Rethink Every Dollar
🚀 The Power of Zero-Based Forecasting for D2C Growth
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In this newsletter, you’ll find:
💡 Rethink Every Dollar: The Power of Zero-Based Forecasting for D2C Growth
📱 Boost Brand Impact with Snapchat’s Multi-Screen Video Insights
🕵️ Google Updates Customer Match Policy for 2025
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💡 Rethink Every Dollar: The Power of Zero-Based Forecasting for D2C Growth
When you’re scaling fast, every dollar counts—but how do you make sure each one is pulling its weight? Zero-based forecasting rewrites the budgeting playbook from scratch, demanding that every expense justifies its place. It’s a mindset shift that forces you to stop thinking “How much did we spend last time?” and start asking “What should we spend this time?” This approach isn’t just clever; it’s a game-changer for high-growth brands.
1. Invest with Intention
In zero-based forecasting, there’s no automatic rollover; each budget item has to prove it’s a smart spend. This forces you to focus only on what drives real growth. Brands that embrace this approach have clarity on which costs are truly moving the needle, identifying the expenses that matter and cutting out the noise.
2. Ditch the Budget Bloat
Let’s talk about “cost creep,” the stealthy little costs that add up when no one’s watching. Zero-based forecasting stops these in their tracks. You’re automatically ditching last quarter’s bad habits by resetting budgets from scratch. This proactive approach helps brands stay lean and efficient all year round instead of reacting at the end of each month.
3. Double Down on Strategic Moves with Drivepoint
Zero-based budgeting isn’t just about saving; it’s about strategically reallocating. Picture this: Drivepoint lets you simulate different growth scenarios to confidently channel cash into high-ROI moves like new product lines or channel expansion.
With Drivepoint's SmartModel, Oats Overnight nailed the timing on a new facility, riding a seasonal surge that helped drive their $20M Series A. You can book a free demo with Drivepoint and see how they can power your next move.
Zero-based forecasting takes budgeting from “just numbers” to a smart, strategic growth tool. For D2C brands, this approach transforms the budgeting process into a data-driven decision-making powerhouse. It’s the future of budgeting—one dollar at a time.
📱 Boost Brand Impact with Snapchat’s Multi-Screen Video Insights
Insights from Snapchat
A new study from Snapchat, Dentsu, and Kantar reveals how audiences engage with video across mobile and TV, offering brands a strategic edge for maximizing ad effectiveness.
The Breakdown:
Mobile’s Dominance: In eight global markets, 67% of users watch videos on mobile daily, surpassing the 50% who watch on TV. Mobile also commands higher attention, with 69% of viewers fully engaged versus 50% for TV.
Gen Z’s Mobile Preference: With 68% of Gen Z watching social videos on mobile daily, platforms like Snapchat are ideal for reaching younger, highly engaged audiences.
Short-Form Success on Mobile: Mobile ads, typically 6 seconds long, drive strong engagement, capturing attention and delivering impactful messages in a brief format compared to TV’s 15-second ads.
Adopting a dual-screen strategy achieves higher brand recall, consideration, and purchase intent than big screens alone. Notably, Gen Z sees a 3% lift in favorability and intent when Snapchat ads pair with big screens, making a case for multi-screen strategies as mobile viewership continues to rise globally.
🕵️ Google Updates Customer Match Policy for 2025
Insights from SEL
Starting January 13, 2025, Google will implement updated policies for Customer Match, focusing on user privacy and ad safety. This change emphasizes Google’s commitment to user protection and responsible advertising practices.
The Breakdown:
User Consent Requirements: Advertisers must obtain explicit user consent before using data in Customer Match campaigns. This includes verifying permission to target users and ensuring minors or opted-out individuals are not included. Google requires advertisers to maintain thorough documentation of user consent to prevent policy violations.
Account Suspension and Compliance: Misuse of Customer Match, such as unauthorized data usage or targeting minors, may result in serious consequences, including account suspension. Google has clarified that severe violations could lead to immediate suspension without prior warnings. Less severe infractions will receive a warning at least seven days before potential suspension, giving advertisers time to address the issues.
Continuous Monitoring and Enforcement: Google will monitor Customer Match ads based on factors like user feedback, abuse severity, and repeated violations. Ads reported for abuse or those creating negative experiences for users will undergo review, and persistent violations may lead to account restrictions or suspension.
To comply with Google’s updated Customer Match policy, advertisers should conduct regular audits to ensure all data aligns with consent requirements, review targeting practices to avoid potential policy breaches, and document user consent thoroughly to demonstrate compliance if audited by Google.
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