Why Great Marketers Think Like Data Scientists, with Eric Seufert

When we heard Eric Seufert talk at the Meta Summit we knew we had to have him on the show.Eric is the founder of Mobile Dev Memo and partner at Heracles Capital, and he joins us today for a deep dive into how today’s smartest marketers approach measurement. We unpack the difference between deterministic and probabilistic attribution, why incrementality testing beats last-click reporting, and how to make sense of CAC, LTV, and payback periods across different business models. Eric shares insights on Meta’s evolving AI infrastructure, signal loss, and platform opacity, explaining why a single tool can’t give you the full picture, and why the greatest marketers are the ones that think like data scientists. He also introduces the concept of signal engineering: how to guide automated ad platforms by sending higher-quality signals and intent data.If you’re enjoying the podcast, please hit the subscribe button, comment, share and like - it helps us reach more people, get more great guests on the show and keep bringing these episodes to you every week.Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠Click here⁠⁠⁠.00:00 Introduction 06:42 The Role of Discord in Gaming Advertising09:21 Eric's Journey in the Gaming Industry19:04 Understanding Freemium Models in Mobile Gaming26:08 Incentivized Advertising in Gaming29:55 Understanding Measurement Tools in Advertising30:24 Deterministic vs. Probabilistic Measurement33:14 Attribution Models and Measurement Tools39:16 Geo Lift Studies and Their Application43:03 Common Sense in Marketing Measurement54:10 Operationalizing Incrementality Testing56:25 Understanding Incrementality and Testing Strategies01:00:33 Navigating the Meta Ecosystem and AI Changes01:06:40 Signal Engineering and Optimizing for Conversions01:09:44 Radical Experimentation in Creative Strategies01:21:55 Breaking Out of Targeting LoopsMeta's AI advertising playbook (with Matt Steiner):https://podcasts.apple.com/us/podcast/season-5-episode-23-metas-ai-advertising-playbook-with/id1423753783?i=1000711081020Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/