"
Brands are moats. What we're trying to do is find a business with a wide and long–lasting moat around it, protecting a terrific economic castle. In essence, that's what business is all about
Warren Buffett
American investor
"
A great brand, meaningful to consumers will outlast the marketing spend
Dave Powers
CEO of Deckers Brands, owner of HOKA and UGG
"
Brand and activation work in synergy, each enhancing the other. Brand communications create enduring memory structures that increase the base level of demand and reduce price sensitivity
Les Binet
Author of The Long and the Short of it
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People largely use their memories when buying, rather than searching. Simply put, the brand that gets remembered is the brand that gets bought
John Dawes
Ehrenberg–Bass Institute
"
I think probably our most important piece of intellectual property is our brand name
Jeff Bezos
Founder of Amazon
"
With Marketing, our goal is to increase the probability that the brand comes to mind when the buyer goes in–market, not to persuade the buyer to go in market. You can’t push buyers down a funnel, but you can catch buyers as they fall
Professor Jenni Romaniuk
Ehrenberg–Bass Institute
"
Brands are moats. What we're trying to do is find a business with a wide and long–lasting moat around it, protecting a terrific economic castle. In essence, that's what business is all about
Warren Buffett
American investor
"
A great brand, meaningful to consumers will outlast the marketing spend
Dave Powers
CEO of Deckers Brands, owner of HOKA and UGG
"
Brand and activation work in synergy, each enhancing the other. Brand communications create enduring memory structures that increase the base level of demand and reduce price sensitivity
Les Binet
Author of The Long and the Short of it
"
People largely use their memories when buying, rather than searching. Simply put, the brand that gets remembered is the brand that gets bought
John Dawes
Ehrenberg–Bass Institute
"
I think probably our most important piece of intellectual property is our brand name
Jeff Bezos
Founder of Amazon
"
With Marketing, our goal is to increase the probability that the brand comes to mind when the buyer goes in–market, not to persuade the buyer to go in market. You can’t push buyers down a funnel, but you can catch buyers as they fall
Professor Jenni Romaniuk
Ehrenberg–Bass Institute
About our Brand Mix Model
Every day a subset of your target audience is taking action towards your brand in the form of searches, mentions, comments, shares, likes, follows, visits, and the list goes on.
Just like your business, the volume of these behaviors varies widely over time. And when you look across many businesses across many different industries, you can start to build a very sophisticated model for the relationship between changes in the volumes and degree of digital brand behaviors and growth in the resilient revenue of any given business.
By tapping in the most talented data scientists in the world to work on this problem, that's just what we've done. Our model maps hundreds of millions of digital audience engagements to billions of dollars of baseline revenue to find the strongest, most statistically sound relationships and bring them to you in the form of real baseline dollars to your business.
Ordinarily, a model of this magnitude would cost a Fortune 500 company on the order of $50M+, but because we are using a digital measure of brand, and because our model gets better with every single customer we add to the platform, we can bring it to you for effectively 0% of that cost.
Build real asset value
Long–term, sustainable profits come when you build revenue you can count on — not the fleeting bursts from ever–increasing promotional periods and expanding direct–response ad spend. Businesses built this way are 1) easier to run, 2) more profitable, 3) better protected from competitive pressure, and 4) more likely to reach an exit (see reasons 1->3) or to simply spit off huge amounts of cash.
A daily measure of Brand that links digital engagements directly to bottom–line growth
Our Brand measure is 1) behavioral vs. surveyed, 2) real-time vs. months old, 3) rooted in engagements you are already optimizing for, and 4) tied directly to bottom-line growth in your business
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Quantify the $$ your organic social channels are driving — per post
Your organic channels are now revenue–driving performance marketing channels without needing to hammer your audience with a "15% OFF FOR THE NEXT 12 MINUTES IF YOU USE CODE "NOBRAND" AT CHECKOUT".
See the total value driven by your advertising
Using our Brand–Mix–Model we can track the resilient baseline revenue from brand–building behaviors driven by your media, and compare that to the short–term metrics we know and love so that you can optimize for total value creation instead of short–term revenue spikes.
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Brought to you by Chubbies co–founders
Preston and Tom
Why We're Doing This:
Chubbies almost went out of business because of the exact problem we're trying to solve at Marathon. In the early days at Chubbies we built Brand because we had to. We had no money. We were scrappy, creative, dynamic. And we built an awesome Brand.
Then we monetized that Brand with performance DR. We convinced ourselves that that was the source of our growth. We almost went out of business.
We righted the ship and built, brick by brick, to a >$100m exit, culminating in a >$1B IPO, but to do that we had to overcome the overwhelming pressure to take a short–termist approach.
As we've seen this direct–to–consumer brand market evolve over the years, we've seen the same cycle happen to nearly every other business out there: Starting hot, pushing performance marketing, then stalling out and never getting to long-term sustainable growth.
This was the problem we felt absolutely compelled to solve because we felt for these brand builders and entrepreneurs. We were in their shoes. And but for a whole lotta luck and a gritty–a** team, it would have sunk us.
Then we looked around and realized there just isn't anything on the market that helps companies do this — this most important thing imaginable.
So that's what we're working towards, would love your feedback.
Brought to you by Chubbies co–founders Preston and Tom Why We're Doing This: Chubbies almost went out of business because of the exact problem we're trying to solve at Marathon. In the early days at Chubbies we built Brand because we had to. We had no money. We were scrappy, creative, dynamic. And we built an awesome Brand. Then we monetized that Brand with performance DR. We convinced ourselves that that was the source of our growth. We almost went out of business. We righted the ship and built, brick by brick, to a >$100m exit, culminating in a >$1B IPO, but to do that we had to overcome the overwhelming pressure to take a short-termist approach. As we've seen this direct–to–consumer brand market evolve over the years, we've seen the same cycle happen to nearly every other business out there: Starting hot, pushing performance marketing, then stalling out and never getting to long–term sustainable growth. This was the problem we felt absolutely compelled to solve because we felt for these brand builders and entrepreneurs. We were in their shoes. And but for a whole lotta luck and a gritty–a** team, it would have sunk us. Then we looked around and realized there just isn't anything on the market that helps companies do this - this most important thing imaginable. So that's what we're working towards, would love your feedback.
At Chubbies, we found there was no technology tool to give us the ROI data on the long term, resilient baseline of revenue we were building. Because of that, we became too short-term revenue focused. We started to build a bubblegum and duct taped manual version of this at Chubbies, and when we incorporated it into our feedback loop and operating framework, it helped us drive more of our acquisition from organic, which increased our contribution margin. The only way we could get to those results, however, was having data that we as the founders and marketers believed in, and second, that our CFO approved of. Not selling anything, just letting you know what we did, and if you think it could solve a problem you're dealing with, check it out. If not, keep doin' what you're doin if it's working for you.
What we believe As cofounders of Chubbies (10 yr journey to a 9-figure acquisition), we learned a few things that inform why we're doing this. 1. Everything we do as marketers (DR ads, organic socials, influencer, partnerships, etc etc) drives both short and long-term revenue. 2. Short term has been the focus since it's easy to measure, but it leads only leads to increasing CAC, discounting, and driving growth with offers and urgency. 3. We learned that measuring the long term revenue from our marketing (DR included) is where profitable growth comes from. 4. However, it has historically been impossible to quantify it, so we didn't get CFO approval to invest in it because the 'ROI isn't clear. 5. After being overly reliant on short term performance marketing ROAS as the only definition of success, we almost went out of business. With our backs against the wall, we found ways to measure the long term ROI so we could confidently invest in things that don't show high short term ROAS, but drive long term, more-resilient revenue. That's what Marathon Data does.
Welcome to the era of
Measure the long-term $$ and ROAS of DR, top-of-funnel, social posts, IG follows, TT comments, etc. Built by & for growth marketers. Loved by CFO's.
