Show notes
Cody Ryan is the Vice President of Growth Marketing at Ibotta, an app that gives users cashback on things they’ve already purchased.Questions Cody Answered in this Episode:How valuable is the MBA? Do you find that you’re leveraging in your job responsibilities?How difficult was it to educate the market on why people should use Ibotta?As a performance marketer, are you tracking the effects of sponsoring the New Orlean Pelicans?What does one point of brand awareness mean? How does that manifest on your end?What systems do you have in place for measurement, or to determine if something is a viable channel for you?At Ibotta, have you invested more heavily into things like data science and marketing analytics to help power what you’re doing?What’s something that’s within the 10% that worked much better than you thought it would?Timestamp:4:19 Cody’s professional background10:15 What is Ibotta? Getting brands on board with the product15:07 Tracking uplift of being an NBA Sponsor of the New Orlean Pelicans17:38 The 70/20/10 philosophy20:30 Measuring uplift, calculating testing risks27:56 Where we’re investing to grow our business31:47 Surprising growth marketing results with TVQuotes:(17:54-18:02) “What we’ve done as an approach as a team is we carve off a certain percentage of our budget to just try things that could be moonshots.”(20:37-20:58) “We try to do across the business is have our teams understand one percentage point increase in activation rate is worth X million dollars in gross profit or adjusted revenue or whatever your topline metrics are; because it helps ground people in small incremental improvements make big impacts on the business.”Mentioned in this Episode:Cody Ryan’s LinkedInIbotta
