Keep Optimising eCommerce Podcast Network

Jo Young is the Managing Director at UniFida, a team of data-driven marketing experts with a focus on attribution, especially matching up offline and online marketing. Jo’s been at the forefront of marketing data analysis since 1995! 
In this episode, we discuss: 
Breaking down the silos and integrating marketing channels The importance of cost and ROI Looking beyond last-touch attribution Sustainability integration 
Dive in: 
[04:29] Tracking marketing impact through direct and indirect means. 
[08:53] Traditional marketing measurement uses complex tracking mechanisms. 
[12:47] Measurement complexity, silo breakdown, techniques combination effectiveness. 
[13:58] Integrating all marketing activities for effective attribution. 
[19:27] Factor cost calculations into cross-channel marketing decisions. 
[22:03] Sustainability in marketing is gaining popularity. 
[23:43] Insider Tips from Jo! 
 
Find the notes here: https://keepopt.com/214  
Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Doug Franklin is the founder and CEO at Penny Black. Who are all about taking control of the unboxing experience to drive engagement and conversion rates through the roof. 
In this episode, we discuss: 
How the unboxing experience is a key to delighting the customer The power of personalization Why offline marketing still matters 
Dive in: 
[05:30] Focused on product development and warehouse integration. 
[09:33] Catalogues evolved to personalized, cost-effective flyers. 
[13:18] Data tracking for customer engagement and sales. 
[17:53] Merchants can scale and target specific cohorts. 
[20:32] Insider Tips from Doug! 
 
Find the notes here: https://keepopt.com/213  
Download Shopify's new industry report >> https://keepopt.com/shopify
****
Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Anna Wilson has over 21 years experience optimising retention and acquisition strategies for growth for mail order retailers. Working both agency AND client side she has a wealth of experience to share gathered whilst working for brands like Orvis, Boden, The White Company, Able & Cole, Glasses Direct and many more.
She’s now a senior member of the team at Go Direct Marketing where they manage 100s of catalogue mailing campaigns a year. 
 
In this episode, we discuss: 
The seamless integration of online and offline marketing strategies The synergy between catalogues and email marketing How to leverage customer service and website alignment 
 
Dive in: 
[07:02] Maintain brand consistency across social media platforms. 
[09:56] Consider email and mail for catalogue distribution. 
[13:33] Encourage catalogue use, seize warm customer interest. 
[16:20] Consistent website and catalogue branding is crucial. 
[19:51] Consider retail partnerships, online presence, and consistency. 
[22:40] Insider Tips from Anna! 
 
Find the notes here: https://keepopt.com/212  
Download Shopify's new industry report >> https://keepopt.com/shopify
****
Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Nicky Lomax is an expert buyer of Offline Media – spending 10 years at marketing and data agency more2, including leading the Media and Acquisition Data Planning team driving offline acquisition strategy for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!!
Nicky and her team regularly bought over 15 million names, and over 30 million inserts a year! She now works brand side most recently running CRM projects at This Works and Ted Baker. 
In this episode, we discuss: 
The importance of negotiation in offline media buying  Testing and optimization are crucial Leveraging demographic data for targeted campaigns 
 
Dive in: 
[05:27] Negotiating media buying rates for traditional media. 
[08:10] Buying into specific postal sectors for marketing. 
[11:25] Propensity modeling and ranking postal regions. 
[14:08] Offline marketing has time lag; online is instant. 
[18:17] Consider various model selections for better results. 
[23:07] Start with substantial investment, consider expert advice. 
[28:27] Insider Tips from Nicky! 
 
Find the notes here: https://keepopt.com/211  
Download Shopify's new industry report >> https://keepopt.com/shopify
****
Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Wesley is Chief Revenue Office at Leaf. Where he (and the rest of the Leaf team) are specialists in driving superior digital performance for DTC brands from ad click through to purchase.  
In this episode, we discuss: 
The importance of technology and data science  How to balance budgets and metrics Why you need to look beyond the numbers 
Dive in: 
[05:23] Data smart brands win in evolving industry. 
[07:57] Brands struggle, need to understand profitability. 
[10:37] Maximizing margins requires dynamic budget and structure. 
[15:50] Understanding data attribution in a changing world. 
[19:08] Google Consent Mode v 2 affects retargeting heavily. 
[22:09] Control budget, creatives, and product collections effectively. 
[25:11] Insider Tips from Wesley! 
 
Find the notes here: https://keepopt.com/210  
Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

****
Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Tom Webster is a partner at Sounds Profitable, the leading voice of significance for the digital audio industry, devoted to growing the podcast sector through audio insights, education and connections. They produce the must-consume research on podcast advertising, and are probably the only newsletter I read religiously. 
In this episode, we discuss: 
Why podcast listeners are your ideal audience How to track your ad performance effectively The best types of podcast ads for your brand Crafting ads that resonate with listeners 
Dive in: 
[03:10] 30-year media research career transitioned to podcasting. 
[07:09] Podcasting offers targeted reach and audience engagement. 
[12:10] Podcast advertising offers incredible opportunities for brands. 
[13:55] Podcasting advertising: test, tiers, and programmatic market. 
[19:01] Content matches sensibility, tone, mood for audience. 
[20:40] Insider Tips from Tom! 
 
Find the notes here: https://keepopt.com/209  
Request your Performance Data Audit from Leaf now >>> https://keepopt.com/leaf

****
Get all the links and resources we mention & join our email list at https://keepopt.com
Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.
Interested in being a Sponsor? go here: https://keepopt.com/sponsor