Chief Marketing Officer at Philter Labs, Inc.
Website Address: https://philterlabs.com
What services does your company provide?
About Philter Labs, Inc.:
Philter Labs, Inc. is a technology company pioneering small, discrete, science-driven personal filters that eliminate secondhand smoke and smell, all without sacrificing lifestyle.
When it comes to strategy, is it more about the story you tell or your CPM? How does this affect your KPIs either way?
It depends on the campaign. If I’m launching a product, initial focus is on storytelling and by the 2nd and 3rd campaign, I need that CPM to be delivering. It’s about setting up the right KPIS in the beginning of each campaign to measure based on objective.
How important is your content/creative to your programmatic efforts?
Very important. I want my creative to work for me; it’s critical the right messaging is at the core of every asset.
Volume. What does this mean to you? Is Quality vs. Quantity still measurable in the digital space?
Conversion volume is most important to me. Yes, I believe you can still track quality so long as you are precisely targeting your audience and impeccably tracking the results.
What does Data Driven Marketing mean to you?
Data driven encompasses all collection of data from potential and existing customers – ads, surveys, social feedback and product reviews- and using that data to inform your decisions on campaigns and messaging for your products.
You’ve most likely “failed” on your commitment to a client. What did you do about it? Did it make your relationship stronger or break it? On the flip side of that, have you ever “fired” a client?
As Philter Labs, we are the client. My approach with most agencies is to test a small campaign before rolling out something larger. This can sometimes avoid the bigger fallout and loss budget. It’s typically a joint effort on any campaign so most of the time, I evaluate and either decide to continue based on other success within the campaign or I cut my losses and move on.