E096: Key Initiative Breakdown: When and how to diversify your media mix

This episode breaks down a key 2026 initiative: when and how to diversify your media mix, grounded in real operator decision-making rather than theory. The conversation uses HexClad’s approach as a case study, exploring the data signals that indicate it’s time to expand channels, how teams test incrementality, and how operators manage rising measurement complexity - especially when scaling internationally.

Along the way, the team explains how the “Rocks” system supports this kind of decision-making, from setting clear priorities and aligning teams to establishing cadence and ownership. They also unpack how KPIs are chosen at different stages, how retention-focused Rocks anchor growth efforts, and how insights from Japanese market data inform smarter media mix expansion.

Chapters:
00:00:00 - Introduction
00:03:57 - Hexclad's 2026 Rocks
00:23:38 - Signals for Channel Expansion
00:32:54 - Expansion Playbook & Strategy
00:43:48 - New US Channels
00:56:25 - Sequencing & Complexity

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