The hamster wheel framing nails it. That 80% overspending stat on performance media is wild but not surprising if youve worked with brands trying to crack China. I ran into this exact dynamic with a beauty brand last year where Douyin drove traffic but the incrementality was basically zero. The pivot to MMM makes sense tho, especially when proving whats actually moving the needel vs just maintaining baseline.
Thanks for sharing some real-life experience — it’s always helpful for readers to hear others are seeing the same patterns. That beauty brand example is a great illustration: plenty of traffic, but almost no incrementality. And yes, that’s exactly where MMM earns its keep.
Thanks for sharing some real-life experience it’s always helpful for readers to hear others are seeing the same patterns. That beauty brand example is a great illustration: plenty of traffic, but almost no incrementality. And yes, that’s exactly where MMM earns its keep.
The hamster wheel framing nails it. That 80% overspending stat on performance media is wild but not surprising if youve worked with brands trying to crack China. I ran into this exact dynamic with a beauty brand last year where Douyin drove traffic but the incrementality was basically zero. The pivot to MMM makes sense tho, especially when proving whats actually moving the needel vs just maintaining baseline.
Thanks for sharing some real-life experience — it’s always helpful for readers to hear others are seeing the same patterns. That beauty brand example is a great illustration: plenty of traffic, but almost no incrementality. And yes, that’s exactly where MMM earns its keep.
Thanks for sharing some real-life experience it’s always helpful for readers to hear others are seeing the same patterns. That beauty brand example is a great illustration: plenty of traffic, but almost no incrementality. And yes, that’s exactly where MMM earns its keep.