Analyzing Marketing Data for Intelligent Decision-Making With Nevin Jethmalani
Up Arrow Podcast
· with Nevin Jethmalani
· July 11, 2023
· 57 min
Summary
This episode cuts through the noise of marketing data, offering e-commerce operators a clear path to intelligent decision-making. Nevin Jethmalani, founder of Data Dish, explains how to move beyond vanity metrics and data silos to leverage a Marketing Efficiency Ratio (MER) viewpoint for accurate revenue measurement, improved marketing strategies, and ultimately, greater profitability.
Key takeaways
Prioritize Marketing Efficiency Ratio (MER) over platform-specific ROAS to truly understand your ad spend's impact on total revenue, not just attributed revenue.
Break down data silos by making data transparent across your organization, empowering all teams with the information needed for high-performing marketing campaigns.
Implement post-purchase surveys to gain direct, invaluable customer insights that can inform product messaging and overall e-commerce decision-making.
Focus on measuring repeat customer rates accurately to understand customer lifetime value and inform retention strategies.
Regularly evaluate the difference between attributed and total revenue to get a realistic picture of your marketing channels' effectiveness and avoid over-reliance on platform-reported ROAS. This helps you allocate budgets more strategically.
Leverage tools for custom analytics and data visualization to consolidate disparate data sources, enabling a holistic view for informed strategic planning.
Nevin Jethmalani is an e-commerce consultant and the Founder of Data Dish, a data analytics company that builds custom reports and helps with data visualization. With over 10 years of experience in e-commerce, Nevin consults for brands like Dr. Brandt Skincare, Tusk, and Jamie Foxx's eyewear brand Privè Revaux. Before founding Data Dish, Nevin was the Co-founder and CEO of Looq (previously Notify Nearby). In this episode... Research shows that unstructured data is a challenge for 95% of businesses. While companies have unlimited access to data, few can leverage it to improve marketing strategies, productivity, and profit. Firms often analyze incomplete, inaccurate, or disparate data sources, reducing their abilities to merge the information for intelligent decision-making. How can you gain real insights into data? According to e-commerce expert Nevin Jethmalani, data silos limit management teams' access to information required to create high-performing marketing campaigns. He recommends making data transparent to the team to enable thoughtful and intelligent decision-making. In this episode of the Up Arrow Podcast, William Harris hosts e-commerce consultant and Founder of Data Dish, Nevin Jethmalani, to discuss how e-commerce businesses can measure marketing metrics accurately. Nevin examines the drawback of information silos, why you should analyze data from an MER perspective, and how to choose the precise metrics. He also shares marketing strategy tips, his favorite tools, and how Data Dish helps companies obtain insights using custom analytics.
Frequently asked about this episode
What does this episode say about analytics & attribution?
Prioritize Marketing Efficiency Ratio (MER) over platform-specific ROAS to truly understand your ad spend's impact on total revenue, not just attributed revenue.
What does this episode say about paid acquisition?
Break down data silos by making data transparent across your organization, empowering all teams with the information needed for high-performing marketing campaigns.
What does this episode say about customer retention?
Implement post-purchase surveys to gain direct, invaluable customer insights that can inform product messaging and overall e-commerce decision-making.
What does this episode say about founder & leadership?
Focus on measuring repeat customer rates accurately to understand customer lifetime value and inform retention strategies.
What does this episode say about analytics & attribution?
Regularly evaluate the difference between attributed and total revenue to get a realistic picture of your marketing channels' effectiveness and avoid over-reliance on platform-reported ROAS. This helps you allocate budgets more strategically.
