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Molson_Hart's profile
Molson Hart
Molson Hart
Molson Hart
@Molson_Hart

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Molson Hart

@Molson_Hart

CEO at http://amazon.com/viahart . CEO at http://edisonlf.com . I tweet about business, e-commerce, supply chain, health, law, & infrastructure

Austin, TX
Joined July 2015

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    1. Molson Hart‏ @Molson_Hart 22h22 hours ago
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      I am trying to figure out if we should lower our Amazon advertising spend. How do you treat products advertised on Amazon? (If you're curious, see next tweet for what advertising on Amazon looks like)

      5 replies 0 retweets 1 like
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    2. Alec Barrett-Wilsdon‏ @Contextify1 22h22 hours ago
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      Replying to @Molson_Hart

      I'd argue the Amazon SERP is the least obvious / most organic feeling of any ad platforms' How incremental is the spend? Would imagine there's some cannibalization of your Amazon organic volume

      1 reply 0 retweets 1 like
    3. Molson Hart‏ @Molson_Hart 22h22 hours ago
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      Replying to @Contextify1

      Agreed. What's incremental mean lol. Yeah I agree it cannibalizes, but I'm not sure how much. We spent about $360k last two years so it's worth optimizing.

      1 reply 0 retweets 0 likes
    4. Alec Barrett-Wilsdon‏ @Contextify1 22h22 hours ago
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      Replying to @Molson_Hart

      incrementality in short is the marginal volume lift you get per marginal $ of ad spend. You can quantify it by pausing, lowering, and scaling various keywords you're bidding on and comparing the marginal decrease/increase Some data here: http://searchengineland.com/the-data-behind-incrementality-on-amazon-330294 …pic.twitter.com/VggK4ywq4I

      1 reply 0 retweets 1 like
    5. Molson Hart‏ @Molson_Hart 22h22 hours ago
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      Replying to @Contextify1

      Thanks. In short, I don’t know. I haven’t tested.

      1 reply 0 retweets 0 likes
    6. Alec Barrett-Wilsdon‏ @Contextify1 22h22 hours ago
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      Replying to @Molson_Hart

      @ 180k/yr i'd say it's a good use of time to put together an Excel model looking at: topline revenue vs adspend gross margin vs adspend You can get some learnings from past data, just be careful to control for seasonality

      1 reply 0 retweets 1 like
      Molson Hart‏ @Molson_Hart 22h22 hours ago
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      Replying to @Contextify1

      I have that. I just don't turn it on and off. It's hard to do.pic.twitter.com/2XZMHsrRl4

      3:44 PM - 7 Jul 2020
      0 replies 0 retweets 0 likes

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