Aaron Zagha, CMO at Newton Baby, shares his unique perspective on performance marketing, emphasizing a finance-trained approach to attribution and growth. This episode is a must-listen for ecommerce operators looking to scale spend intelligently, optimize their channel mix, and build a data-driven marketing team.
Key takeaways
Implement incrementality testing to accurately guide your marketing spend, moving beyond last-click attribution.
Diversify your marketing channels beyond Meta; explore platforms like Pinterest for potentially untapped customer segments.
Prioritize statistical significance in CRO testing; if your volume is low, focus on making bold, impactful changes rather than minor tweaks that may never reach significance.
Onboard new marketing hires with a focus on core analytical principles and a skepticism towards conventional attribution models.
Understand that not all site visitors are influenceable; tailor your CRO efforts to genuinely undecided customers.
On this episode of Honest Ecommerce, we have Aaron Zagha. He is the Chief Marketing Officer at Newton Baby, the largest D2C company in the baby sleep category. With a background in investment banking and past experience leading international Ecommerce at Teleflora, Aaron brings a data-driven lens to scaling high-trust consumer brands.
We talk about driving sales with offer and positioning, auditing channel mix to unlock growth, measuring performance with GeoLift tests, and so much more!
Frequently asked about this episode
What does this episode say about attribution modeling?
Implement incrementality testing to accurately guide your marketing spend, moving beyond last-click attribution.
What does this episode say about channel diversification?
Diversify your marketing channels beyond Meta; explore platforms like Pinterest for potentially untapped customer segments.
What does this episode say about cro & testing?
Prioritize statistical significance in CRO testing; if your volume is low, focus on making bold, impactful changes rather than minor tweaks that may never reach significance.
What does this episode say about performance marketing?
Onboard new marketing hires with a focus on core analytical principles and a skepticism towards conventional attribution models.
What does this episode say about team leadership?
Understand that not all site visitors are influenceable; tailor your CRO efforts to genuinely undecided customers.
