Maximizing Total Lifetime Value for Sustainable Growth

SummaryIn this episode, Joe Shelerud interviews Dan Brownsher from Channel Key. They discuss the current state of the e-commerce space, the challenges and opportunities for brands on platforms like Amazon, and the key factors that contribute to a brand's success. They emphasize the importance of high-quality products, brand building, and maximizing total lifetime value. They also highlight the need for brands to utilize upper funnel activities and measure them correctly. TakeawaysThe e-commerce space is still relatively early in its growth, and there are opportunities for brands to succeed.High-quality products, brand building, and targeting the right audience are key factors for a brand's success on platforms like Amazon.Maximizing total lifetime value by driving repeat purchases or cross-selling is crucial for sustaining growth.Brands should consider utilizing upper funnel activities, such as streaming TV and video, to create brand awareness.Measuring the full funnel and understanding the contribution of each stage is important for effective advertising strategies.Connect with Dan: https://www.linkedin.com/in/dan-brownsher/

SummaryIn this episode, Keith from Made In discusses his journey in the e-commerce space and the strategies he implemented to scale the new-to-brand customer on Amazon. He shares insights on testing incrementality, maximizing lower funnel opportunities, expanding search terms, and utilizing Amazon Marketing Cloud. Keith also compares the Walmart Marketplace to Amazon and talks about the potential for international expansion. The episode concludes with a discussion on upper funnel opportunities and where listeners can find more information about Made In.TakeawaysTesting incrementality on Amazon can provide valuable insights into the effectiveness of advertising strategies.Maximizing lower funnel opportunities, such as search terms, can lead to incremental sales and higher ROAS.Carefully expanding search terms and targeting specific customer segments can help optimize advertising campaigns.Utilizing Amazon Marketing Cloud can provide valuable data on customer behavior and attribution.The Walmart Marketplace is making strides in its ad platform and has the potential to catch up to Amazon's capabilities.Expanding internationally can tap into new markets and increase brand reach.Exploring upper funnel opportunities, such as video ads and prime streaming, can further enhance advertising strategies.

SummaryIn this episode, Abe from XP Strategy joins the Ad Project Podcast to discuss his experience participating in an AI hackathon at the Prosper Show. The hackathon involved creating a new product and all the necessary assets within a tight timeframe using AI tools. Abe shares the challenges and successes of the hackathon, including using ChatGPT for image generation and product packaging. He emphasizes that AI is a tool that can enhance experts and provide a starting point for those who need it. The conversation also explores the future possibilities of AI in advertising and the importance of creativity in utilizing AI effectively.TakeawaysAI can be a powerful tool for creating new products and generating assets within a tight timeframe.ChatGPT and other AI tools can provide a starting point for ideation and branding.AI is most effective when used by experts in the field who can leverage the tool to enhance their work.While AI can automate certain tasks, it is not a replacement for human expertise and creativity.Connect with Abe: https://www.linkedin.com/in/abechomali/

SummaryWe are live from Prosper Show! In this episode, Joe is joined by Jérôme de Guigné to discuss the process of expanding internationally, specifically to the European market. They cover topics such as general benchmarks for international expansion, competition and cost per click, localization and AI tools, product packaging and customization, and the importance of VAT and compliance. They also provide a step-by-step guide for selling in Europe and share where to find more information.TakeawaysExpanding internationally can be a huge opportunity for sellers, but it also comes with challenges and costs.When expanding to Europe, it's important to consider factors such as competition, cost per click, and market potential.Localization is crucial for success in different markets, and a hybrid approach using both translators and AI tools can be effective.Compliance with VAT regulations is essential, and working with a reliable partner can help navigate the complexities.Proper product packaging and customization are important for meeting regulatory requirements and customer expectations.A step-by-step guide for selling in Europe includes obtaining a VAT number, opening a seller account, and ensuring compliance with regulations.

SummaryIn this episode, the Joe & Matt discuss the differences between Sponsored Display and DSP on Amazon. They explain when to consider using each platform and the various audience targeting options available. They also compare the pricing models and creative options in both platforms. The hosts highlight the advantages of using Amazon's DSP, such as the ability to use custom creatives and access to Amazon Marketing Cloud for advanced data insights. They conclude by emphasizing the importance of choosing the right platform based on your advertising goals and budget.TakeawaysSponsored Display is a self-serve platform that is easy to use and is a good starting point for testing different advertising options.DSP offers more control and complexity, allowing for more advanced audience targeting and the use of custom creatives.Amazon Marketing Cloud provides valuable data insights for measuring ad performance and optimizing campaigns.Consider your advertising goals and budget when choosing between Sponsored Display and DSP.Utilize the different targeting options and creative features to reach your desired audience and maximize ad performance.

SummaryAnders Hjorth, an expert in retail media, discusses his journey into the Amazon and retail media space and the rise of Amazon ads. He defines retail media as advertising in commerce and highlights the differences between retail media in Europe and North America. Anders also explores the challenges of allocating budget and achieving consistency in data and reporting. He shares his excitement about the future of retail media, including the integration of video and CCTV and the ability to tell transmedia stories. Connect with Anders on LinkedIn for more insights into retail media: https://www.linkedin.com/in/ahjorth/TakeawaysRetail media is the integration of advertising and commerce.The rise of Amazon ads has transformed the digital marketing landscape.Retail media in Europe differs from North America due to market size and language barriers.Allocating budget and achieving consistency in data and reporting are major challenges in retail media.Exciting developments in retail media include the integration of video and CCTV and the ability to tell transmedia stories.

SummaryIn this episode, host Joe Shelerud interviews Dom from Sproutbrite, an Amazon seller with a unique background in music and entrepreneurship. Dom shares his journey from a successful music career to starting his own business on Amazon. He discusses the challenges he faced, including financial setbacks and copycat competitors. Dom also emphasizes the importance of passion, authenticity, and creating value in the products and content he offers. TakeawaysPassion and authenticity are key in building a successful brand.Creating value and resonating with customers is more important than simply selling products.Challenges and setbacks are part of the entrepreneurial journey, but perseverance and a growth mindset are crucial.Building a brand requires continuous learning, adapting to market changes, and finding ways to stand out from competitors.

SummaryIn this episode, Joe and Sean discuss the power of first-party data in Amazon advertising. They explore the challenges and opportunities of using Amazon's DSP to target audiences off the platform. They highlight the importance of audience segmentation and tracking, as well as the benefits of using hash lists to build lookalike audiences. They also discuss the complexities of conversion attribution and the need for careful measurement. Overall, they emphasize the value of utilizing Amazon's first-party data and the potential for driving new-to-brand customers to non-Amazon websites. In this podcast episode, Sean discusses key learnings and insights from his work at Add Advance.TakeawaysAmazon's first-party data is a powerful tool for targeting audiences off the platform.Segmenting audiences and tracking conversions can be challenging but is crucial for effective advertising.Using hash lists and building lookalike audiences can help reach new-to-brand customers.Conversion attribution across different platforms requires careful measurement and de-duplication.Lead time is necessary for setting up tags and building audiences. Continuous learning and exploration are essential in the field of advertising.Stay updated with industry trends and best practices.Subscribe to Add Advance's mailing list and follow their content for valuable insights.

SummaryIn this episode, Joe Shelerud and Melissa Barnstorf discuss Walmart advertising and the differences between Walmart and Amazon ads. They provide tips for getting started with Walmart advertising, including leveraging top-performing keywords from Amazon. They also share a case study of a brand successfully launching on Walmart. The episode concludes with an update on brand term targeting on Walmart and the early days of Walmart advertising.TakeawaysWalmart advertising has similarities to Amazon advertising, but there are also key differences in terminology and platform structure.When getting started with Walmart advertising, it can be helpful to leverage top-performing keywords from Amazon and set up manual campaigns.Bids on Walmart are generally lower than on Amazon, but it's important to monitor performance and adjust bids accordingly.Brand term targeting is now available on Walmart, allowing advertisers to target competitor keywords.The early days of Walmart advertising present an opportunity for brands to establish themselves on the platform.

In this episode, Joe Shelerud is joined by Jack Lindberg from The Mars Agency to explore the intricacies of Amazon Marketing Cloud (AMC) and data clean rooms. They discuss the technical and analogical aspects of data clean rooms, highlighting their significance in maintaining privacy while sharing valuable data. The conversation delves into use cases, including ASIN purchase overlap reports and insights into customer behavior after viewing ads.Key Points:Understanding the concept of data clean rooms and their role in protecting privacy.AMC as a unique clean room where Amazon serves as both the host and data provider.Use cases of AMC, such as ASIN purchase overlap reports and insights into branded keywords.Challenges and opportunities in the evolving landscape of digital advertising, especially with the deprecation of cookies.Eligibility requirements for using AMC and the importance of SQL proficiency.Strategic and tactical actions advertisers can take based on AMC insights.Leveraging AMC audiences for enhanced targeting in Amazon DSP.Guest:Jack Lindberg - Director of Analytics at The Mars AgencyJoe Shelerud - CEO of Ad Advance and Host of the Ad Project Podcast