Lucas Darway
Marketing Analytics Manager at Webstaurant Store
Website Address: webstaurastore.com
Each week on “More to Digital”, our host talks to digital marketing experts across the country. This week, our host speaks with Lucas Darway from Webstaurant Store.
To learn more, check out webstaurastore.com.
What is the biggest change in marketing that you see coming in the next 2 years?
First Party data enablement. Advancements in in-house marketing automation capabilities.
What is one tip that you would give when it comes to digital marketing?
Build your modeling, reports, and analysis to feed insights and strategy around an expert Analytics Engineering team.
What are the major challenges that you (and/or other advertisers) face today?
Retaining new customers, adapting new technologies, developing a much much wider and more technical skillset amongst analysts, balancing data sharing with combatting reactive requests, and proving the importance and success of advertising.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
With little appetite for awareness marketing, our paid media team is iteratively testing CTV and Video ads while trying to educate leadership on why Revenue isn’t the right metric of success. DMA testing has become a more critical priority since launching.
What are the most effective advertising tactics and/or media for your company?
Shopping, remarketing, and intent
