Beyond the Algorithm Podcast

Alex Chich
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  • Marketing

Deconstructing how winners decide on marketing.

Episodes

  1. 3d ago

    Don’t ask customers what they want. Watch what they do

    Customers don’t always do what they say they will do. My guest Phill Agnew studies behavioural science and tests what actually changes the way people buy. In this episode: • Why too much choice can reduce sales • Why handwritten messages can outperform polished ones • Why small marketing changes usually produce small results • How specific social proof builds trust • Why fewer benefits can be more persuasive • Why Phill makes 50 small bets instead of trying to predict the winner Links: • Phill’s reading list: 25 books to read and 5 to avoid https://nudge.kit.com/reading-list Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing. Subscribe for new episodes. #marketing #behavioralscience #ecommerce

  2. Sep 14

    Why should anyone switch to you?

    Why should anyone switch to you? Give them a reason - that's differentiation. Remove their fear of switching - that's trust. My guest Rishad Tobaccowala calls this trusted differentiation. He spent almost 40 years at Publicis and retired as its Global Strategist and Chief Growth Officer. About 300 people entered the Advertising Hall of Fame in 75 years. He's one of them. In this episode: • Why should anyone switch to you: a reason plus trust • Where a difference can come from: product, story, emotion, founder • Trust is built through small things (the Comcast call) • AI makes trust more valuable, not less • How AI recommends brands: Kirkland vs Oscar Mayer • Ask yourself why you buy - then do that for your customers Links mentioned in this episode: • "Small Things" by Rishad Tobaccowala: https://rishad.substack.com/p/small-things • Rishad's Substack: https://rishad.substack.com • Rishad's website: https://rishadtobaccowala.com • Rethinking Work, Rishad's latest book: https://rishadtobaccowala.com/rethinking-work • Rethinking Work website: https://rethinking-work.io Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing. Subscribe for new episodes. #marketing #ecommerce #branding

  3. Aug 24

    Clarity beats budget

    Clarity beats budget. My guest Masha Efimova has 20 years in marketing, from agencies to e-commerce, FMCG, pharma, and banking, now leading growth at Mindvalley. Her rule: before you scale ads or hire an agency, get the team aligned first, or the budget burns. In this episode: • Why growth stalls, and why it is rarely just the market • Clarity first: align the team before you spend • The earliest signals a new project will succeed • Why customer support is marketing (the airline test) • Message before content before channels: why every brand looks the same • Put innovation in your KPIs and let the team fail Links: • Mindvalley: https://www.mindvalley.com/ • Masha Efimova on LinkedIn: https://www.linkedin.com/in/efimova/ Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing. Subscribe for new episodes. #marketing #growth #ecommerce

  4. Aug 6

    200+ mental shortcuts decide if people buy from you

    Did you know customers make decisions using mental shortcuts? Our podcast guest, behavioral scientist Nancy Harhut, wrote the book on it. In this episode: • Why customers decide on gut, not logic • Sell against the why-not: find the real objection and answer it • Why a testimonial with a flaw beats a perfect one • Why three benefits beat five • Pricing that feels like a better deal (a smaller sale-price font, and framing the upgrade as +$X) • Social proof, loss aversion, and giving people a sense of control • What changes when you sell expensive or luxury products Links: • HBT Marketing: https://www.hbtmktg.com/ • Using Behavioral Science in Marketing: https://www.koganpage.com/marketing-communications/using-behavioral-science-in-marketing-9781398606487 • Nancy Harhut on LinkedIn: https://www.linkedin.com/in/nancyharhut/ Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing. Subscribe for new episodes. #marketing #ecommerce #behavioralscience

  5. Jul 28

    Customer loyalty won't grow your brand

    Your customers aren't picking a competitor over you. Most of the time, they're just not thinking of you at all. My guest, marketing scientist Byron Sharp, wrote How Brands Grow, the book that rewired how marketers think about growth. In this episode: • Why most lost sales were never a real competition (mental availability) • Mental vs physical availability, and why both drive growth • Why loyalty programs and retention barely move the needle • The over-segmentation trap: why growth means reaching everyone • Why boring, consistent brands like Toyota quietly win Links: • Ehrenberg-Bass Institute: https://marketingscience.info/ • How Brands Grow: https://global.oup.com/academic/product/how-brands-grow-9780195573565 • Byron Sharp on LinkedIn: https://www.linkedin.com/in/professorbyronsharp Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing. Subscribe for new episodes. #marketing #ecommerce #branding

  6. Jul 2

    The Real Reason Customers Buy: Emotional Targeting with Talia Wolf

    Everyone has access to GA4. So why is everyone still stuck on the same conversion rate? In this episode, Alex Chi sits down with Talia Wolf - founder of GetUplift, author of "Emotional Targeting," and one of the most respected voices in conversion optimization - to unpack why the brands that win aren't the ones with the most data. They're the ones obsessed with the emotions behind every purchase. Talia explains why attribution matters less than ever, how to actually understand your customers (not just box them into a spreadsheet), and why your messaging — not your design or your button colors — is what makes you stand out. We also get into how small e-commerce brands with little traffic can outmaneuver the giants, why you should never let ChatGPT write your copy, and the 3-step framework Talia uses to 10x conversions. If you sell anything online, this one will change how you look at your website. CHAPTERS 00:00 Intro 00:35 Talia's mission & the "Emotional Targeting" book 02:13 Why you should worry less about tracking 05:57 How to actually research your customers (interviews, surveys, social listening) 09:00 Self-image vs. social image: the two biggest drivers of conversions 10:08 GA4 & Clarity tell you the "where" — not the "why" 12:10 Why "10 quick tests" listicles aren't enough anymore 13:17 Talia's favorite research method: social listening on Reddit 16:10 Can you run CRO with low traffic and no big data? 18:31 Messaging first, design second — and why 19:46 Should you use ChatGPT to write your copy? (Talia's hard no) 24:02 Brand consistency on AND off your website 28:07 The 223 emotional triggers — and the 2 that matter most 34:57 Talia's 3-step framework: research, emotional audit, meaningful tests 38:52 The truth about A/B tests: most of them fail 41:08 Can small brands really beat the giants? The economy of trust 43:51 Why a simple iPhone video builds more trust than a polished ad About Talia Wolf: Talia is the founder of GetUplift and author of "Emotional Targeting." She helps brands grow by optimizing their entire customer journey around emotion and psychology — backed by thousands of A/B tests. 📘 Get the book & learn more: https://www.taliawolf.com | https://getuplift.co 🔗 Connect with Talia on LinkedIn & Instagram ABOUT BEYOND the Algorithm team: Check more about us and our podcast on UAWC agency website

  7. Jun 11

    Are you making these email marketing mistakes?

    Summary In this interview, Sergey, a team lead specializing in email marketing and AI projects, shares expert insights on optimizing Klaviyo accounts for e-commerce success. Discover key strategies for account audits, tracking, flows, and avoiding common pitfalls to maximize revenue and customer engagement. Key Topics Klaviyo account audit checklistTracking and attribution in KlaviyoOptimizing email flows and personalizationTakeaways Regularly audit your Klaviyo account focusing on attribution and tracking.Ensure flows are set up with correct triggers and filters to avoid missed opportunities.Use dynamic variables and personalization to increase email relevance.Monitor deliverability and integration health to prevent revenue loss.Guest NameSergey titles Mastering Klaviyo: 10 Essential Audit Tips for E-commerce SuccessThe Ultimate Guide to Klaviyo Flows and TrackingSound Bites "Klaviyo is a set it and forget it channel.""50-50 chance of successful A/B tests.""Use profile filters to prevent overlap."Chapters 00:00 Introduction to Email Marketing and Klaviyo 03:43 Understanding Klaviyo's Attributed Revenue 06:55 Importance of Tracking in Klaviyo 09:38 Auditing Klaviyo Accounts: Key Steps 13:57 Optimizing Pop-Ups for Email Sign-Ups 17:08 Effective Sign-Up Offers and Strategies 19:51 A/B Testing for Sign-Up Forms 22:26 Understanding Welcome Flows and Their Importance 35:16 Optimizing Abandonment Flows for Better Engagement 36:37 Distinguishing Between Abandoned Cart and Checkout 41:26 Monitoring Deliverability and Integration Issues

  8. Apr 12

    Stop Losing Money to Bad Customer Support

    The conversation with Oleg Krasnov delves into the importance of customer support for businesses of all sizes, emphasizing the need for a customer-centric approach and the impact of support on customer retention. Oleg shares insights on hiring for support roles and the value of empathy in customer interactions. The conversation covers a wide range of topics, including the hiring process, the importance of values, and the role of AI in customer support. Oleg shares insights on the hiring process, the significance of motivation and values, and the use of values as a tool for culture-building. Additionally, he discusses the evolution of customer support and the challenges and opportunities presented by AI. Takeaways Customer support is a core capacity for any company, regardless of its size.The right talent and environment for support roles can lead to exceptional customer experiences and low attrition rates. Hiring ProcessValues as a ToolAI in Customer Support Chapters 00:00 Hiring for Support Roles and the Value of Empathy40:30 The Hiring Process: Skills and Motivation52:30 The Importance of Values in Hiring and Culture-Building01:21:02 AI in Customer Support: Challenges and Opportunities

  9. Apr 1

    Why Fake Scarcity is Killing Your Brand

    Most brands do not lose trust in one big moment.They lose it one fake sale at a time.In this episode, I break down why real scarcity builds demand, while fake scarcity makes brands look cheap.You’ll see why Apple, Hermès and Supreme win with scarcity, and why constant discounts quietly damage trust, pricing power and growth.Comment with one way you could build real scarcity into your business.

    Why Fake Scarcity is Killing Your Brand
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Deconstructing how winners decide on marketing.

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