Andy Nilsen

One question that never gets a good answer: "How is the new creative performing?" It's usually answered with a deck of cherry-picked metrics that can't be compared to anything and won't exist next quarter. Here's a better way, with an AI assist. Pull weekly creative-level data from your media platforms — going back as far as you can. Use conversion rates, not CPA or CTR. Index everything against a baseline of the total of the time period you pulled (X years). Bucket by brand

We've all heard the "creative is X% of marketing impact" stat. Stop citing it. You'll never prove it for your own brand, and trying will cost you more than it teaches you. Just say creative is important and move on. Why? 1. 50% of what? CPA? ROAS? Volume? How are you going to report regularly on how well the creative drove ROAS or leads vs. the media? You won't. The idea that you'd give your creative team a goal of driving some defined amount of ROAS and the media team the b

"The funnel" construct causes more problems than it solves. Try Demand Generation and Demand Capture instead. Demand Generation: Get people who haven’t engaged with your category or brand to do so. Get them into the “store.” Demand Capture: Get people already engaged in your category or brand to buy from you. Get them to the check out. It’s better than funnel stages because: 1. One fewer bucket to debate. 2. It reminds everyone that behavior is the outcome that matters most.