The science behind media mix optimization - Paul Kovalski (Self Financial)

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What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix.

Questions Paul Answered in this Episode:

• How do you approach your media mix at Self Financial?
• How do you allocate your budget to each channel?
• What criteria are you thinking about when considering new sources of traffic?
• How do you approach creative optimization?
• How do you develop different creatives for different personas and products?
• Any other best practices you’d like to share?

Timestamp:

• 0:46 Paul’s background
• 1:55 What is Self Financial?
• 2:53 Targets for optimizing your media mix
• 4:58 Budget allocations for each channel
• 7:00 Considerations for new sources of traffic
• 9:00 Creative testing for optimizing your media mix
• 13:54 Mindfulness exercise for marketers

Quotes:

(4:13-4:25) “I don’t think there’s any source of truth in data. Some media mix modeling tools would tell you otherwise, but it’s very much an art and science to determine how to spend your budget effectively.”

(8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that’s what I take as the baseline for that channel.”

(9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.”

Mentioned in this Episode:

• Paul Kovalski’s LinkedIn
• Self Financial, Inc.