EGN Podcast #44: Marc Feiertag, Chief Revenue Officer at Smarketer, on mastering data-driven marketing and cookieless future

Welcome to the E-commerce Germany News Podcast powered by the ⁠E-commerce Berlin Expo⁠.

In this episode of the EGN Podcast, our host Efe von Thenen explores the evolving landscape of data-driven marketing and online advertising with Marc Feiertag, Chief Revenue Officer at Smarketer, one of the leading Google Ads agencies in the DACH region.

Marc dives into the challenges and opportunities of the cookieless future, offering insights on how businesses can navigate new privacy regulations and adapt their strategies to stay ahead. He also highlights the importance of upper funnel strategies, such as YouTube ads, in driving brand awareness and customer acquisition. Marc shares practical advice on using advanced tracking tools like server-side tracking to recover data lost to ad blockers and privacy settings, ensuring a competitive edge in today's digital landscape.

This conversation includes real-world examples, such as how Smarketer helped brands like Birkenstock expand internationally, and discusses the role of personalization and attribution models in optimizing ad performance. Marc also offers tips for small and medium-sized businesses to maximize ROI and reach new audiences while staying efficient with their marketing spend.

🟠 Interested in being a guest on our podcast? Reach out to us at pr@ecommerceberlin.com

Timestamps:

(00:00:00) Introduction

(00:03:15) Marc’s Journey: eBay, Google, Zalando, and Beyond

(00:07:50) What does a Chief Revenue Officer do?

(00:08:40) About Smarketer

(00:09:42) Who is Smarketer’s ideal customer?

(00:12:20) The challenges and opportunities of 2024 in digital advertising

(00:17:10) The switch to Google Analytics 4 and its impact

(00:20:15) Understanding First-Party vs. Third-Party Cookies

(00:23:16) The role and impact of ad blockers in data loss

(00:25:00) Describing funnel strategies

(00:28:37) Opportunities in upper funnel advertising

(00:31:45) The importance of personalization in advertising

(00:35:11) Server-side tracking: recovering lost data

(00:38:07) Real-life example: The impact of server-side tracking

(00:42:00) Tips for SMBs in digital advertising

(00:44:54) The future of online advertising: What’s next?

(00:48:30) Final thoughts and how to connect with Smarketer

Follow for more:

■ ⁠Linkedin⁠

■ ⁠Instagram⁠

■ ⁠Facebook⁠

■ ⁠Twitter⁠