Jonathan Becker: evaluation

Transcript context

…Exactly. So broadly, who do you think is having the most success now with the changes and then generally, what should people know about what has changed in the past say year in the space of performance marketing? I'm not going to really be able to point to this company is really getting it right and I think that you can do that, but it's like saying, a friend of mine who recently on Twitter tweeted this funny thing where he was like, this is the number that I used to win the lottery said every successful founder ever trying to give advice to other founders. And so in other words, just because they won the lottery doesn't mean you're going to be successful picking the same number. To that extent, there is a bit of a playbook around modern day performance marketing, and that includes everything from really stringent and rigorous creative testing and thinking about that correctly to understanding the subjectivity of attribution and its strengths and weaknesses, doing a lot of work around validity of these campaigns. So really just the measurement and whatnot. Companies that can do those things and then understand their own marketing economics, in other words, quite basically how much can we afford to spend in acquiring a customer on any channel before that acquisition is no longer profitable. So really focusing on the profitability of the bottom line and not just break net growth, for instance. Companies that have those capabilities and see the world that way tend to be successful in performance marketing. When you were giving your intro, you talked about how you initially started doing SEO, that's where you started, and then you moved to paid growth. Well, how do you think about those two investments as a founder trying to decide which direction to go? What would your advice be of spend your time here versus there if X, Y, Z?…

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