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In this episode (our last episode of the year!), Patrick & Emma cover what happened during BFCM 2024 and what it means for brands and retailers - think personalization vs. discovery, low-cost marketplaces, and the competition between the biggest retailer players. You'll want to stick around for the end - where we get into a rapid-fire style, full-year recap.
Happy holidays and we'll see you next year!
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Matt Leigh, VP Retail Operations at Syndigo breaks down the current state of digital content in this episode - looking at increasing regulatory pressures and how brands need to adapt, what motivates retailer data upload methods and requirements, and the need for sophisticated and specialized content data management and expertise.
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You might hear "retailer earnings" and think about investors, but you shouldn't underestimate the power of understanding the important pieces of a retailer earnings report and how each quarter's performance can impact your business. In this episode, Eamon Kelly of Edgewater Research Company joins us to teach us how to decode the critical elements of these reports as a brand or agency and understand what actually drives share prices for retailers.
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This month’s episode is continued coverage on the competitive low-cost marketplace environment. Patrick and Emma discuss Shein’s struggles to IPO, Temu’s mission to sign on as many merchants as possible while navigating a potential end to the De Minimus tax exemption, and Amazon’s shadowboxing to stay in the game. But with prices so low sellers will have to determine when it’s time to invest in growing as a brand (or not).
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In this episode recorded live from unBoxed 2024, Gabe Fishbein, VP Product at Flywheel covers the power of Sponsored Ads across the full funnel, which has come to life in new ways due to changes in how Amazon calculates advertising eligibility. This change forces advertisers to re-evaluate their profitability matrix and ad type mix, which overall provides an opportunity to further seek deterministic measurement all the way down the funnel.
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Recorded live at Amazon unBoxed 2024, this episode features Kiersten Smith, Director of Marketing at Megababe who covers how Flywheel helped strategize a full funnel approach to increase NTB sales, marketshare, and brand awareness utilizing a variety of Amazon Ads products. Listen in for how this challenger brand, in a tough category, with finite resources was able to meet its goals.
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In this quick episode of the Commerce Collective Podcast’s unBoxed coverage, Donte McCrary-McClain gives us a speedy overview of multiple new product launches related to AMC, some of which Flywheel had the opportunity to beta test prior to the conference. We’ll cover bid boosting for SP and SB with the help of AMC and a variety of measurement enhancements to AMC itself. Tune in to learn more about what these products are, how to strategically use them, and how Flywheel has been able to bring these to life for a few advertisers via our early testing access.
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Recorded live from unBoxed 2024 in Austin, we talk to Kelly MacLean, VP Amazon DSP at Amazon Ads about finding relevant audiences with ADSP, what we mean by relevance, and the power that exists for advertisers when AMC audiences and APC signals overlay - and we’ll even touch on all of that in relation to CTV buys. You won’t want to miss listening in to this episode, and be sure to check out every episode we publish from unBoxed 2024!
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eB2B is one of the fastest-growing ecommerce channels - currently growing faster than eB2C itself! This means that now is the time to research this channel, seek out opportunities, and begin investing in test and learn opportunities. Nick Everitt, Director of Consulting at Flywheel teaches us about the foundations of eB2B, the main platforms, and how brands should be approaching their eB2B channel strategy.
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This month’s episode is a brief yet deep dive into a critical element of advertising measurement that everyone in commerce should have their heads wrapped around - and that is determinism vs. probabilism. How do these two concepts differ, and what approach is the best for a multifaceted enterprise brand? Tune in for your monthly dose of topical ecommerce insights and walk away ready to impress your colleagues with this new and/or enhanced knowledge.
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Sri Rajagopalan - who you might know from The CPG Guys - joins the Commerce Collective podcast to talk about the trend of ecomm investment slowdown that he has been observing from brands, specifically across retail media. What is causing brands to pull back and shift who leads the retail media charge? And is this a mistake? Listen in to hear Sri’s take on the matter and his advice for brands considering what could be a significant missed opportunity. Pulling back investments is easy, but recovering missed progress can be hard.
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In this exciting episode, Aaron Jones, VP of eCommerce and media at Liquid I.V.® (a Unilever brand) discusses the origins of Liquid I.V.® and how growing up in the digital sphere has allowed the brand to invent and continue to own the powdered hydration category. Aaron also highlights what has led to incredibly successful Prime Days the past two years (Liquid I.V.® had the 3rd highest-selling product on Amazon in terms of units sold this past Prime Day), and provides insight into treating each deal event as a unique way to reach customers where they are. Every brand should listen in for a story about innovation, agility, and CPG boundary-pushing.
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Fall is almost here and it’s M&A season. This month Patrick and Emma dig into three proposed mergers and/or acquisitions - Mars and Kellanova, Instacart and Uber, and two Amazon aggregators - Branded and Heyday. Why have these acquisitions come into the spotlight and what could these outcomes could mean for the retail industry?
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With TikTok Shop, shoppers can now go from inspiration to purchase within seconds. This emerging marketplace unlocks a huge opportunity to drive incremental growth. In this episode, Molly O’Bryen and Deren Baker discuss what sets TikTok Shop apart from other marketplaces and the creator economy. Plus they share tips on how to build a winning strategy.
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In this episode Kelly Miller, VP Commerce, EMEA at Flywheel highlights her research on declining POs and decreased weeks of cover in the EU and what it means for vendors adjusting to Amazon’s rebalancing now that stable profitability has been reached for the first time since the pandemic.
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The ecommerce industry usually dreads the process of AVNs, but in this episode, Russ Dieringer of Stratably provides a counterpoint on how AVNs can actually be a good thing when you’re prepared. Listen in to learn more about the purpose and significance of AVNs, what Stratably’s research uncovered from this past year, and recommendations for how brands should approach the next round of AVNs.
Read Stratably’s report here: https://stratably.com/deep-dive-2024-amazon-avn-wrap-up/
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This month’s episode of Above the Fold is a special edition covering Flywheel’s recently published whitepaper titled “The Big Shift.” Patrick and Emma cover the inspiration for the report, highlight key points, and discuss recent announcements that tie back to the paper. You can download the paper here (but be sure to listen to the episode for additional insights!).
https://www.flywheeldigital.com/guides/the-big-shift-retail-power-dynamics?utm_medium=announcementemail&utm_source=slack&utm_campaign=the-big-shift-whitepaper&utm_content=deckworthy&internal_company_id=2021A1
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The Commerce Collective Podcast is back in Cannes and is excited to launch this episode featuring Brian Tomasette - Director of Product, DSP, Amazon Ads that covers the future of addressability. We break it down into three segments, creating relevancy in a cookiesless world, simplification of controls for transparency, and upper funnel solutions for an increasingly fragmented landscape.
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