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PODCAST

The Hypothesis

The Hypothesis is a biweekly show where industry experts debate and discuss growth marketing approaches, digital advertising tactics, measurement plans, plus creative and growth strategies. Prefer video? Check out the recording of the show on YouTube every two weeks at https://www.youtube.com/@ThriveDigitalMarketing

business marketing

All Episodes

41:11

E-commerce measurement is complicated

The Hypothesis ·

2025/10/01

Measuring e-commerce success isn't just about ROAS. In this episode, we break down why the most sophisticated e-commerce marketers look far beyond return on ad spend. We explore the relationship between customer acquisition cost and lifetime value, why different business models require completely different KPI strategies, and how to avoid the common traps that waste budget during critical periods like Black Friday. You'll learn: Why a 20x ROAS campaign might be less valuable than a 2x ROAS ca...

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46:43

What e-commerce marketing leaders should do in their...

The Hypothesis ·

2025/09/16

In this episode of The Hypothesis, Thrive's data and strategy experts Eric, Madeline, and Phil break down what new e-commerce marketing leaders should actually do in their first 90 days. Spoiler: it's not about making big changes immediately. Key takeaways: Why listening beats fixing in your first 90 daysHow to build relationships with finance (and why it matters)The dangerous assumptions marketers make about "similar" productsFramework for evaluating inherited teams and agency partnershipsD...

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43:24

Ad targeting isn’t very precise

The Hypothesis ·

2025/03/05

In this episode, we challenge the assumption that ad targeting is as precise as marketers believe. We discuss the pitfalls of audience segmentation, the over-reliance on machine learning, and the growing importance of creative in a world where targeting is becoming less effective. For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/ Want to learn more about growth marketing or get help on your next performance projec...

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46:56

Answering your biggest performance marketing questions

The Hypothesis ·

2025/02/05

Performance marketing is constantly evolving, and we know you have questions. In this special Q&A episode, we took your questions about performance marketing, from AI’s impact to reporting best practices and answered them in this wide-spanning conversation. Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms! Website: https://thrivedigital.com/ LinkedIn: https://www.linkedin.com/company/thrive-digital/ Instagram: ...

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31:20

Founders series: lessons in resilience and marketing...

The Hypothesis ·

2025/01/15

In this episode, we dive into Kirby Winfield of Ascend VC’s entrepreneurial journey and the lessons learned from building businesses and working in venture capital. We discuss the importance of resilience, early-stage marketing, and why simple, consistent strategies can drive big results.Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn: https://www.linkedin.com/company/thr...

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37:59

Is your landing page hurting ad performance?

The Hypothesis ·

2024/12/11

In this episode, we dive into the nuances of landing pages—what they are, what they should do, and how to avoid common pitfalls. We also discuss whether content should be gated, the balance of personalization, and why every marketer should prioritize clarity above all else.Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn: https://www.linkedin.com/company/thrive-digital/Ins...

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45:20

Attribution is overrated

The Hypothesis ·

2024/11/27

In this episode, we dive into the complexities of attribution in marketing. What does it really mean? How can marketers assign value to their activities amidst flawed data and imperfect systems? Join us as we break down the concepts, discuss common pitfalls, and explore better approaches to measuring marketing effectiveness.Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn:...

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32:36

If Meta doesn’t work for you, it’s your fault

The Hypothesis ·

2024/11/13

In this episode, we dive into the common mistakes marketers make when running Meta ads and how to correct them. From creative testing to campaign objective misalignment, we discuss the nuances of effective ad strategy on Meta’s platform. Tune in to learn about the best practices for ad measurement, the strategic use of various ad formats, and optimizing for both e-commerce and B2B audiences.Want to learn more about growth marketing or get help on your next performance project? Connect with us...

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35:31

Search is dying

The Hypothesis ·

2024/10/30

In this episode, we discuss the evolving landscape of search and address the misconception that search is dying. Learn about search advertising strategies, the importance of local search optimization, search data for insights, keyword structures, comparing SKAGs vs keyword themes, and the role of automation in search campaigns.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketi...

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55:25

Your Black Friday/Cyber Monday sales could be better

The Hypothesis ·

2024/10/16

Episode 11: Your Black Friday/Cyber Monday sales could be betterFrom poor planning to neglecting post-event strategies, in this episode we cover the most common pitfalls of planning big sales events and how to avoid them. Listen now to hear our thoughts on planning, executing, and measuring success during these critical retail moments.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth...

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40:27

Performance creative should be journey-based

The Hypothesis ·

2024/09/11

In this episode, we talk about why creative messaging should go beyond buy now, how to create an emotional bond with your consumers, where you need to place these ads, and tailoring for each channel.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedI...

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47:58

We’re making budget cuts worse than they already are

The Hypothesis ·

2024/08/28

In this episode, we discuss why marketing teams should always be looking for places to make their ad budget more efficient, how bottom of funnel is not the solve for every problem, methodologies behind effective spend reductions, and why you should be working with other departmentsWant to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn: https://www.linkedin.com/company/thrive-dig...

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40:15

You’re wasting your marketing budget

The Hypothesis ·

2024/08/14

Episode 8: You’re wasting your marketing budgetIn this episode, we define waste vs learning, why trusting automation too heavily leads to more waste, how the wrong KPI’s and targets incentivize waste, and more.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital....

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50:14

Ugly ads are better than polished ones

The Hypothesis ·

2024/07/31

In this episode, you’ll learn how we define ugly creative, what pattern interrupt is, how to harness more unconventional creative in your ad program, and why ugly creative is so useful.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn: https://www...

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41:07

Automation is taking advantage of marketers

The Hypothesis ·

2024/07/17

In this episode, we tell you what exactly advertising automation is, where we think it goes wrong, how it takes advantage of busy marketers, how we use it, where we test to ensure its effectiveness, and more. For show notes, visit https://blog.thrivedigital.com/automated-campaigns-take-advantage-of-marketersWant to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://thrivedigital.com/LinkedIn: https://www.link...

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35:43

When to expand advertising beyond Google and Meta

The Hypothesis ·

2024/07/03

Episode 5: When to expand advertising beyond Google and MetaIn this episode, we discuss why so much ad spend goes into these two channels, how to better optimize them to get the most out of your investment, what di-worsification is, why and when to start considering new channels, and where to expand.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketing or get help on your next ...

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45:01

Marketers should be taking more big swings in their...

The Hypothesis ·

2024/06/18

In this episode, we talk about what big swings in advertising are, what marketers lose when they play it too safe, how to take calculated big swings, finding the right opportunities and budget, getting team buy-in, and more.For show notes, including links to the video, more content, and additional resources, please visit https://thehypothesisshow.com/Want to learn more about growth marketing or get help on your next performance project? Connect with us on our other platforms!Website: https://...

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44:23

Is incrementality is the only marketing metric that...

The Hypothesis ·

2024/06/05

Episode 3: Incrementality is the only marketing metric that mattersIn this episode, we delve into the challenges and considerations of incrementality as a primary measurement for marketing success. This chat includes discussions on seasonality, how long these tests take to conduct, and the level of sophistication required for different advertising programs. We also talk about how to start adding incrementality tests into your reporting and where other forms of measurement go wrong.For show no...

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39:18

In-platform reporting doesn’t show business results

The Hypothesis ·

2024/05/22

In this episode, we discuss the usage and limitations of in-platform reporting for measuring marketing effectiveness. Learn about using platform data for day-to-day decision-making, the potential misinterpretation (or intentional manipulation) of in-platform metrics, the over-reactivity to in-platform metrics, and the limitations of platform reporting in estimating the impact on the business.For show notes, including links to the video, more content, and additional resources, please visit htt...

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37:55

Is the marketing funnel still relevant?

The Hypothesis ·

2024/05/07

Episode 1: Is the marketing funnel dead?This episode explores the limitations and challenges of using the marketing funnel in today's digital landscape. Learn how marketers are currently using the funnel in ad planning and lead generation, where the funnel goes wrong, how marketing teams should be using the funnel, and where we believe this will be in 5 years. For show notes, including links to the video, more content, and additional resources, please visit http://thehypothesisshow.com/Want t...

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20 results

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