​Acquisition for growth marketers

​Direct to Consumer ecommerce channel workshop for performance and paid media pros, or operators with decision-making authority over ad spend.

Learning agenda will be adapted to who is in the room, facilitated by Patrick Scott Pitman of Frankly eCommerce and Hal Smith of H Street Digital.

Lunch Q&A with Rabah Rahil, Chief Marketing Officer of Tie, sponsor of the workshop.

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​Workshop topics

​1. Strategy:

​a. How do you distinguish a media-buying problem from an offer, creative, website, or business-economics problem?

​b. What does a healthy working rhythm between media buyer, creative strategist, and account strategist and brand look like?

​c. Which leading indicators expose delivery problems before the brand's account misses KPI or team loses confidence?

​d. How do you establish target nCAC using first-order contribution margin, observed repeat purchases, and an acceptable payback period?

e. How do you judge whether the next increase in spend is profitable when the account’s average performance still looks good?

​2. Creative:

​a. How to create a persona matrix

​b. How to create and implement a creative testing strategy

​c. How to measure creative winners

​d. When to pause ads, when to scale ads

​3. Media Buying

​a. New or underutilized channels (AppLovin, Snapchat, Reddit, ChatGPT)

​b. Signal engineering (nCAC, contribution margin, pLTV)

​c. AI campaign settings (Google AI Max, Meta AI features )

​d. Meta whitelisting/partnership ad strategies

​4. Scaling

​a. Creative testing volume based on ad spend

​b. How frequently refresh creative (Meta, TikTok, YT)

​5. AI 

​a. What automations are you creating?

b. What agents are optimizing and reporting?

​c. What AI platforms/tools are people using?

​Why participate in Frankly eCommerce workshops?

​Perspective

​Your opportunities or problems can be better understood when you have the perspective of others in a similar role. Prioritize with a new perspective gained from learning how companies like yours are operating.

​Collaboration

​Bring ideas, questions, examples and we'll consider them together with our shared experience. Growth and mid-market brands with sufficient order volumes to draw conclusions.

​What's working now

​In the weeks leading into BFCM, you want every advantage. Is there something new, or something old, that's delivering results now? Join a discussion among peers.