This document discusses 7 ways companies can fail fast and learn faster to drive ROI online. They are: 1) lacking clear, measurable goals; 2) not having a test and learn approach; 3) not investing in and using first party data; 4) measuring just cost per view/click without considering lifetime customer value; 5) not leveraging creative elements fully; 6) not trusting automated optimization tools; and 7) not knowing when to bring marketing efforts in-house. The document encourages setting weekly goals, continually testing and measuring campaigns, segmenting customers based on first party data, optimizing creative elements, and using automated tools to optimize budgets and targeting.

1. Teachable Moments:
Failing Fast, Learning Faster
to Drive ROIOnline
Hedy Payghambari
Director, Media

2. “The only source of
knowledge is experience.”
-AlbertEinstein

3. “The only source of
knowledge is experience.”
-AlbertEinstein
These opinions are my own and not of my employer’s.

4. Portland
3 worlds
Oregon fan
First job….
Cars to ‘za

5. 40 years of
take ‘n’ bake
5th biggest
chain

6. NW roots
37 states
1324 locations

7. “The only source of
knowledge is experience.”
-AlbertEinstein
Our fresh pizza.Your oven.

8. “The only source of
knowledge is experience.”
-AlbertEinstein
Our fresh pizza.Your oven.
Scratch made pizza experience at home without the mess.

9. “The only source of
knowledge is experience.”
-AlbertEinstein
7 ways to fail & learn fast to drive ROI

10. Lacking clear,
aggressive,
measurable goals
#1
New Customers
Online CPT
Metrics YoY Growth Actual to Goal
+153%
-22%
72%
-10%

11. Lacking clear,
aggressive,
measurable goals
#1 Clear goals + weekly measurement = success
Measurement= transparency, accountability &
empowerment.

12. Not having a test
& learn approach
#2
Identify opportunities to test towards goals
Measure, learn, repeat
Celebrate!
you

13. Not having a test
& learn approach
#2 10,000+ iterations
Audience
Ad Unit
Spend
Creative
Offer Cadence
Tools
Price Points
Campaign
Structure
Location

14. Not investing
in & using first
party data
#3 Brands that can access and act on their first party data will win.

15. Not investing
in & using first
party data
#3
 Identify segments and speak to them differently:
 Regular customers
 Lapsed customers
 New customers
 More scalable than social retargeting, LAL, etc.
 50% reduction in media costs

16. Measuring
just the
CPV/CPT
#4
Analyze annual customer value to measure channel ROI
MOCK NUMBERS
Facebook
Instagram
CPT
$4
$6
Frequency
4.9
6
Annual
Value
$73
$90

17. Not leveraging
creative to its
fullest
 49% ad performance is influenced by creative
 Costs fluctuated up to $15
#5

18. Not leveraging
creative to its
fullest
 Not all creative parts are equal
 People don’t want to see people
 Ads are like selfies. Angles matter.
 Not all ad units work
#5

19. Not trusting
the robots
#6
Work smart. Not harder:
 Campaign budget optimization
 Dynamic content
 DMA vs store targeting

20. Not knowing
when to go in-
house
#7

21. “The only source of
knowledge is experience.”
-AlbertEinstein
Thank you!