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In this issue: January benchmark data, taking Mother to dinner, and the ruthless creative gauntlet before Memorial Day. ☃️

This week in data

Valentine's Day is looking hit or miss. This holiday is mostly reserved for the most expensive restaurant in your town, not DTC consumables on discount. So don't feel bad if your aspirational Valentine's campaign fell flat. The next big marketing moment, Mother's Day, is also a restaurant holiday. So now's a good time to test creative as consumer buying momentum slowly grows by the day toward the next real promo period: Memorial Day. 
 

So begins the sprint toward spring. There's no big shopping holiday between here and there. After Memorial Day the tentpoles come hot and heavy: Father's Day (less restaurants, more gifts), The 4th of July, and Prime Day, then we're in ecomm summer. 

Now's the time for you to establish this year's creative winners. Conversion performance is tough now. Ads that succeed in this environment will wildly outperform come Q4. There's 52 weeks a year, and most creative tests need to run for two weeks minimum. So as always, test, test, test.

And maybe, try looking at your ad performance through a new model? 👇

Are you using Clicks + Deterministic Views yet?

I suspect not, given how many of you were asking me how it works during the Operators Growth Summit. (Stay tuned for replays of that btw.) 

We got together all the major ad platforms on a webinar `and chatted with them about the future of measurement. Hint: it's more than just last-click. Clicks + Deterministic Views is gonna revolutionize how you study your Snap, Pinterest and TikTok ads. Time to get on board. 

Watch the full webinar on our YouTube now. 

☃️ January 2026 performance benchmarks are in. The gap widens between scrubs and the top performers. Where do you fit in?

🚀 ICYMI: Northbeam Incrementality is here. Sign up now to join the future of incrementality. 

🗳️ Are you an agency? Take this survey from Andrew Foxwell and maybe win $1000. Tell us how your year is going.

🍊 Why new customer ROAS matters more than blended ROAS. Like my grandpa used to say: don't gaze at your navel when there's oranges to be picked.

🚨 JOB: Head of Growth / Javvy Coffee / Remote: join the best marketers in the game, $5m budget, and freedom to make infinite scale happen. This is one of the most exciting roles we've seen in a while. 

🚨 JOB: Kuiu / Planning Director + Apparel Planner / Dixon, CA: this rapidly-growing apparel grand is seeking some experts. Contact garry@kuiu.com for more deets.

🚨 JOBS: Comfrt is hiring a ton of marketing specialists. Great opportunities at a rapidly scaling business we love. 

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