Today we’re getting into how acquisition offers - particularly in pop-ups - can do much more than drive opt-ins. The type of offer you lead with shapes who you acquire, how much they spend, and future LTV. We share examples from the offers we run on our brands, comparing blanket discounts with offers like cashback and second-order incentives, and how those choices impacted retention, AOV, and customer lifetime value.

We also discuss why some offers that looked successful on the surface ended up hurting long-term performance or creating poor customer experiences, and how simple changes led to big lifts in repeat purchase rate. We also touch on whywhy very few teams are testing their pop-ups rigorously, what makes offer testing difficult, and how to build an approach that’s aligned with long-term goals - not just short-term wins.

We also dig into Meta’s recent performance trends, using the latest data from the Haus report. We share what they’re seeing across ASC and manual campaigns, how different optimization strategies are playing out, and why it's getting harder to rely on Meta as a consistent acquisition engine.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠Click here⁠⁠⁠⁠.

Chapters:

00:00 Introduction

02:34 The Power of Cash Back Offers

05:28 Data-Driven Insights on Pop-Up Offers

08:19 Retention Metrics and Customer Engagement

11:06 Testing Methodologies for Pop-Up Offers

14:19 Holistic Approaches to Customer Acquisition

17:14 Innovative Second Order Offers

20:05 Challenges in Optimizing First Touch Points

26:10 Future Trends in E-commerce Offers

35:43 Optimizing Data Reporting and Analysis

38:00 Evolving Marketing Strategies and Cash Back Offers

41:05 Insights from Meta's Campaign Performance Report

44:52 Understanding Incrementality in Marketing

49:04 Navigating Meta's Advertising Changes

54:43 Leveraging Bundle Builders for Increased Conversions

Finance Operators Episode: How CashBack beats discount codes & More with Dan Glazer

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Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Rivo.

https://www.rivo.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In today’s episode, we’re talking channel expansion and diversifying our media mix - when to think about launching on new channels, what to test, and how to approach those decisions with more clarity.

We break down our current media mixes, the journeys that got us here, and the mental frameworks we use to decide what to try next.

We’re also joined by Austin Santino, Client Development Manager at Tatari, who shares his perspective on how DTC brands are approaching TV. He breaks down what it really takes to get started with TV advertising, why it’s more accessible than most brands think, and how Tatari is helping brands treat TV more like a performance channel. We talk about starting budgets, creative expectations, how attribution actually works, and what kinds of brands should (and shouldn’t) be thinking about TV right now.

If you’re thinking about where to go next with your paid strategy, or how to evolve your channel mix beyond Meta, this episode will help you sense-check your timing, avoid wasted spend, and expand with more confidence.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

04:14 Exploring Channel Expansion and Diversification

07:01 Current Media Mix and Strategies

17:16 The Evolution of Media Mix Over Time

25:50 Testing New Channels and Creative Strategies

36:23 Insights from the Media Mix Journey

42:06 Testing and Scaling Ad Strategies

49:15 Creative Diversity and Measurement in Advertising

01:01:04 Navigating TV Advertising: Insights and Strategies

01:12:07 The Evolution of TV Creative: UGC vs. High Production

01:21:25 Final Thoughts on TV Advertising and Measurement

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Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Tatari.

https://www.tatari.tv/?utm_campaign=16263599-Marketing%20Operators%20July&utm_source=marketing%20operators&utm_medium=podcast

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show.

Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data.

If you’re enjoying the podcast, please hit the subscribe button, comment, share and like - it helps us reach more people, get more great guests on the show and keep bringing these episodes to you every week.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠Click here⁠⁠⁠.

00:00 Introduction

06:42 The Role of Discord in Gaming Advertising

09:21 Eric's Journey in the Gaming Industry

19:04 Understanding Freemium Models in Mobile Gaming

26:08 Incentivized Advertising in Gaming

29:55 Understanding Measurement Tools in Advertising

30:24 Deterministic vs. Probabilistic Measurement

33:14 Attribution Models and Measurement Tools

39:16 Geo Lift Studies and Their Application

43:03 Common Sense in Marketing Measurement

54:10 Operationalizing Incrementality Testing

56:25 Understanding Incrementality and Testing Strategies

01:00:33 Navigating the Meta Ecosystem and AI Changes

01:06:40 Signal Engineering and Optimizing for Conversions

01:09:44 Radical Experimentation in Creative Strategies

01:21:55 Breaking Out of Targeting Loops

Meta's AI advertising playbook (with Matt Steiner):

https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/