Roy Steves
Co-Founder & CEO at StatBid
Website Address: StatBid.com
“More 2 Know” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Know” is the place to go for tips, tricks and entertaining quips to take your business to the next level. This week, our host interviews Roy Steves from StatBid.
To learn more, check out StatBid.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Technology is outpacing education. You can’t use machine learning to get around the implications of sample size, for example, and lots of marketers are assuming more than they should about what their data is telling them. As a result, we’re entering a new era of snake oil sales in digital marketing.
What are the major challenges that you (and/or other advertisers) face today?
Automation deployed by marketing platforms is making everything more and more of a black box. As platforms claw back data, marketers need to be more and more careful how they’re interpreting what they’re seeing.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
Very little–we focus on search marketing, so our efforts are focused where the prospective shopper is actually shopping (or researching), rather than doing other stuff, like watching streaming shows.
What tactics do you find to be the most effective in getting your message or your customers’ message heard?
Two things. First, follow the math. Human intuition is the enemy of statistical rigor. Second, there are very few silver bullets out there, so use a lot of lead ones. Little improvements over time move mountains, while many marketers overlook those opportunities.
