ep51: Knowing Your Numbers: John Schultz

When I am asked what the buzz word of the moment is right now it is “insights.” Understanding who your customer is has always been important, but the tools for measuring have never been as accessible as they are now. For this episode John Schultz, 20 year auction industry veteran and Chief Marketing and Technology Officer for Grafe Auction, joins us to discuss the topic of insights! Sharing his secrets, John discusses his transition away from newspaper ads and how he didn’t dip his toe, but dove into the deep end of facebook ads.

Key Takeaways:

  1. Get a solid baseline (4 months - year)
  2. Start experimenting (20% of budget), figure out ratios (measure change), AB testing only change 1 variable
  3. Once you have found a successful medium, continue to experiment!

John’s book recommendation:

Tested Advertising Methods by John Caples

The Fast Talking Podcast is a small business building podcast as seen through the lense of auctioneers and auction professionals. Focusing on social media, marketing strategies, finance, operations, human resources, and time management, we provide focused discussions on important topics weekly.