How to tell what your marketing did.
Short guides for brand marketers. Each starts with the answer. No jargon, and when we have to use a term, we link to what it means.
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Your dataWhat is first-party data, and what do I do with mine?You already have it. Here’s what it can tell you, where it lives, and the one question to start with.By Nazeem AhmedMeasurementIncrementality, explained without the mathHow to tell whether a campaign caused results, using a test you can explain to your boss in two sentences.By Nazeem AhmedYour audienceSocial listening that counts, not guessesHow to read what your audience says across Reddit, TikTok, Discord and the rest, and turn it into something you can act on.By Devin MinYour dataHow to tell which of your posts workSort posts by what’s on screen, compare medians with the account average, and the pattern shows up fast.By Devin MinYour dataDo you need a data team? A checklistTen questions to decide whether to hire, buy software or get help, and what each path takes.By Brendon GhaderiYour audienceWhat a 42x view gap says about your brand voiceIn 293 TikToks, an acted-out bit got 42 times the views of a sincere post. Here’s what that means for how a brand should sound.By Devin MinYour audienceHow young audiences write, countedFive-word lines, one slang word in 62, almost no hashtags. What thousands of comments show about how young men write, and the voice rules that follow.By Min KwakYour dataFacebook watches but doesn’t share. What to post whereOne brand’s Facebook gave a how-to 37,836 views and zero shares. What the counts say about what to post on Facebook and Instagram.By Min KwakMeasurementWatched or shared? The hosting hack pattern and the share-rate mathSome posts get watched. Others get sent to a friend. How to tell them apart, and why share rate on its own can mislead you.By Nazeem AhmedMarket movesDoes retail eat online sales? What five brands that moved into retail showHero, Bubble, Harry’s, Liquid Death and Poppi moved from online into retail. Here’s what happened to their online business, and what their media did.By Brendon GhaderiChannelsMeta ads (Facebook and Instagram): how to tell what workedMeta counts a sale as its own when the buyer saw or clicked one of its ads within a set number of days. Here’s how to tell if your Meta ads are working, with each result counted once.By Brendon GhaderiChannelsTikTok ads: how to tell what workedTikTok counts views as well as clicks, so its recaps can look bigger than your sales. Here’s how to tell if your TikTok ads are working.By Min KwakChannelsGoogle Search ads: how to tell what workedSearch sits right before the purchase, so it collects credit. Here’s how to tell if your Google Search ads are working, or just catching people already looking for you.By Nazeem AhmedChannelsYouTube ads: how to tell what workedYouTube recaps lead with views. Here’s how to tell if your YouTube ads are working, from the results underneath.By Devin MinChannelsSnapchat ads: how to tell what workedSnapchat often reaches the same young audiences as TikTok and Instagram. Here’s how to tell if your Snapchat ads are working on their own.By Min KwakChannelsReddit ads: how to tell what workedReddit ads come with comments, and the comments matter. Here’s how to tell if your Reddit ads are working, and what people say under them.By Devin MinChannelsPinterest ads: how to tell what workedPeople plan on Pinterest and buy later. Here’s how to tell if your Pinterest ads are working when the sale comes weeks after the save.By Nazeem AhmedChannelsLinkedIn ads: how to tell what workedBrand teams use LinkedIn for trade audiences, events and partnerships. Here’s how to tell if your LinkedIn ads are working, lead by lead.By Brendon GhaderiChannelsCreator campaigns: how to tell what workedCreator recaps lead with reach and estimated value. Here’s how to tell if your creator campaigns are working, in sales, sign-ups or streams.By Devin Min
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