Meeting Title: Insomnia GTM Project Planning Sync Date: 2025-12-01 Meeting participants: Robert Tseng, Zoran Selinger
WEBVTT
1 00:02:18.900 ⇒ 00:02:19.720 Zoran Selinger: Hi, Robert.
2 00:02:22.650 ⇒ 00:02:23.480 Robert Tseng: Thanks, Ron.
3 00:02:24.590 ⇒ 00:02:25.609 Zoran Selinger: How are you doing?
4 00:02:25.910 ⇒ 00:02:26.929 Robert Tseng: Good, how are you?
5 00:02:27.140 ⇒ 00:02:28.900 Robert Tseng: Triple is great.
6 00:02:29.830 ⇒ 00:02:33.530 Robert Tseng: I got back, on Saturday.
7 00:02:33.950 ⇒ 00:02:35.060 Zoran Selinger: Whoa, huh?
8 00:02:36.380 ⇒ 00:02:38.089 Zoran Selinger: Are you over the jet lag?
9 00:02:38.260 ⇒ 00:02:38.830 Zoran Selinger: At all.
10 00:02:38.830 ⇒ 00:02:46.600 Robert Tseng: No, not yet. I woke up at, like, 4 AM in the morning today, so I’m actually… I’m like, oh, it’s only 10, but I feel tired.
11 00:02:46.600 ⇒ 00:02:48.649 Zoran Selinger: Right, right. Yeah.
12 00:02:49.100 ⇒ 00:02:51.590 Zoran Selinger: Yeah, hopefully you’ll get… you’ll get better soon.
13 00:02:51.850 ⇒ 00:02:52.520 Robert Tseng: Yeah.
14 00:02:52.650 ⇒ 00:02:55.580 Robert Tseng: You have a family photo shoot, or did that already happen?
15 00:02:55.950 ⇒ 00:03:02.779 Zoran Selinger: We, we, we are going in, in and out. I mean, half an hour, I should go. Okay. Yeah, yeah.
16 00:03:03.060 ⇒ 00:03:09.459 Robert Tseng: Cool. Yeah, I mean, I don’t think this will take us full time. I guess, yeah, I’ll just kind of give a heads up, so…
17 00:03:09.570 ⇒ 00:03:12.639 Robert Tseng: I mean, I was, like, trying to pull up the deck,
18 00:03:13.050 ⇒ 00:03:27.559 Robert Tseng: So, I mean, I already sent you the job description that they basically are hiring for, and I was like, I think this is a good fit for what, I guess, you can do. So, we’re having a 30-minute call with them tomorrow, just to kind of
19 00:03:27.670 ⇒ 00:03:33.380 Robert Tseng: discuss… Like, how we can work together with them there.
20 00:03:35.730 ⇒ 00:03:52.950 Robert Tseng: what I’m gonna do is… I have a… we have a… we have a, like, insomnia, just over… like, overall project deck. I might just, like, carve out a couple slides, and then, we’ll… we’ll… I can help add some details there.
21 00:03:53.020 ⇒ 00:03:56.559 Robert Tseng: And we can just use that deck as a reference.
22 00:03:57.340 ⇒ 00:03:58.850 Robert Tseng: For our call tomorrow.
23 00:03:59.030 ⇒ 00:04:00.240 Zoran Selinger: Sure.
24 00:04:00.380 ⇒ 00:04:04.850 Robert Tseng: Yeah, I mean, this is the new stakeholder, she’s the VP of Digital.
25 00:04:05.710 ⇒ 00:04:09.000 Robert Tseng: Seems like the new person after the VP of Marketing left.
26 00:04:09.340 ⇒ 00:04:20.929 Robert Tseng: So, she’s gonna be on that call, and then I think her lead PM, product manager, is gonna be on that call as well. So, I think they’re gonna want to understand, like.
27 00:04:21.670 ⇒ 00:04:30.280 Robert Tseng: I think just sharing about other work that we’ve done, they may have some technical questions. I feel like they’re a more technical audience than…
28 00:04:30.470 ⇒ 00:04:49.420 Robert Tseng: Like a typical marketing team, so, yeah, I’m just trying to anticipate, like, what’s coming. Didn’t give me specific questions that they wanted to ask, so I feel like it’s more of just kind of a meet and greet, share the work that we’ve done, and then, kind of, we can take it from there.
29 00:04:49.470 ⇒ 00:04:53.800 Robert Tseng: But yeah, I guess that’s… that’s kind of what I’m expecting for tomorrow.
30 00:04:55.540 ⇒ 00:04:59.680 Zoran Selinger: Yeah, so we’ve been working for them for a while now, right?
31 00:05:00.310 ⇒ 00:05:00.930 Robert Tseng: Yeah.
32 00:05:00.930 ⇒ 00:05:02.289 Zoran Selinger: Like, 3 months, or so?
33 00:05:02.290 ⇒ 00:05:08.889 Robert Tseng: Yeah, since… since, like, July, so it’s been… it’s been, like, almost 5 months now, yeah.
34 00:05:09.660 ⇒ 00:05:16.040 Zoran Selinger: Do they have anything installed at the moment? How do they manage pixels and stuff like that?
35 00:05:16.490 ⇒ 00:05:22.019 Zoran Selinger: Is there already GTM? Are we starting from scratch, if we… if we get that work?
36 00:05:22.530 ⇒ 00:05:23.109 Zoran Selinger: Do you know?
37 00:05:23.110 ⇒ 00:05:30.399 Robert Tseng: Yeah, there is already a GTM, container. I wonder if I have access… I don’t think I have access to it, otherwise I would have known.
38 00:05:34.350 ⇒ 00:05:50.000 Robert Tseng: Yeah, so I don’t really know the state of their attributions, to be honest. Like, I’ve been… I’ve been asking for this project for a while, and they didn’t give it to us, so, I kind of… kind of feeling like we’re gonna have to ask… we’re gonna have to ask some questions and do some of the assessment on the call tomorrow.
39 00:05:51.660 ⇒ 00:05:53.599 Zoran Selinger: Yeah, okay, okay.
40 00:05:53.600 ⇒ 00:05:54.220 Robert Tseng: Yeah.
41 00:05:54.800 ⇒ 00:06:02.949 Zoran Selinger: So, what are we doing for them at the moment? So, we… I know we were creating, like, UTM,
42 00:06:04.110 ⇒ 00:06:09.529 Zoran Selinger: a sheet, right, at some point? That’s… that’s the only thing I was… I was working on.
43 00:06:10.590 ⇒ 00:06:12.400 Zoran Selinger: For them.
44 00:06:12.790 ⇒ 00:06:25.040 Robert Tseng: Oh, yeah, I mean, we mostly work with their lifecycle marketing team, so… Just all their…
45 00:06:25.800 ⇒ 00:06:33.629 Robert Tseng: we do reporting across all their own channels, which is, like, email, SMS, and then…
46 00:06:33.880 ⇒ 00:06:40.940 Robert Tseng: they do food… they have food delivery apps as well, and then they have their point-of-sale system. So, it’s really just been, like.
47 00:06:42.550 ⇒ 00:06:45.349 Robert Tseng: General business intelligence reporting.
48 00:06:45.350 ⇒ 00:06:46.010 Zoran Selinger: Yeah, yeah.
49 00:06:46.010 ⇒ 00:06:52.819 Robert Tseng: And then, like, we have… we’ve been running some more specific ad hoc analysis for them.
50 00:06:53.130 ⇒ 00:06:59.869 Robert Tseng: To influence, like, the types of campaigns they’re running. So, hasn’t really been anything on the paid media side.
51 00:07:00.060 ⇒ 00:07:08.070 Robert Tseng: I know that they work with a couple agencies on the paid media side. They have one agency for Google, one agency for Facebook.
52 00:07:08.240 ⇒ 00:07:22.510 Robert Tseng: So I guess, like, this work would really inform… like, the GTM tracking… tagging and tracking work would really, kind of, support that, I guess, is how I… is how I think it’ll work.
53 00:07:22.670 ⇒ 00:07:34.429 Zoran Selinger: Do we know what we already have… what they already have installed? Like, do we have, GA4, do we have Amplitude mixed panel, what’s in there?
54 00:07:34.690 ⇒ 00:07:46.179 Robert Tseng: Yeah, there’s no Amplitude or Mixpanel. They have something called Holistic, so we can look into it, but I mean, all I have is access to their Google and Meta ad accounts, and then…
55 00:07:46.340 ⇒ 00:07:52.240 Robert Tseng: I mean, they do have, like, some… it’s mostly transactional data that’s sitting in their data warehouse.
56 00:07:52.560 ⇒ 00:07:53.210 Zoran Selinger: Okay.
57 00:07:54.490 ⇒ 00:07:55.140 Robert Tseng: Yeah.
58 00:07:58.590 ⇒ 00:08:10.490 Zoran Selinger: Okay, I’ll familiarize myself with anything that we have on, on Notion. Just, do I have access to their project?
59 00:08:10.770 ⇒ 00:08:12.079 Robert Tseng: Yeah, let me see.
60 00:08:17.460 ⇒ 00:08:18.330 Zoran Selinger: Yeah, it’s…
61 00:08:18.330 ⇒ 00:08:19.220 Robert Tseng: Yeah, you should.
62 00:08:19.630 ⇒ 00:08:26.250 Zoran Selinger: Yeah, yeah, I see, I see it in searches. Okay, cool. So I’ll, I’ll… I’ll dig into that a little bit.
63 00:08:28.890 ⇒ 00:08:31.830 Zoran Selinger: So I’ll be… I’ll be ready there.
64 00:08:33.169 ⇒ 00:08:38.000 Zoran Selinger: Yeah, so we… we don’t really know what they… what they… what they need, exactly.
65 00:08:38.000 ⇒ 00:08:41.680 Robert Tseng: Yeah, it’s just that… that job description that I gave you.
66 00:08:42.150 ⇒ 00:08:49.525 Zoran Selinger: Yeah, okay, cool, cool. Yeah, I mean, that’s… that’s a very general, general one. I’m… Dupe…
67 00:08:50.790 ⇒ 00:08:55.449 Zoran Selinger: Some, like, it’s… they seem to think that that’s a full-time job.
68 00:08:55.580 ⇒ 00:08:56.730 Zoran Selinger: Like.
69 00:08:56.730 ⇒ 00:08:57.340 Robert Tseng: Yeah.
70 00:09:01.100 ⇒ 00:09:08.750 Robert Tseng: So, they must have existing setups, because that’s what it says, so I think they’re… they may ask about, like, kind of, like.
71 00:09:09.740 ⇒ 00:09:21.270 Robert Tseng: I mean, yeah, so, you know, I’m just reading, I’m reading the description. So they have some existing setups, so they want us to kind of identify what’s… what’s wrong with it. So, I guess maybe just be prepared to talk through that.
72 00:09:21.450 ⇒ 00:09:27.420 Robert Tseng: And then, other than that, the custom models for…
73 00:09:28.200 ⇒ 00:09:34.579 Robert Tseng: Quizzes, video views, scroll tracking, like, anything like that is not… it’s… to me, it’s just, like,
74 00:09:35.120 ⇒ 00:09:40.169 Robert Tseng: similar to what we’re doing on Eden with infakes and stuff, so nothing too crazy there.
75 00:09:40.170 ⇒ 00:09:40.700 Zoran Selinger: Yeah.
76 00:09:42.270 ⇒ 00:09:51.809 Robert Tseng: And then, yeah, I mean, conversion tracking on… across those… across those channels, I think it’s… that’s all… seems all pretty standard.
77 00:09:52.300 ⇒ 00:09:52.890 Zoran Selinger: Yeah.
78 00:09:53.120 ⇒ 00:09:56.030 Zoran Selinger: Do you think, it’s worth…
79 00:09:56.160 ⇒ 00:09:59.489 Zoran Selinger: maybe asking for GTM access in the meantime?
80 00:09:59.980 ⇒ 00:10:03.979 Robert Tseng: Yeah, actually, I’ll… I’ll ask, yeah.
81 00:10:03.980 ⇒ 00:10:09.470 Zoran Selinger: Yeah, if it’s… if you… if you don’t take its… it’s a problem, that would be great.
82 00:10:14.760 ⇒ 00:10:15.540 Zoran Selinger: Yeah.
83 00:10:15.650 ⇒ 00:10:16.580 Zoran Selinger: Okay.
84 00:10:17.470 ⇒ 00:10:35.160 Zoran Selinger: I’m presuming if… if they’re looking for someone, if they were looking for someone full-time, there’s probably… they are aware of, maybe, issues where they’re dropping conversion tracking, something like that. There’s probably some of that, that some of that is gonna be in there.
85 00:10:36.600 ⇒ 00:10:40.640 Zoran Selinger: For reporting, that’s… you’re doing that, right?
86 00:10:41.490 ⇒ 00:10:42.080 Robert Tseng: Yep.
87 00:10:42.770 ⇒ 00:10:52.049 Zoran Selinger: Do we have, so we have, like, a funnel, like, a purchase funnel, reporting anywhere.
88 00:10:53.180 ⇒ 00:10:53.890 Zoran Selinger: That we’re doing.
89 00:10:53.890 ⇒ 00:10:55.220 Robert Tseng: Her…
90 00:10:55.220 ⇒ 00:10:59.869 Zoran Selinger: Like, going through the steps on the website, right? Through the checkout and all that.
91 00:11:00.410 ⇒ 00:11:01.270 Robert Tseng: Yeah.
92 00:11:05.240 ⇒ 00:11:07.540 Zoran Selinger: I’m not sure, let me take a look.
93 00:11:07.710 ⇒ 00:11:09.940 Zoran Selinger: The reason why I’m asking is…
94 00:11:10.140 ⇒ 00:11:15.970 Zoran Selinger: They probably have something like that, and if we’re not working on it, then it’s probably,
95 00:11:16.560 ⇒ 00:11:26.299 Zoran Selinger: might be a GF4 report somewhere that they are relying on, and maybe, you know, not have full visibility on every step and stuff like that.
96 00:11:26.920 ⇒ 00:11:31.009 Zoran Selinger: Just very much…
97 00:11:31.010 ⇒ 00:11:31.410 Robert Tseng: They do.
98 00:11:31.410 ⇒ 00:11:33.409 Zoran Selinger: Typical problems, right?
99 00:11:37.590 ⇒ 00:11:40.780 Robert Tseng: Yeah, I’m going to add you to…
100 00:11:42.250 ⇒ 00:11:46.149 Robert Tseng: the, one pass for insomnia.
101 00:11:48.830 ⇒ 00:11:51.149 Robert Tseng: So, mute that real quick.
102 00:12:03.860 ⇒ 00:12:09.140 Robert Tseng: Share… with… Wrong.
103 00:12:10.770 ⇒ 00:12:14.919 Robert Tseng: Okay, and then, once you’re in there.
104 00:12:15.940 ⇒ 00:12:19.010 Robert Tseng: There’s a couple of things that you could look at.
105 00:12:20.760 ⇒ 00:12:25.340 Robert Tseng: Ballistics…
106 00:12:25.820 ⇒ 00:12:37.630 Robert Tseng: is their BI tool, I guess. I mean, I don’t… you don’t need to spend too much poking around in there, but it just shows you what data they currently do have.
107 00:12:38.310 ⇒ 00:12:44.269 Robert Tseng: I don’t think it has anything that you’re looking for in there.
108 00:12:46.670 ⇒ 00:12:47.510 Zoran Selinger: Okay.
109 00:12:47.790 ⇒ 00:12:48.470 Robert Tseng: Yeah.
110 00:12:49.690 ⇒ 00:12:50.470 Zoran Selinger: That’s okay.
111 00:12:57.050 ⇒ 00:13:02.590 Zoran Selinger: The base… It’s Facebook…
112 00:13:04.090 ⇒ 00:13:10.380 Zoran Selinger: Yeah, okay, cool. I’ll have a look into holistics and see what I can see there.
113 00:13:10.750 ⇒ 00:13:11.470 Zoran Selinger: Hmm.
114 00:13:11.470 ⇒ 00:13:12.070 Robert Tseng: Okay.
115 00:13:13.070 ⇒ 00:13:16.860 Zoran Selinger: And I’ll… I’ll… I’ll read through Notion as well.
116 00:13:17.930 ⇒ 00:13:23.770 Zoran Selinger: But yeah, I mean, that job posting that I had is fairly standard.
117 00:13:23.930 ⇒ 00:13:32.460 Zoran Selinger: It’s something that I would go for, typically. So, yeah, it’s right up my alley. We should be fine tomorrow.
118 00:13:32.760 ⇒ 00:13:33.370 Robert Tseng: Cool.
119 00:13:33.570 ⇒ 00:13:34.600 Zoran Selinger: Yeah. Okay.
120 00:13:34.600 ⇒ 00:13:35.070 Robert Tseng: Alright.
121 00:13:35.070 ⇒ 00:13:35.680 Zoran Selinger: Yep.
122 00:13:35.680 ⇒ 00:13:37.560 Robert Tseng: That sounds good. Alright, enjoy the fun.
123 00:13:37.560 ⇒ 00:13:50.709 Zoran Selinger: I’ll be… I probably won’t, but yeah, I’ll be… I’ll be back. I’ll be online when I get back, so we can catch up if anything else comes up in the planning session.
124 00:13:51.160 ⇒ 00:13:51.969 Robert Tseng: Okay, sounds good.
125 00:13:51.970 ⇒ 00:13:53.600 Zoran Selinger: Alright, thanks, Ron. Thanks.
126 00:13:53.600 ⇒ 00:13:54.700 Robert Tseng: Back later, bye.