42:39San Diego 2025
Austin 2026
Media Mix and Measurement with Carhartt, January Digital, and Snapchat
Frank Lee, Vic Drabicky, and Brendan Lokes discuss channel diversification, authentic creative, and measuring growth beyond last click. The panel connects experimentation with the internal work needed to change how a business evaluates marketing.
Watch it. Put it to work.
ABOUT THIS SESSION
Budget for deliberate experiments.
Frank Lee, Vic Drabicky, and Brendan Lokes discuss channel diversification, authentic creative, and measuring growth beyond last click. The panel connects experimentation with the internal work needed to change how a business evaluates marketing.
For ecommerce founders, marketers, and operators working on paid media & measurement.
- Speakers
- Frank Lee
Senior Manager, Agency, Snapchat - Vic Drabicky
Founder and CEO, January Digital - Brendan Lokes
Head of Brand Media, Influencer, and Partnership Marketing, Carhartt - Recorded at
- Austin 2026 ↗
April 2026
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Budget for deliberate experiments
Create a testing plan rather than chasing every new channel at once.
Read this part · 09:43 ↓ - 02
Adapt the format while keeping the story
Use creators and different media formats without losing the brand’s core identity.
Read this part · 25:12 ↓ - 03
Build support for better measurement
Combine incrementality, media mix thinking, and a clear reporting cadence.
Read this part · 37:06 ↓
READ THE SESSION
The edited transcript.
A condensed, edited reading version based on the YouTube captions and session chapters. Repetition and unclear audience audio have been removed; the discussion is paraphrased for clarity, rather than presented as a verbatim transcript. Timestamps refer to the original video.
Original recording on YouTube ↗Budget for deliberate experiments
The panel describes a fragmented landscape in which teams are expected to move quickly on everything. Intentional experimentation creates a more useful alternative. Budgets, learning goals, and an appropriate evaluation period help distinguish a promising channel from activity that merely adds operational complexity.
Adapt the format while keeping the story
Brendan discusses Carhartt’s connection to real workers and the way that foundation can travel across formats. The panel also emphasizes meaningful variation in creative tests. Producing many nearly identical ads creates work without necessarily producing distinct learning about audiences, messages, or products.
Build support for better measurement
Last-click measurement can miss the contribution of channels that create demand earlier in the journey. The discussion considers broader measurement approaches alongside regular business reviews. Changing the model also requires explaining it internally so that stakeholders understand why budgets and expectations may change.
KEEP THE IDEAS COMING
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