Meeting Title: Weekly Eden Data Sync Date: 2025-09-03 Meeting participants: Fireflies.ai Notetaker Tigran, Kevin Bell, Judd Kuehling, Henry Zhao, Cutter Streeby, Amber Lin, Stuart Posternak, prajwalthakare
WEBVTT
1 00:04:15.130 ⇒ 00:04:16.279 Henry Zhao: Hey Jed, how’s it going?
2 00:04:20.200 ⇒ 00:04:20.880 Judd Kuehling: Dude, how you doing?
3 00:04:53.950 ⇒ 00:04:57.180 Kevin Bell: Oh, 30 to 35 conversions per day.
4 00:05:03.000 ⇒ 00:05:04.130 Kevin Bell: Let’s see…
5 00:05:52.890 ⇒ 00:05:54.990 Henry Zhao: Patrick, do you know if Mitesh is joining today?
6 00:05:56.340 ⇒ 00:05:57.849 Cutter Streeby: I don’t believe so.
7 00:05:58.050 ⇒ 00:05:58.680 Henry Zhao: Okay.
8 00:06:11.490 ⇒ 00:06:12.339 Henry Zhao: Hey, Amber.
9 00:06:12.340 ⇒ 00:06:12.870 Amber Lin: I love it.
10 00:06:12.870 ⇒ 00:06:15.000 Henry Zhao: I don’t think I’ve ever slept on camera before, Amber.
11 00:06:15.000 ⇒ 00:06:25.099 Amber Lin: I… okay, I see. Most of my stand-ups are so early. Yeah. I’ve rolled out of bed, like, 7.30, and our meeting is at 8.
12 00:06:28.910 ⇒ 00:06:32.490 Henry Zhao: I don’t think we’ve officially met, either, so… Nice to…
13 00:06:33.770 ⇒ 00:06:35.610 Amber Lin: I see. Yeah.
14 00:06:38.330 ⇒ 00:06:39.550 Amber Lin: Alright.
15 00:06:43.430 ⇒ 00:06:50.550 Amber Lin: Well, I know we planned this meeting because we wanted to talk about, ad spend, and we wanted to touch on Catalysts.
16 00:06:51.420 ⇒ 00:07:00.209 Amber Lin: And… Let’s see… did Andrew say he can join this meeting?
17 00:07:00.550 ⇒ 00:07:01.910 Henry Zhao: No, Andrew cannot join.
18 00:07:01.910 ⇒ 00:07:02.590 Amber Lin: Okay.
19 00:07:02.870 ⇒ 00:07:15.429 Henry Zhao: But I think his update is the same for Catalyst, right? For Catalyst, I don’t think there’s any update there, but I think for the Facebook Cappy, there’s been improvement in deduplication, so we should be seeing more accurate orders data from Facebook Cappy now.
20 00:07:17.410 ⇒ 00:07:18.620 Henry Zhao: I’m just…
21 00:07:49.870 ⇒ 00:07:57.530 Henry Zhao: In the meantime, Cutter, are we all good on the… the offer spend in Tableau? I think I saw it came back.
22 00:07:58.540 ⇒ 00:08:00.450 Kevin Bell: Is it populating now in there?
23 00:08:01.890 ⇒ 00:08:05.680 Henry Zhao: It is, and then also in, North Beam.
24 00:08:05.840 ⇒ 00:08:10.830 Henry Zhao: Ncac seems to have gone back to normal, as well as the attributed revenue.
25 00:08:11.160 ⇒ 00:08:12.190 Kevin Bell: Yep, yep.
26 00:08:12.190 ⇒ 00:08:13.870 Cutter Streeby: Is Northbeam…
27 00:08:14.230 ⇒ 00:08:27.700 Cutter Streeby: tracking the affiliate conversions one-to-one now, because that was an outstanding one, like, Northbeam is showing NCAC for affiliates of, like, $1,000, and it’s supposed to be a one-to-one conversion.
28 00:08:28.340 ⇒ 00:08:36.010 Cutter Streeby: I don’t know if that’s true, or if, like, what’s up with it, but if we’re overpaying, then we can adjust it down.
29 00:08:36.730 ⇒ 00:08:41.240 Kevin Bell: So the thing… so, North Beam is still gonna have their modeled approach.
30 00:08:42.970 ⇒ 00:08:46.500 Kevin Bell: So… Yeah, you know.
31 00:08:47.670 ⇒ 00:08:55.009 Kevin Bell: it’s the numbers that we’re gonna see in North Beam, just like for any channel, it’s not gonna be 100% accurate. So, we’re paying one-to-one.
32 00:08:56.460 ⇒ 00:09:07.720 Kevin Bell: you know, I don’t know what the offers window is, that’s the other thing, like, Mitesh and I haven’t talked too much about it. I don’t know, like, are they looking at a 7-day, 14, 30-day window for their… for the attribution of the conversions that we’re…
33 00:09:08.520 ⇒ 00:09:10.870 Kevin Bell: That we’re getting from those, but the…
34 00:09:11.350 ⇒ 00:09:16.840 Kevin Bell: The quicker we switch all of those over to Catalyst, the better.
35 00:09:18.810 ⇒ 00:09:19.870 Kevin Bell: Oh.
36 00:09:20.330 ⇒ 00:09:22.319 Kevin Bell: So that, that will help some of that.
37 00:09:24.480 ⇒ 00:09:24.910 Cutter Streeby: Alright.
38 00:09:24.910 ⇒ 00:09:25.540 Henry Zhao: bet.
39 00:09:28.070 ⇒ 00:09:31.090 Kevin Bell: Because then we can… we can control the window, we control that…
40 00:09:31.290 ⇒ 00:09:34.749 Kevin Bell: the attribution window within Google Tag Manager and things of that nature.
41 00:09:35.540 ⇒ 00:09:40.710 Kevin Bell: Of how we’re paying out, and making… that should make the data more accurate, but yeah, this is…
42 00:09:46.630 ⇒ 00:09:54.790 Henry Zhao: Okay, other than that, I met with Judd yesterday to talk about, the cross-sell and, abandoned cart campaigns.
43 00:09:55.060 ⇒ 00:09:59.240 Henry Zhao: We’re on track there, I’m gonna gather the requirements today and start working on that.
44 00:09:59.490 ⇒ 00:10:01.709 Henry Zhao: Hopefully have something done by end of the week.
45 00:10:07.200 ⇒ 00:10:22.049 Henry Zhao: And then for Customer I.O, we added the Zendesk ticket update that you asked for, Cutter, where we include people that have closed tickets, that’s up and running, and it’s in Customer I.O. now. Judd, did it look good on your end, and did your sync with Bobby go okay?
46 00:10:22.580 ⇒ 00:10:25.789 Henry Zhao: It seemed like it did from the message he sent end of the yesterday.
47 00:10:25.790 ⇒ 00:10:33.520 Judd Kuehling: Yeah, yeah, it looks good, and, the days, field helps.
48 00:10:33.710 ⇒ 00:10:34.780 Judd Kuehling: But it means.
49 00:10:38.630 ⇒ 00:10:53.130 Henry Zhao: Okay, so then the next steps for Customer I.O. are, like we said, we’ve built a model with other attributes that we think are going to be useful for campaigns. Judge is going to take a look at that list and come back to me with which ones he would like in Customer I.O, and we’re going to go ahead and send those to Customer I.O. as well.
50 00:10:53.130 ⇒ 00:10:59.850 Henry Zhao: And then eventually, we’re gonna clean up some of the messy, unused legacy attributes that aren’t adding any more value, so…
51 00:10:59.980 ⇒ 00:11:01.819 Henry Zhao: That’s our plan with Customer I.O.
52 00:11:03.390 ⇒ 00:11:05.380 Henry Zhao: And… Okay.
53 00:11:05.380 ⇒ 00:11:12.959 Cutter Streeby: So this… this spend here now includes… does it historically backdate? Like, are we gonna see…
54 00:11:14.620 ⇒ 00:11:19.099 Cutter Streeby: The offer spins backwards-looking, or is it only forwards-looking?
55 00:11:22.040 ⇒ 00:11:27.380 Henry Zhao: I’m not sure I understand the question. Let me look into this dashboard and get an understanding of the data source.
56 00:11:27.730 ⇒ 00:11:31.479 Henry Zhao: And I can come back to you with a full explanation on, kind of, how the data works.
57 00:11:32.490 ⇒ 00:11:33.070 Henry Zhao: Alright.
58 00:11:33.070 ⇒ 00:11:33.560 Cutter Streeby: Cool.
59 00:11:33.660 ⇒ 00:11:37.079 Henry Zhao: product, Rolis, and LTV snapshot.
60 00:11:37.570 ⇒ 00:11:38.350 Henry Zhao: Product.
61 00:11:38.600 ⇒ 00:11:43.260 Henry Zhao: That’s… Okay.
62 00:11:43.990 ⇒ 00:11:45.169 Henry Zhao: You didn’t help, okay.
63 00:11:48.450 ⇒ 00:11:50.269 Cutter Streeby: I dropped it in the chat direct to.
64 00:11:53.780 ⇒ 00:11:54.500 Henry Zhao: Okay.
65 00:12:00.870 ⇒ 00:12:07.999 Cutter Streeby: And as long as we can confirm that it’s in this one, this is the one the team uses to look at NCACs.
66 00:12:11.600 ⇒ 00:12:13.620 Henry Zhao: Okay, I’ll prioritize that one.
67 00:12:14.680 ⇒ 00:12:15.320 Cutter Streeby: Cool, man.
68 00:12:15.340 ⇒ 00:12:19.989 Henry Zhao: Yeah, because this week I’m getting into the models, and I’m getting into Tableau, and, you know, continuing to…
69 00:12:20.390 ⇒ 00:12:25.079 Henry Zhao: on board on those things, and then I should be able to answer a lot more of these questions.
70 00:12:26.780 ⇒ 00:12:30.349 Cutter Streeby: Alright, so does anybody have anything else outstanding?
71 00:12:32.070 ⇒ 00:12:35.260 Cutter Streeby: Kevin, you want to talk through North Beam at all, or anything like that?
72 00:12:35.260 ⇒ 00:12:44.609 Kevin Bell: Yeah, I mean, just kind of like a broader conversation, like… I mean, well, I guess if we’re gonna switch to RockerBox, I don’t know if we really need to have the broader conversation about Northbeat.
73 00:12:44.750 ⇒ 00:12:51.459 Kevin Bell: But… The… Yeah. The only thing I was gonna say is, like.
74 00:12:51.760 ⇒ 00:12:58.339 Kevin Bell: whatever platform… we just have to think about whatever platform we go with, whether we stick with Northbeam or go to RockerBox.
75 00:12:59.600 ⇒ 00:13:08.070 Kevin Bell: There’s gonna be some attributed conversions that are considered, like, organic, or, like, unattributed, or brand-related.
76 00:13:08.320 ⇒ 00:13:10.909 Kevin Bell: That we have to figure out
77 00:13:11.170 ⇒ 00:13:14.599 Kevin Bell: We’re gonna have to put some, like, manual calculation
78 00:13:14.770 ⇒ 00:13:22.820 Kevin Bell: of, like, what channel those are going to. What I mean by that is, for example, let me… I’m gonna share my screen real quick.
79 00:13:36.100 ⇒ 00:13:37.749 Kevin Bell: Alright, you guys able to see?
80 00:13:39.740 ⇒ 00:13:40.330 Henry Zhao: Yep.
81 00:13:40.820 ⇒ 00:13:41.530 Kevin Bell: Okay.
82 00:13:42.040 ⇒ 00:13:52.690 Kevin Bell: So this is, like… so I just pulled, like, the first 13 days before… before we switched some of the, the model, but just to show you, you know, when we’re looking at North Beam.
83 00:13:54.470 ⇒ 00:14:00.930 Kevin Bell: And all channels are gonna have this, but it’s like, you know, we got 62 conversions for this period of time that are organic search
84 00:14:01.570 ⇒ 00:14:08.380 Kevin Bell: I… this… this organic is really actually direct, so, like, we got 181 that’s pure direct… direct.
85 00:14:08.790 ⇒ 00:14:16.250 Kevin Bell: Then we got 278 that’s unattributed. And then this doesn’t even count the fact that… I’m not even gonna go into it, but there’s probably another
86 00:14:16.580 ⇒ 00:14:21.829 Kevin Bell: 30 to 50 conversions over this period of time that have come from people searching for our branded keywords.
87 00:14:21.960 ⇒ 00:14:30.369 Kevin Bell: So we got about, over this 13-day period, let’s say 450 conversions that are really unattributed to, like, any source.
88 00:14:30.680 ⇒ 00:14:35.780 Kevin Bell: And if you divide that by 13, so, like, about 34, 35 conversions per day.
89 00:14:36.200 ⇒ 00:14:44.780 Kevin Bell: That are more than likely either driven by CTV, Facebook, or maybe shopping.
90 00:14:46.110 ⇒ 00:14:49.750 Kevin Bell: And… and so that’s something for us to think about, because…
91 00:14:49.950 ⇒ 00:14:55.040 Kevin Bell: We’re gonna have, you know, we’re gonna have to do some testing here and there, but we’ll have to model out, like.
92 00:14:55.510 ⇒ 00:15:02.249 Kevin Bell: Of these organic conversion… organic and unattributed and branded conversions, how much credit do we actually take off
93 00:15:02.490 ⇒ 00:15:06.809 Kevin Bell: From where they are in their particular sources, and then attribute it towards the other channels.
94 00:15:07.980 ⇒ 00:15:13.120 Kevin Bell: Because without, you know, we would, you know, we wouldn’t have… You know.
95 00:15:13.290 ⇒ 00:15:17.949 Kevin Bell: obviously, this is… this is needed. We wouldn’t have 240 conversions here
96 00:15:18.590 ⇒ 00:15:22.510 Kevin Bell: Searching for people coming… searching for us organically or direct.
97 00:15:22.730 ⇒ 00:15:24.660 Kevin Bell: If they didn’t see us in other places.
98 00:15:24.660 ⇒ 00:15:25.580 Cutter Streeby: Correct.
99 00:15:25.910 ⇒ 00:15:29.119 Cutter Streeby: And will RockerBox have a better…
100 00:15:29.610 ⇒ 00:15:31.829 Kevin Bell: It should clean some of that up.
101 00:15:31.990 ⇒ 00:15:35.410 Kevin Bell: But you still have to have, like, some…
102 00:15:35.590 ⇒ 00:15:40.130 Kevin Bell: Something in the back. Like, you… you gotta kinda know, like, you gotta run some tests.
103 00:15:40.290 ⇒ 00:15:52.009 Kevin Bell: like, so you… what you end up doing is you do, like, some type of lift analysis test for, like, a week or two-week period. And so you increase the spend on one of these channels that you think is driving these sales, and then you see…
104 00:15:52.340 ⇒ 00:16:00.990 Kevin Bell: the lift in your attributed channels, and then the unattributed channels, and then that should give you a gauge as far as, like, alright, we can assume
105 00:16:01.210 ⇒ 00:16:14.760 Kevin Bell: you know, 30-40% of these conversions are CTV. So, you know, even though it’s gonna show up as this number, we can naturally assume on any given day, CTV is attributing actually this amount of additional conversions.
106 00:16:15.440 ⇒ 00:16:16.240 Cutter Streeby: Cool.
107 00:16:16.550 ⇒ 00:16:26.290 Kevin Bell: So, something for us to think about as we’re, like, you know, when we choose RockerBox, and then, like, you know, what the numbers come out to be, and then how do we continue to assess the performance of each channel?
108 00:16:28.170 ⇒ 00:16:34.919 Cutter Streeby: Alright, and then Henry, just for you, we might be killing North Beam. We already killed Incremental.
109 00:16:35.360 ⇒ 00:16:44.559 Cutter Streeby: And we’ll probably kill Northbeam and move attribution to RockerBox, because it has a bigger database. Have you worked in RockerBox before?
110 00:16:45.090 ⇒ 00:16:47.540 Henry Zhao: I have not. I’m looking at it right now.
111 00:16:47.900 ⇒ 00:16:52.120 Cutter Streeby: If you guys want to include me in the call with RockerBox, I’d love to find out more about it.
112 00:16:52.550 ⇒ 00:16:59.549 Kevin Bell: Okay, cool, cool. I will, matt is leading that, so I will connect you guys, I’ll let Matt know to add you instead.
113 00:17:01.680 ⇒ 00:17:06.720 Henry Zhao: Yeah, so far it’s kind of been a little bit of a nightmare to work with, North Beam, so I’m kind of happy about this news.
114 00:17:06.920 ⇒ 00:17:08.100 Henry Zhao: At least that’s potential.
115 00:17:09.240 ⇒ 00:17:11.319 Kevin Bell: Yeah, hopefully this makes it easier for us.
116 00:17:12.770 ⇒ 00:17:13.290 Kevin Bell: Hmm.
117 00:17:13.290 ⇒ 00:17:16.249 Cutter Streeby: Cool. Do we have an ETA on RocketBox?
118 00:17:19.010 ⇒ 00:17:30.019 Kevin Bell: I don’t know, I haven’t talked to Matt this week about it, so, I mean, he’s been the one leading it, so let me shoot him a message and see what he’s saying as far as, like, timeline on it.
119 00:17:32.330 ⇒ 00:17:33.090 Cutter Streeby: Cool.
120 00:17:34.270 ⇒ 00:17:39.870 Cutter Streeby: Alright, that’s it. So, Henry, if you can just confirm the dashboards that I sent you are showing…
121 00:17:40.150 ⇒ 00:17:44.139 Cutter Streeby: attributed affiliate spend… I think that’s the only one missing.
122 00:17:44.370 ⇒ 00:17:45.150 Henry Zhao: Okay.
123 00:17:50.100 ⇒ 00:17:51.330 Cutter Streeby: Alright, that’s it.
124 00:17:55.240 ⇒ 00:17:59.510 Henry Zhao: Also, Amber, can you include me in the call with Tracy? I think it would be good to…
125 00:17:59.780 ⇒ 00:18:01.350 Henry Zhao: Speed up on Tableau together.
126 00:18:01.350 ⇒ 00:18:05.760 Amber Lin: Okay, sounds good. I’ll grab a time with you both.
127 00:18:06.590 ⇒ 00:18:07.280 Henry Zhao: Perfect.
128 00:18:07.280 ⇒ 00:18:07.950 Amber Lin: Right.
129 00:18:08.330 ⇒ 00:18:08.930 Henry Zhao: Alright.
130 00:18:09.670 ⇒ 00:18:10.489 Cutter Streeby: Thanks, guys.
131 00:18:10.500 ⇒ 00:18:11.829 Henry Zhao: Oh my gosh, yeah, thank you.