Myles Hunter

Loving father and husband. Racehorse owner and punter. Thoughts are my own.

[Myles Hunter @mhun1980]

@sixers Don't worry about the rebound. 🫣

[Green Bay Packers @packers]

RT to #ProBowlVote

Javon Bullard
Edgerrin Cooper
Rashan Gary
Isaiah McDuffie
Xavier McKinney
Keisean Nixon
Micah Parsons
Carrington Valentine
Quay Walker
Evan Williams
Colby Wooden
Devonte Wyatt

[Myles Hunter @mhun1980]

@NUCLRGOLF @TrackingKoepka Even par until the last 2 holes. Brutal way to MC

[Myles Hunter @mhun1980]

@lukew9 @beergutpunter 😂😂😂😂

[Myles Hunter @mhun1980]

@PuntingBaron @lainie_york With no view of the sea! 😂

[Myles Hunter @mhun1980]

@GatorGately I'm a little biased sure, but DISNECK stiff not to make it mate!

[Myles Hunter @mhun1980]

@PGATUOR Will there be 72 holes and I'm assuming Rory and Scotty aren't doing it for the money? 😅

[Myles Hunter @mhun1980]

XPEL signs naming rights with Kartsport Hamilton @smclaughlin93 https://t.co/MRsoevlJQj

[Myles Hunter @mhun1980]

Who's that bloke in the background @lukew9 ⚡⚡⚡

[Melbourne Storm @storm]

Singin’ it in Sydney 🎵

That’s a Plus @Hostplus

[Preston Rutherford @PrestonRuther10]

CMO: if you want me to hit a 2 ROAS, or a 20 ROAS, i can do that.

CFO: wtf do you mean?

CMO: i can toggle 3 big things and get you whatever number you want. if i spend more on retargeting or brand keywords, run discount sales, or reduce spend, ROAS I can drive ROAS to the moon.

CFO: go on...

CMO: the problem is that we have not evolved from the early days when we had existing untapped demand. that's why we started the business in the first place. there was demand for a product that didn't yet exist in the market. therefore, every dollar we spent was both high-ROAS AND driving incremental revenue

CFO: i'm starting to follow

CMO: but as we've grown, we've exhausted that group's revenue. We haven't started generating new demand. What got us here won't get us where we need to go.

CFO: but we need a number showing how our investments are driving increased profitable growth

CMO: i get it, but if we're using ROAS as THE tier-1 metric, our team will be incentivized to do things that have the opposite impact

CFO: i'm back to not following

CMO: ROAS as the only metric will drive the human tendency to do 3 things: pull back spend on low ROAS, but high-incrementality (driving purchases that would not have happened without this spend) investments, over-spend on high-ROAS low-incrementality tactics like retargeting or brand keywords, and prioritize messaging, creative and sending traffic to discount collections.

CFO: ok, that's making sense

CMO: so our new customer cohorts will shrink, and a larger percentage of that cohort will be acquired on discount. because our forecasts have increasing pressure on repeat revenue, we'll push harder to get more revenue sooner from these cohorts. but because there are fewer customers, and they're lower LTV to begin with, we won't be able to hit our forecast without further discounting to drive them to purchase. you can see how this doesn't end well.

CFO: gotcha. so you're saying focusing on ROAS alone makes us do things that actually slow our growth while simultaneously reducing our margin?

CMO: yes. clearly we need to run promotions sometimes, and there's some amount of retargeting that makes sense. but ROAS is an "efficiency" metric. we need an "effectiveness" metric to balance it out. sure, we can use number of new customers, but that doesn't tell us about customer quality

CFO: so lemme see if I'm pickin' up what you're puttin down. Putting too much focus on efficiency metric like ROAS will incentivize team behaviors counter to our long term goals. therefore, we need a metric that represents the total amount of growth (AKA "effectiveness"), BUT, it has to represent long term customer quality, not just new customers, like total 180-day contribution LTV dollars from full-price customers acquired

CMO: (floored) you're my hero

CFO: not all heroes wear capes

[Myles Hunter @mhun1980]

@GatorGately @danorlovsky7 One of my favourites too and massively underrated.

[Myles Hunter @mhun1980]

Such an awesome visual

[Formula 1 @F1]

Lando Norris pipped his papaya team mate to pole by two hundreths... here's where he made the gains 🧡⚔️

#F1 #HungarianGP

[Myles Hunter @mhun1980]

@PGATUOR @beergutpunter @Punter1902 😂

[Peter Lang @PeterVLang]

As someone who has had depression and battles anxiety every day, I’d like to tell other men who may be going through similar feelings that you’re not alone and help is out there. 10 years ago I wouldn’t of posted a message like this on social media for fear of being ridiculed. Now I know we need to talk about it more not hide it away as if it doesn’t exist.
Reach out.
Call Mensline Australia 1 300 789 978

[Myles Hunter @mhun1980]

@AndyHermanNFL @Matt_Fra_ We finally have some guys who TACKLE!

[Football @BostonConnr]

Happy 3:16

WHAD https://t.co/A2b670Jee3

[Myles Hunter @mhun1980]

@Matt_Fra_ Stand up desk #LifeChanging

[Myles Hunter @mhun1980]

@NUCLRGOLF @Lombardigolf Will we see this in Tripod Street at some stage @beergutpunter @Punter1902 🤔

[Myles Hunter @mhun1980]

@MySportsUpdate @Matt_Fra_ That's one way to fix @ChristianW2017 soft tissue injuries 🤕

[Myles Hunter @mhun1980]

🫶🏻 #GoPackGo