Jonathan Becker
person on 1 show · 9 statements across 1 episodes
On the record as a speaker too: Jonathan Becker across every show, appearances and statements → this page counts the times other people say the name.
9 statements about Jonathan Becker, every show
Years of experience is an unreliable indicator when hiring performance marketing practitioners
“I've seen people who have, like, 10 years of experience in the industry not be that great, and then I've seen people who have, like, one year of experience be absolutely phenomenal, so I would say that, like, again, like, you know, the years of service under t…”
Thrive uses surprise estimation questions to test agency candidate composure under pressure
“I actually borrowed a Jeff Bezos question from early stage Amazon, where I asked people, You know, without much warning in an interview, I'll ask them whether it's okay to do a bit of a thought experiment together and whether they are comfortable, you know, as…”
Companies pursuing performance marketing should hire in-house expertise before engaging an agency
“The reality is you're going to need expertise and you probably should start in-house and then hire an agency.”
The choice of marketing attribution model directly dictates growth versus profitability outcomes
“It's important to determine whether an organization, a company, a client is focused on profitability or growth. Whether I use one attribution lens or another, Will drive those outcomes.”
Marketing attribution remains a subjective art rather than a permanently solved science
“Attribution as it stands in our industry is still an incredibly subjective art and somewhat of a science. It doesn't mean that it's impossible and it doesn't mean that there aren't varying degrees of sophistication as it relates to attribution, but we're still…”
Use ratio metrics like click-through rate when algorithms serve unequal ad impressions
“Sometimes like the ad serving algorithms, even when we set up a test structurally in that way, we'll serve one ad, you know, a different number of impressions than the other ad, in which case we then have to say, What is a leveling factor that allows us to loo…”
Paid acquisition is highly likely to succeed if other marketing channels work
“If other things work, it is highly likely that paid acquisition will work.”
Lifetime value is a misnomer for early-stage companies lacking operating history
“These abstract concepts like lifetime value, which is difficult because like that's, you know, most businesses are relatively new that we work with. And so the idea of lifetime value is kind of a misnomer. Like they don't know what that is yet, but we have to …”
Becker siphoned tens of thousands from Uber's referral loop via paid search
“Essentially I was using paid search to camp out on their branded keywords. And as people would sign up with my confusingly similar snippet to Uber's organic snippet, I was essentially siphoning off, you know referral credits. So I would get 20 dollars every si…”