Keep Optimising

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...

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...

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 market...

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 Leverag...

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. 

...

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] Podcasti...

Becky Hopkin and Jonny Hyams have both been on the show before – and this time we get them both!

Our favourite Google Ads experts from advertising agency Digital Gearbox. 

In this episode, we discuss: 

What’s new in Google Ads  What’s currently working  And what’s still working well 

Dive in: 

[04:56] Google can use AI to track user data. 

[09:36] Google AI chat box creates ad content. 

[10:49] Search ads now have single shorter headlines. 

[14:29] AI, smart bidding crucial for best results. 

[17:42] Tip for using Performa...

Jon Loomer’s been helping marketers and entrepreneurs reach their business goals through advanced Facebook marketing strategies since 2011!

And he’s (in my opinion) a must-follow if you want to know what’s working right now on Facebook Ads. 

In this episode, we discuss: 

Shifting the focus from targeting to better creatives  Making the most of Facebook’s automation tools  The importance of accurate data tracking and integration 

Dive in: 

[07:10] New advertisers have it easier now. 

[12:33] Expensive marketing shifts focus, avoiding treating customers statically. 

[15:40] Pixel code tracks website e...

Alex Weston leads the commercial strategy for SparkLayer B2B, a fast growing eCommerce B2B offering, which helps you to manage and grow your wholesale customer base. 

In this episode, we discuss: 

How to build a successful B2B eCommerce strategy  Understanding the needs of B2B customers  Tailoring the experience  The long-term benefits of B2B eCommerce 

Dive in: 

[04:51] B2B offers scalable, economical way to expand. 

[08:26] Selling to businesses requires different strategy. 

[09:45] Merchants must plan and market for success. 

[14:16] Biggest used features of the SparkL...

Ben Lang is the Head of Northern Europe and Dach at Shopify. Helping Shopify partners throughout these regions and beyond to help the retailers they work with build successful commerce strategies. 

In this episode, we discuss: 

Transitioning from omnichannel to connected commerce  Enhancing customer experience with data integration  The importance of agile and scalable tech stack 

Dive in: 

[05:46] 54% browse online, maximize impact with both. 

[07:07] Technology affects physical retail experience, now crucial. 

[13:29] Key elements: tech stack, informed decisions, leveraging partners. 

[16:50] Partners play critical roles in business success. 

[19:3...