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Marrying Data & Storytelling in Growth Marketing | Patrick Moran (Robinhood, Netflix, Spotify)
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In this episode of Growth Talks, host Krystina Rubino interviews Patrick Moran, Head of Growth Marketing at Robinhood. Patrick dives into the distinctions between brand marketing and brand advertising, highlighting the crucial integration of data and storytelling for establishing successful growth strategies.
He shares practical insights on optimizing channel performance, identifying diminishing returns, and diversifying spend—and explores when and how you should use sophisticated measurement frameworks like media mix modeling (MMM).
🗝️Key Takeaways:
- Brand marketing involves a holistic approach to shaping the brand's presence and identity. Brand advertising is a tactical application of paid media to communicate the brand to targeted audiences.
- Successful growth strategies must integrate quantitative analysis and compelling brand narratives.
- Using spend curves and adjusting for seasonality in channel performance can help identify when channels hit diminishing returns.
- Employing sophisticated measurement frameworks like media mix modeling (MMM) and match market testing is key in accurately assessing the impact of marketing efforts.
- You can’t just follow a playbook. Instead, apply frameworks to dIfferent companies and stages to develop customized growth strategies.
- Onboarding and activation serve a critical role in improving LTV and reducing churn.
⏰ Timestamps
00:00 - Introduction: Krystina Rubino introduces Patrick Moran
01:30 - Defining growth marketing vs brand marketing vs brand advertising
06:14 - Role of brand advertising in creating demand
13:04 - Measurement approaches for multimedia campaigns
18:10 - How to know when you need to diversify your channels
23:00 - A/B Test: short form vs long form, coffee vs tea, board games vs video games
27:00 - When companies should invest in brand building
36:41 - Why Patrick focuses on consumer vs B2B
39:46 - Patrick’s growth non-hack and conclusion
#GrowthMarketing #BrandStrategy #Storytelling #DataDrivenMarketing #PerformanceMarketing #DemandGeneration #MeasurementFrameworks #MarketingInsights.
🔗 Mentioned in this episode
Robinhood: www.robinhood.com
Netflix: www.netflix.com
Spotify: www.spotify.com
Yik Yak: www.yikyak.com
Reforge: www.reforge.com
Spring Health: www.springhealth.com
Duolingo: www.duolingo.com
Ipsy: www.ipsy.com
Notion: www.notion.co
HubSpot: www.hubspot.com
Wayfair: www.wayfair.com
👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc
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