The post-attribution playbook: Eric Seufert on fixing measurement and scaling growth

Eric Seufert, a quantitative marketer and media strategist, shares insights on optimizing return on ad spend (ROAS) for app marketing in a Sub Club podcast episode. He advises against diversifying ad spend just for the sake of diversity, recommending instead a strategic allocation using a waterfall method that maximizes each channel until it meets the ROAS threshold, thereby minimizing overhead and complexity. Seufert identifies measurement disorganization as a major pitfall for growth teams, suggesting the need for a coherent measurement plan that satisfies all stakeholders. He emphasizes the importance of identifying losing creatives quickly to optimize ad spend, advising a methodical increase in ad spend based on data-driven insights and tracking ROAS across various cohorts. The podcast episode covers these topics in detail, offering actionable advice for app marketers looking to enhance their strategies.