Few marketers have as strong a grasp of marketing data and KPIs as Ujjwal Dhoot, the CMO at DXL, a multi-channel retailer. Speaking of the term multi-channel, one of the topics in my broader conversation with Ujjwal was how marketers need to break free of a channel-based mentality. The consumer doesn’t think about brand specific to the channel, and some consumers are channel-agnostic.
One fun topic that Ujjwal and I discussed is data scarcity, what to do when you don’t have enough data. As well as what happens when you have bad data and make hypotheses based on correlation, not causation.
In the remainder of the interview, we touched on many topics relating to budgeting, budget allocation, testing, shiny object syndrome, and the importance of teasing out of your data the incrementality of spend at the channel level and often even more granularity than that, even if it means setting up experiments to validate a hypothesis.
Check out the full interview below: