"Fair measurement is key" – Nicole Wellman, Rakuten Advertising

Spotify playlist 'DISCOLAND' is the secret to success, according to Nicole Wellman, as well as other skills and secrets she's learnt on the way.

Nicole Wellman

Senior Manager, Client Services

Rakuten Advertsing.

What are you going to do with your PMW 30 Under 30 Award trophy? 

Pride of place on the shelf behind my desk, it’ll make a great talking point when working from home and it’s in the background of zoom calls!

Where do you see yourself in 5 years time?

I thoroughly enjoy working with teams across the globe. In five years’ time I’d love to be a senior stakeholder in the direction for cross-market learnings and driving efficiencies across multi-market retailers. 

What piece of advice would you share with young professionals looking to work in the PM industry?

Be inquisitive. Don’t be afraid to ask questions. Some of the biggest successes in my career have come from me challenging the processes and offering an alternative view to a solution. Never stop being inquisitive.

What is your favourite statistic?

My favourite statistic is that fair measurement is key. If you measure success on a single metric, it can overshadow the value. An example being content creators' and upper funnel partnerships' success on a last click wins model ROAS can make this partnership seem unprofitable. However, view this on a CPC and compare the CPC cost to other channels you’d par a cost per click. Stats are super helpful, but looking at fair measurement is imperative to understand the full picture.

What one thing above all would you change about the PM industry?

The relationship between PR, brand and partnerships teams at internal clients. I find that the measurement of success differs for these teams and they lack the accuracy of the performance marketing teams to understand the value in the partnerships they’re initiating. I would love to see performance marketing, namely affiliate, be able to utilise a closer relationship with PR teams to help the business better achieve goals.

What do you listen to on your commute to work?

More often than not, my favourite playlist on Spotify called DISCOLAND. The house, disco mix puts me in a positive mindset and is a great way to start the day!

What is the one data or tech trend to watch out for in PM in 2022/23?

With the evolution of consumers taking control of their online privacy, linkless tracking is on the rise as is the ability to rely on data outside of just cookie-based performance. However, consent fatigue is a real issue with the IAB reporting consumers are not obtaining further control on data usage as intended. I think we should watch out for further changes to the landscape and tracking abilities across the next 12-18 months.