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It’s said, “The more things change, the more they stay the same.” Oh really? In today’s mobile-marketing world, it’s more like, “The more things change, the more you need to be ready to change with them.”
“Because we have a really strong team, we want to empower them and make them feel confident they can test out new ideas — we encourage that. When some things fail, that’s fine — we celebrate that. We live by the mantra that you win or you learn,” says Bob Sherwin, Wayfair's vice president of direct marketing. “A good baseball batting average we think is a good win rate for any test we’re running.”
To achieve that, Sherwin says Wayfair has “a bias for doing things in-house.” For instance, by building platforms in-house, they’re free to tailor everything for their specific purposes, as well as customize when it’s suitable — or necessary. It’s helped his team to “really understand how these marketing channels work.”
“It allows us to innovate and pivot when the underlying customer behaviors are changing,” Sherwin explains. “It’s enabled us to be much more nimble.”
Hear more from Sherwin, as well as Match's head of mobile and social acquisition and the CEO of Orion Labs at our most recent edition of Masters of Mobile Data. Listen now! |
