Adam Lovallo - Thesis

YoY Analysis of Facebook Reach Costs+CPCs For A Basket of 10 US Subscription eComm Brands

I've spent a fair amount of time so far this year doing ad hoc analysis of year-over-year January performance for a handful of subscription ecomm brands. To make sure I

How We Audit Paid Search Accounts #1: Search Term Efficiency

Thanks to my work with Thesis, I have the opportunity to regularly audit paid search accounts from various ecommerce/D2C and lead gen brands. Over the years, I've developed a

Privacy’s Impact on Facebook Performance

Privacy regulations are a new challenge marketers need to overcome, as platforms like Facebook are increasingly implementing their own requirements. And the results of non-compliance are dramatically impacting conversions. At Invisit, a software for e-commerce marketers to manage the privacy requirements across all marketing

Traffic Source Distribution Analysis For 30 Brands

Our Methodology:We pulled Google Analytics traffic source/medium data for 30 brands, all of whom are US focused, from Jan 2020 -> June 2020. Much of this data

Why We Test Long-Form Content Landing Pages For D2C

Prior to starting Thesis, I dabbled with content arbitrage/slideshow sites. These sites featured awful content, misleading ad placements, annoying UX and worse. I was buying traffic from native networks (Outbrain, Taboola, RevContent etc.) and Facebook and using a combination of AdSense + header bidding

The Power Of Incrementality Testing

My first experience with conversion lift/incrementality testing came in ~2013 while at LivingSocial. At the time, we were using Criteo for dynamic retargeting of our local deals offers. We ran an incrementality test that showed a ~.5% lift in sales for our test

Introducing Thesis

I'm very pleased to introduce Thesis, a company focused on conversion rate optimization and growth marketing that I started roughly 2 years ago. Today we are a team of 34, and we're proud to work with a number of growth marketing teams & agencies.