How to Spot a Good Marketer in 2022 - Russ Macumber, Impressive Digital

KEYNOTE
ATLANTA, GA ~ JUNE 30 - JULY 1, 2022
DIGIMARCONSOUTHEAST.COM | #DigiMarConSoutheast
Russ Macumber
GENERAL MANAGER
IMPRESSIVE DIGITAL
How to Spot a Good
Marketer in 2022

How to spot
a good marketer in 2022
With Russ Macumber
impressivedigital.com

What are we
covering?
Definitions
Timeline of attribution
iOS Killed The ROAS Star
(Facebook)... or did it?
How to spot GREAT marketers

Marketing attribution = Identifying
the specific actions a consumer
takes to learn about your brand and
buy your product
Definitions…

Cookies = Packages of data from a
website that is stored within a web
browser that the website can
retrieve at a later time
Definitions…

MER = Marketing Efficiency Rating…
or “blended” ROAS.
Total revenue divided by
total ad spend
Definitions…

Why do you need to know this stuff?
Marketers are about to go back in
time… is your marketing team
prepared?
The
WHY…

"Half the money I spend
on advertising is wasted;
the trouble is I don't know
which half."
John Wanamaker
US Department store merchant (1838-1922)

Attribution…
Not a new thang

Timeline of Attribution
1950s-1970s = Marketing mix models (MMM)

1980s-1990s = MMM meets big data (and online is coming)

With less exact data points…
The best marketers in the pre internet era were…
*Curious
*Brave - not afraid to try and fail
*Experimental
*Creative
*Innovative
*AGILE

2000s-2012 = Cookies were designed to improve UX…
advertisers really start to capitalize on their
commercial potential

2012-2020 = Facebook goes all in on mobile…
eCommerce sales start steep incline
Cookies, Cookies, everywhere… what a time to be
alive!

2020 = Apple no likey cookies any more

2023 = Google (Chrome) is scheduled to sunset third
party cookies

So what, Russ?
Cookies have been the the golden bullet many
mediocre digital marketers have built their reputation
on
Decisions based on more than just data will have a
HUGE impact on your bottom line moving forward

But… consumers gonna consume!
According to eMarketer data released earlier this
week, US spend is set to exceed $1 trillion in 2022
Growth of 9.4% over 2021

Facebook helped propel eComm
So did Apple/iOS removing 3rd party cookies reduce
Meta’s relevance completely?

iOS14 killed Facebook ROAS
Rewind to 2020
iOS14 is released in September
Facebook’s default attribution changed in Q1 2021
Thousands (millions?) of businesses looked at the
new numbers and pulled FB spend

So yeah… it looked really really bad…
Pre and post iOS 14.5 data
● Pre-iOS Facebook ROAS (Feb.-Apr. 2021): 2.13
● Post-iOS Facebook ROAS (July-Sept. 2021): 1.42
● Pre vs Post Facebook ROAS %-change: -33.53%
iOS 14.5 Effect on Facebook Reported ROAS:

But in reality…
Pre and post iOS 14.5 data
iOS 14.5 Effect on Marketing Efficiency Rating:
● Pre-iOS MER (Feb.-Apr. 2021): 6.92
● Post-iOS MER (July-Sept. 2021): 6.53
● Pre vs Post MER %-change: -5.67%

Meaning…
Only the reporting has changed
Performance, largely, has not

What Should eComm Brands Do?
● Verify your domain in Facebook Business Manager
● Set-up & Prioritize Aggregated Events Management
● Integrate Facebook’s conversion API (CAPI) with your
Shopify Store
● Establish your own historical attribution benchmark
(specific to Meta)

That’s nice Russ… but so what?
● Great talent is hard to find
● In the past 3 months I’ve screened over 200
candidates, interviewed 20+, and hired 5
What are the common traits I’m looking for?

What do I look for in a GUT marketer?
Experience across a range of brands and customer
personas

Understand best practice but confident enough to freestyle

Does not blindly follow the data

Asks lots and lots of questions

They have generated results from Meta in 2021-2022

Talks “blended ROAS” or MER

Understands the value of “hockey assists” - ie.
assisted conversions

Naturally curious and experiment focused

Has spent their own dollar on ad spend

To sum it up…
● Creative thinkers
● Broad range of experience
● Data driven but not data-obsessed
● Inquisitive… loads of questions
● Talks MER/blended ROAS - $-in vs $-out
● Curious and experiment focused
● Bonus points if they’ve owned their own eComm
store and invested in ad spend

Hat-tips!
Digital Marketing Institute
Erin Mullaney
American Marketing Association
eMarketer
And for the real marketing nerds, lots of good reading here…
https://commonthreadco.com/blogs/coachs-corner/facebook-ads-ios-14-ecommerce
https://www.districtm.net/blog/the-cookie-the-history-of-online-footprints/
https://en.wikipedia.org/wiki/Marketing_mix_modeling
https://qz.com/2000350/the-inventor-of-the-digital-cookie-has-some-regrets/
https://www.seerinteractive.com/blog/facebook-attribution-changing-2021/#:~:text=Last%20month%20Facebook%20announced%20that,pushed%20to%2
0Q1%20of%202021.

Have some burning questions you need answered?
russ@impressivedigital.com
Or search for
Russ Macumber
On LinkedIn

Thank you!

How to Spot a Good Marketer in 2022 - Russ Macumber, Impressive Digital

How to Spot a Good Marketer in 2022 - Russ Macumber, Impressive Digital

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