Meeting Title: Marketing Analytics Eden Data Sync Date: 2026-03-19 Meeting participants: Ryon, Zoran Selinger, Mitesh Patel, Robert Tseng
WEBVTT
1 00:00:00.000 ⇒ 00:00:01.060 Zoran Selinger: Cool.
2 00:00:01.890 ⇒ 00:00:08.410 Zoran Selinger: Oh… Why am I having trouble just running the… the slides?
3 00:00:17.710 ⇒ 00:00:20.529 Zoran Selinger: Not in the full screen, I don’t know.
4 00:00:20.980 ⇒ 00:00:25.350 Zoran Selinger: Okay, let’s just, let’s just do it this way, I don’t see this option anymore.
5 00:00:36.000 ⇒ 00:00:49.129 Zoran Selinger: Yeah, so, Robert, you, you missed a few, few of these meetings. Yeah, sometimes we, we go… we just start talking about specific stuff, we sometimes don’t, don’t follow.
6 00:00:49.640 ⇒ 00:00:53.299 Zoran Selinger: I don’t follow the slides very, very closely.
7 00:00:53.720 ⇒ 00:00:57.469 Zoran Selinger: I guess today, we will… so…
8 00:00:58.220 ⇒ 00:01:10.540 Zoran Selinger: Basically, the weekly overview is all about the different, you know, reports that we were really, really happy to get, finally.
9 00:01:11.220 ⇒ 00:01:21.720 Zoran Selinger: Ryan will know that we were working on the product level forecast dashboard. I added some updates today as well.
10 00:01:21.970 ⇒ 00:01:29.170 Zoran Selinger: To that. Then, there was a weird day where we were working on
11 00:01:29.350 ⇒ 00:01:37.890 Zoran Selinger: on the telehealth dashboard. I’m gonna come back to that, and just needed numbers quickly, so I kind of…
12 00:01:38.520 ⇒ 00:01:44.619 Zoran Selinger: I wanted to give Mitesh what he needed for the meeting, and started doing it manually. Ended up
13 00:01:45.080 ⇒ 00:01:50.279 Zoran Selinger: completely, ami…
14 00:01:50.380 ⇒ 00:02:06.829 Zoran Selinger: estimating it really badly about how much time I’m gonna need, as opposed to automating it from the get-go, and I just spent so much time doing it manually, and then returned the next day and just automated the report.
15 00:02:07.800 ⇒ 00:02:13.000 Zoran Selinger: So that’s… this is the one. Essentially, so Robert,
16 00:02:14.420 ⇒ 00:02:27.129 Zoran Selinger: Mitesh needed this data in a spreadsheet. This is essentially the data we have in our product, product LTV, report.
17 00:02:27.760 ⇒ 00:02:42.279 Zoran Selinger: That was in Tableau, and now is in Omni. So this is a really useful report, where we have two tables. One table is all about the new, new customer orders, and the second table is all about
18 00:02:42.280 ⇒ 00:02:50.679 Zoran Selinger: like the totals, and it’s based… it’s broken down by a product. So this is a very useful report that they are looking into a lot.
19 00:02:50.840 ⇒ 00:03:02.559 Zoran Selinger: And it just… they needed it in this format, and yeah, now it’s automated. Essentially, this report is just gonna have a new line automatically populated
20 00:03:03.160 ⇒ 00:03:10.369 Zoran Selinger: In the next 2 years. Just daily, there’s gonna be a new line in there, and that can be used as a…
21 00:03:10.760 ⇒ 00:03:17.640 Zoran Selinger: as a raw data sheet for any additional analysis that they need to do.
22 00:03:17.640 ⇒ 00:03:25.169 Robert Tseng: I want to add the link to the Google Sheet later on this, so I can all… it’s just easier for them to grab. Unless everyone already has a bookmark or something.
23 00:03:25.340 ⇒ 00:03:35.410 Zoran Selinger: Sure, sure. Okay. Then, Ryan really, like, wanted us to work on the product level forecasting,
24 00:03:36.270 ⇒ 00:03:49.630 Zoran Selinger: It’s a big one. A lot of formulas in there, a lot of things in there, but yeah, we have a breakdown of this by product, so it’s gonna be…
25 00:03:49.630 ⇒ 00:04:10.019 Ryon: Sorry, can I give some insight here, too, as well, Don? Because this was a big, big, big milestone, and a big one for the team, for us to get to this level. So now we have the capability of joining over channel-level performance by product using Northbeam data with what is being projected by our logistics team. And there’s a couple of…
26 00:04:10.020 ⇒ 00:04:20.050 Ryon: nuances to this, but one of the primary ones is that they’re projecting out refills plus new order acquisition, and we can work with them to
27 00:04:20.300 ⇒ 00:04:21.470 Ryon: better…
28 00:04:21.660 ⇒ 00:04:40.449 Ryon: align on the new order acquisition per product, because we know what the spend is going to be by channel on these particular products or in these areas, which is really good, and I really do want to call out Zoan for helping on this. I don’t think this is going to be the final version, of course. I think we’ll probably end up, you know, adapting this, involving, and making it a bit better, but yeah.
29 00:04:40.450 ⇒ 00:04:42.730 Ryon: Definitely, definitely a big win here.
30 00:04:44.010 ⇒ 00:04:58.959 Zoran Selinger: Yeah, yeah. So, yeah, we’re gonna work on that one. Ryan, I also… you saw my message, I also gave you the proportions of new order as a, compared to the full orders.
31 00:04:59.090 ⇒ 00:05:18.220 Zoran Selinger: You see that on the MISC products, we have a huge change. Otherwise, over the last 3 months, it was pretty consistent. The percentage of new orders is pretty consistent on the product-by-product basis. Just on a miscellaneous product for January, it jumped from, what,
32 00:05:18.350 ⇒ 00:05:20.719 Zoran Selinger: 10% to 30, 30%.
33 00:05:20.720 ⇒ 00:05:21.200 Ryon: 25.
34 00:05:21.200 ⇒ 00:05:22.150 Zoran Selinger: public significance.
35 00:05:22.150 ⇒ 00:05:25.080 Ryon: Something about that seems a little suspicious, but I don’t.
36 00:05:25.080 ⇒ 00:05:28.389 Zoran Selinger: Yeah, he does, he does, so I just want to flag that.
37 00:05:28.570 ⇒ 00:05:45.689 Ryon: As a whole, just so you’re aware, like, miscellaneous products, I think Brad was sort of just flatlining some projections there, like, he was just like, it’s gonna be what it’s gonna be, so I’m not sure that really matters. Proportionally, most of the orders end up being across other products anyway, but just so I understand, I’m gonna… I’m gonna steal the screen share for a quick second here, so we…
38 00:05:45.690 ⇒ 00:05:46.240 Zoran Selinger: Okay.
39 00:05:46.240 ⇒ 00:05:52.540 Ryon: Here. These numbers here you put in 15, 20, 20, is this percentages, I assume?
40 00:05:52.540 ⇒ 00:05:53.820 Zoran Selinger: These are percentages, yes.
41 00:05:53.820 ⇒ 00:05:55.550 Ryon: So, percentages of this, basically.
42 00:05:55.550 ⇒ 00:05:55.930 Zoran Selinger: Yes.
43 00:05:55.930 ⇒ 00:05:58.609 Ryon: So then the averaging of this out here.
44 00:05:58.610 ⇒ 00:06:00.860 Zoran Selinger: Averaging 3 previous months.
45 00:06:00.860 ⇒ 00:06:08.280 Ryon: Your previous months, exactly. Okay, so then from here, I can sort of benchmark what the acquisition of new orders is going to be. Okay, excellent. Excellent, excellent, very good.
46 00:06:08.620 ⇒ 00:06:10.730 Ryon: Awesome. Thank you, appreciate that.
47 00:06:11.780 ⇒ 00:06:14.089 Zoran Selinger: Am I still screen sharing?
48 00:06:14.510 ⇒ 00:06:16.139 Ryon: I’m not. You are, though.
49 00:06:16.140 ⇒ 00:06:17.159 Zoran Selinger: Am I? Am I?
50 00:06:17.160 ⇒ 00:06:17.850 Ryon: Yeah, yeah, yeah, yeah.
51 00:06:17.850 ⇒ 00:06:19.139 Zoran Selinger: Do you see my screen still?
52 00:06:20.510 ⇒ 00:06:26.580 Zoran Selinger: You do? Okay, cool. And yeah, and the final… this is… this is the one that kinda…
53 00:06:27.000 ⇒ 00:06:30.329 Zoran Selinger: finally, like, we have… I feel like we have a…
54 00:06:30.570 ⇒ 00:06:43.009 Zoran Selinger: full view, full picture of the channel performance, because Norbim gives us a really nice… like, dashboards in Omni that we have for each channel, gives us a nice story on the outcomes.
55 00:06:43.370 ⇒ 00:06:44.730 Zoran Selinger: of campaigns.
56 00:06:44.810 ⇒ 00:06:55.590 Zoran Selinger: And this gives us a better story about the engagement. Obviously, when we have one and the other, we can… we have a full story there.
57 00:06:55.590 ⇒ 00:07:09.240 Zoran Selinger: So now we can start actually digging deep into every single channel, and, you know, start, proposing, like, flagging, certain areas,
58 00:07:10.640 ⇒ 00:07:26.600 Zoran Selinger: Ryan, I changed the influencer dashboard to not to look at the last, but the first UTM, simply because those numbers are closer to what’s being shown in the platform itself, in Applance, because.
59 00:07:26.600 ⇒ 00:07:27.910 Ryon: And, Allison reach out?
60 00:07:27.910 ⇒ 00:07:29.689 Zoran Selinger: to Allison, yeah.
61 00:07:29.690 ⇒ 00:07:32.830 Ryon: Yeah, yeah, she reached… okay, so I sent her to you, but that’s good.
62 00:07:32.830 ⇒ 00:07:49.409 Zoran Selinger: Yeah, yeah, so I just changed it from, instead of looking at the last UTM, I just changed it to the first UTM, and now the numbers are very close to what she sees in Affluence. Obviously, we are aware of the changes there, and…
63 00:07:49.410 ⇒ 00:07:52.910 Zoran Selinger: And we know exactly what’s going on with the discrepancy.
64 00:07:53.240 ⇒ 00:07:54.989 Zoran Selinger: influences any touch.
65 00:07:55.250 ⇒ 00:07:58.819 Ryon: she’s, according to Northbeam, she’s probably one of the…
66 00:07:58.980 ⇒ 00:08:02.619 Ryon: Main channels that’s being cannibalized the most by…
67 00:08:02.820 ⇒ 00:08:20.739 Ryon: like, Google and affiliate. A lot of her sales, if you look at the clicks level data and the cash snapshot, a lot of her conversions are being recorded as conversions coming through for, like, Google or for, like, affiliates, and you can see the overlap pretty significantly.
68 00:08:20.740 ⇒ 00:08:21.750 Zoran Selinger: I can pull that out.
69 00:08:21.750 ⇒ 00:08:22.220 Ryon: I expect
70 00:08:24.030 ⇒ 00:08:36.040 Ryon: I mean, I called it out to her and said, like, you need to be looking for strategies or for tactics that are gonna force conversion directly through to your channel. So, like, let me show you here, I’m gonna share my screen.
71 00:08:36.460 ⇒ 00:08:44.469 Ryon: And tell me if I’m wrong, because this is how I’m reading it in general. So I’m looking at, so under the sales report here, I’m looking at past 30 days.
72 00:08:44.750 ⇒ 00:08:46.659 Ryon: Clicks only, cache Snapshot.
73 00:08:47.170 ⇒ 00:08:50.789 Ryon: Right? Coming down here, if I look at, let’s say.
74 00:08:50.790 ⇒ 00:08:52.309 Zoran Selinger: You’re not sharing your screen.
75 00:08:58.220 ⇒ 00:08:59.099 Ryon: One more time.
76 00:09:00.700 ⇒ 00:09:01.520 Ryon: There we go.
77 00:09:02.540 ⇒ 00:09:03.670 Ryon: Can you see it now?
78 00:09:04.220 ⇒ 00:09:04.850 Zoran Selinger: Yep.
79 00:09:04.850 ⇒ 00:09:17.959 Ryon: Okay, so if you come down here and, you can look at Influencer or at UpFluence, but if you look at this here, she’s getting cannibalized by Google and a lot of other channels, it looks like.
80 00:09:18.020 ⇒ 00:09:27.539 Ryon: Right, that’s the touchpoints attribution that I’m seeing here. So basically, this is saying, customer journey for new orders placed between February 17th and 18th, where UpFluence earns credit.
81 00:09:27.540 ⇒ 00:09:40.729 Ryon: You can see, for the most part, she’s only earning credit for a few of the orders inside of the platform here. And come down to Influencer, sort of the same thing. I kind of treat these things, but, like, she’s definitely getting cannibalized with this view.
82 00:09:40.750 ⇒ 00:09:42.529 Ryon: by Google in a major way.
83 00:09:42.530 ⇒ 00:09:43.270 Zoran Selinger: For sure.
84 00:09:43.270 ⇒ 00:09:45.929 Ryon: And I feel like that’s… that’s not, like…
85 00:09:46.990 ⇒ 00:10:03.659 Ryon: I get it, like, we’re aware of it, but I sort of called it out to her, saying, like, if you want to drive down your CAC, and you want to have credit for actual conversions that you drove, where you weren’t just a touchpoint from some other journey, you need to come up with tactics or strategies which are going to get people to convert directly. So I sort of…
86 00:10:03.660 ⇒ 00:10:09.220 Zoran Selinger: I have to just see… What happens when we…
87 00:10:09.740 ⇒ 00:10:19.720 Zoran Selinger: look at it, like, clicks plus modeled views or deterministic views. How much is her… her CAG changing?
88 00:10:19.720 ⇒ 00:10:24.610 Ryon: So, correct me if I’m wrong, but deterministic views,
89 00:10:25.640 ⇒ 00:10:34.660 Ryon: Is that just looking at inbound Facebook or social media view data that they have, or is it inclusive of, like, they’re getting data from, like.
90 00:10:35.080 ⇒ 00:10:37.549 Ryon: browsers, as well.
91 00:10:39.140 ⇒ 00:10:49.430 Zoran Selinger: they’re getting data from browsers. I think the deterministic view is… the addition there is they actually purchase data from, you know.
92 00:10:50.040 ⇒ 00:10:51.480 Zoran Selinger: data brokers.
93 00:10:52.050 ⇒ 00:11:00.149 Zoran Selinger: to improve their models. But the clicks plus model views, in my understanding, are
94 00:11:00.370 ⇒ 00:11:13.689 Zoran Selinger: do not include that purchase data, just what they collect. And what they do, you remember, that they will… what they consider to be bottom of the funnel, they will assign those
95 00:11:14.030 ⇒ 00:11:24.030 Zoran Selinger: to upper funnel channels if they are in the conversion path. So, I would have guessed that affluence and Influencer in
96 00:11:25.110 ⇒ 00:11:34.199 Zoran Selinger: in Norbim, they would get They would get that, like, those bottom file conversions would go to them.
97 00:11:34.350 ⇒ 00:11:47.350 Zoran Selinger: So, Affluence, we are at… so, last 7 days, we are at 37 orders in total, 26… New.
98 00:11:47.470 ⇒ 00:11:52.119 Zoran Selinger: when I’m using the Clicks Plus model views.
99 00:11:53.580 ⇒ 00:11:55.750 Zoran Selinger: See what’s on the click only.
100 00:11:55.750 ⇒ 00:12:09.160 Ryon: I’m going to share again, because I just… I’m going to be as generous as possible with this. So, I’m looking at clicks plus modeled, 7-day, 1-day view, right? So, 7-day click, 1-day view, accrual performance. So, looking at… what is it? UpFluence here.
101 00:12:09.600 ⇒ 00:12:20.439 Ryon: I see a lot more for her. Definitely, her orders come down, her orders go up significantly, and the revenue comes up significantly. Under Influencer.
102 00:12:20.490 ⇒ 00:12:29.699 Ryon: the CAC is still disjointed between these two. Like, for example, her CAC here is zero, but her CAC down here is 15K. That’s because this is not being…
103 00:12:30.120 ⇒ 00:12:30.860 Ryon: factored.
104 00:12:30.860 ⇒ 00:12:32.530 Zoran Selinger: Yes, unfortunately.
105 00:12:32.530 ⇒ 00:12:33.010 Ryon: Yeah.
106 00:12:33.010 ⇒ 00:12:37.230 Zoran Selinger: Unfortunately, and you remember why that is.
107 00:12:37.230 ⇒ 00:12:39.019 Ryon: Because of the way that it built it out, right?
108 00:12:39.400 ⇒ 00:12:50.920 Zoran Selinger: It’s because of the way we… when they started working with influencers, they were taken one way, and then we came and decided to standardize it, and we…
109 00:12:51.080 ⇒ 00:12:55.419 Zoran Selinger: We… we decided to change it.
110 00:12:55.620 ⇒ 00:12:56.050 Ryon: Yeah.
111 00:12:56.050 ⇒ 00:13:05.329 Zoran Selinger: And now, it’s basically impossible to go back to the influencers that already set up their campaigns to use the new UTMs.
112 00:13:05.330 ⇒ 00:13:23.600 Ryon: So regardless, what needs to happen for her is she needs to be combining these two rows together, so these two rows need to come together so that she can calculate CAC correctly, because if she is, it basically ends up being, like, what, 120? So 15.2K divided by 120-ish, so…
113 00:13:24.360 ⇒ 00:13:29.220 Ryon: CAC of 126, essentially, is what I get out of that. So when I combine this…
114 00:13:29.770 ⇒ 00:13:36.530 Ryon: With… with, what, 4.8? I’m rounding here, right? I’m rounding quite significantly. Her CAC ends up being more reasonable.
115 00:13:36.890 ⇒ 00:13:39.200 Ryon: As a whole.
116 00:13:39.430 ⇒ 00:13:46.159 Ryon: But… Bear in mind, like, she’s getting all these orders coming through other channels.
117 00:13:46.910 ⇒ 00:13:47.590 Ryon: Okay.
118 00:13:48.300 ⇒ 00:13:54.270 Zoran Selinger: Yeah, it’s unfortunate. I… I can’t… fix it inside.
119 00:13:54.990 ⇒ 00:13:58.399 Zoran Selinger: NordBeam. I can only do it,
120 00:13:59.130 ⇒ 00:14:05.070 Zoran Selinger: So, if you look at… if you go to the overview, and use the influencer dashboard.
121 00:14:05.380 ⇒ 00:14:13.789 Zoran Selinger: I am able to, so, if you scroll all the way down… Yeah, go to Influencers.
122 00:14:15.600 ⇒ 00:14:23.009 Zoran Selinger: this is where I can combine both Influencer and Affluence, as platforms. So, you actually see the numbers here.
123 00:14:23.450 ⇒ 00:14:26.230 Ryon: Did you let her know about this? Because she needs to be aware of this dashboard.
124 00:14:26.410 ⇒ 00:14:30.890 Zoran Selinger: I’m not sure, that she knows.
125 00:14:31.380 ⇒ 00:14:43.799 Ryon: This is a much more closer to what I was calculating CAC anyway. I was like I was 126, so that’s right in range of where I was calculating her CAC being, so that’s pretty good. Okay. Yeah, yeah. Excellent. Excellent, good stuff. Good stuff.
126 00:14:44.960 ⇒ 00:14:49.299 Zoran Selinger: Yeah, and that’s basically all of… yeah, we have,
127 00:14:50.740 ⇒ 00:14:55.639 Zoran Selinger: We have a few more bits and pieces to add to our dashboards.
128 00:14:57.090 ⇒ 00:15:08.679 Zoran Selinger: And obviously, the big… the big item for us is, is Q2 planning. And I was, I really wanted to hear from you guys.
129 00:15:08.790 ⇒ 00:15:19.810 Zoran Selinger: As well, about what you would like to achieve, what’s… what are the frictions that we currently have in this area, and how can we help alleviate those?
130 00:15:21.520 ⇒ 00:15:34.229 Ryon: For me, Q2 planning on the data side is going to be expanding our overall… continuing to expand our overall capabilities. I want to add… I know I’ve been talking about this for a while, but I want to add more QA capabilities in.
131 00:15:34.240 ⇒ 00:15:40.439 Ryon: I want to add a big focus there. We’re going to be expanding… we’re launching microdosing in the next couple of weeks. I’m gonna get that live.
132 00:15:40.440 ⇒ 00:15:56.879 Ryon: Josh has given Danny Valdez and myself a mandate of doing kind of a whole re-architecture of the site, making sure that we are, like, doing persona search volume and kind of market analysis to figure out, like, hey.
133 00:15:56.880 ⇒ 00:16:03.530 Ryon: what… how do we need to structure things? Do you know what I mean? Like, realistically, so that we’re optimizing the conversion pathways and the user experience as much as possible?
134 00:16:03.710 ⇒ 00:16:08.810 Ryon: Right, so that kind of thing is really important. So yeah, I definitely, I’m gonna be focused on that.
135 00:16:09.380 ⇒ 00:16:15.149 Ryon: I know we’re, like, what, we’re 10-ish days away from Q2?
136 00:16:15.630 ⇒ 00:16:22.730 Ryon: My focus is going to be continuing to support and expand in the areas that we have been, at least for the time being.
137 00:16:23.480 ⇒ 00:16:31.029 Ryon: I don’t think… I know we are working on HealthOS, that’s happening in the background,
138 00:16:31.250 ⇒ 00:16:34.850 Ryon: I don’t have a timeline for that, at least yet, other than to say that
139 00:16:35.030 ⇒ 00:16:37.009 Ryon: I’m trying to support where I can there.
140 00:16:37.210 ⇒ 00:16:42.610 Ryon: That’s pretty much me. I wish Matasha probably had more to… about Q2, but yeah.
141 00:16:43.430 ⇒ 00:16:47.890 Zoran Selinger: What about audience management for the ad platforms? So…
142 00:16:49.130 ⇒ 00:16:55.209 Zoran Selinger: You started giving some audiences, providing some audiences to the vendors, right?
143 00:16:56.030 ⇒ 00:17:01.220 Ryon: Y-yeah, they need to be more…
144 00:17:03.090 ⇒ 00:17:13.610 Ryon: I don’t want to interfere with their operations at all there, Zoran. I think that, like, I 100% believe we should be feeding them custom audiences, you know, on a regular basis. Like, that’s just how you…
145 00:17:13.619 ⇒ 00:17:14.179 Zoran Selinger: Yes.
146 00:17:14.180 ⇒ 00:17:14.810 Ryon: You know, do you mark.
147 00:17:14.810 ⇒ 00:17:19.929 Zoran Selinger: Not just feeding them. That should be a daily job.
148 00:17:19.930 ⇒ 00:17:21.940 Ryon: Right, but part of me thinks…
149 00:17:21.940 ⇒ 00:17:25.150 Zoran Selinger: The converters and everything else.
150 00:17:25.150 ⇒ 00:17:39.359 Ryon: Yeah, part of me sort of wants to be, like, hands-off on that, and say, like, they need to requester, they need to be okay with it first. I mean, looking at their numbers, I’d say TikTok is doing better than Facebook, at least right now, in terms of, you know, CAC and acquisition. But,
151 00:17:41.700 ⇒ 00:17:42.570 Ryon: Yeah, I…
152 00:17:42.570 ⇒ 00:17:45.010 Zoran Selinger: Lazy told me that they work without it. It’s…
153 00:17:47.310 ⇒ 00:17:49.850 Zoran Selinger: I don’t understand, I simply don’t understand.
154 00:17:49.850 ⇒ 00:18:06.009 Ryon: Let me confer with Matt on that, and just be like, hey, we’re gonna do this, they don’t need to use these audiences, but at least they’ll be set up. I mean, I feel like it’s not gonna be that much work for you guys to do this, right? It’s just a couple of data pipelines that need to be set up between Facebook and this. And then, of course, I don’t know. Part of it is, they came back…
155 00:18:06.010 ⇒ 00:18:11.610 Zoran Selinger: The important thing is, if they’re going to use it, right, I think that’s gonna be a really worthwhile…
156 00:18:11.740 ⇒ 00:18:15.079 Zoran Selinger: Lane that we could… we could work on.
157 00:18:15.190 ⇒ 00:18:22.209 Zoran Selinger: Because that should directly impact their targeting, and that means performance as well.
158 00:18:22.570 ⇒ 00:18:35.850 Zoran Selinger: That should directly impact it. So I think it… I think it’s a… it’s a high-value, feature that we could… we could add, but if you… if you think they’re not going to use it.
159 00:18:36.310 ⇒ 00:18:37.200 Zoran Selinger: I mean…
160 00:18:38.820 ⇒ 00:18:46.030 Zoran Selinger: Did they… did they not… did they ask about it at all? What audiences are they… I mean, I can…
161 00:18:46.210 ⇒ 00:18:52.290 Zoran Selinger: you know what? I’m gonna… I have access to the accounts. I’m gonna go in and actually look at what.
162 00:18:52.290 ⇒ 00:19:08.699 Ryon: So, so definitely go in and look, and then I would just start a thread between, you know, the three of us, and, like, Matt to it, Matthias to it as well, and just be like, hey, we’re just gonna do this. They don’t have to use these things, but, like, let’s just build it out for a day when, like, they might need this. Unless you guys object to that. I mean, that’s kind of my issue.
163 00:19:09.010 ⇒ 00:19:09.790 Ryon: on that.
164 00:19:10.520 ⇒ 00:19:31.319 Zoran Selinger: In my opinion, I mean, we’ll discuss it internally as well, Robert, if you don’t have any opinions right now, we can talk about it later, but it just… it’s crazy to me that they’re doing paid social, and they are not heavily relying on custom lists that we have.
165 00:19:31.400 ⇒ 00:19:41.269 Zoran Selinger: Right? And we have an ability to create all kinds of audiences for their campaigns to use, and they’re just not doing that.
166 00:19:41.270 ⇒ 00:19:42.440 Ryon: Yeah.
167 00:19:43.340 ⇒ 00:19:56.859 Zoran Selinger: and that’s crazy to me. That’s, like, that would be the core of my approach, would be to leverage the customer information that we have.
168 00:19:56.960 ⇒ 00:19:58.480 Zoran Selinger: I think…
169 00:19:58.480 ⇒ 00:20:04.630 Robert Tseng: I think it’s gonna be a similar kind of, like, roadblock that we run into, just like how…
170 00:20:05.640 ⇒ 00:20:13.279 Robert Tseng: Lifecycle… I’m just gonna use abstractions, I don’t want to call people’s names. So, like, Lifecycle had a hard time using our, like, the customer
171 00:20:13.480 ⇒ 00:20:18.720 Robert Tseng: Profiles that we kind of stitched together in our warehouse to build the audiences and, like.
172 00:20:18.800 ⇒ 00:20:38.459 Robert Tseng: you and Greg need to go in and, like, actually show them, like, hey, like, here’s a couple that you should… you should consider. They adopted it, like, I feel like we kind of have to do that for them, so on. I just think that most paid… most paid teams I work with, like, have never had rich data, like we… that we’ve built for Eden, so,
173 00:20:38.460 ⇒ 00:20:40.729 Robert Tseng: Yeah, they’re just used to grabbing the…
174 00:20:40.730 ⇒ 00:20:53.260 Robert Tseng: you know, whatever verbographic signals and, like, other external things, and not really relying on internal data to go and build their audiences. So, I think it feels like it’s more of an enable problem… an enablement problem.
175 00:20:54.740 ⇒ 00:20:55.390 Ryon: Yeah.
176 00:20:56.300 ⇒ 00:20:58.070 Zoran Selinger: Yeah, I’m just thinking about…
177 00:20:58.390 ⇒ 00:21:12.530 Zoran Selinger: We need to scale, this needs to work, we have pretty aggressive targets for this year, and, like, we need those channels. And I’m just thinking about, okay, how can we… how can we help them?
178 00:21:12.810 ⇒ 00:21:15.820 Zoran Selinger: Iran, you said TikTok is getting better?
179 00:21:16.380 ⇒ 00:21:32.810 Ryon: I mean, I’m looking at the Northbeam data, and I’m judging it based on that, right? So, like, as an example, their CAC was, like, thousands of dollars two, three weeks ago when I looked, and now when I look at CAS snapshot plus Deterministic Views being a campaign level there at 465, like, that is definitely an improvement. Yeah, yeah.
180 00:21:32.810 ⇒ 00:21:39.290 Ryon: Now, that said, like, you know, we’re talking about revenue trend of 12K, spend of $18, so, like, there’s still…
181 00:21:41.750 ⇒ 00:21:47.589 Ryon: you know, they’re still… I’d like to see their MER up closer to, like.6.7, like, that’s, like.
182 00:21:47.590 ⇒ 00:22:00.059 Robert Tseng: I have one question for you, Ryan. I know you’ve been kind of basically assisting them and helping them, like, try to make adjustments. I’m curious, like, kind of what recommendations you can give me separately, but I guess from a resourcing perspective.
183 00:22:00.060 ⇒ 00:22:10.109 Robert Tseng: should I… should I give… should I just put an analyst with you to just, like, help you continue to do that? Like, that’s… that’s the thing that’s gonna move the needle the most for everybody, like…
184 00:22:10.110 ⇒ 00:22:16.799 Robert Tseng: if I… I will… I will shut down, like, the ops analysis work and whatever, and I will just have somebody just constantly, like.
185 00:22:17.030 ⇒ 00:22:26.400 Robert Tseng: every day looking in the marketing data for you and, like, trying to find optimization opportunities. Like, I don’t know if that would be helpful for you.
186 00:22:26.400 ⇒ 00:22:49.089 Ryon: I don’t hate that idea, but not so much, like, more broadly, I don’t hate that idea, because I think it’s something that all channels need to sort of be informed on, but when it comes to TikTok and Meta specifically, Robert, my approach has been sort of give them some insight when I can tell them, like, hey, here’s some details, some data you guys should look at, but also kind of be a little hands-off, because this is their channel to manage, and it’s their responsibility to determine its success or its failure.
187 00:22:49.090 ⇒ 00:22:57.759 Ryon: So, I’ll just say this, at the very beginning, it was, like, kind of blatantly obvious to me that this was a customer targeting issue, because the bounce rate was, like, 99%.
188 00:22:57.760 ⇒ 00:23:03.499 Ryon: Like, that’s just… obviously, you guys are just shotgunning the market. You don’t actually have an audience target that you’re going for.
189 00:23:03.500 ⇒ 00:23:12.819 Ryon: They sort of… we fixed that, you know, we added some conversion data, we gave them basically full carte blanche on, like, every conversion that occurs, you guys will get a…
190 00:23:12.930 ⇒ 00:23:27.169 Ryon: your tag will fire, whether or not it is or is not your conversion that you’ve been a part of, right? And so, maybe that helped the algorithms train a little bit better. I kind of think that’s kind of a bit of a stretch, in my opinion. But, you know.
191 00:23:27.170 ⇒ 00:23:39.470 Ryon: they definitely have gotten better, I think, towards targeting certain audiences. They kind of came back and said, we want to target people that are net new, at least the TikTok team did, so they kind of built that out. And then they improved their, their,
192 00:23:39.990 ⇒ 00:23:46.030 Ryon: their copy, right? They improved their copy a little bit with Matt’s help. So, they’re going in the right direction. I’m…
193 00:23:46.310 ⇒ 00:23:52.590 Ryon: on the fringes of saying, like, yeah, we’re probably going to need more of a dedicated analyst on this kind of a thing, because…
194 00:23:53.010 ⇒ 00:23:59.310 Ryon: the product-level report, I think, is going to get a lot of requests and a lot of data
195 00:23:59.680 ⇒ 00:24:07.840 Ryon: insights from Mitesh. He’s gonna wanna say, like, for example, right now, we had those outages, like, earlier in the month, I don’t know if you’re aware of that, we had our.
196 00:24:07.840 ⇒ 00:24:08.270 Robert Tseng: Yeah, yeah.
197 00:24:08.270 ⇒ 00:24:16.220 Ryon: suspended by Google, and then we had the Basque bug issue, right? Now we’re in a point where Mitesh is going to come to the channels and say, hey guys.
198 00:24:16.870 ⇒ 00:24:20.239 Ryon: Where do we need to put money to hit the monthly goal?
199 00:24:20.240 ⇒ 00:24:37.969 Ryon: Right? I can tell you, based on the product report that Zoran built, like, here’s where we need to put money. Like, this is the most cost-effective place. But an analyst would be able to do that and to answer those questions for Mitesh really quickly. So, I’m gonna say, like, yeah, like, that might be a good idea at a higher level, maybe not specific to the channels themselves, but maybe we should have that conversation with Mitesh.
200 00:24:38.870 ⇒ 00:24:39.310 Robert Tseng: Okay.
201 00:24:39.310 ⇒ 00:24:39.860 Ryon: Yeah.
202 00:24:39.860 ⇒ 00:24:56.399 Robert Tseng: Yeah, because, I mean, that’s… I mean, from my point, I’m trying to resource… adjust… shuff resourcing… shuffle resourcing around for Q2, so, like, yeah, if I just need to pull another analyst to be as deeply involved in with… as Zoron is currently, I… I mean, we have that. We have a couple
203 00:24:56.470 ⇒ 00:25:05.129 Robert Tseng: we have… we have a new marketing, or not new, been around for, like, a month now, who’s… who has capacity to… to kind of… to… to do that. So.
204 00:25:05.130 ⇒ 00:25:08.610 Ryon: Yeah, let’s definitely chat about this with Mitesh, I think it’s a good idea.
205 00:25:09.170 ⇒ 00:25:09.870 Robert Tseng: Okay.
206 00:25:09.870 ⇒ 00:25:13.590 Ryon: I don’t always have all the time to dig into the degree that I need to, but I know the questions are.
207 00:25:13.590 ⇒ 00:25:14.150 Robert Tseng: Yeah.
208 00:25:14.620 ⇒ 00:25:15.380 Ryon: And it’s gonna get…
209 00:25:15.380 ⇒ 00:25:23.149 Robert Tseng: You ask the questions, you have our guys go and fish for it. Like, I think that’s how we want to operate with you, yeah.
210 00:25:23.150 ⇒ 00:25:25.619 Ryon: Yeah. Okay, let’s talk to Mitesh about it, I think it’s a good idea.
211 00:25:26.230 ⇒ 00:25:26.600 Robert Tseng: Okay.
212 00:25:26.600 ⇒ 00:25:27.089 Zoran Selinger: Cool, cool.
213 00:25:27.090 ⇒ 00:25:29.829 Ryon: I have to jump to another meeting, guys, but…
214 00:25:30.600 ⇒ 00:25:42.829 Ryon: Let’s chat more, Zoran, keep an eye on things, and then stay close to me on the Everflow stuff, digging into that a little bit more, and, you know, keep your suspicion radar at a 10 out of 10, dude. Keep it going. All right?
215 00:25:42.840 ⇒ 00:25:44.200 Zoran Selinger: Okay.