Growth By Science

🎉Exciting announcement 🎉 We are thrilled to announce that Andrew Covato has joined Lifesight as our Strategic Advisor! Andrew is the Founder and Managing Director of Growth By Science, and is a marketing measurement maven, with previous leadership roles at Google, Meta, Netflix, and Snap Inc. Lifesight is at the forefront of innovation in the measurement space and his extensive experience and deep expertise in measurement and growth strategies will be contribute significantly our product strategy and outcomes for our customers. We can't wait to see the amazing things we'll achieve together. #marketingmeasurements #marketingscience #teamlifesight

It was an honor to join LinkedIn's Nitin Julka and Zane Homsi on their B2B Explorers podcast. B2B marketing has not typically employed the advanced measurement systems many B2C companies have started to dig into. We discussed how B2B organizations may think about more scientific measurement, addressed the power of creative, and brainstormed some ways AI will impact the world of marketing. Thanks so much for having me on, guys! Take a listen to our discussion here: https://lnkd.in/eC-eitPn

Experimentation and MMM: a match truly made in the heavens 💫 : Check out this blog, written with Growth By Science partner, Measured, for some insights on how measurement methodologies work better together than apart! #measurement #adtech #incrementality https://lnkd.in/ecAFBBmp

Measurement and growth consultant and advisor Andrew Covato sat down with Mahesh Jeswani (MJ), SVP of Product at Measured, for a deep dive into automating geo-testing, how to pick an outsourcing vendor, and Measured's new triangulated methodology. https://hubs.la/Q02v2dFH0 #geotesting #marketingattribution

I'm presenting 👨🏫 at Programmatic I/O Las Vegas on May 20-22, 2024! Think you need pixels and data exchange with ad platforms to build a successful growth program? I'm going to show you how great measurement plus an understanding of ad optimization can let you avoid the headaches and dependencies on user-level data. 🔊 About the conference: Keep up with trends and learn the latest in AI, CTV, Commerce Media, data privacy, and attribution and get actionable takeaways for your campaign strategy from the experts and those who are testing and seeing results. Save 💰 $100 on registration below: https://lnkd.in/eDXuY6T7 #PROGIO #adtech #measurement #incrementality

Today’s topic: measurement teams for ad platforms 📱💻 📈Measurement matters for ad buyers and sellers! Ads are everywhere these days as publishers, consumer apps, retailers, and even banks & fintechs have woken up to the massive opportunities that lie in monetizing user data and behavior. Standing up ad tech is already hard—even with great products like Kevel that can accelerate the process. But what’s even harder—especially in the “everything is an ad network” world (per Eric Seufert )—is standing out from the crowd. Ad product go-to-market is often extremely overlooked…and measurement is the foundation upon which a great ads GTM strategy is built. Here is some measurement/GTM advice for new ad platforms: ➡️ Understand your ad buyers: what performance metrics matter, and what is industry standard for assessing them? ➡️ Invest in measurement EARLY to avoid the “chicken and egg” problem: no one buys because there isn’t measurement and there aren’t proof points that can be used to sell, because no one buys. ➡️Remember that the goal of measurement is twofold: highlight wins to help sell, and highlight challenges for the ad tech product team to solve. Both are equally important. ➡️ Someone has solved your measurement problems already (many times) at other platforms. Bring on experts to design your org, or even take on the measurement challenges directly on your behalf. Do not waste cycles and time to market “rediscovering” all the challenges. Our team at Growth By Science has built measurement teams, products, and integrations and supported the ads GTM of platforms like Meta and Snap Inc. We’re currently bringing our experience to several newer ad platforms, and building out measurement-backed go-to-market plans for them. Don’t hesitate to reach out if your organization needs some guidance!

Congrats to Reddit, Inc. on their IPO! Even as a company that has been around a while, RDDT now find themselves living the same storyline we have seen each time a social network has gone public: ➡️ marketers don’t understand it because they don’t use it. ➡️ it’s relegated to “test” ad budgets because it’s new and unproven. ➡️ the ad product lags its competitors. ➡️ there are insufficient proof points and the company lacks the measurement infrastructure to generate them. The scrutiny increases palpably after going public. I joined Meta a year after their IPO, and later joined Snap Inc. just after their IPO in 2017. I have had a front-row seat to the challenges and the pressures faced by newly public companies at the intersection of ads and social. Based on my experiences at those companies, I believe for Reddit to be successful, they must: 🎯lean into the uniqueness of their ad product, and build well-understood, standard measurement around that 🤝encourage and foster a healthy ecosystem around buying/creating ads on their platform ⛔️not try to beat the big players at their own game. 👀 not lose sight of the things that make them special and keep users coming and engaged. I have been a longtime Reddit, Inc. fan, and am extremely bullish on their future.