this a lot.

Speaker:

Where can we help brands launch on

YouTube or grow on YouTube where man,

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as YouTube grows, tools

like Presant will say, whoa,

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something going on here because

a sales move is happening

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when we spend more on

YouTube. But here's the deal.

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All of that needs to be calibrated

with incrementality tests, right?

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So how are we pressure testing that?

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How are we sanity checking

that and getting a good read

on whether we're looking

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mostly in platform or we're looking

at an MTA like triple or North Beam or

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whether we're using a an MM M tool.

Are we calibrating that

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with incrementality? Now, house

Analytics gold standard for sure.

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We've had the privilege of working

with House on a number of brands,

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love looking at those reports.

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Highly actionable if you

know what you're looking at.

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But there's also other places to start.

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And so this is something that Google's

leaning into. Meta is leaning into,

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I think for this year, they're

going to lean more into it.

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I think it's going to

become more table stakes.

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I think all good brands are going to

be measuring incrementality at least in

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platform if they're not doing something

like House or something more advanced.

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But we see on the Google side as an

example is they've got a couple of tools,

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but one is called conversion lift.

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And this is similar to what a house

does. House does. Geo holdouts.

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Hey, this part of the country,

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we're going to run YouTube ads in it.

This other part of the country we're not

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going to run YouTube ads

in, but everything else is

going to remain constant.

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We're going to measure sales over

the course of two weeks, four weeks,

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six weeks, plus a post treatment window.

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And then we're going to see

how incremental was YouTube,

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how many more sales did we get in these

treatment markets or test markets versus

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the control? And that's going to give us

some data on how incremental was this?

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Well, the cool thing is now Google

and Meta will do this for you.

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You got to set it up, but they can do

holdouts or what's called user holdouts.

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So what's cool about a user holdout is

basically what Google or Meta would be

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saying is, Hey,

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this is the universe of an audience

that is eligible to see your

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ad,

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meaning they fit your targeting and your

parameters and your campaign settings.

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So this is a group of people

that could see your ad.

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We're going to hold out a portion of them

and they won't see the ad and the rest

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will. And then we're going to

measure what is the difference,

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what's the difference or the delta

between those exposed to the ad and those

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not exposed to the ad.

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We did this for a large

home product brand recently,

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and it was fascinating.

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What we saw actually was the results

when they did the holdout tests

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were better for YouTube

than even in platform.

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And we were able to see kind of the

incremental lift in conversions,

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purchase conversions, and add to car

conversions and overall roas and stuff.

Speaker:

It just gave a lot of confidence. It was

like, Hey, we were seeing good things.

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We were seeing traffic increase, we're

seeing all these positive things.

Speaker:

We saw conversions in platform. But one

thing that happens now is even if you're

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excluding past customers and you're

excluding visitors even getting really

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restrictive on your exclusions, previous

customers are just going to sneak in.

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They're just going to sneak in there.

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And so we want to run these incrementality

studies to understand truly how

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incremental was this campaign?

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You can do the same thing with meta

now and run incrementality studies,

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and eventually we're going to be able

to optimize for incrementality and some

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really cool things like

that. And so the best brands,

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they're continuously testing

incrementality because we've also seen,

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and we've seen this with big brands

where they'll run an incrementality test

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for connected TV or for YouTube

and they'll do it through a

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non-peak part of the year. They'll

get an incrementality read,

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they'll do another incrementality read

during a sale period or during a holiday,

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and they may get a much different read.

There's a lot of noise and a lot of

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stuff going on during holiday especially,

but also during other sales periods.

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And so you've got to be continuously

looking at incrementality,

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understanding how

incremental is a channel,

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how incremental are different

offers or different ads,

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and how incremental is it at a set spend,

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because we may find that at a certain

spend, it's highly incremental.

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You go too far beyond that and

it becomes less incremental.

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And so the best brands as a habit,

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they're measuring and

calibrating for incrementality.

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Make this the year you get

serious about incrementality.

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Habit number six,

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the best brands they master

creative rhythms and creative

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diversity.

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And so this is something that we

lean into a lot as an everyone knows

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that creative is the biggest lever.

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You'll win or die as an agency

or as a brand based on your

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creative. How good is it? How does it

resonate? How much the platforms love it,

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how much the users love it, and

can we grow with this creative?

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But you got to get the

right creative rhythms,

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as we call these creative feedback loops.

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These can be very compressed very fast,

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or they can be a little bit more drawn

out depending on the channel that you're

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leaning into. But ultimately we

need to start with a hypothesis.

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Then we're going to ideate

for new ideas, right?

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Then we're going to create some ads.

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We're going to launch those

ads we're going to measure,

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and then we're going to repeat.

So based on the measurement,

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we're going to come with a new hypothesis,

new ideation, new creation launch,

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and the cycle just goes on and on.

That's going to vary though, right?

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Some of my friends that

run huge meta ads accounts,

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they're launching a hundred ads a day

on YouTube. If you're just getting

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started, you don't need nearly that many.

In fact, the system won't handle it.

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You may need a handful and then

over time, a few dozen or whatever,

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but you're constantly launching new

ads, testing them, learning from them,

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iterating, launching new ones. If

you're running TV as an example,

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we consult with bigger brands that are

successful on tv. We help with YouTube,

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but with tv, it takes a little bit

longer, right? To hypothesize, to ideate,

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to create, to launch, to measure,

and then to do the whole thing again.

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But you've got to

establish creative rhythms.

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They need to be part of your business,

structure them understand who owns them,

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who owns which parts of them so that you

can really make magic happen with your

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creative. And then also you

need creative diversity, right?

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We're seeing this all the time now

with YouTube. We love partnering with

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agencies like Raindrop, and we have

other editors who we work with,

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but the best brands, we're

with a snack brand right now.

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That was one of the fastest

starts on YouTube we've ever seen.

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But they are really succeeding because

they have some really polished,

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nice raindrop creative that

actually works great on tv,

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but also mobile and desktop.

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And then they've also got

some creator and UGC mashup,

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so some real authentic raw

type of maybe learn about how

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great the snack is,

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but they're mashed up and they got

some style to it and they look great.

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And then also top performing

videos from social.

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And so we see this a lot

now across YouTube is the

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best brands. Those are really scaling.

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They've got some hero type videos,

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something that's going to feel or

maybe lean a little more like tv,

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but it can be direct response.

They've got some mashups of real stuff,

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real creators, real customers,

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and then they're taking the best

of what they have on paid social.

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They're running that on YouTube shorts

and on mobile non shorts on YouTube.

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I know creative diversity.

It's all the rage on meta now,

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that's what Andromeda needs

is creative diversity.

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And so the best brands,

they have creative rhythms,

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creative feedback loops that

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enable creative diversity that

then enable you to crush your

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goals. We've also seen, and I

know this is true on meta as well,

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you just have one type of creative,

you're going to hit ceilings.

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It's going to stop working.

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So you need that creative diversity

all powered by creative rhythms.

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And number seven, finally,

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the last habit is the best brands.

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They understand what's timeless about

marketing so that they can crush what's

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new.

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This is where I think guys like me have

been around a while. I started running

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marketing in the early two thousands,

so I'm 20 plus years now at this game.

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Good marketing principles still apply

and understanding human behavior and

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psychology and all those things that

matters. But here's what's interesting.

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If you take a look at what really

matters with marketing, really,

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and we all know creative is king, but

let's just set that aside for a minute.

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What matters more than anything

else is who you're talking to.

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If I sell dentures, which I don't,

but if I did actually hearing aids,

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I used to work for some hearing

aid, big hearing aid companies,

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if I'm selling hearing aids and

I'm running the best creative,

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the best ads ever to

people in their twenties,

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I'm going to struggle because they don't

need hearing aids. For the most part.

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If I am selling the latest fashion,

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latest hoodies, whatever,

to my dad who's 74,

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he's not going to buy it because that's

not his style. So who you talk to really

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matters, and I think it's the most

important. What is second most important?

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I believe it's the offer.

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What offer are you giving

someone that matters more than

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anything else? If there is,

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and the offer doesn't have

to be financially based,

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it doesn't have to be a

discount or anything like that,

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but offers can come in all kinds of

shapes and sizes offering you this

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benefit at this price.

This is a killer offer.

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I'm offering you this benefit at this

price with this kind of guarantee.

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That's a great offer. So who

you speak to is most important.

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The offer is second most important.

And then the way you position it,

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the way you say it, all the elements

of your creative, that's third. Now,

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what's interesting is with meta,

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you're not picking your

targeting almost at all, right?

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I know some people have

different philosophies there,

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but mostly the creative is the targeting,

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right? You're building an ad so

that you can reach the right person.

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And so one way I think to frame this or

look at this is if you're not reaching

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the right person, it's because you're

not saying the right thing, right?

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That's what's true on meta. The creative

is the targeting. Now, on YouTube,

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it's a little bit different. We

actually do some targeting, right?

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We're actually picking some audiences

and we're targeting people based on what

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they're searching for on Google,

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what they're searching for on YouTube

or what they're in the market to buy and

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things like that. But we're also using

the creative as targeting as well.

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And then we're really thinking

through what is that offer?

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Am I just talking about

the product and that's it?

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Or is there an offer that I'm presenting

and making it very, very clear,

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this is what you'll get from this product.

Here's how much it is.

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It's a killer offer. And so thinking

through all of those things,

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understanding what's core to marketing,

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then you can apply it to what's

new and what's working right now.

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That's why every year, and I've

started doing this again this year,

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I revisit some of the classics,

Ogilvy on advertising,

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scientific advertising by

Claude Hopkins, the style,

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some of the things don't translate,

but the core still works.

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Human nature still is human nature,

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just we got different flavors and

different applications of things.

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And it's interesting. I actually picked

up an advertising book from college.

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It was like media buying.

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And what's so interesting is I was looking

at some of the concepts and I'm like,

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wait a minute. The platforms are

doing these things right now.

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They're trying to

implement these like a cdi,

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BDI report and other nerdy stuff like

that, but understand what's timeless,

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so you can crush what's new.

That's a killer habit.

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So let's review really quickly

here as we wrap up the best brands.

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And if you want to have

your best year in 2026,

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these are seven habits you

need to adopt. Number one,

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they measure only what's actual. You

need to measure only what's actual two.

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They understand and respect momentum.

You can't just crush it overnight.

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Momentum is built over time, deliberately,

systematically. Number three,

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have the right balance of brand

plus creative. Number four,

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strike the right balance of demand

generation and demand capture.

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Number five,

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measure and calibrate for incrementality

consistently, not just once,

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but over time consistently. Number six,

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master creative rhythms and

creative diversity. And finally,

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number seven,

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understand what's timeless about

marketing so you can crush what's new and

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what's now. And so hope you enjoyed

this. Thank you so much for tuning in.

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It means the world to us that you tune in.

Would love to see that review on

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iTunes. If you found this

episode health helpful,

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please share with someone else

and visit omg commerce.com.

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If you want someone like our team

to take a look at your YouTube,

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Amazon email or meta. And

with that, until next time,

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thank you for listening. That'll

do it for this week's episode. Hey,

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if you're serious about profitable scale

for your brand, we would love to chat.

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Over the last 15 years,

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we've worked with some amazing

brands like Native Boom, beauty,

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Arctic Organify, crumble,

cookie, true Earth, and many,

Speaker:

many more. We want to help you unlock

new channels, find profitable scale,

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have better creative, better campaign,

better measurement strategies,

Speaker:

and ultimately hope you have more fun and

grow in all of your relevant channels.

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So take a look@omgcommerce.com,

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and we can't wait to help

you scale profitably.