Profitably Scaling DTC Brands in a Post-Cookie World with Phoenix Ha, CEO of AdBeacon
Are you struggling to track and measure ROI from your marketing mix?
Tune in to this episode to decode the digital marketing media buyers' playbook and quantify the full-funnel buyer's journey.
📢 Marketing Measurement: Balancing Data and Insights
We've all heard the saying...
"I know half of my marketing works. I just don't know which half."
Now. with the disappearance of cookies and the rising cost of customer acquisition, it has become more crucial than ever to understand the effectiveness of our marketing efforts.
In this episode, our guest, Phoenix Ha, shares her insights on how to balance the need for tracking and measuring every marketing dollar with understanding the full buyer's journey.
On Having Hard Conversations About Data
00:14:13-00:14:24 - "I believe in pure honesty, even if it hurts."
On Data Bias
00:15:06-00:15:16 - "What's the name of the platform? Google. It's biased. I cannot go after biased data because I suffered the consequences."
On Using Data to Inform and Optimize Strategy
00:20:21-00:20:32 - "I can optimize the landing page to show this beanie, but the next three are going to be a snapback. And why don't we create a bundle, increase conversion, reduce the amount of clicks"
On iOS 14.5
00:05:47-00:05:58 - "Cataclysmic. I call it the 'AdPocalypse'."
On the Founder's Journey
00:07:26-00:07:36 - "I think that's the beautiful part is the journey and falling in love with the process"
🎙️ Origin Story: From Modeling to Marketing
Phoenix Ha's origin story starts as a model at a young age, where she developed a passion for the business side of the industry. After a chance encounter during medical school, Phoenix decided to go all-in on a career in marketing.
Phoenix has worked with brands like RVCA, Oakley, and Disney, and has led teams of media buyers for some of the fastest-growing DTC brands in the world. But it was the challenges brought about by the iOS 14.5 update that led Phoenix to discover her true passion for data-driven marketing.
Today, she is the co-founder of AdBeacon, a platform that helps brands track and optimize their marketing efforts.
🌐 AdBeacon: Solving the Challenges of Measurement
AdBeacon utilizes first-party data, to provide brands with a comprehensive view of their marketing performance. With AdBeacon, marketers can track the entire customer journey, from the initial click to the final purchase.
The platform offers unique insights, like the ability to parse out
- Which channels and campaigns are driving new customers 🛍
- Optimize landing pages based on purchase data 📈
- And even analyze the impact of specific models or creative elements on revenue generation 💰
📧 Connect with Phoenix
- Twitter: https://twitter.com/_phoenixha
- LinkedIn: https://www.linkedin.com/in/phoenixha/
- Email: phoenix@adbeacon.com
Checkout AdBeacon here https://www.adbeacon.com/
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Phoenix Ha
CEO of AdBeacon
Phoenix Ha is a force to be reckoned with in the world of marketing measurement. With a diverse background that includes modeling, marketing, and data analysis, Phoenix brings a unique perspective to the table. Her journey began in the modeling industry, where she gained valuable insights into the business side of the industry. However, she knew there was more to explore and decided to pursue a career in marketing.
Phoenix's passion for data and analytics led her to dive headfirst into the world of paid social and organic social media. She quickly rose through the ranks, becoming the director of paid social and organic social at an agency called National Positions. It was during this time that she faced the challenges brought on by the iOS 14.5 update, which resulted in a 40% loss of business for her agency.
Undeterred by the setback, Phoenix turned her focus to finding solutions. She became an expert in first-party data and began speaking at industry events, sharing her knowledge and insights with others. This eventually led her to co-found AdBeacon, a platform that helps brands navigate the challenges of marketing measurement in a post-cookie world.
With AdBeacon, Phoenix and her team have created a bridge between first-party data and marketing analytics, providing brands with unprecedented insights into their marketing campaigns. From tracking the full click journey to identifying trends and optimizing landing pages, AdBeacon empowers brands to make data-driven decisions and drive profitable revenue.
Phoenix's dedication to t… Read More
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