Ecommerce Braintrust Julie Spear

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we dive into the intricacies of retail media allocation with guests Ross Walker, Head of the Retail Media Team, and Damiano Ciarrocchi, Senior Retail Media Manager.
The trio explores the dynamic landscape of retail media strategies, what has evolved over the past few years, and key insights for brands looking to optimize their omnichannel investments.
Make sure you tune in to find out more!
 
KEY TAKEAWAYS In this episode, Julie, Ross, and Damiano discuss: 
State of Retail Media Allocation
How retail media allocation strategies have evolved, emphasizing the importance of holistic and channel-agnostic views.
The shift from simplistic revenue-based allocations to considering incrementality and customer journey metrics.
Approaching Retail Media Holistically
The need for brands to move beyond siloed strategies and consider the interplay between different marketplaces.
How brands leverage multiple channels such as Amazon, Chewy, and Walmart to maximize brand growth.
Evaluating the unique contributions of each channel to overall sales and not just individual performance metrics.
Retail Media Network Lifecycle
The typical development stages of retail media networks, from focusing on lower-funnel tactics to expanding into mid- and upper-funnel capabilities.
The expansion and improvement of self-serve ad platforms as retailers mature.
Pitfalls to Avoid and Best Practices
Issues like siloed teams, lack of testing, and under-leveraging in-store presence were highlighted as frequent setbacks.
Brands with overarching strategies, consistent cross-channel metrics, and robust creative campaigns tend to be more successful.
Retailer Priorities and Recommendations
Strong emphasis on the importance of foundational metrics and data insights.
Sequence of developing ad types starting from lower funnel and moving upward as the platform matures.
Encouraging retailers to adopt a more long-term perspective by making data accessible and free.
Future Considerations
Emerging importance of integrating digital advertising with in-store presence.
Evolving omnichannel strategies to stay ahead in the complex e-commerce landscape.

Welcome to another episode of The Ecommerce Braintrust podcast! Today, we dive into the evolving landscape of retail media with our special guests, Mike Balabanov, VP of Agency Development at Criteo, and Damiano Ciarrocchi, Senior Retail Media Manager at Acadia. 
Our host Julie Spear leads an insightful discussion on the importance of data quality, innovative formats like video, and the growing emphasis on lifetime value in retail media strategies. We're exploring the challenges of standardizing metrics across platforms, the exciting potential of in-store retail media options, and the need for a unified brand voice. 
Tune in and find out how Criteo's platforms aim to defragment the complex retail media landscape and provide actionable insights for brands and agencies. 
 
KEY TAKEAWAYS
In this episode, Julie, Mike, and Damiano discuss: 
Navigating Retail Media Transformation
Data Quality & Tailored Insights: Damiano Ciarrocchi stresses the importance of high-quality data and the hurdles in providing bespoke data insights for diverse brands.
Innovative Retail Media Formats: Mike Balabanov dives into the significance of lifetime value and the growing need for captivating content like video and creative storytelling on retail media networks.

The Full-Funnel Strategy Revolution
Julie Spear highlights the comprehensive nature of modern retail media, blending top-of-funnel awareness with conversion-driven tactics. The emphasis is on employing innovative formats and maintaining a unified brand voice across all channels.
Challenges & Opportunities
Fragmentation & Standardization: The fragmentation in retail media networks and the importance of standardization for providing a holistic sales and marketing view.
Incrementality Practices: The complexities of implementing incrementality at scale, advocating for standardized metrics and enhanced data sharing to bolster growth.

New Horizons in Retail Media
In-Store & Offsite Media Growth: With 40% of retailers planning to offer in-store media by 2024, the potential for blended physical and digital strategies is more promising than ever.
Budget Management Across Platforms: Criteo’s Commerce Max aims to streamline budget allocation and attribution, offering flexibility and addressing common budget management challenges.

Welcome to another episode of The Ecommerce Braintrust podcast! In this episode, our host Julie Spear is chatting with Alicia Ponzani, E-commerce Manager at Premier Nutrition. 
Alicia is here to share her valuable insights on how she transferred her skills from the brand side to e-commerce, the importance of collaboration between teams, the evolution of e-commerce strategies within larger organizations, and the rising significance of social commerce. 
They also discuss the impact of AI and share exciting predictions for the industry's future. 
Tune in to hear Alicia's journey and expertise in navigating the dynamic world of e-commerce.
 
KEY TAKEAWAYS
In this episode, Julie and Alicia discuss: 
Alicia's career journey from being a brand analyst in pet food verticals to e-commerce management
Alicia's passion for health and wellness with her current role in the dynamic e-commerce industry
Importance of data analysis from the brand side for e-commerce performance evaluation
Transitioning from awareness metrics on the brand side to lower funnel metrics on the e-commerce side
Collaboration with cross-functional teams and its importance in e-commerce success
Comparison of e-commerce silos at J.M. Smucker with the integrated team structure at Premier Nutrition
Integration of an omnichannel approach by including various online retailers under one e-commerce team
Impact of retail media complexity on marketing strategies
Collaborative strategies between brand, sales, and e-commerce teams
Development of repeatable frameworks for scalability and efficiency
Importance of flexibility and adaptability in a fast-paced e-commerce environment
Embracing the test and learn mentality for success in e-commerce
Trying new strategies and technologies in the evolving e-commerce landscape
Surprising rise of social commerce and its integration with e-commerce platforms
Impact of tech partnerships like Meta and Amazon on social commerce
Prediction on the increased role of AI in e-commerce for automating tasks and enhancing consumer experiences
Speculation on the potential use of AI in back-end campaign setup and efficiency improvements in marketing strategies

🎙️Interview with CEO of Acadia, Jared Belsky
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today we’re joined by Acadia’s CEO, Jared Belsky! This episode is all about the concept of "retail island”-  a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy. 
Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape. 
 
KEY TAKEAWAYS
In this episode, Julie and Jared discuss: 
What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands.
Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it’s crucial to integrate your budgets and strategies.
Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes.
Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency.
Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement.
Actionable Steps: Simplifying your performance comparison and being brave with testing. 
Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.

🎙️Interview with Acadia Project Manager, João Couceiro da Costa
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today, we're diving into the intricacies of Prime Day 2024 with our expert guest, João Couceiro da Costa, an experienced account manager from Acadia's retail team. 
In this episode, we're unpacking everything from the operational strategies to the creative reporting styles João employs. He’ll share his innovative approach to Prime Day preparations, including extending promotional periods and focusing on profitability over mere revenue gains.
Make sure you tune in to find out how to enhance your e-commerce momentum for one of the biggest online shopping events of the year! 
 
KEY TAKEAWAYS
In this episode, Julie and João discuss: 
Introduction to Prime Day Preparation
João's Reporting Style
Speculations on Prime Day Dates based on inventory deadlines and deal submissions.
Discussion on the historical scheduling of Prime Day.
Changes in Prime Day Strategy for 2024
Shift from focusing on top-line revenue to prioritizing profitability and sustainability.
Impact of Amazon's new fee changes on sellers’ profitability.
Emphasis on operational efficiency due to increased inventory-related fees.
Strategy to extend promotional periods to smooth out demand spikes.
Consumer Response to Expanded Promotional Periods
Consumer fatigue and their adaptation to frequent sales events.
Maintaining traditional Prime Day despite overall promotional dilution.
Strategic Focus for Prime Day 2024
Increased emphasis on subscription-based promotions and retention.
Shifting focus from one-time sales to subscription models during Prime Day.
Preparation for Prime Day
Utilization of tiered cataloging to manage promotions effectively.
Importance of updating product descriptions and brand narratives for Prime Day.
Impact of Promotional Strategies on Organic Ranking**
Boosting organic rankings and brand visibility.
Strategies to optimize listings and storefronts 
Influence of Amazon on Retailers Worldwide During Prime Day

Interview with Dusan Tepavac Amazon Advertising Expert and Retail Media Specialist at Acadia
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
With Prime Day just around the corner, we decided to dive into the intricacies of maximizing success during one of the biggest e-commerce events of the year.
In this discussion, we are joined by guest Dusan Tepavac, a seasoned Amazon Advertising Expert and Retail Media Specialist at Acadia, who shares his expert insights on preparing for Prime Day with paid media strategies, audience targeting, and leveraging Amazon's advertising ecosystem.
Make sure you tune in to find out more!
 
KEY TAKEAWAYS
In this episode, Julie and Dusan discuss: 
Introduction to Prime Day Preparation
Prime Day: Enhanced Capabilities and Strategies
Integration of AMC and DSP for advanced audience targeting
Focus on shoppers’ behaviors and the advantages of new tools in Amazon’s ad ecosystem
Optimizing Budgets with AMC Insights
Strategic use of AMC for competitive advantage
Planning budgets based on insights to gain better ad placements
Brand-Specific Trends and Client Concerns
Discussion on brand trends and expectations during Prime Day
Approaches to handle profitability concerns and promotional investments
Promotional Strategies and Importance of Prime Exclusive Discounts
Discussion on varying strategies of discount percentages and full catalog promotions
Significance of Prime Day badging for visibility and conversion rates
Emphasis on the importance of the traditional summer Prime Day over other sales events
Prime Day Preparation and Key Focus Areas
Detailed strategy on keyword focus, organic ranking, and budget adjustment
Importance of addressing both branded and non-branded spending as Prime Day approaches
Tactical Shifts Closer to Prime Day
Adjustment of strategies focusing more on non-branded spending closer to the event
Recommendations on campaign types and budget distribution for maximum impact
Strategies for Brands Not Participating in Prime Day Promotions
Tactical adjustments for brands not offering discounts during Prime Day
Use of day-parting to manage budget and visibility effectively during peak times
Post-Prime Day Strategy
Managing ad budgets and strategic focus following Prime Day
Using data from Prime Day to inform ongoing strategies and upcoming promotional events