Marketing Operators

Today we’re getting into how acquisition offers - particularly in pop-ups - can do much more than drive opt-ins. The type of offer you lead with shapes who you acquire, how much they spend, and future LTV. We share examples from the offers we run on our brands, comparing blanket discounts with offers like cashback and second-order incentives, and how those choices impacted retention, AOV, and customer lifetime value. We also discuss why some offers that looked successful on the surface ended up hurting long-term performance or creating poor customer experiences, and how simple changes led to big lifts in repeat purchase rate. We also touch on whywhy very few teams are testing their pop-ups rigorously, what makes offer testing difficult, and how to build an approach that’s aligned with long-term goals - not just short-term wins. We also dig into Meta’s recent performance trends, using the latest data from the Haus report. We share what they’re seeing across ASC and manual campaigns, how different optimization strategies are playing out, and why it's getting harder to rely on Meta as a consistent acquisition engine. Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠Click here⁠⁠⁠⁠ [https://forms.gle/1W7nKoNK5Zakm1Xv6]. Operators Podcast Episode 123: The Meta Incrementality Report: Lessons from 640 Haus Experiments [https://www.youtube.com/watch?v=ytsrFDab4QQ&t=3s] Chapters: 00:00 Introduction 02:34 The Power of Cash Back Offers 05:28 Data-Driven Insights on Pop-Up Offers 08:19 Retention Metrics and Customer Engagement 11:06 Testing Methodologies for Pop-Up Offers 14:19 Holistic Approaches to Customer Acquisition 17:14 Innovative Second Order Offers 20:05 Challenges in Optimizing First Touch Points 26:10 Future Trends in E-commerce Offers 35:43 Optimizing Data Reporting and Analysis 38:00 Evolving Marketing Strategies and Cash Back Offers 41:05 Insights from Meta's Campaign Performance Report 44:52 Understanding Incrementality in Marketing 49:04 Navigating Meta's Advertising Changes 54:43 Leveraging Bundle Builders for Increased Conversions Finance Operators Episode: How CashBack beats discount codes & More with Dan Glazer [https://www.youtube.com/watch?v=vld-aVQu_cI] Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

In today’s episode, we’re talking channel expansion and diversifying our media mix - when to think about launching on new channels, what to test, and how to approach those decisions with more clarity. We break down our current media mixes, the journeys that got us here, and the mental frameworks we use to decide what to try next. We’re also joined by Austin Santino, Client Development Manager at Tatari, who shares his perspective on how DTC brands are approaching TV. He breaks down what it really takes to get started with TV advertising, why it’s more accessible than most brands think, and how Tatari is helping brands treat TV more like a performance channel. We talk about starting budgets, creative expectations, how attribution actually works, and what kinds of brands should (and shouldn’t) be thinking about TV right now. If you’re thinking about where to go next with your paid strategy, or how to evolve your channel mix beyond Meta, this episode will help you sense-check your timing, avoid wasted spend, and expand with more confidence. If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6 00:00 Introduction 04:14 Exploring Channel Expansion and Diversification 07:01 Current Media Mix and Strategies 17:16 The Evolution of Media Mix Over Time 25:50 Testing New Channels and Creative Strategies 36:23 Insights from the Media Mix Journey 42:06 Testing and Scaling Ad Strategies 49:15 Creative Diversity and Measurement in Advertising 01:01:04 Navigating TV Advertising: Insights and Strategies 01:12:07 The Evolution of TV Creative: UGC vs. High Production 01:21:25 Final Thoughts on TV Advertising and Measurement Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Tatari. https://www.tatari.tv/?utm_campaign=16263599-Marketing%20Operators%20July&utm_source=marketing%20operators&utm_medium=podcast Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show. Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data. If you’re enjoying the podcast, please hit the subscribe button, comment, share and like - it helps us reach more people, get more great guests on the show and keep bringing these episodes to you every week. Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠Click here⁠⁠⁠ [https://forms.gle/1W7nKoNK5Zakm1Xv6]. 00:00 Introduction 06:42 The Role of Discord in Gaming Advertising 09:21 Eric's Journey in the Gaming Industry 19:04 Understanding Freemium Models in Mobile Gaming 26:08 Incentivized Advertising in Gaming 29:55 Understanding Measurement Tools in Advertising 30:24 Deterministic vs. Probabilistic Measurement 33:14 Attribution Models and Measurement Tools 39:16 Geo Lift Studies and Their Application 43:03 Common Sense in Marketing Measurement 54:10 Operationalizing Incrementality Testing 56:25 Understanding Incrementality and Testing Strategies 01:00:33 Navigating the Meta Ecosystem and AI Changes 01:06:40 Signal Engineering and Optimizing for Conversions 01:09:44 Radical Experimentation in Creative Strategies 01:21:55 Breaking Out of Targeting Loops Meta's AI advertising playbook (with Matt Steiner): https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020 [https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020] Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

Today, we dig into the Meta performance issues we’ve been seeing firsthand - where spend is up, reach is down and performance isn’t tracking the way it used to. We unpack what’s been going wrong, and share the tactical changes we’ve tested to get better results. We get into where we’ve historically over-invested or moved too slowly, how we’re thinking about creative and spend caps right now, and why simplifying account structure might be more powerful than layering on more campaigns. We also discuss where performance has started to turn around as a result of strategic shifts and tests. We also touch our amazon prime day results so far, recent product drops and more. If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6 00:00 introduction05:16 Event Insights and Networking 08:06 Product Launch Challenges 11:30 Marketing Strategy and Tier Systems 13:56 AI Automation in Marketing 17:14 Prime Day Performance Analysis 20:04 Meta Advertising Roadmap 26:07 Channel Diversification Strategies 29:04 New Product Launches and Incrementality 31:50 Funnel Diagnostics and Performance Metrics 34:36 Creative Strategies for Different Audiences 37:42 Testing and Optimizing Campaigns 40:35 Leveraging Partnership Ads 43:51 Final Thoughts on Meta and Future Strategies Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

In this episode, we’re joined by James from Boring Marketing to dig into how smart DTC marketers are actually using AI - not just to move faster, but to build more efficient systems and workflows. We talk about how AI can support content systems and internal processes, the difference between prompting and system-building, and why using AI just to generate content won’t drive results on its own. James shares how he’s using MCPs to improve creative output, how agents differ from real workflows today, and how to get more out of your team by designing AI to work alongside them. James also walks us through how he’s thinking about building repeatable content frameworks using AI, and later breaks down a Shopify product page to show how vague, vibe-based copy, often the result of poor AI implementation, can fall flat. To wrap up, James shares his take on what the biggest implementation of AI in the second half of 2025 will be, and what marketers should be paying attention to now. Want to submit your own DTC or ecommerce marketing question? ⁠⁠Click here⁠⁠ [https://forms.gle/1W7nKoNK5Zakm1Xv6]. 00:00 Introduction 04:33 The Evolution of Boring Marketer 08:41 Understanding Agents vs. Workflows 12:50 The Year of Efficiency in AI 17:40 Getting Started with AI Workflows 21:27 Research and Analysis with AI 28:46 Vibe Coding vs. Traditional Automation 36:25 Tactical Approaches to Creative Generation 42:32 Scraping Ads and Analyzing Competitors 46:19 Building a Unique Marketing Brief 48:16 Learning to Use AI Tools Effectively 50:08 The Future of AI in Marketing 58:59 Creating a Brand Analysis 01:01:00 The Future of AI Tools in E-commerce 01:05:09 Closing the Loop with AI Workflows 01:11:31 Building a Shopify Site with AI 01:22:45 The Future of Media Buying with AI Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/