🤯 How much should I be investing in brand?
In doing attribution analysis, we might be answering the wrong question: “How can I assign credit to each campaign?” This leads to a path analysis type of effort. The question we should answer is this: “How can I optimally allocate my budget across available advertising and marketing channels?”
Avinash Kaushik • Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
But here’s the magic few people ever talk about …We’ve created more than $1.5 billion in value to Upfront from just 6 deals that WERE NOT immediately up and to the right.The beauty of these businesses that weren’t immediate momentum is that they didn’t raise as much capital (so neither we nor the founders had to take the extra dilution), they took ... See more
Both Sides of the Table • What Does the Post Crash VC Market Look Like?
Brand and performance marketing are not opposite sides of extremes. While they have important distinctions, brand and performance marketing are best utilized in harmony to achieve 1+1>2: their combined impact is greater than the sum of their individual effects.