EP318: Performance Marketing - A Modern Optimisation & Measurement Framework, with Vervaunt Co-founder Josh Duggan

This podcasts explores the evolution of performance marketing in 2025 with Josh Duggan, co-founder of award-winning agency Vervaunt. With over 14 years of experience, Josh shares his expertise on how digital marketing optimisation has changed, focusing on measurement and the impact of new technologies.Key reasons to listen:Expert insights: gain valuable knowledge from Josh, who has worked with globally recognised brands like Doc Martens and Mulberry. Latest trends: understand the current trends in performance marketing, including the shift towards profitability and the importance of data-driven decisions.\Technology advice: learn about Northbeam's new deal with Google, providing 30-day impression data, a game-changer for marketers.Key discussion points:The evolution of Black Friday from a weekend event to a month-long shopping period. The importance of measurement tools like Triple Whale and Northbeam in understanding customer journeys and optimising ad spend. The role of geo-based testing in enhancing brand awareness and measuring incremental ROI. Strategies for leveraging customer lifetime value (LTV) to drive profitability. The significance of aligning KPIs across teams to ensure cohesive marketing strategies.Josh emphasises the need for brands to focus on tangible profitability and to use 3rd party tools effectively. For example, with the introduction of Northbeam's 30-day impression data, marketers can now gain deeper insights into customer interactions, paving the way for more informed decision-making.Tune is for your roadmap to navigating the complexities of digital marketing. Chapters:[00:30] Introduction to Performance Marketing Trends[03:15] Black Friday Insights and Retail Trends[06:05] Shifts in Consumer Behaviour and Discount Strategies[09:50] The Importance of Measurement in Marketing[12:30] Evolution of Measurement Tools and Technologies[15:25] Understanding Customer Lifetime Value (LTV) and CAC[18:35] Geo-Based Testing and Incrementality[21:10] The Role of Third-Party Tools in Measurement[24:20] The Future of Measurement in Performance Marketing