Meeting Title: Insomnia Campaign Performance Analysis Review Date: 2025-09-26 Meeting participants: Robert Tseng, Shreya Chowdhury
WEBVTT
1 00:00:54.600 ⇒ 00:00:56.679 Shreya Chowdhury: Hey, Robert, how’s it going?
2 00:00:57.320 ⇒ 00:01:02.590 Robert Tseng: Hey, I’m not at… I’m at another…
3 00:01:03.170 ⇒ 00:01:12.710 Robert Tseng: conference, but, I have… I’m just skipping the morning, I’ll just join back in in the afternoon. I wanna… wanna make sure that we’re kind of
4 00:01:13.060 ⇒ 00:01:14.980 Robert Tseng: Good to go here, so…
5 00:01:15.300 ⇒ 00:01:36.629 Shreya Chowdhury: Yeah, nice. So yeah, I looked through the comments, and the restructuring of the slides. There’s nothing that I disagree with here, and I feel like this is a valuable analysis to push out. But I want to flag that this does feel like
6 00:01:36.630 ⇒ 00:01:49.390 Shreya Chowdhury: Like, it was more of an ad hoc request that came in initially that was kind of like, they wanted an inventory of the campaigns that they did last year, and it was more of a performance insights analysis.
7 00:01:49.390 ⇒ 00:01:52.370 Shreya Chowdhury: I feel like…
8 00:01:52.530 ⇒ 00:02:12.419 Shreya Chowdhury: the… so the one comment that I want to address here is the one with the calculations, where you were saying if this is just filtering to look at, the high… the best performing and worst performing campaigns, then it doesn’t really feel like we’ve done a robust analysis here.
9 00:02:12.420 ⇒ 00:02:24.650 Shreya Chowdhury: So, in your mind, what are you thinking would be a good thing for us to look at to make this a more robust analysis besides just
10 00:02:24.690 ⇒ 00:02:43.269 Shreya Chowdhury: you know, ROI and, like, conversion and open rates, because the data set that we’re working with is, like, a 7-8 column performance tracker. So we have revenue, conversion rates, open rates, and, like, the name of the campaign when it was deployed.
11 00:02:45.250 ⇒ 00:02:56.000 Robert Tseng: Yeah, I understand what data set you’re looking at. I just, you know, if you’re just looking at, yeah, if you’re just looking at open rates and revenue, like, I just… I mean, that seems to me pretty easy. You just, like.
12 00:02:56.090 ⇒ 00:03:15.750 Robert Tseng: you know, you take that smaller set and you’re just, like, filtering it by, you know, by date, so I just… I don’t know, like, I… I think I’m a bit confused. I’m like, well, it’s not like we went and got any additional data, we’re not, like, we’re not… we didn’t create any… we didn’t create any metrics out of this, like, I don’t really know, like, what… like, what did we actually transform, right? We’re just, like.
13 00:03:15.880 ⇒ 00:03:21.129 Robert Tseng: We just kind of read out what was on… on the sheet, which is… which is fine, like, I think that’s a… that’s a good, like.
14 00:03:21.760 ⇒ 00:03:25.839 Robert Tseng: Like, I… I don’t know why that… I don’t know why that took… I can’t…
15 00:03:26.130 ⇒ 00:03:31.400 Robert Tseng: I don’t know why that took so long, I guess, because, yeah, I don’t know. So, I…
16 00:03:31.840 ⇒ 00:03:36.199 Robert Tseng: From my perspective, sitting in on that call and looking through the transcripts.
17 00:03:36.750 ⇒ 00:03:54.909 Robert Tseng: Well, yeah, the CMO is asking, like, okay, well, yeah, I want to know, like, what campaigns we should be running, or, like, running for the rest of the year. So, yeah, I think there’s, like, the need to report on what should they run in October, and then obviously kind of, like, looking through the rest of Q4 compared to 2024. Like.
18 00:03:55.760 ⇒ 00:04:07.159 Robert Tseng: how much… how much budget did they spend? What’s the ROI on the spend? Like, it’s not just a campaign-level view. Like, I think there’s, like, there’s, like, different levels of hierarchy to this analysis that I feel like are not being, like, brought in.
19 00:04:07.380 ⇒ 00:04:15.939 Robert Tseng: And so, I mean, we can kind of, like, go… go at it, like, one by one and really outline the analysis, but I think I was just kind of surprised to see
20 00:04:16.130 ⇒ 00:04:24.310 Robert Tseng: okay, well, we spent, like, a week, and then came back, and it was just, like… I don’t know, like, it didn’t really seem like we did any… like, it was just pulling…
21 00:04:24.310 ⇒ 00:04:35.859 Robert Tseng: it was just, like, summarizing stuff out of that one table. So, I mean, if you feel like that’s not a good way of characterizing, like, what you’ve done, like, I mean, that’s why I wanted to kind of wait for you to walk me through your analysis.
22 00:04:35.860 ⇒ 00:04:46.759 Robert Tseng: But I’m just trying to, like, put my… I’m putting on Katie’s hat, and I’m looking at it, and I don’t really feel like it gets me closer to what I’m… what she’s looking… looking for. So…
23 00:04:46.840 ⇒ 00:04:50.899 Robert Tseng: I think… My first date, yeah.
24 00:04:50.900 ⇒ 00:05:02.330 Shreya Chowdhury: Yeah, that’s fair. I think I was catering at least this as more of a, we’re presenting the results of the ad hoc ask that came in from Amrita.
25 00:05:02.330 ⇒ 00:05:18.000 Shreya Chowdhury: It was less of, like, Katie’s question of, like, oh, what campaigns should we run in, like, the next quarter versus, like, answering the question, oh, what did we do last quarter, and how did they perform? Or, like, what happened there?
26 00:05:18.000 ⇒ 00:05:25.040 Shreya Chowdhury: So that was my goal in presenting this analysis. As far as, like.
27 00:05:25.040 ⇒ 00:05:32.179 Shreya Chowdhury: the spending a week on it, like, up until Monday and Tuesday, we didn’t really have the
28 00:05:32.180 ⇒ 00:05:54.429 Shreya Chowdhury: the validated data to work with, and Casey was still working on rerunning, the script and adding a lot of the backfill data. So I wasn’t able to get my hands on it until then, and then it was more of, like, a, oh, like, I’m looking into, like, correlations between timings and conversion and open rates, and also, like, looking into, like,
29 00:05:54.430 ⇒ 00:06:08.770 Shreya Chowdhury: the content of the campaigns, like, which ones specifically, like, worked better, which ones didn’t. So I spent, like, a day or so, like, just looking through that data, analyzing it, making sure it was right, and then figuring out the best way to present it.
30 00:06:10.970 ⇒ 00:06:30.390 Shreya Chowdhury: Yeah, so that’s kind of where I’m coming from on this. Like, it was more of a presentation of, like, what we took away last… from last time. And I think Amrita, in the thread, there was, like, a specific thing where she was like, oh, like, if we can just duplicate these slides for Q4.
31 00:06:31.680 ⇒ 00:06:38.650 Shreya Chowdhury: That’s… that’s, like, what the ask initially was. Like, that’s what we were trying to present here.
32 00:06:40.580 ⇒ 00:06:55.250 Robert Tseng: Okay. I mean, I don’t want to do too much, like, thread chasing and, like, litigating, like, what was said and wasn’t, but I think this is… I’m just… I just have the channel open here, I’m just, like, looking through monthly stats. Yeah, I see this thread you have with… with, Amrita, yeah, you kind of, like.
33 00:06:55.430 ⇒ 00:07:00.149 Robert Tseng: got this, like, can we get an October, whatever, to December view?
34 00:07:00.790 ⇒ 00:07:16.430 Robert Tseng: Yeah, I mean, I do actually think this was… this was brought up before, so, like, I didn’t give too much feedback on the last iteration, just because it was pretty last minute, but I do think that that was the original ask, like, you know, a couple weeks ago, so I understand that they wanted… they wanted that, not just this… the September one.
35 00:07:16.520 ⇒ 00:07:22.919 Robert Tseng: So that’s… okay, that’s… that’s fine, like, I… I don’t know, like, so that’s… that’s Monday, right? And, like…
36 00:07:23.050 ⇒ 00:07:27.810 Robert Tseng: I don’t know, if I look at, like, what you’ve done here, and what you have from September.
37 00:07:28.110 ⇒ 00:07:35.949 Robert Tseng: Yeah, I understand, maybe you felt like there was some missing data. We can kind of ask… I want to… we can double-click into that a bit more, but,
38 00:07:36.050 ⇒ 00:07:37.320 Robert Tseng: Yeah, I think, like.
39 00:07:37.460 ⇒ 00:07:48.119 Robert Tseng: I don’t know, like, to replicate this probably should be, like, a one to two hour, like, effort, right? Like, I don’t… just taking longer than that, there’s clearly something, like, we’re overcomplicating it.
40 00:07:48.140 ⇒ 00:08:05.939 Robert Tseng: like, yeah, I mean, these are impressions, revenue, ROI, open conversion rates, this is all there. Even if it’s not in Casey’s dataset, you can easily go into Braze and pull everything there. You can, like, do an export of, like, the past year’s data or something. So, yeah, I’m not… not really… not really sure what the hang-up was on that one.
41 00:08:06.040 ⇒ 00:08:10.200 Robert Tseng: But then, I think afterwards, you know, we’re asking…
42 00:08:13.970 ⇒ 00:08:29.640 Robert Tseng: Yeah, so this… this, to me is what Amrita’s thinking about. This is what she’s asking from last week. It’s like, okay, well, they have some understanding of, like, okay, well, they have different segments, they call them RGMs or whatever segment, but to me, they’re just segments of customers.
43 00:08:29.640 ⇒ 00:08:36.150 Robert Tseng: dormant, hibernating, she’s throwing out this jargon. We don’t fully understand what these different segments are yet.
44 00:08:36.289 ⇒ 00:08:46.889 Robert Tseng: if I were you, like, I would have asked, like, okay, well, what are these segments? How do you think about them? Like, how are we defining these? Like, how do we go and get them? They live somewhere in Power BI, I’ve not actually clicked into it.
45 00:08:46.890 ⇒ 00:08:59.590 Robert Tseng: But that, to me, is, like, what I’m… so I’m taking, like, what she’s asking, and I’m trying to restructure, like, what… she’s just, like, stream of consciousness, asking whatever she wants, and I think our job is to take what she’s asking, and to, like.
46 00:08:59.680 ⇒ 00:09:15.689 Robert Tseng: to… to go bottom-up or to go top-down in terms of, like, making it, like, a repeatable analysis framework. So, I think, like… and then the second question is, like, okay, is this trend consistent? Okay, there’s this idea of this champion RFM segment, like.
47 00:09:16.400 ⇒ 00:09:22.879 Robert Tseng: I don’t really know what that means. I’m assuming these are the people who are spending the most money, and she basically is looking at
48 00:09:22.950 ⇒ 00:09:24.970 Robert Tseng: I think, to me, the question is.
49 00:09:25.030 ⇒ 00:09:39.699 Robert Tseng: for our top customers, like, what, like, what trends, like, how are they reacting to the email campaigns? Because we’re not just looking at more customers and more revenue from… from all people, but we also want to be, like, focused on, like, who are our top
50 00:09:39.700 ⇒ 00:09:47.520 Robert Tseng: our top customers and, like, what are they… what are they responding to? So I think that’s another angle that I feel like she’s asking from this question.
51 00:09:47.520 ⇒ 00:09:58.319 Robert Tseng: That she doesn’t just want, like, a sweeping average, like, assessment across the entire customer segment, but she wants to understand, like, top customers better.
52 00:09:58.680 ⇒ 00:10:13.469 Robert Tseng: And then afterwards, yeah, there’s, like, other things that… these are not, metrics that we currently have in our table, so this is related to data access and what we need. Do we… can we even tell what emails have been auto-opened? Like, my first look at it a few weeks ago, I don’t think we can.
53 00:10:13.510 ⇒ 00:10:30.030 Robert Tseng: mobile versus… mobile versus desktop? Yeah, we… we can’t… I think there is that metric in the Braze API. I’ve seen it in the documentation before. So, like, that to me, I’m, like, investigating, okay, well, she’s asking for these things, do we actually… is it also… is it actually possible for us to go get it?
54 00:10:30.440 ⇒ 00:10:37.619 Robert Tseng: So, if Casey doesn’t have it, well, I would just be looking at Bray’s, documentation, and I’d try to understand, like.
55 00:10:38.040 ⇒ 00:10:41.869 Robert Tseng: How easy it is it for us to go and get this stuffed? And…
56 00:10:42.050 ⇒ 00:10:54.969 Robert Tseng: you know, have some, like, perspective on, like, you know… you know, obviously, maybe we won’t be able to get all three of these in a week, but maybe there’s one we can go, and I would push Justin and Casey to go and get that.
57 00:10:55.140 ⇒ 00:11:03.300 Robert Tseng: And then for the third question, it’s like, highest AOV per buyer. Okay, well, this is more kind of like unit economics. It’s like,
58 00:11:03.360 ⇒ 00:11:21.910 Robert Tseng: you know, she cares… she’s asking about basket size. For each email, are we just pushing them to buy, like, the smallest thing, or are there certain emails where people are buying multiple products, or it’s leading to a bundled purchase, something that’s a true AOV booster? So, to me, that’s the core of the question that she’s asking. So…
59 00:11:21.910 ⇒ 00:11:23.590 Robert Tseng: I know I just kind of, like.
60 00:11:24.010 ⇒ 00:11:40.899 Robert Tseng: spat through a lot of things, but I just wanted to kind of go, like, one by one, when I read these, messages coming through from the client, like, that’s… I’m just talking through, like, this is how my thought process works of, like, how I’m reinterpreting the questions, trying to, like.
61 00:11:41.170 ⇒ 00:11:54.579 Robert Tseng: understand what gaps in understanding do I have, you know, what, you know, what assumptions do I… and, you know, starting to sort out, like, what is… what is known, what is not known, and, like, trying to piece together, like, you know, what…
62 00:11:56.270 ⇒ 00:12:02.090 Robert Tseng: how do we actually approach… approach this, right? So I think my answer to her was, like.
63 00:12:02.320 ⇒ 00:12:04.320 Robert Tseng: you know, I give her just something very…
64 00:12:04.460 ⇒ 00:12:15.099 Robert Tseng: generic. I was like, okay, great, like, I’ll… some response, let me ask you some follow-up questions. I asked a few, just to kind of, like, keep the ball rolling. I was like.
65 00:12:15.230 ⇒ 00:12:29.810 Robert Tseng: you know, I do feel like we need some underlying data. How do we get access to this? This kind of thread didn’t continue on, but, you know, I would have expected this is something that you can kind of keep pushing, because ultimately, if you’re doing the analysis, you need the data. And then…
66 00:12:29.970 ⇒ 00:12:47.640 Robert Tseng: Yeah, I mean, clearly she has no… to me, she has no clue. She’s just… she’s just throwing ideas out there, doesn’t actually know what data is actually there. So, you know, this is, like, kind of just the back and forth that I’m kind of looking for. You know, this is all same day, like, you know, I… I don’t know, probably didn’t take me that long to respond to her there.
67 00:12:47.640 ⇒ 00:12:54.730 Robert Tseng: So, I feel like, you know, maybe we’re trying to, like, do too much with too little information, but, like, if you can just…
68 00:12:55.080 ⇒ 00:13:08.050 Robert Tseng: yeah, I mean, I think this is… this is part of, like, the communication, that needs to happen before you can actually have what you need to go do an analysis, right? So,
69 00:13:08.230 ⇒ 00:13:11.780 Robert Tseng: Anyway, like, I’ll just pause there, just kind of see, like.
70 00:13:12.760 ⇒ 00:13:15.720 Robert Tseng: Yeah, what… any… any thoughts of that, like…
71 00:13:16.100 ⇒ 00:13:17.680 Robert Tseng: Is that how you would have…
72 00:13:17.940 ⇒ 00:13:36.300 Robert Tseng: like, I don’t know, like, if there’s anything I’m missing… missing from… from… I know I just… I just picked one particular interaction, so I know there’s more to that, and then I’m not, like, discounting that you didn’t talk to them in other places, but, this to me was, like, you know, just one… one way that I could highlight,
73 00:13:36.330 ⇒ 00:13:41.779 Robert Tseng: how I feel like you could have kept the… kept the momentum going a bit more and getting what you need.
74 00:13:43.640 ⇒ 00:13:45.050 Shreya Chowdhury: Yeah,
75 00:13:45.420 ⇒ 00:14:05.389 Shreya Chowdhury: No, I think that’s… that’s good feedback. We were able to answer a lot of the questions there, and, like you said, yeah, like, we didn’t get a lot of, answers to, like, the… where the data lives on segmentation. That one is still, like, it’s…
76 00:14:06.740 ⇒ 00:14:28.509 Shreya Chowdhury: like, it’s… it’s… it was on my mind this week, but then we also got the other requests, that came in, so I was, I guess, kind of trying to prioritize those and organize all those asks that came in. But I feel like, yeah, I agree, my thought process when I see, like, a lot of open-ended questions is, yeah, maybe the best way to answer these is to structure it more, like.
77 00:14:28.510 ⇒ 00:14:32.590 Shreya Chowdhury: Into the analysis framework, that you laid out.
78 00:14:33.000 ⇒ 00:14:51.899 Shreya Chowdhury: In the slides here. I guess for this one, what I was thinking was more like, oh, like, we have these insights from the previous campaigns from last week, they kind of want to break it up and, like, look at the data into different segments, and yeah, as far as, like, the metrics that we have here, the summaries, it’s…
79 00:14:52.880 ⇒ 00:15:09.459 Shreya Chowdhury: like, it doesn’t look like it’s a lot that we pulled, but when I was looking at the data, I was kind of trying to see, like, if there are any other insights that we can pull from what we have, and then I just thought it was worth it to include, like, a lot of the summary metrics. So it’s a little bit more of, like.
80 00:15:09.460 ⇒ 00:15:14.729 Shreya Chowdhury: oh, like, I was digging through the data, and I’m like, oh, what can we pull here? And this is what I felt like.
81 00:15:14.940 ⇒ 00:15:21.089 Shreya Chowdhury: The best way to organize and show the performance insights for this particular ask here.
82 00:15:23.480 ⇒ 00:15:28.129 Robert Tseng: Yeah, I mean, if there’s something unique that you feel like you pulled out, like, maybe, you know, I think that’s kind of…
83 00:15:28.230 ⇒ 00:15:41.100 Robert Tseng: I know I put some, like, slide examples here, but I think call-out bubbles are good to help… kind of help the reader, like, detect, like, what’s different between what was… what was and what isn’t, and I mean, like, I… I think, you know, I’m not…
84 00:15:41.730 ⇒ 00:15:53.960 Robert Tseng: it’s really hard for me to just sit here and just, like, read every bullet of this, like, it’s… I just feel like there’s a lot going on here, so I think just from a slide… slide… a kind of information transfer perspective, if I’m not getting
85 00:15:54.240 ⇒ 00:15:57.819 Robert Tseng: I’m telling you what I’m getting off the slides. If you think my…
86 00:15:57.910 ⇒ 00:16:00.889 Robert Tseng: reading of the slides is wrong, well then.
87 00:16:00.970 ⇒ 00:16:11.800 Robert Tseng: I mean, I don’t think I’m the only one that’s gonna read it wrong. Like, I think, you know, it’s just a matter of, like, making sure that people will not mistaken what you want them to get out of the slide. So, like…
88 00:16:11.800 ⇒ 00:16:31.079 Robert Tseng: Yeah, I think… I’m not saying that my first… I… you know, data’s just like that. You can just read it a bunch of different ways, so I want your opinion to come out of the slide. If you leave it open-ended for me to just, like, look through the noise and pick out, like, things, every person’s gonna look at this and focus on something different, so…
89 00:16:31.080 ⇒ 00:16:40.869 Robert Tseng: I think it’s definitely on… on us, or I guess on you in this case, to kind of pick out, like, what is the takeaway that you want your reader to be able to get out of this, you know? So,
90 00:16:41.050 ⇒ 00:16:46.610 Robert Tseng: Yeah, I think that’s kind of why I broke up slides the way, you know, in the second iteration, but .
91 00:16:47.210 ⇒ 00:17:06.780 Shreya Chowdhury: I think that caters more towards, like, what Katie’s looking for. These slides were more of just, like, a summary to answer, like, a lot of the direct questions that Amrita had in the ad hoc ask, so it’s more of, like, an ad hoc ask format slide, that we had in the deck before, but if we feel like
92 00:17:08.160 ⇒ 00:17:20.130 Shreya Chowdhury: like, maybe there’s a better way to be, like, answering these questions a little bit separately, like, maybe these, like, the summary slides that are basically just, oh, like, this is what we found, this is what we know.
93 00:17:20.130 ⇒ 00:17:28.479 Shreya Chowdhury: Like, from last year’s campaigns, et cetera, should just be answered directly in, like, a write-up or a thread, and the slides should be more geared towards, like.
94 00:17:28.480 ⇒ 00:17:34.589 Shreya Chowdhury: Oh, like, this is what we did, and what we got out of it, and this is what we should replicate going forward.
95 00:17:36.920 ⇒ 00:17:50.719 Robert Tseng: Yeah, I mean, I think, yeah, we do have to communicate at multiple levels. But your working doc, if you have, like, a long-form doc that you’re keeping track of everything, which I typically do when I’m working through an analysis, like, that’s something that I would share with, like, a birdie or a mat, and just, like.
96 00:17:50.850 ⇒ 00:17:55.770 Robert Tseng: as I’m working through it, if I have questions, hey, does this… does this… does this feel right? Is, like.
97 00:17:55.840 ⇒ 00:18:14.120 Robert Tseng: And I would just tag them, and just have them react to that. Like, they want the nitty-gritty. And Rita is maybe one level above them. Maybe she just cares about summaries, like, I don’t know, I’m still kind of… don’t understand, like, what… she doesn’t read the documents that we write for her, she also doesn’t really read the slides, so I think there’s still, like, room to there, but…
98 00:18:14.120 ⇒ 00:18:22.609 Robert Tseng: I think… I mean, I think, I think Katie’s a very… I mean, she’s… she’s the CMO, I think she… it’s very clear, she just wants… she just wants the slides, like, I…
99 00:18:22.610 ⇒ 00:18:37.409 Robert Tseng: I see the slides that she uses to… she basically comes to that Monday call, she gets what she needs to hear from the marketing team, and then she goes, and she goes to the board, the next meeting afterwards, and she reads out what the most important takeaways were, so…
100 00:18:37.460 ⇒ 00:18:44.429 Robert Tseng: On… on that call, she’s making some… she’s making some decisions on, like, Okay, this is the takeaway.
101 00:18:44.460 ⇒ 00:18:56.400 Robert Tseng: she’s assigning things, like, on… in that meeting, but then she’s also trying to learn enough for herself so that she can go to the board in the next… in the next call to tell them, like, what’s going on. So, I think, like.
102 00:18:56.430 ⇒ 00:19:05.229 Robert Tseng: yeah, like, she’s never gonna read any of this, like, she’s… she just wants the takeaways, and so, like, I do think the deck… the purpose of the deck is to get to a…
103 00:19:05.270 ⇒ 00:19:19.760 Robert Tseng: I mean, you’re commuting to a C… communicating with a C-level person who’s gonna skim it, you know, each slide within, like, 30 seconds, so, like, there’s just… like, I… I think, maybe it wasn’t that clear, but I think there’s…
104 00:19:19.860 ⇒ 00:19:39.439 Robert Tseng: you’re… there are multiple levels of stakeholders for… for insomnia because of, you know, the way that they’re structured. So, contrary to, like, a default where you’re talking to Caitlin, or… or Vlad, or directly, or whatever, and they basically, you know, there’s no… it’s pretty flat, there’s no… nobody that’s above that.
105 00:19:40.580 ⇒ 00:19:46.880 Shreya Chowdhury: Yeah, that’s fair. Yeah, then I think in terms of, like, what…
106 00:19:47.230 ⇒ 00:19:56.959 Shreya Chowdhury: Amrita was asking for, it would be better to just put it in, like, a working doc and send it over to her, and these slides should be framed, a little bit differently.
107 00:19:57.910 ⇒ 00:20:13.860 Shreya Chowdhury: as far as this particular campaign analysis, and, like, what you meant for… about, like, what other metrics and calculations do we want to look at here?
108 00:20:14.180 ⇒ 00:20:31.309 Shreya Chowdhury: Is there anything in particular that you felt like you were looking for that we aren’t doing a great job of digging into? Like, besides just, like, the revenue, ROI, open and conversion rates? Like, do you feel like these slides should maybe be used to more answer, like.
109 00:20:31.430 ⇒ 00:20:48.030 Shreya Chowdhury: the questions that came from the other thread, like the unit economics stuff, because we do have the data there. But as far as, like, the campaign performance insights, I don’t know if there’s a lot more, like, different metric calculations to be done there.
110 00:20:48.250 ⇒ 00:20:53.209 Shreya Chowdhury: But feel free to correct me if you feel like I’m wrong there.
111 00:20:53.210 ⇒ 00:21:07.679 Robert Tseng: Yeah, so, I mean, I think… I think this is a great summary slide, like, as far as, like, overall performance. I think this gives them a good sense of, like, okay, well, obviously email is the biggest driver of revenue here, so it is something that they care about. I think, yeah, I mean.
112 00:21:08.900 ⇒ 00:21:16.420 Robert Tseng: they’re, like… I think as far as, like, a methodology perspective, it’s like, okay, well, if this is…
113 00:21:17.230 ⇒ 00:21:26.529 Robert Tseng: I don’t know, I’m just gonna… if I’m Katie, I’m reading this, I’m saying, okay, for our own channels, 80% of the revenue is driven by email.
114 00:21:27.160 ⇒ 00:21:30.649 Robert Tseng: And, yeah, SMS and push. Like, I…
115 00:21:30.760 ⇒ 00:21:41.329 Robert Tseng: I guess, you know, if I were KD, I probably am a bit more dialed in on, like, what the ebbs and flows are. I know that, like, probably…
116 00:21:41.490 ⇒ 00:21:59.549 Robert Tseng: you know, I would say Q4, we’re probably selling more than… than another… than Q3, because it’s holiday season, there’s a lot more stuff that goes out. They’re looking to spend the most money in this coming quarter. So, yeah, I think she’s gonna wanna know, am I supposed to be spending 80% of my… are we supposed to…
117 00:22:00.180 ⇒ 00:22:13.849 Robert Tseng: like, from a… from a spend perspective, or an effort and campaign design perspective, should I be directing my team to just be pushing on email, or are we actually missing opportunity and SMS to push, right? So, like, I think, like,
118 00:22:14.040 ⇒ 00:22:15.220 Robert Tseng: I, I think…
119 00:22:16.120 ⇒ 00:22:34.570 Robert Tseng: you can break it down by campaign and look at, like, I think you did this, it’s like, okay, within email, obviously email is going to show up as the top campaigns for everything, but what about SMS? What about push? Like, I think kind of breaking it down by channel, and I think to me, it’s like one slide per channel, like.
120 00:22:34.790 ⇒ 00:22:46.280 Robert Tseng: If this is the channel level view, then we look at email specifically, like, we understand what the top 3 email campaigns are across, for each of those months.
121 00:22:46.280 ⇒ 00:22:58.419 Robert Tseng: And, yeah, I think there’s some messaging around there, we need to let them know what were the subjects, you know, whatever. Like, we’re not writing the content, Birdie is, ultimately, or I forgot who exactly is gonna be running those campaigns, but…
122 00:22:58.420 ⇒ 00:23:10.329 Robert Tseng: Yeah, like, I think there’s some, like, direction that we give there on, like, hey, this particular back-to-school PJ kind of party thing was, like, a great run that we needed to… that we need to run back again.
123 00:23:10.330 ⇒ 00:23:22.180 Robert Tseng: And, you know, it’s just… I think that that’s probably pretty straightforward. But then on the SMS side, I think it’s more, like, looking opportunistically, it’s like, okay, well.
124 00:23:22.190 ⇒ 00:23:25.180 Robert Tseng: What can, like… how…
125 00:23:25.520 ⇒ 00:23:39.409 Robert Tseng: what is, like… I mean, are we actually only… like, I don’t know how much, we’re… how much effort they’re putting on SMS. Are we just pushing the same things on both email and SMS, or… or not, like, I… But…
126 00:23:39.410 ⇒ 00:23:48.689 Robert Tseng: you know, if it’s not a big… if it’s not a big driver of revenue, it’s… it’s clearly, like, what, 1.5 out of, like, 15. Like, it’s… it’s a very small percentage. It’s, like.
127 00:23:51.180 ⇒ 00:23:57.330 Robert Tseng: Yeah, like, having, like, a… Taking more of an, like a…
128 00:24:00.390 ⇒ 00:24:07.749 Robert Tseng: opportunistic approach on, like, okay, SMS campaigns, yeah, like, kind of what you were sharing.
129 00:24:07.750 ⇒ 00:24:25.059 Robert Tseng: looking at send times, like, making small optimization things. It’s like, if we’re not launching any separate SMS-only campaigns, we want to make sure we get the most bang for our buck, so they should be… you should be sending those push notifications at this particular time of day, because historically, that has been driving the most
130 00:24:25.060 ⇒ 00:24:42.640 Robert Tseng: That has driving the most revenue. So, like, that to me is, like, a way where we can not have to take on the burden of, like, coming up with the actual SMS campaign, but we’re just looking from an optimization perspective, like, what we can do to tell them, like, at least you’re… like, this is the way that you’re gonna get the most bang for your buck there.
131 00:24:42.640 ⇒ 00:24:58.149 Robert Tseng: maybe there is another insight that I’m not… that I’m not aware of, because I haven’t spent enough time in SMS, but for something that small, and I’m… if I didn’t know anything else, that’s kind of what comes to mind on, like, something that I would… I would do just to kind of create a recommendation out of that.
132 00:24:58.640 ⇒ 00:25:11.929 Robert Tseng: And then, on the push side, like, I think, push is more tied to, I mean, maybe push and SMS are treated the same. I mean, I… once again, I didn’t have a point of view on this, but, like,
133 00:25:12.090 ⇒ 00:25:20.080 Robert Tseng: maybe I would just be looking at segments. It’s like, okay, well, let’s talk about that high, that, like, the high… high, medium, low segments.
134 00:25:20.080 ⇒ 00:25:32.380 Robert Tseng: maybe the high segments are… they’re responding the best to push notifications. You know, they’re signed up for the loyalty program, they get the birthday coupon, they get whatever, like, there’s a few different
135 00:25:32.600 ⇒ 00:25:39.609 Robert Tseng: core, like, You know, push notifications that are sent to them that are personalized to them as a customer.
136 00:25:39.710 ⇒ 00:25:46.959 Robert Tseng: But maybe, you know, it’s, like, that, that, maybe, like, that birth, that, like, a birthday push notification.
137 00:25:47.140 ⇒ 00:26:08.480 Robert Tseng: maybe that ends up being, like, I don’t know, 50% of the revenue that’s driven through Push. And it’s like, well, then the easy solution is just try to incentivize everybody to put their birthday into and sign up for this loyalty program. If we can get more people onto the list, and we can push more notifications, for birthday campaigns, we’re going to be able to drive up revenue that way as well. So, like,
138 00:26:08.480 ⇒ 00:26:14.970 Robert Tseng: I’m… and I know that’s a lot of ground to cover in one week, like, I don’t think we actually need to have, like, something…
139 00:26:14.970 ⇒ 00:26:21.320 Robert Tseng: really solid for each of those channels, like, every week, but, obviously given the limited time. But just, like.
140 00:26:21.640 ⇒ 00:26:39.580 Robert Tseng: I don’t need to kind of… at least as we’re building up some momentum here, creating the structure, sharing with them how we’re thinking about the problem, and then just, like, picking one insight to focus on. Obviously, Amrita was asking about email, so maybe you’re only talking about email, but at least, like, you’re, you know, we’re… you can sell… you can see how
141 00:26:39.600 ⇒ 00:26:48.369 Robert Tseng: even from this call, like, I’m starting to, like, think through and developing, like, some hypotheses about, like, how I would move the needle for these other channels as well.
142 00:26:48.420 ⇒ 00:26:55.870 Robert Tseng: But… Anyway, so I… I mean, I’ll… I feel like I kinda…
143 00:26:56.570 ⇒ 00:27:02.790 Robert Tseng: brain dumped a lot, but yeah, I mean, what do you… what do you think about that… that approach? Like…
144 00:27:03.220 ⇒ 00:27:18.489 Shreya Chowdhury: Yeah, I think that’s good. And I had, like, half a mind to split it up by each channel, so do email, SMS, and then push for each one. But I wasn’t sure if we wanted to kind of keep it a little more condensed.
145 00:27:18.490 ⇒ 00:27:27.739 Shreya Chowdhury: Given, like, I don’t know how many things we wanted to get through in the presentation, and how in-depth we wanted to go, so I just kind of made it into more of, like.
146 00:27:27.740 ⇒ 00:27:34.989 Shreya Chowdhury: Hey, like, we looked into these, like, this is, like, a summary overview of, like, all the campaigns from last year, and channel performance.
147 00:27:34.990 ⇒ 00:27:47.810 Shreya Chowdhury: But I do have, like, some of the data from each of the separate campaigns, so I think, yeah, maybe, like, if we want to do that, break it up by email SMS push, that’s definitely, like, that…
148 00:27:47.920 ⇒ 00:27:50.870 Shreya Chowdhury: That’s definitely something that we can do.
149 00:27:51.430 ⇒ 00:27:58.409 Shreya Chowdhury: And see, like, yeah, what worked, what didn’t, instead of breaking it out, like, by month, or, like, by the overall quarter, we can do it by channel.
150 00:27:58.520 ⇒ 00:28:02.200 Shreya Chowdhury: Yeah.
151 00:28:04.310 ⇒ 00:28:05.530 Robert Tseng: Yeah.
152 00:28:05.530 ⇒ 00:28:13.040 Shreya Chowdhury: I think the assumptions and the methodology there would just be, like, oh, like, we’re looking at data from 2024 and Q4, and, like.
153 00:28:13.390 ⇒ 00:28:31.660 Shreya Chowdhury: basically the methodology is a little bit more of, like, oh, we’re just looking at the top campaigns, like, we’re looking at ROI for efficiency, and, like, we’re just… we’re kind of just, like, analyzing the content of the campaigns, like, which ones drove the most revenue and which ones didn’t. For this one, like, we don’t have a lot of…
154 00:28:32.010 ⇒ 00:28:37.820 Shreya Chowdhury: Like, more nuanced metrics than that for what we’re looking at, to measure success.
155 00:28:38.910 ⇒ 00:28:42.480 Shreya Chowdhury: Yeah.
156 00:28:42.480 ⇒ 00:28:43.250 Robert Tseng: Yeah.
157 00:28:45.300 ⇒ 00:29:02.550 Robert Tseng: Sure, I mean, I think that’s fine. Just, like, kind of, you know, listing out specifically, like, where is this data coming from, like, if you’re… if there are any terms around it, but even when you’re talking about ROI, like, what does ROI mean to you, and whatever, because, yeah, I think, like, kind of listing all of those things out is kind of… that’s what I would…
158 00:29:02.600 ⇒ 00:29:07.269 Robert Tseng: I would add to the assumption, so that, like, if I’m reading through this,
159 00:29:09.720 ⇒ 00:29:19.590 Robert Tseng: value… value-driven offers, like, even this, like, I could end up… you could just end up throwing that in the… in the assumptions, like, value-driven offers equals…
160 00:29:19.810 ⇒ 00:29:31.260 Robert Tseng: 24 packs, BOGO, free delivery, whatever. And, like, it’s just, like, any jargon, you don’t have to, like, crowd the slide with, like, definitions in there, you just kind of put it towards the bottom.
161 00:29:31.980 ⇒ 00:29:50.440 Robert Tseng: At least that’s generally how we’ve structured things before. I mean… I mean, I… I personally am pretty biased that, like, I think this is a good way to structure slides, but, if, you know, I think I’m open to, kind of, you presenting it in a different, in a cleaner format.
162 00:29:50.860 ⇒ 00:30:05.640 Robert Tseng: Yeah, so anyway, let’s… let’s just kind of get to, like, what… what can we… what adjustments can we realistically make before Monday? Obviously, I don’t want you spending, like, a bunch of time on this, like, this is kind of a work in progress, but,
163 00:30:05.640 ⇒ 00:30:12.619 Robert Tseng: Yeah, I mean, even just, like, talking through what we did, like, I feel like that’s… that could be a long-form document that’s just, like.
164 00:30:12.630 ⇒ 00:30:13.989 Robert Tseng: thinking through…
165 00:30:15.370 ⇒ 00:30:22.010 Robert Tseng: yeah, when I’m asking for, like, I don’t really understand your methodology, I don’t know how you’re pushing this, like, I would like to see…
166 00:30:22.120 ⇒ 00:30:31.179 Robert Tseng: I would like to be kind of, like, your colleague reviewing, like, kind of how you’re pushing the analysis, and so, like, having that long-form doc to follow through on, like.
167 00:30:31.360 ⇒ 00:30:43.879 Robert Tseng: your thought process on how you’ve been breaking all this down. I think that’s just a good way… good way to organize your… your analysis, and so that people can, like, follow along. And then, yeah, I think, going back to what I was saying, it’s like.
168 00:30:43.880 ⇒ 00:30:55.610 Robert Tseng: even this number, it’s like, once you got to this visualization, if that was in a doc, I would just tag someone on the insomnia side, maybe it’s birdie, and be like, hey, birdie, can you check this? Like, does this make sense to you? Like.
169 00:30:55.670 ⇒ 00:31:08.400 Shreya Chowdhury: Yeah, that one… I sent it over, to Bertie and to, Matt, and just, I haven’t heard back from them yet, but I was just like, hey, does this align with, like, what you guys are seeing?
170 00:31:08.400 ⇒ 00:31:25.749 Robert Tseng: Okay, great. I mean, that’s… that’s fine. I think I just, you know, put the ball in their court, like, I just, you know, I know… I… this may not be a familiar way for you of work, but, like, I… trying to get your work out of a silo as much as possible, because, you know, we just need to be able to collaborate on it, otherwise…
171 00:31:25.840 ⇒ 00:31:42.019 Robert Tseng: you know, I’m still filling out how you… how you work, and you’re still filling out what my expectations are, so we’re just gonna keep, like, missing each other if we’re not really, like, looking at the same thing at the same time. So, like, I don’t want you to feel like you put out these slides, and that’s the only time that you get feedback, and then it’s like.
172 00:31:42.160 ⇒ 00:32:00.690 Robert Tseng: oh, I already did all this work, and, like, it just seems like you’re… I gotta… I’ve been in… I’ve been on the other side as well, like, I don’t… I don’t try… I don’t want to be nitpicky about cosmetic things, like, I’m really trying not to do that. Like, I… I care about, like, you know, the substance underneath it, obviously, so… I agree.
173 00:32:00.690 ⇒ 00:32:09.429 Shreya Chowdhury: Yeah, I think what it was for these slides, like, I personally do care a little bit about the cosmetic stuff, especially keeping it aligned, like, with the doc, but it’s, like.
174 00:32:09.670 ⇒ 00:32:19.690 Shreya Chowdhury: from… yeah, the original understanding was like, oh, we’re just gonna summarize a lot of these. Like, to me, when I was doing it, I was like, this feels like it should be in a doc that’s actually in a slide.
175 00:32:19.690 ⇒ 00:32:34.079 Shreya Chowdhury: But, yeah, this was, like, the best way that I could go about it for this, but I think, yeah, if we restructure it by channel, they can be a lot more slide-ish, and what I can do is, like, I can just take the summaries that I had, the way that it was condensed into 3 slides and put it into a doc.
176 00:32:34.080 ⇒ 00:32:51.770 Robert Tseng: Yeah, I mean, I don’t… I’m not married to any of these, like, formats, like, I don’t… I think you can pick what you feel like is best for the way that you want to present it, like, so, yeah. I mean, I think the slides, like, I will… I will keep going back to this, because I do think it’s a good exercise to
177 00:32:51.980 ⇒ 00:32:54.310 Robert Tseng: Of us being able to, like.
178 00:32:54.380 ⇒ 00:33:08.589 Robert Tseng: communicate what we’re doing at all… all levels. So, at least for me, like, when I’m talking to Katie, and I’m showing stuff to her and Amrita, like, I’m always gonna try to go back to this, like, this is what they’re… what… they’re not really gonna spend too much time in the docs, but…
179 00:33:08.590 ⇒ 00:33:15.049 Robert Tseng: While you’re working through things, I think if you prefer the dock, I think that’s… that’s… that’s totally fine.
180 00:33:15.050 ⇒ 00:33:18.460 Shreya Chowdhury: Yeah, I mean, I think they just, like, the different asks of different…
181 00:33:18.580 ⇒ 00:33:38.039 Shreya Chowdhury: like, best ways of presentation. I think, yeah, if we’re trying to present to Katie, it should be, like, in less, like, content-dense slides. If it’s to be thorough in answering, like, a lot of Amrita’s questions, it should probably be more in doc format. But yeah, I’ll restructure these slides, take another crack at it, I think.
182 00:33:38.070 ⇒ 00:33:53.009 Shreya Chowdhury: So what we have here, like, the best and worst campaigns, I can still keep these as, like, summaries, but I think the best thing to do now would be to just split it up, like, email, SMS, push, and like you said, like.
183 00:33:53.150 ⇒ 00:33:59.309 Shreya Chowdhury: At least go into, like, the biggest one that’s email, and see if there’s opportunities to optimize for the other ones.
184 00:34:01.230 ⇒ 00:34:02.500 Robert Tseng: Okay, cool.
185 00:34:03.310 ⇒ 00:34:05.660 Robert Tseng: Alright, that’s not what I was trying to do.
186 00:34:06.110 ⇒ 00:34:06.590 Shreya Chowdhury: Alright.
187 00:34:06.590 ⇒ 00:34:07.610 Robert Tseng: Sweet.
188 00:34:08.300 ⇒ 00:34:16.449 Robert Tseng: Yeah. Yeah, if anything else, just let me know. I’ll be… I mean, I’m kind of not available for the next 2 hours, but after that, I will be around.
189 00:34:16.610 ⇒ 00:34:18.030 Shreya Chowdhury: Alright, sounds good. Thank you.
190 00:34:18.030 ⇒ 00:34:19.070 Robert Tseng: Okay, thanks.