"I tell finance what the ROAS target should be" | Ecomm leaders on measurement, creative & growth скачать в хорошем качестве

"I tell finance what the ROAS target should be" | Ecomm leaders on measurement, creative & growth

What separates the brands winning in ecommerce right now from everyone else? It's not just better data — it's knowing when to trust your gut, how to align your teams, and where to place your biggest bets on creative. In this panel, marketing leaders from Mint Velvet, AllSaints, and N Brown Group share how they're navigating measurement, budget allocation, and the growing role of AI in creative production. Key moments from the discussion: → Why over-measuring can actually cost you more than the insight is worth → How Mint Velvet's Maddy Turley takes control of ROAS targets instead of letting finance dictate them → Jay Safdar on why brand and performance teams need shared objectives — not competing ones → Why creative, not media optimisation, is where the biggest performance gains are hiding → How AI is making emotionally resonant, multi-segmented campaigns more accessible than ever Whether you're a CMO, head of performance, or building out your ecommerce strategy, this conversation is packed with practical frameworks for balancing data, intuition, and adaptability. 00:00 — Introduction: what will make brands win in 2025? 00:32 — Why last click attribution is everyone's arch nemesis 05:01 — The 70/20/10 framework for budget allocation 06:26 — Team structure: aligning on objectives, not competing for budget 08:35 — Bridging the disconnect between brand and performance 10:17 — Speaking finance's language: owning your ROAS targets 15:00 — Building roadmaps that connect tech to business outcomes 18:14 — Storytelling at scale: the new DCO 20:30 — The don'ts: last click, resting on laurels, over-measuring