Multi-source measurement and AI-driven search, with Nick Wedewer of Hims & Hers

No single data source can be trusted to measure performance any more, and AI assistants are changing how people find products. Nick Wedewer, VP of Growth Marketing at Hims & Hers and formerly at Lyft, tells impact.com's Partnership Economy Podcast how his team measures results and prepares for agentic search.

In this episode

• Wedewer says one form of measurement just isn't enough; he triangulates click data, marketing mix modelling and lift or incrementality tests (4:08, 5:19).

• Without user-level data, tests have to be bigger bets: a 1% channel increase won't show up, so he might raise a channel 20% for two or three weeks in certain geographies (9:49, 9:58).

• Hims & Hers creators who speak about treatment must say honestly whether they have taken it, and many of the best creator programmes are built on real customers (18:46, 18:58).

• Brands will need to track how they index in LLMs for long-tail questions; the team is testing ads alongside agentic search with partners, to learn what works rather than to drive volume (21:50, 23:17).

• He expects AI to automate much execution work, so team members who are 75% execution will change and every marketer becomes part creative strategist (27:33, 28:35).

• Long-form content and creators now offer clear conversion and revenue opportunity, he says, something he thinks AI won't replicate, and LLMs also draw on creator content (30:58, 31:26, 31:41).

Episode from The Partnership Economy Podcast by impact.com, published on YouTube.