Meeting Title: Kim <> Brainforge - Marketing-Weekly-Meeting Date: 2024-08-22 Meeting participants: Uttam Kumaran, Suraj, Nicolas Sucari, Kim Todaro
WEBVTT
1 00:00:50.500 ⇒ 00:00:51.370 Nicolas Sucari: Hi, Jim!
2 00:00:52.420 ⇒ 00:00:53.869 kim todaro: Hey! How are you?
3 00:00:55.610 ⇒ 00:00:57.800 Nicolas Sucari: All good here. How about you?
4 00:01:00.280 ⇒ 00:01:01.700 kim todaro: doing pretty good.
5 00:01:03.650 ⇒ 00:01:04.330 Nicolas Sucari: Right.
6 00:01:07.330 ⇒ 00:01:13.750 Nicolas Sucari: let’s wait a minute. I invited here new guy that’s working with us, called Suraj.
7 00:01:14.390 ⇒ 00:01:16.569 Nicolas Sucari: We’ll be taking yeah, Herkis.
8 00:01:27.130 ⇒ 00:01:28.209 Nicolas Sucari: Hi, Siraj.
9 00:01:28.910 ⇒ 00:01:30.619 suraj: Hey, Nicholas, can you hear me?
10 00:01:31.260 ⇒ 00:01:33.039 Nicolas Sucari: Yes, we can hear you.
11 00:01:34.070 ⇒ 00:01:34.870 Nicolas Sucari: Okay.
12 00:01:35.638 ⇒ 00:01:56.250 Nicolas Sucari: Yes, so Kim suresh suresh, Kim, Sureash is joining the team. Brainforge. He’s gonna be taking all of the analysis stuff that Jacob was doing. He will be helping us with the dashboards with some modeling stuff, too. So yeah.
13 00:01:56.720 ⇒ 00:02:00.229 Nicolas Sucari: came here. Yeah, I don’t want to. I don’t know if you want to introduce yourself.
14 00:02:00.700 ⇒ 00:02:01.640 kim todaro: Is Jacob
15 00:02:02.160 ⇒ 00:02:03.650 kim todaro: Did he leave the company.
16 00:02:04.650 ⇒ 00:02:17.569 Nicolas Sucari: No, no, he didn’t leave the company, but it’s like, we’re we’re gonna be working more with sureash on pool parts, and we’re gonna leave Jacob, probably with other clients moving forward. I think.
17 00:02:17.570 ⇒ 00:02:23.665 kim todaro: Got it. That makes sense. I basically have pool parts to go. Take care of most of the marketing.
18 00:02:24.910 ⇒ 00:02:27.736 kim todaro: all channels pretty much except for Google.
19 00:02:28.250 ⇒ 00:02:34.417 kim todaro: my counterpart, Mike, does that. But we’re very close. So we we work together a lot.
20 00:02:35.170 ⇒ 00:02:38.580 kim todaro: but yeah, that’s really it. If you have any questions, let me know.
21 00:02:38.900 ⇒ 00:02:40.690 suraj: Sure, Kim nice to meet you.
22 00:02:41.710 ⇒ 00:02:42.960 kim todaro: Nice to meet you, Sandy.
23 00:02:44.786 ⇒ 00:03:00.709 Nicolas Sucari: Okay? So, Kim, what we have for today, we’ve been working on adding some of those metrics into the paid marketing performance dashboard. So you can check. Now. Yeah, we have the Cpa. Cpm, everything there, revenue and roas.
24 00:03:01.340 ⇒ 00:03:03.060 Nicolas Sucari: I can show you
25 00:03:03.540 ⇒ 00:03:04.430 Nicolas Sucari: real quick.
26 00:03:07.380 ⇒ 00:03:13.479 Nicolas Sucari: You will find in the paid marketing performance dashboard. Here we added
27 00:03:14.820 ⇒ 00:03:19.176 Nicolas Sucari: the Cpa. That it’s the cost per conversion. Remember, we left this
28 00:03:19.750 ⇒ 00:03:30.770 Nicolas Sucari: his name, but what we are doing is the total cost of the campaigns per each of the conversions. And we added, obviously, you can filter down by the platform or by campaign.
29 00:03:31.160 ⇒ 00:03:32.330 Nicolas Sucari: You will see
30 00:03:32.470 ⇒ 00:03:34.219 Nicolas Sucari: how that value is changing.
31 00:03:34.240 ⇒ 00:03:52.311 Nicolas Sucari: We are still working on understanding what’s happening with the revenue and roas that we are getting from post pilot for direct mail we are in some conversations and discussions with their team. This week. They are in an company off site. So they are not
32 00:03:53.080 ⇒ 00:04:06.549 Nicolas Sucari: being so responsive quickly. But yeah, we’re gonna finish that for next week. We already understood what is the difference? We are receiving a report that is filtered by postcard date.
33 00:04:06.560 ⇒ 00:04:08.730 Nicolas Sucari: And and I wanted to ask you like.
34 00:04:09.060 ⇒ 00:04:18.579 Nicolas Sucari: do you know, like, is it relevant for you to have, like the revenue per postcard date, or it has like. It makes no sense at all.
35 00:04:22.160 ⇒ 00:04:26.239 kim todaro: well, their days based on sent, not when the conversion happened right.
36 00:04:26.750 ⇒ 00:04:27.870 Nicolas Sucari: Yeah, exactly.
37 00:04:29.540 ⇒ 00:04:33.869 kim todaro: so so what? What was your question? Exactly sorry.
38 00:04:34.080 ⇒ 00:04:54.890 Nicolas Sucari: Right now we have like 2 reports. One is like the overview of conversions that we have, and then we have, like a conversions list. The conversions list is that the one that we can see there in their platform? That’s okay. I mean, we see each of the conversions that they did that happen. But we are receiving a report that that is based on the date that the postcard has been sent. I think.
39 00:04:54.890 ⇒ 00:04:56.409 kim todaro: Yeah, yeah.
40 00:04:56.440 ⇒ 00:05:03.529 kim todaro: it. That’s kind of annoying. Only because, like, when I do my reports, I always have to include the month prior cause. That’s when the campaign usually goes out.
41 00:05:03.620 ⇒ 00:05:08.399 kim todaro: Cause it’s not immediate, right? It takes like a few weeks for people to get the postcard.
42 00:05:08.670 ⇒ 00:05:10.020 kim todaro: Yeah. So
43 00:05:10.220 ⇒ 00:05:20.460 kim todaro: the attribution’s a little confusing there, because, like, I sent a campaign at the end of July, and it’s just starting to get conversions now. So August looks like we didn’t make any money, but we really did.
44 00:05:22.290 ⇒ 00:05:26.509 Nicolas Sucari: Okay. So, but but is is it something that you look
45 00:05:26.600 ⇒ 00:05:31.179 Nicolas Sucari: at like with special detail, like to understand which postcards
46 00:05:31.420 ⇒ 00:05:33.410 Nicolas Sucari: brought the conversions? Or
47 00:05:33.860 ⇒ 00:05:39.719 Nicolas Sucari: you just go with the conversion date and try to try to see, like what are all the conversions that we’re seeing.
48 00:05:40.110 ⇒ 00:05:45.831 kim todaro: Yeah, I’m just kind of used to like going back and looking at like the month it was sent just to judge how performance did.
49 00:05:47.900 ⇒ 00:05:48.340 Nicolas Sucari: Okay.
50 00:05:48.340 ⇒ 00:05:49.600 kim todaro: But yeah.
51 00:05:50.540 ⇒ 00:05:58.260 Nicolas Sucari: Okay? Because that was was I what I was trying to understand with post pilot trying to see what is difference in the reports. And I think.
52 00:05:58.668 ⇒ 00:06:16.840 Nicolas Sucari: that’s like the case one. We are looking at conversions. And the day that the conversion happened, and which campaign is from that conversion, and the other one is just like understanding to match the conversions to the postcards when it, when they were sent.
53 00:06:17.940 ⇒ 00:06:26.880 kim todaro: Yeah, it would be nice to like, see when they happen. But it’s not like the end of the world, like I I’m just kind of used to going into their dashboard and seeing.
54 00:06:27.240 ⇒ 00:06:28.250 kim todaro: Okay. Now.
55 00:06:30.210 ⇒ 00:06:40.880 Nicolas Sucari: Okay, okay, perfect. But yeah, we also added into one of the dashboards that’s shopify customers. The customer lifetime value, as you.
56 00:06:40.880 ⇒ 00:06:41.280 kim todaro: Nice.
57 00:06:41.280 ⇒ 00:06:44.029 Nicolas Sucari: Requested. So if you go here.
58 00:06:45.150 ⇒ 00:06:54.790 Nicolas Sucari: we have the customer lifetime value, and this is like we followed exactly the medium article that you sent.
59 00:06:55.020 ⇒ 00:06:55.930 kim todaro: Okay, I think.
60 00:06:56.599 ⇒ 00:07:05.879 Nicolas Sucari: And yeah, we have, like, we calculated the average customer lifespan and the average order value we had, we already had it. So yeah, that’s like what the measure is doing.
61 00:07:06.970 ⇒ 00:07:09.529 kim todaro: Okay, I’ll dig into that. Take a look.
62 00:07:10.050 ⇒ 00:07:17.379 Nicolas Sucari: Perfect. Yeah, and yeah, we will continue working on the revenue stuff. Try to identify
63 00:07:17.540 ⇒ 00:07:30.849 Nicolas Sucari: all of those that all of what what’s going on there on the different of the reports from direct mail Facebook and Google, and yeah, I don’t know if you were able to check any of the any other stuff in the dashboard trying to see
64 00:07:31.335 ⇒ 00:07:36.189 Nicolas Sucari: or you. Would you like to see anything else? There? Let me know, and we can work on that.
65 00:07:36.685 ⇒ 00:07:43.840 kim todaro: I’m just looking at the paid marketing performance. And the Cpa is looks really low. So I just wanna like, make sure I understand that correctly.
66 00:07:45.600 ⇒ 00:07:46.420 Nicolas Sucari: Okay.
67 00:07:46.750 ⇒ 00:07:48.490 kim todaro: A dollar 92.
68 00:07:50.760 ⇒ 00:07:59.639 Nicolas Sucari: This is making. Yeah, all of the cost per the conversions that we’re having. Probably the issue is, this is in the last 3 months. I mean, I can go all time.
69 00:08:00.010 ⇒ 00:08:06.280 Nicolas Sucari: Yeah, it’s $2. Yeah, probably. What’s going on here is that as we are not getting all of the conversions.
70 00:08:06.775 ⇒ 00:08:11.520 Nicolas Sucari: Exactly. Probably that’s happening. But yeah, I can look into that one. Yeah.
71 00:08:11.810 ⇒ 00:08:17.120 kim todaro: Yeah, that looks really low. It should be like over probably 50.
72 00:08:17.270 ⇒ 00:08:22.910 kim todaro: but I think it also has to be done by channel like Google, Google.
73 00:08:24.380 ⇒ 00:08:28.780 kim todaro: cost, or Google conversions over Google cost. You know what I mean.
74 00:08:29.520 ⇒ 00:08:30.730 Nicolas Sucari: Yeah, okay.
75 00:08:30.750 ⇒ 00:08:39.329 Nicolas Sucari: yeah. I mean, if we filter down by platform here, you will see like, exactly, this is almost all Google, like, yeah. And if I go to Facebook.
76 00:08:39.330 ⇒ 00:08:47.180 kim todaro: Yeah, it doesn’t really make sense. So I would just double check that. And if you need the formula, I can send it to you.
77 00:08:48.120 ⇒ 00:08:49.210 Nicolas Sucari: Yeah, okay.
78 00:08:49.510 ⇒ 00:09:04.109 Uttam Kumaran: Yeah, Nico, I think one thing that would be helpful is if we can create a notion for this dashboard, it’d be great also. And I think maybe, Suraj, you can also try to handle. This is like just the definitions for Cpa and the things that are a little bit more nuanced than just like revenue coming in.
79 00:09:04.170 ⇒ 00:09:09.999 Uttam Kumaran: Cause, I think we basically, we have the inputs nailed. I think it’s probably just a calculation. So let’s just do that.
80 00:09:11.540 ⇒ 00:09:12.679 Nicolas Sucari: Yeah, perfect.
81 00:09:13.618 ⇒ 00:09:17.179 Nicolas Sucari: I mean for this one. It’s exactly.
82 00:09:17.590 ⇒ 00:09:21.750 Nicolas Sucari: I think it’s costs over the conversions that we are receiving. Yeah.
83 00:09:24.450 ⇒ 00:09:24.790 kim todaro: Okay.
84 00:09:24.790 ⇒ 00:09:32.759 Nicolas Sucari: We can check. Where are we getting all those costs and those conversions? And yeah, we can create an ocean page with all of the definitions for each metric and what we are doing in each of them.
85 00:09:33.140 ⇒ 00:09:33.820 Nicolas Sucari: Yep.
86 00:09:34.460 ⇒ 00:09:35.190 kim todaro: Okay.
87 00:09:37.770 ⇒ 00:09:43.889 Nicolas Sucari: Yeah, as you see. Probably this is the issue, too. We don’t have. We are not receiving, like the revenue from Facebook and Amazon.
88 00:09:44.300 ⇒ 00:09:48.440 Nicolas Sucari: or any other one. So yeah, we are still checking these ones.
89 00:09:49.240 ⇒ 00:09:50.360 kim todaro: Okay, got it?
90 00:09:52.237 ⇒ 00:10:05.579 Nicolas Sucari: Great? And yeah, you can go here and do shopify customers, too, and check this customer lifetime value. And this is in years the customer lifespan. So yeah, just take a look, dig a little bit on it, and try to.
91 00:10:05.660 ⇒ 00:10:11.569 Nicolas Sucari: and let us know if this value makes sense. If not, we can also go there and check. Check it out.
92 00:10:12.480 ⇒ 00:10:16.015 kim todaro: Alright. Yeah, that sounds good. I’m I’ll dig into that this week.
93 00:10:19.000 ⇒ 00:10:20.789 kim todaro: so yeah, that sounds good.
94 00:10:22.130 ⇒ 00:10:22.865 Nicolas Sucari: Perfect
95 00:10:23.610 ⇒ 00:10:27.000 Nicolas Sucari: I don’t know if we have anything else for now.
96 00:10:27.380 ⇒ 00:10:28.673 Nicolas Sucari: I think.
97 00:10:29.700 ⇒ 00:10:41.049 Nicolas Sucari: I my only question is about the direct main campaign that we were talking about a couple of weeks ago. If we were going to do some marketing action, or how are you managing that with Ben? I think.
98 00:10:42.067 ⇒ 00:10:45.540 kim todaro: Ben told me, cause I had messaged him about it
99 00:10:45.760 ⇒ 00:10:48.400 kim todaro: to take a break from it.
100 00:10:49.160 ⇒ 00:10:53.960 kim todaro: I don’t know why I haven’t really talked to him much much since then.
101 00:10:55.400 ⇒ 00:11:05.169 kim todaro: because I, you know, told him. Even working on it. He’s like, Oh, just like, stop focusing so much on that right now. I can’t tell you why I can ask him next time I speak with him.
102 00:11:05.500 ⇒ 00:11:11.049 kim todaro: But I think they were like I think it was because Ben and Dan were so focused on this investor meeting. And they were like, Yeah.
103 00:11:12.530 ⇒ 00:11:20.180 kim todaro: yeah, that’s what I think. But we can definitely circle back up with him. And if you guys, I don’t know if you guys have a separate call with him. But
104 00:11:20.680 ⇒ 00:11:24.860 kim todaro: definitely, you know, if it gets brought up, let me know what he says.
105 00:11:25.350 ⇒ 00:11:26.030 Nicolas Sucari: Okay.
106 00:11:27.670 ⇒ 00:11:30.729 Uttam Kumaran: I asked them. I think it. I think it was basically the same thing. Yeah.
107 00:11:30.730 ⇒ 00:11:31.060 kim todaro: Yes.
108 00:11:31.060 ⇒ 00:11:34.510 Uttam Kumaran: Like focusing on them. And you know, we’re we’re still helping on
109 00:11:34.530 ⇒ 00:11:37.799 Uttam Kumaran: which are getting units activated and a couple of other things. So yeah.
110 00:11:37.800 ⇒ 00:11:39.200 kim todaro: Oh, wow. Yeah.
111 00:11:39.230 ⇒ 00:11:40.250 kim todaro: Okay.
112 00:11:41.660 ⇒ 00:11:43.026 Nicolas Sucari: Yeah, perfect.
113 00:11:44.150 ⇒ 00:11:46.870 Nicolas Sucari: What time do you think we have anything else for now?
114 00:11:47.130 ⇒ 00:12:01.110 Uttam Kumaran: No, I think that’s it. I think. Yeah. Next week, I think. I think, Siraj, hopefully, you you’re able to kind of take a look and kind of get understanding and things. If you have any other questions, we’re also in slack. So I think, Nico, maybe you can slack. And then.
115 00:12:01.280 ⇒ 00:12:07.080 Uttam Kumaran: yeah, just any questions about like, Hey, does this number look right? Things like that? Like, let’s handle as much of that over slack as possible. And then.
116 00:12:08.005 ⇒ 00:12:08.810 Uttam Kumaran: yeah.
117 00:12:09.140 ⇒ 00:12:10.020 suraj: Yeah.
118 00:12:10.140 ⇒ 00:12:11.220 suraj: and it should.
119 00:12:12.610 ⇒ 00:12:14.040 Nicolas Sucari: Perfect. Okay.
120 00:12:14.310 ⇒ 00:12:15.750 Nicolas Sucari: thank you very much. Kim.
121 00:12:16.210 ⇒ 00:12:18.409 kim todaro: Thanks, guys. Siraj. It was nice meeting you.
122 00:12:18.410 ⇒ 00:12:20.549 suraj: Thank you again. It was nice meeting you, too.
123 00:12:20.780 ⇒ 00:12:21.370 kim todaro: Thank you.
124 00:12:21.370 ⇒ 00:12:22.330 Uttam Kumaran: Thank you.
125 00:12:22.810 ⇒ 00:12:23.440 Nicolas Sucari: Bye, bye.
126 00:12:23.670 ⇒ 00:12:24.400 kim todaro: Bye.
127 00:12:24.400 ⇒ 00:12:25.400 suraj: Bye, guys.