In this episode, Jeremy Neisser discusses how to analyze advertising effectiveness in sports marketing. He breaks down advertising into two categories: new customers and repeat customers. He explains that consumers rarely buy the first time they see an ad and need to be reminded multiple times before making a purchase.
Neisser emphasizes the importance of looking at new customer acquisition and return customer metrics to understand the effectiveness of marketing efforts. He suggests tracking ROI, number of buyers, and revenue for new customer acquisition, and leveraging direct channels like email and text messaging for return customers.
Takeaways
- Focus on new versus returning customers rather than analyzing by source
- Measure ROI and buyer numbers for new customer acquisition
- Leverage direct channels like email and text messaging for return customers
Chapters
00:00 – Introduction
00:41 – Analyzing Advertising in Two Buckets
02:07 – The Importance of Multiple Touchpoints
03:30 – The Challenge of Attribution
04:28 – New Customer Acquisition
07:15 – Channels for Return Customers
10:35 – Focusing on New and Return Customers
12:28 – Leveraging Direct Channels
12:57 – Conclusion
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