Georgia Leybourne, CMO of Linnworks and value partner of Optimizons, joins Matt Anderson and Rael Cline on eCom Insights to discuss the challenges and opportunities in the e-commerce industry.
Georgina shares her colourful background and journey to becoming a chief marketing officer at Linnworks. They discuss the macroeconomic environment for e-commerce, including the impact of consumer spending, supply chain challenges, and the role of technology. They also explore the importance of marketplaces in the customer journey and the need for brands to have a consistent brand experience across different channels.
Georgia emphasises the need for brands to have the right infrastructure, knowledge, and strategy in place when entering new marketplaces. They also discuss the decision-making process for brands, including whether to have a wholesale relationship or a direct-to-consumer approach with marketplaces. In this conversation, Matt Anderson, Rael Cline and Georgia Leybourne discuss various topics related to e-commerce and marketplace selling.
They touch on the importance of selecting the right product range and managing complexity in the supply chain. They also explore the role of automation in maximising listing potential and improving operational efficiency. The conversation delves into the potential of digital product passports and the importance of sustainability in retail. They discuss the need for organisations to focus on getting their basics right, aligning people, process, and technology, and implementing effective change management. The conversation concludes with a discussion on recent developments in e-commerce, including Nike rejoining Amazon and the fascination with augmented reality and gamification in retail.

Key Takeaways

• The e-commerce industry is constantly changing and retailers face numerous challenges, including economic climate, consumer spending, and supply chain challenges.
• Marketplaces play a crucial role in the customer journey, serving as a research platform and providing brand reach and operational excellence.
• Diversification across marketplaces is important, but brands should only embrace additional marketplaces if they have the infrastructure and knowledge to maximise their potential.
• Consistency in brand experience is key across different marketplaces and channels.
• Brands need to carefully consider their approach to marketplaces, including the decision between wholesale and direct-to-consumer relationships, and the selection of products to launch. Selecting the right product range and managing complexity in the supply chain are crucial for success in marketplace selling.
• Automation can help maximise listing potential, improve operational efficiency, and aid decision-making.
• Digital product passports and sustainability are emerging trends in retail that can have a significant impact on consumer buying decisions.
• Organisations should focus on getting their basics right, aligning people, process, and technology, and implementing effective change management.
• Recent developments in e-commerce include Nike rejoining Amazon and the growing interest in augmented reality and gamification in retail.

Gain access to exclusive reports at www.optimizon.co.uk
Find more information about the podcast and eCom Insights event at www.ecominsights.co.uk
Matt Anderson LinkedIn: https://www.linkedin.com/in/mattandersonoptimized/
Rael Cline LinkedIn: https://www.linkedin.com/in/raelcline/

In this conversation, Matt Anderson, Rael Cline, and guest Robert McGovern discuss the Amazon Marketing Cloud (AMC) and its use cases. They cover topics such as the background of Robert McGovern, Director of Paid Advertising at Optimizon, the accessibility and conditions for using AMC, the value it provides in terms of custom attribution and understanding the customer journey, and the challenges of adopting and using AMC. They also touch on the importance of data teams and coding knowledge in utilising AMC effectively. The conversation explores the various use cases and benefits of the Amazon Marketing Cloud (AMC) for advertisers. It discusses how the AMC can provide insights into customer profiles, messaging effectiveness, overlap analysis, time to conversion, and incremental return on ad spend (iROAS). The AMC allows advertisers to understand their target audience better, optimise their campaigns, and make data-driven decisions. It also highlights the importance of using Amazon's rich data set to gain a deeper understanding of consumer behaviour and preferences. The conversation concludes by emphasising the value of AMC for different stakeholders, including brand owners, CEOs, and C-suite executives.

Key Takeaways

• The Amazon Marketing Cloud (AMC) is a tool for data measurement that allows advertisers to understand customer behavior and make informed marketing decisions.
• AMC provides insights into custom attribution, allowing advertisers to see the impact of different touchpoints in the customer journey and adjust their marketing strategies accordingly.
• AMC can change the overall return on ad spend (ROAS) by revealing the true impact of different advertising campaigns and channels.
• AMC requires some coding knowledge and data team resources to fully utilize its capabilities.
• AMC is particularly valuable for understanding the effectiveness of top-of-funnel campaigns, identifying customer profiles, and optimizing advertising budgets.
• Adopting and using AMC can be challenging, but the insights it provides make it worth the effort for advertisers. The Amazon Marketing Cloud (AMC) provides valuable insights into customer profiles, messaging effectiveness, overlap analysis, time to conversion, and incremental return on ad spend (iROAS).
• AMC allows advertisers to optimize their campaigns, understand their target audience better, and make data-driven decisions.
• Amazon's rich data set offers a deeper understanding of consumer behavior and preferences, making it a valuable resource for advertisers.
• AMC is beneficial for various stakeholders, including brand owners, CEOs, and C-suite executives, as it helps inform budget allocation, marketing strategies, and business decisions.
• Using AMC in conjunction with other advertising platforms can provide a more comprehensive view of campaign performance and attribution.

Gain access to exclusive reports at www.optimizon.co.uk
Find more information about the podcast and eCom Insights event at www.ecominsights.co.uk
Matt Anderson LinkedIn: https://www.linkedin.com/in/mattandersonoptimized/
Rael Cline LinkedIn: https://www.linkedin.com/in/raelcline/

In this episode, Matt Anderson and Rael Cline discuss their backgrounds in e-commerce and introduce their companies, Optimizon and Nozzle. They explore the value of customer lifetime value (LTV) and how it can inform strategy for events like Prime Day and Black Friday. They also discuss the struggles that clients face in e-commerce, such as margin pressure and the constant asks from vendor managers. Matt shares his recommendations for focusing on profitable products and driving organic growth. They emphasise the importance of granular analysis and understanding the customer journey. In this conversation, Matt Anderson and Rael discuss various topics related to advertising and marketing on Amazon. They touch on ad spend optimisation, experiments and budgets, the importance of mobile-ready hero images, the rise of marketplaces, the Amazon Marketing Cloud, and the overlap between DTC and Amazon. The perfect introduction to each aspect of the marketplace journey before taking a deeper dive into each every episode.

Key Takeaways

• Understanding customer lifetime value (LTV) is crucial for building a successful brand on Amazon.
• Prime Day and Black Friday can be complicated for brands, as they often result in higher costs and lower-quality customers.
• The right balance between new customer acquisition and retention depends on the brand's growth goals and profitability.
• Focusing on profitable products and driving organic growth is key to long-term success in e-commerce.
• Granular analysis and understanding the customer journey are essential for making informed strategic decisions. Optimising ad spend on Amazon involves experimenting with different strategies and channels to increase margins.
• Mobile-ready hero images are crucial for grabbing attention and increasing click-through rates on the digital shelf.
• Marketplaces like Tesco and B&Q are expanding their digital shelves, providing opportunities for brands to reach a wider audience.
• The Amazon Marketing Cloud offers privacy-first insights and allows for data sharing and analysis across multiple parties.
• The overlap between DTC and Amazon is often smaller than expected, and understanding this overlap can help adjust customer acquisition costs and lifetime value calculations.

Gain access to exclusive reports at www.optimizon.co.uk
Find more information about the podcast and eCom Insights event at www.ecominsights.co.uk
Matt Anderson LinkedIn: https://www.linkedin.com/in/mattandersonoptimized/
Rael Cline LinkedIn: https://www.linkedin.com/in/raelcline/