Ecommerce Brain Trust

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. In today's episode, we're diving into a topic that's been heating up since Amazon unveiled it at Unboxed last October: using AMC audiences for Sponsored Products.  It's a conversation that's gone from a slow simmer to a full-on boil in recent months, and we've brought in two of Acadia's sharpest retail media minds to break it all down: Ross Walker and Carlos Sastre. We'll be exploring where the real impact is showing up, what's working, and what this shift means for the future of Sponsored Search. Tune in to find out more! "I don't care about winning every single eyeball for a keyword. I only care about winning the subset of eyeballs that are most likely to convert, be a high lifetime value customer, or be most likely to purchase multiple products in my assortment. That is the new game that we are moving towards in the future." Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Carlos discuss: Overview of AMC Audiences for Sponsored Ads: The distinction between using AMC audiences in DSP vs. Sponsored Ads. In Sponsored Products/Brand Ads, AMC audiences act as bid modifiers rather than strict targeting mechanisms. Limitations and Current Capabilities: Advertisers can only boost bids for specific audiences, not exclude or exclusively target them. Only one AMC audience can be applied per campaign currently, which introduces campaign complexity. The "crawl, walk, run" approach: Start simple by identifying the campaign goal (upper vs. lower funnel) before layering in AMC audiences. Recommendations to duplicate existing campaigns and layer AMC audiences for more efficient targeting. Strong results from using purchaser and subscriber lookalike audiences (doubling ROAS and improving conversion rates). Cautions against hyper-granular audience building, which may limit scale and statistical significance. Leveraging “out of the box” audiences first before building complex custom audiences. Keep initial testing straightforward, scaling complexity only if justified by results. Notable reductions in CPCs and significant increases in ROAS for test campaigns that adopted AMC audiences. Dual campaign strategy allows efficiency gains without sacrificing overall volume. The introduction of more AMC-style features directly in the Amazon Ads console (e.g., new-to-brand bid boosting). The shift from keyword/product targeting towards audience-based bidding and what that means for campaign architecture and ROI. Amazon's continued pace of innovation in ad products enables proactive brands to gain an edge. The future of advertising on Amazon involves refining audiences beyond keywords, focusing spend on high-value customers. The importance of adapting campaign strategies to stay ahead as the platform evolves.  

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. We're back with Part 2 of our special Prime Day series, and today we're diving deep into Ad Strategy. Joining us today is Damiano Ciarrocchi, our Senior Retail Media Manager. With years of experience managing Prime Day ad strategies — both at Amazon and now for our clients — Damiano is a Prime Day pro who's seen it all. Today, he's sharing his insider insights on how this year's Prime Day is shaping up to be different from years past. Don't miss it — tune in now!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Damiano discuss: The Buzz Starts Early: Brands are already fielding Prime Day questions by late April: What's changed this year? How should we budget? What creative assets need to be ready now? Early alignment is critical. Prime Day Is Won Before It Begins: Success isn't defined by the deals you run during Prime Day—it's shaped in the weeks and months leading up to it. A New Playbook for 2025 Advertising: This year demands a shift in budget planning and campaign strategy. With evolving consumer behavior, flexibility becomes your strongest advantage. Unlocking Amazon's New Ad Tools: 2025 marks a new era for advertisers. Tools like Amazon Marketing Cloud (AMC) audiences are no longer reserved for elite brands—they're now accessible and essential for all. May & June: The Setup Phase: Your early lead-in tactics dictate your visibility and performance during the event. Use this time to build awareness, optimize recall, and prime conversions. Real-Time Agility on Prime Day: Ideally, you're so well-prepared that surprises are minimal, but when the unexpected hits, your ability to pivot fast will set you apart. The Surge Doesn't Stop on Prime Day: Prime Day isn't the finish line—it's the launchpad. Smart brands ride the demand wave into post-event momentum and longer-term growth. Navigating Tariffs and Supply Chain Disruption: With tariffs and ongoing logistics challenges, brands need tighter forecasting and contingency plans baked into their Prime Day strategy.   MENTIONED IN THIS EPISODE Don't forget to check out part 1 of this Prime Day Prep series! Access this in blog format! Part 1 here! Connect with Senior PPC Manager, Damiano Ciarrocchi Connect with our host, Julie Spear Connect with our host, Jordan Ripley

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. This is your April edition of the Retail Round-Up! In today's episode, we dive into the latest trends shaking up the retail media landscape, from AI-driven shopping innovations and Walmart's evolving media strategy to concerns about Prime Day restock limits and the ongoing impact of tariffs. The retail media space is moving fast, and there's no sign of slowing down. We're excited to welcome special first-time guest Shahrez Anjum, Senior Account Manager at Acadia, alongside our media expert and friend of the pod, Ross Walker, Director of Retail Media at Acadia. Tune in to stay ahead of the curve!   KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Shahrez discuss: Amazon recently introduced two major AI-driven features that signal a fundamental shift in how product discovery and shopping journeys will operate: Interests AI and Buy for Me. Interests AI is a product discovery tool that allows Amazon shoppers to enter detailed prompts reflecting their hobbies and passions.  Buy for Me, currently in beta, uses agentic AI to place orders on third-party brand websites directly from the Amazon app. Amazon has introduced tighter control over off-site placements, which allows advertisers to manage their spend on external platforms more effectively. Walmart has made two significant updates to its media offering through Walmart Connect, adding Vizio inventory for media buying and the ability to do advanced targeting for on-site display ads.  Amazon has made significant strides in simplifying and enhancing how advertisers can interact with its audience targeting capabilities, particularly by integrating AMC (Amazon Marketing Cloud) audiences into its ad console. Native Bid Boosters: Amazon is making it easier for advertisers to access and use audience segments directly within the ad console. The ongoing discussions around tariffs and their potential impact on retail prices have become a recurring topic in the e-commerce space, especially in relation to Amazon. As Prime Day approaches, concerns about restock limits and potential supply chain challenges are rising. In particular, there are indications that Amazon may reintroduce restock limits, a measure previously used to manage inventory flow.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today kicks off a special two-part series designed to get you fully prepared for Prime Day. In this first episode, we're diving deep into the operational, promotional, and organic strategies you should focus on as the big shopping days approach. We're excited to be joined by Joanna Otto, an Account Manager on Acadia's Retail team. With more than a decade of experience spanning brand-side roles, agencies, and Amazon itself, Joanna brings a seasoned perspective on how Prime Day has evolved. We're also welcoming Predrag Vetnic, one of our lead strategists for tentpole events. He'll be sharing key data insights and best practices for building an effective merchandising strategy, drawn from our work across a wide range of client partners. Tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Joanna, and Predrag discuss: Start Preparing Early: Begin your preparations by April, as deadlines and operational tasks need to be handled well before Prime Day. Important Dates & Deadlines: AWD inventory by May 15, Deal scheduling closes May 23, FBA inventory deadlines: June 9 (minimal shipment splits), June 18 (Amazon-optimized splits). Sales Velocity & Reviews: Focus on increasing sales and reviews using programs like Vine and Product Win to boost organic ranking. Organic Prep: Invest in keyword optimization, competitive scraping, and high-quality content, including images and infographics. Prime Day Duration: The event has expanded to four days, so expect consistent sales throughout. Merchandise Fees: PED fees have doubled to $100; the new coupon fee structure starts June 2. AI Search: Amazon's AI assistant, Rufus, influences up to 35% of search traffic. Optimize your listings for this. Competitive Monitoring: Be ready to monitor competitors and pivot quickly if issues arise. Expect the Unexpected: Prepare for unexpected challenges, like account health flags and listing suspensions. Economic Pressure: Pricing strategies are more complex due to tariffs and market volatility, so be cautious with price hikes. Invest Strategically: Focus on targeted organic and paid efforts, including influencer and UGC campaigns, to drive relevance.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're thrilled to welcome two fantastic guests: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Jon Harding, SVP and Global CIO at Conair. They're here to share insights from a recent report they released in partnership with MikMak—a practical guide to managing technology change across the business, specifically how to leverage IT teams to accomplish transformational growth. Tune in to find out more!  

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today we're bringing back our very own Director of Retail Marketplace Strategy, Pat Petriello, to discuss how the savviest brands are balancing the needs of brand vs. performance marketing, how to avoid a life sentence in ROAS Jail, and the all-important 95/5 rule.  Tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Pat discuss: Introduction to ROAS Jail: Pat Patriello explains the concept of "ROAS jail," where marketers focus solely on Return on Advertising Spend (ROAS), leading to inefficiencies and short-term growth strategies. The 95-5 Rule: Only 5% of consumers are in the market for any given product at any time. The focus should be on brand building for the 95% who are not currently shopping. 60-40 Rule: Introduced by Pat as a guideline, suggesting a budget allocation of 60% towards brand-building and 40% towards performance marketing. This ratio helps balance short-term sales goals with long-term brand equity. Brand vs. Performance Marketing: Discussion on how these strategies differ and the importance of emotional connection through branding to attract long-term customers. Amazon's Role: Insight into how Amazon is transitioning to accommodate brand building alongside its historical strength in direct sales and conversion. Practical Recommendations: Tips for business leaders on how to integrate brand marketing into existing performance-focused strategies without necessarily increasing overall spending. Examples of Effective Brand Building: Brands like Patagonia are highlighted as successfully creating emotional connections that lead consumers directly to their products, bypassing competitive marketplace auctions.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're joined by two of the sharpest minds at Acadia—experts who live and breathe Amazon. Whether it's diving deep into AI advancements, crafting and optimizing product listings, or navigating the ever-evolving customer journey, these two are on the front lines, ensuring our brands are set up for long-term organic success. First up, we have Julian Galindo, Senior Account Manager on our Retail Team—a recognized authority and proud self-proclaimed nerd when it comes to AI-driven content optimization. Joining him is Predrag Vetnic, Retail Strategist with a specialty in high-impact copywriting for ecommerce. If you've shopped on Amazon recently, chances are you've come across his work without even realizing it. We're thrilled to have them both on the show! Tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Predrag, and Julian discuss: Amazon's AI Advancements Introduction to Rufus, Amazon's AI shopping assistant, which helps customers by suggesting products based on their needs and queries. Cosmo, the AI system powering Rufus, aims to understand the "why" behind shopping behaviors to offer more personalized results. Optimization Practices for AI Transition from keyword-based search optimization to a focus on natural language and user intent. Importance of tailoring product detail pages (PDPs) for Rufus, not only using keywords but targeting customer needs and relevant questions. SEO Strategy Evolution Emphasizing human-like interaction while optimizing e-commerce content for AI. Leveraging footprint data from user interactions to inform and refine search experiences. Testing and Measuring Impact Methods for testing the effectiveness of AI-focused optimization strategies. Importance of monitoring conversion rates, organic share of voice, and search rankings. Future of AI in E-commerce Speculation on the integration of AI-driven search with traditional methods. Discussions on how AI could revolutionize personalized shopping experiences on platforms like Amazon.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It's time for another episode of the Retail Round-Up, March edition! From a new fee structure on promotions to a longer Prime Day event and expanded advertising capabilities, these updates could reshape how brands approach pricing, marketing, and overall strategy. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon's New Fee Structure for Deals & Coupons – Amazon is introducing performance-based fees for Lightning Deals, Best Deals, Coupons, and Prime Exclusive Discounts starting June 2nd. These changes could significantly impact brands' profitability, particularly ahead of Prime Day. Prime Day Extended to Four Days – Amazon quietly announced that Prime Day 2025 will be a four-day event, giving brands more time to compete but also raising concerns about increased promotional spending. Amazon's Push Into TV Advertising – The launch of Complete TV aims to streamline TV ad buying, including both linear and streaming placements. This move aligns with Amazon's broader strategy to dominate the traditional TV advertising space. Search Query Performance (SQP) API Launch – Amazon is making SQP reports available via API, allowing brands and tech providers to automate and integrate search data more efficiently. This could be a game-changer for search optimization and ad performance tracking. Steeper Discounts for Better Visibility – Amazon is incentivizing brands to offer discounts of 40% or more by promising additional deal placements, though the specifics remain unclear. However, higher promotional costs may make deep discounting unsustainable for many brands.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're excited to welcome back a familiar voice on the show—operations expert Armin Alispahic. Armin is here to bring us up to speed on a recent phenomenon in the Vendor space — the availability of true channel P&L analysis. We'll explore why this trend is only showing up now and what it means for how brands assess their business with Amazon.   KEY TAKEAWAYS In this episode, Julie, Jordan, and Armin discuss: Understanding Vendor Profitability on Amazon: Two main metrics: Net PPM (Net Pure Profit Margin) and Internal Brand P&L. The hidden third factor—Amazon's internal costs (fulfillment, packaging, and shipping expenses). Why Profitability Analysis Is Becoming Crucial: Amazon is tightening vendor margins, requiring brands to have a clear view of their own and Amazon's profitability. Increase in CRaP (Can't Realize a Profit) items, making it essential to assess profitability at the SKU level. Technology Driving P&L Insights for Vendors: Amazon's 2023 API improvements have enabled better data access for vendor P&L analysis. New tools now provide automated, SKU-level profitability reports. Key Factors That Influence Vendor Profitability: Fixed Costs: Vendor terms (co-op, damage allowances, freight). Variable Costs: Chargebacks, shortages, advertising, and promotional spend. Operational Efficiency: Packaging, fulfillment optimization, and inventory management. How Brands Can Leverage P&L Insights: Smarter Assortment Decisions: Identifying SKUs that drive profitability vs. those that hurt margins. Optimizing Advertising Spend: Allocating budget toward high-margin products rather than just high-volume ones. Better Negotiations with Amazon: Using data to drive conversations in annual vendor negotiations (AVNs). Cross-Team Collaboration: Breaking down silos between marketing, finance, and operations.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're catching up with Ross Walker, Director of Retail Media, to discuss his recent workshop at the Commerce Media Brand Summit in Atlanta. Ross led an in-depth session on all things bottom-of-the-funnel—what's evolving, why it matters, and how brands can maximize this critical stage. Tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Ross discuss: Defining the Bottom of the Funnel (BOF) BOF focuses on conversion—turning interest into purchases or fostering brand loyalty. Includes retargeting customers who have engaged with your product or brand. Targets high-intent audiences like past visitors, brand searchers, and prior buyers. Shift in Budget Allocation Brands are moving budgets away from branded search and loyalty-based retargeting. More investment is going toward non-branded bottom-of-funnel keywords and audiences. Capturing new customers efficiently is now a bigger priority over maximizing ROAS. 4 Tactics for BOF Success Day Parting: Optimizing spend by adjusting bids based on high-conversion hours and days. Late-day bidding can be effective when competitors run out of budget. Paid & Organic Interdependency: Product listings must align with high-intent keywords to maximize visibility. Strong keyword optimization remains essential for organic rankings and paid efficiency Video Ads for BOF: Vertical video performs better for high-intent searchers. Feature-driven videos convert better than broad brand storytelling at BOF. AI & Automation in Bidding: AI is effective for optimizing bulk campaigns but still requires human oversight. Best use: Let AI handle 80% of the catalog while manually fine-tuning the top performers.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're thrilled to welcome Robert Estill, Head of Global Amazon and Marketplaces for all Beauty at The Hut Group.  With extensive experience leading E-commerce teams at powerhouse brands like Unilever, Prestige, Coty, and Versace, Robert offers invaluable insights into the ever-evolving world of online retail.  Having collaborated with him across multiple brands, we're excited to dive into his insights on building high-performing E-commerce teams, overcoming the challenges of international expansion, the key lessons he's learned throughout his career, and his outlook on the industry's future.   KEY TAKEAWAYS In this episode, Julie, Jordan, and Robert discuss: E-Commerce Success Requires Adaptability The industry evolves rapidly, and what works today may not work tomorrow. Being comfortable with ambiguity and continuous learning is essential. The Importance of Cross-Functional Collaboration E-commerce isn't just marketing and sales—it involves supply chain, finance, legal, and operations. Effective communication with leadership and across departments is as crucial as technical expertise. Understanding P&L is Key to Growth E-commerce leaders must think beyond top-line revenue and focus on sustainable, profitable growth. Inventory forecasting, fulfillment costs, and operational efficiencies all impact success. 1P vs. 3P on Amazon: A Strategic Choice 1P (Vendor Central): Easier operations but less control over pricing and inventory. 3P (Seller Central): More control but requires strong operational capabilities. The decision depends on a brand's financial structure, goals, and ability to handle fulfillment. Expanding Internationally Requires a Localized Approach Each market has unique consumer behavior, dominant platforms, and regulatory requirements. Logistics and fulfillment strategies must be planned carefully, as shipping timelines and compliance vary. Partnering with local third-party logistics (3PL) providers can help navigate complexities. AI & AMC (Amazon Marketing Cloud) Are Game Changers AI tools for content creation, search optimization, and analytics will shape the future of e-commerce. AMC provides deeper insights into customer behavior, helping brands refine their advertising strategies.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It's time for another episode of the Retail Round-Up, February edition! Major shifts are happening in the world of e-commerce, and this episode explores the cutting-edge developments, innovations, and the impact they are having on brands, retailers, and customers alike. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon's New Direction: Amazon will direct customers to brand sites when products are unavailable on Amazon. Insights into potential motivations, benefits, and downsides for Amazon, brands, and consumers. Speculations on how this will impact Amazon's relationship with brands and their existing models. Ulta Beauty and Omnichannel Integration: Ulta's integration of in-store inventory with brand D2C sites using the Lucky platform. Examination of the implications for brands, customers, and potential for other retailers to adopt similar strategies. Sponsored Content in AI Platforms: Discussion around Rufus AI containing sponsored ads in its search results. Predictions on Amazon's strategy for monetizing Rufus and parallels drawn to traditional advertising platforms like Google. AI for Catalog Management: Amazon's use of AI for filling in missing product attributes and mapping spreadsheets to ease catalog management. The challenges and benefits this presents to brands, particularly those with large catalogs. Amazon's Performance Plus and Brand Plus: Analysis of these tools for optimizing advertising on and off Amazon's platform. Examination of their effectiveness, particularly in targeting new customers vs. retargeting existing ones.  

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're thrilled to welcome back Mike Black, former CMO and current Chief Growth Officer at Profitero.  We'll be diving into key insights from Profitero's latest reports, exploring the ROI of improving search placement and the vital role that ratings and reviews play in driving success.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Mike discuss: Introduction and Welcome: Mike Black's background Profitero's Report Series Background on Profitero and its role in E-Commerce analytics. The digital shelf concept and its components. The need for factual ROI data to support digital investment. Impact of Search Placement on ROI Importance of moving from page two to page one in search results. Stats on sales increase with better organic placement. The difference in ROI between organic and paid search placements. Consumer Research and Behavior Shoppers researching product reviews online even while in-store. Importance of reviews in omni-channel influence. The challenge of internal silos in brand side teams handling reviews. Review Importance and Strategy Sales impact of moving reviews from below four stars to four stars. Review velocity significance in achieving high organic search ranking. The connection between review quality and sales. Future of Profitero Reports Upcoming updates and new benchmarks in content reports. Profitero's focus on deeper content analytics and recommendations. Invitation to provide ideas or questions for future research.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're excited to welcome back our Director of Retail Media, Ross Walker, who will be sharing surprising insights from his work with a major beauty brand.  We'll dive into a compelling case study on full-funnel advertising, exploring the evolving role of Streaming TV in the retail media landscape. We're also thrilled to welcome a new guest to the show! Pat Petriello, a veteran in the retail media landscape and the new Director of Retail Marketplace Strategy at Acadia, is making his podcast debut and sharing some amazing insights with us. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Pat discuss: Definition and Understanding of "Full Funnel" Advertising Discussion on what "full-funnel" means in e-commerce Different goals of advertising campaigns at various funnel stages Changes in Streaming TV Advertising (2023 vs. 2024) Year-over-year changes in streaming TV campaign tactics Supply differences: off-the-shelf vs. curated inventory Targeting enhancements using AMC Impact of different creative approaches Effects and Measurement of Streaming TV Campaigns Assessment of upper and lower funnel metrics Use of AMC for multitouch attribution and enhanced audience targeting Engagement and Retargeting Strategy of retargeting viewers of streaming TV ads Improvements in purchase and engagement rates with better-targeted campaigns Strategic Use of Streaming TV in E-Commerce Integration of streaming TV as part of a broader e-commerce strategy Expansion of brand reach and enhancement of consumer engagement The importance of a full-funnel approach and its results Challenges and Future Considerations Consideration of cost vs. reach in streaming TV campaigns Encouragement to continually test and adapt strategies

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're excited to welcome Ana Laura Zain, CMO of the retail media ad tech platform Pentaleap, and her colleague Emma Helsloot, Pentaleap's Director of Sales.  Ana and Emma are also the co-founders of the newly launched Women in Retail Media Collective. In this episode, we'll dive into their vision for this dynamic new organization and explore the impact they hope to make in the retail media space. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Ana, and Emma discuss: Origins of the Women in Retail Media Collective: What sparked the idea of the collective How both Ana and Emma identified the need for a network to support women in retail media. Their personal experiences and networking efforts highlight the importance of women supporting women in this space. Mission and Goals: The collective's mission focuses on connecting, growing, and leading women in the retail media sector. They aim to increase women's representation as speakers at events and publish more content authored by women. Growth and Expansion: The collective has grown rapidly, reaching over 600 members worldwide within three months of its inception. Plans for local initiatives and flagship events are in place to enhance networking opportunities. Industry Trends: Hosted discussions on key industry trends such as programmatic advertising, AI agents, and the career paths of retail media leaders. Emphasized the importance of understanding the evolving landscape of retail media. Ways to Get Involved: Join the collective Support their initiatives Connect with the collective via their website and LinkedIn.

We officially closed the book on the first month of 2025 and it's the perfect time to introduce a fresh new format we're calling the Retail Roundup. For this inaugural edition, we've brought in two of our go-to experts to break down what's really happening in the industry. Joining us today are Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead — and a walking, talking encyclopedia of Amazon knowledge since the days Bezos sold his first book.   KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon Retail Ad Services: Announced the launch at CES. Enabling brands to create ads using Amazon's ad stack. Compared to Critio and Citrus ads but with Amazon's unique reach. Amazon Reimbursement Policy Change: New reimbursement based on cost of goods sold (COGS) instead of retail price. Required sellers to report their COGS. Discussions on potential privacy concerns and impact on margins. B2B-Specific Bids for Amazon Ads: Allows brands to bid specifically for business buyers. Seen as a significant feature for B2B-focused products. Five-Year Look Back for Amazon Marketing Cloud: Provides extended access to purchase signals for analysis beyond the typical 12-month period. Seen as a major development for mid-tier and enterprise brands. Amazon's Title Character Count Requirement: Automatic AI revision of non-compliant product titles. Aim to eliminate word souping and improve title quality. Image Compliance Platform Overhaul: Streamlined approach to identifying and correcting image issues using AI. Greater automation to reduce manpower and costs for Amazon.

Today, we're thrilled to have two of Acadia's brightest minds in organic optimization join us. First, we have Brittany Flanagan, Head of CRO at Acadia, with over 15 years of growth marketing experience across brands and agencies. Joining her is Julian Galindo, Senior Account Manager on our Retail Team and a recognized expert in driving organic growth on Amazon. Together, they delve into the intricate world of Conversion Rate Optimization (CRO) and its implications for both Amazon and D2C marketplaces. From tackling data-driven decisions to leveraging AI for personalized experiences, this conversation highlights how CRO techniques are evolving and what the future holds for e-commerce.   KEY TAKEAWAYS In this episode, Julie, Jordan, Brittany, and Julian discuss: The concept of Conversion Rate Optimization (CRO) as the process of using data to understand customer behavior and optimize websites to increase conversions. CRO techniques for product pages on Amazon and the importance of data-driven experimentation. How the availability of data and technology has evolved, impacting CRO strategies for both Amazon and D2C. The role of AI in modern CRO, particularly in terms of personalization and recommendation algorithms. Amazon vs. D2C in CRO: Differences in data accessibility and testing capabilities between Amazon's ecosystem and direct-to-consumer (D2C) platforms. Limitations on Amazon, where multivariate testing isn't feasible compared to the more granular data tracking available in D2C. Addressing the complexity of coordinating across various departments like marketing, dev, and creative teams for effective CRO implementation. The importance of creating data-driven, iterative processes to understand the nuances of consumer behavior and preferences. Insights into the potential future developments in CRO, including better AI-driven personalization and enhanced data reporting on Amazon. Speculations on how CRO tools and practices will become more accessible for medium-sized and smaller businesses.

Today, we're thrilled to welcome two exceptional guests. Tim Wilson, the Chief Revenue Officer at ProductWind — a cutting-edge retail influencer marketing platform designed to help products launch and thrive organically online.  Joining him is Ken Beemer, Director of Client Growth at Acadia, where he drives partnerships that fuel business growth for our clients.  Together, they'll share insights on the evolution of ProductWind, why it's a game-changer for retail readiness and actionable strategies to launch products on e-commerce platforms successfully. Don't miss this exciting conversation—tune in now!   KEY TAKEAWAYS In this episode, Julie, Jordan, Tim, and Ken discuss: The Origin of ProductWind: Tim Wilson shares the backstory of ProductWind, which emerged from an innovative solution during the COVID-19 pandemic. The company's founder, Jason Kowalski, leveraged his experience at Amazon to create a self-service platform that automates promotions and transforms influencer marketing. Tim Wilson's Journey: With his vast experience at companies like Commerce IQ and Pattern, Tim joined ProductWind and embraced the challenge of solving key e-commerce problems. Impact on Clients: Ken Beemer, Acadia's Director of Retail Client Growth, reveals the impact of ProductWind on clients. He discusses various successful campaigns, including launches of new products, revitalizing stalled hero products, and boosting holiday sales. Self-Service Innovation: ProductWind shifted from managed services to a self-service platform, making it accessible and effective for brands of all sizes. The Algorithm Advantage: The secret sauce of ProductWind — marketing to the algorithm. This innovative approach ensures relevancy and maximizes visibility for any product, regardless of brand size or category. Roadmap to Success: What's next for ProductWind, including expanding into new markets like the UK and Germany, and focusing on enhancing data insights and usability.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplaces Services, and Jordan Ripley, Director of Retail Operations. Joining us today is none other than Chris Perry of firstmovr — a frequent guest and the industry's go-to “CPG whisperer.” Chris is here to introduce The ENDCAPS, his innovative new industry award that debuted just a few months ago. We'll explore key insights from the recently announced grocery category winners and get a sneak peek at what's ahead as other categories and brands compete for ENDCAP supremacy this year. Don't miss this exciting conversation—tune in now!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Chris discuss: Importance of a detailed rubric for shopper-centric content. Consistency, storytelling, and clarity in visual content to engage shoppers. Digital shelves require ongoing updates and feedback-driven enhancements. Targeting content appropriately, maintaining relevance, and engaging storytelling. Emphasis on mobile-friendly content length and visibility. Creative mobile hero images maximizing product appeal. Comparison of platform restrictions, with Amazon being more restrictive than Target and Walmart. Avoiding overlays that obscure important content through regular audits. End Cap Awards Introduction to the End Cap awards for excellence in digital merchandising. Methodology and objective assessment by industry judges. Focus on U.S. markets initially, with potential international expansion. Shopper centricity, mobile optimization, and sales growth incrementality as key factors. Future improvements include accessibility, ADA compliance, and retailer-specific tailoring. Complexity of ROI, focusing on leading metrics and actions instead of just lagging metrics. Examples of inclusive marketing approaches like razor brands attracting new and maintaining existing customers. Enhancing PDPs with User-Generated Content to boost customer confidence. Legal considerations and innovative uses of influencer content and statistical endorsements. Storytelling and Incrementality: Effective PDPs answering essential consumer questions and utilizing cross-selling strategies. Highlighting marketing occasions such as Super Bowl or back-to-school for sales driving.  

Thank you for an incredible 2024!

Thank you for an incredible 2024! We are grateful for such an engaged community of listeners. To celebrate, we're re-releasing 2 of our most popular episodes of the year. This week we're bringing back “Escape from Retail Island“ with Jared Belsky. We hope you enjoy it! --- Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today we're joined by Acadia's CEO, Jared Belsky! This episode is all about the concept of "Retail Island”- a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy. Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie and Jared discuss:  What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands. Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it's crucial to integrate your budgets and strategies. Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes. Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency. Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement. Actionable Steps: Simplifying your performance comparison and being brave with testing. Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. This will be our very last episode of 2024 and we are closing out the year with a bang.  We reached out to all our podcast guests from 2024 and asked them two thought-provoking questions: What's been the most impactful change/development in our industry from this year and why? What's something in our industry that excites you the most for next year? Over a dozen industry experts shared their insights, highlighting the trends, challenges, and opportunities shaping the landscape. To break it all down, we've invited two sharp minds to join the discussion: Russ Dieringer from Stratably and our very own Ross Walker. Together, we'll dive into the themes that emerged from these conversations and explore what they mean for the future. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Russ, and Ross discuss: AI & Personalization: Over 60% of past guests identified AI as a top trend. AI is enabling personalization at scale with negligible costs. Ross Walker observes more personalized ads, suggesting deep-level data scraping. Russ Dieringer predicts higher e-commerce conversion rates by 2025 due to personalization. AI's Impact on Retail: Amazon and Walmart are moving towards personalized sites and deals. AI-generated personalized product titles and shopper journeys are evolving. Big brands may face challenges with extensive approval processes, benefiting smaller, agile brands. Retail Media & Ad Spending: Amazon continues to dominate in retail media and gross merchandise value. Discussions on shifting ad budgets, with brands preferring Amazon's scale. Mention of cross-channel media measurement and incrementality. Market Dynamics: Walmart's strengthening position in grocery, competing with Amazon. TikTok's transformation into a commerce platform. Retailers like Home Depot (home goods) and Chewy (pet supplies) find niche success. AI & Product Visibility: High-quality content on product pages influences AI-driven search results. Tools like Rufus can summarize reviews but pose visibility control challenges. Adoption of Omnichannel Strategies: Integration of online and in-store experiences, with Walmart leading. Amazon's gradual integration of data pipelines with Whole Foods. Future Trends: Emerging AI tools to enhance product detail page (PDP) measurement. Potential transformation of retail strategies by AI by 2025. Excitement for further discussions on retail media and marketplace trends in 2025.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. Today, we're excited to welcome two of Acadia's top experts in organic optimization for Google and Amazon. Scott Walldren, Head of SEO with over 15 years of experience, and Julian Galindo, Senior Account Manager, and Amazon organic growth expert, join us to tackle a key industry debate: does Amazon's advertising and SEO strategy follow Google's past playbook? We'll explore where the parallels hold up—and where Amazon is breaking new ground. Stay tuned for actionable insights from two leading voices in the field! Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, Scott, and Julian discuss: Conversion is the main goal of SEO on Amazon, emphasizing impactful keyword use over keyword stuffing. Google's Evolution: Transition from keyword focus to user-friendly, AI-refined content. Google's AI influences product titles and search result refinements. Amazon's Search and Product Promotion: Integration of richer content like editorial recommendations and badges on product listings that summarize customer feedback. AI streamlines customer journeys on Amazon, offering personalized recommendations but sometimes struggling with specifics. Importance of understanding consumer perspectives and conducting thorough keyword research. Aligning product descriptions with consumer search behavior. Evaluating search results to gauge consumer intent and market positioning. Balancing product features with search trends and refining naming conventions. The perpetual nature of SEO with continuous updates and adjustments. Regular content refresh cycles recommended for trend alignment and strategy effectiveness. AI's role in managing large-scale content updates and optimizing product discovery. Future implications of AI-driven search experiences. Utilizing questionnaires to gather client-specific information for accurate keyword targeting. Shifts in user search patterns requiring ongoing SEO strategy adjustments. Introduction of AI projects like "Rufus," providing personalized recommendations but facing challenges with detailed requests. User-generated reviews significantly impacting AI algorithms and customer trust in product discovery and purchase decisions. Future of E-commerce SEO: Optimizing for both AI-driven discovery and traditional search rankings.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. Today, we're bringing together some of Acadia's brightest minds from our retail media, account management, and strategy teams for a roundtable discussion.  They'll share their initial insights into what set this Black Friday and Cyber Monday apart for Amazon and the brands we support.  Joining us are Ross Walker, leader of our retail paid media team; Joanna Otto, account manager for some of our largest brands; and Predrag Vetnić, account strategist and our in-house authority on merchandising, promotions, and tentpole strategies. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, Ross, Joanna, and Predrag discuss: Brand Sentiment and Strategy: Observations on brand attitudes towards Q4 events amidst economic uncertainty. Strategies range from aggressive discounting for growth to cautious participation to preserve margins. Changes in 2023: Introduction to new promotional structures by Amazon, including increased required days for discounts to get badging. Highlights on how brands adjusted their strategies to align with these new requirements. Economic and Logistical Factors: Reflection on how macroeconomic factors and Amazon's logistical considerations influence the extended shopping event period. Performance Results: General consensus that most brands saw better performance year-over-year. Notable swings in performance based on promotional participation and advertising strategies. Operational Challenges: Common platform and operational issues, including listing suppressions, pricing compliance issues, and feature glitches. Positive notes on some improved aspects of Amazon's ad console. Upcoming Shopping Weeks: Continued focus on strategies for the remaining holiday shopping weeks. Importance of brand tailored promotions and advanced media tactics using AMC audience data.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. In this episode, we're joined by Instacart experts Juan Munoz and Robert Benlloch to tackle some key retail media questions:  Is my ad spend cannibalizing my organic sales?  How should I be assessing my investment for growth?  And what are the right measurement frameworks and metrics to use when having these conversations and providing guidance to our clients?  Through the lens of Instacart, we'll explore its unique nuances and advantages for measuring and understanding incrementality. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, Robert, and Juan discuss: Defining Cannibalization: Two types of cannibalization: traditional (ads taking credit for sales that would have happened anyway) and placement cannibalization (paid ads replacing organic placements). Understanding concerns about ad investments cannibalizing organic sales. Instacart-Specific Metrics: Overview of metrics unique to Instacart such as Halo Sales, New to Brand, and market share. Importance of the Customer Insights tab for tracking market share and competitive positioning. Sales per Instacart Weighted Distribution (SDPI): Explanation of how this metric isolates sales velocity by excluding changes in distribution. Importance of controlling for shifts in product availability across stores. Determining Optimal Ad Spend: Discussion on metrics like market share and total sales as better indicators of ad spend efficiency. How Instacart allows correlation of ad spend to market share growth against competitors. Developments in Instacart: Announcement of new metrics like "Share of Digital Shelf" which shows your position relative to competitors. Introduction of "Inspirational Ads" for targeting users looking for specific recipes. Speculations and Insights: Speculation on why Instacart is more transparent with data compared to other platforms. Reflection on Instacart's commitment to providing detailed analytics for better business decisions. Future of Instacart Innovations: Excitement around new ad placements and features like the recipe-based ads. Taking advantage of new developments on Instacart.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by Geoffrey Beliard, Senior Director of Product Solutions at Pacvue.  Geoffrey has spent decades leading data and analytics teams both on the brand side at large CPG conglomerates and, more recently, with leading software companies in our industry.  We'll dive into Geoffrey's take on where the industry is heading and how he's leading the product team and roadmap at Pacvue to meet that future.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Geoffrey discuss: Core Focus of Pacvue: Emphasis on retail media and retail operations as primary pillars. Strategic choice to excel in fewer areas rather than offering a broad range of services. Differentiation Strategy: Preference for doing fewer things exceptionally well, setting Pacvue apart from competitors like Commerce IQ and Stackline. Advocacy for an open ecosystem, allowing integration with existing data sources and tools. Partnerships and Company Culture: Importance of strategic partnerships to augment weaker areas. Alignment of business strategy with a growth mindset and continuous improvement. Pacvue's Capabilities: Retail media management tools and Pacvue Commerce for comprehensive retail operations. Integration with major retailers like Amazon, Walmart, Target, Kroger, etc. Insights from Geoffrey Beliard: Experiences from the brand side and agency side contributing to product solutions. Discussion on balancing scalability with niche agency needs. Retail Media Networks and Clean Room Technology: Comparison between broad versus deep approaches in retail media network development. Investment in clean room technology and its role in unifying data and understanding shopper behavior. Measurement and Incrementality: Development of robust methodologies to measure incrementality, starting with Amazon. Use of "ensemble learning" to handle diverse data inputs for better incrementality measurement. Automation vs. Human Intervention: Discussion on the balance between automated AI solutions and manual control. Factors affecting retail operations, including inventory and buy box ownership. Future of Retail Media: Consolidation around the top 20 global retailers developing retail media networks. Importance of large-scale retailers like Amazon, Walmart, and Target in attracting media investment.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today, we're excited to revisit the important topic of catalog organization with seasoned expert and Operations Manager, Zlatana Pejovoc. A couple of years back, we released an episode focused on managing large apparel catalogs, which is definitely worth a listen if you're dealing with catalog challenges.  In this episode, however, we're taking a fresh, holistic look at variations and catalog organization to explore recent developments, current best practices, and the future of assortment strategy. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Zlatana discuss: Evolution of Catalog Variations Increased rigidity and standards in Amazon's process. Introduction of AVs (Automated Variations) in Vendor Central. Shift towards a more self-serve model in recent years. Positive impact on customer experience. Increased complexity but also better flexibility for sellers. Challenges in Catalog Organization: Balancing self-serve options and stricter standards. Better user experience versus operational complexity for brands. Case Studies and Examples: Practical examples from apparel brands and other categories. Best Practices for Variation Strategy: Importance of Grouping Similar Products Up to 30% revenue increase from well-executed variation strategies. Boosting visibility and conversion rates for new products. Common Mistakes and Pitfalls: Incorrect grouping leading to suspended listings. Variating different product types inappropriately. Future of Catalog Management Predictions and Wishes: User-friendly flat files and better support services. Potential AI-driven suggestions for simplifying the variation process.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by two amazing guests: Meghan Corron, Co-founder & CEO at Clerdata, and Andrew Lipsman, a notable industry analyst who heads up Media, Ads, and Commerce.  We'll be diving into some of the key takeaways from a report Andrew recently presented at RMN Ascendant called “The Future of Retail Media is the Future of ALL Media”, as well as getting Meghan's take on a lot of the cutting-edge incrementality data and research that's informing Andrew's presentation on the state of the industry. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, Meghan, and Andrew discuss: The inefficiencies in current digital marketing due to poor measurement systems. The over-credited nature of Google and Meta due to their advanced measurement and frequent consumer interactions. Shift Towards Mobile Search and Social Media: Significant movement of ad dollars toward platforms like Google and Meta. Waves of Digital Advertising: Google, Facebook, and now retail media. Each wave leverages closed-loop measurement to attract budgets. Retail media is noted as a cost-effective yet underinvested channel. Despite higher costs than Google or Meta, RM captures consumer decisions at the point of purchase. Varied success among Retail Media Networks (RMNs) driven by targeting quality and contextual environments. Meghan Corroon compares marketing investments to stock portfolios, highlighting the over and under-investments across different platforms. The issue of siloed ROI reports often exceeds a company's actual revenue. The need for more reliable measurement techniques beyond ROAS to understand the true incrementality of ads. Connected TV (CTV) Opportunities: The emerging promise of CTV in influencing consumer behavior despite higher costs and low ROAS. CPG companies' willingness to experiment with credible measurement evidence. Pressure to grow sales, maintain stock prices, and avoid layoffs driving the need for trusted data. The Concept of clean rooms and their potential to unify data and attribution forms. Slow development and underutilization, with a call for clear application guidelines to improve their effectiveness. The progression from Retail Media 1.0 to 3.0, focuses on various aspects such as on-site search, offsite display, and experiential media. Amazon's pioneering role in retail media integration and its impact. Importance of loyalty programs like Amazon Prime for targeting and measurement.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by long-time Amazon insider Joanna Otto. Joanna has spent over a decade across brand side roles, Amazon-focused agencies, and internally at Amazon. More importantly - she is the type of person we'll invent any excuse to get on a call with so she can inject positivity into our days.  But today we have a good excuse for our chat: Joanna has graciously agreed to give us a full download on the relatively new capabilities of Brand Tailored Promotions, what they are, where they came from, why they may or may not work for a given growth strategy and brand, and what they might tell us about the future of all things merchandising on Amazon.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Joanna discuss: Introduction to Joanna Otto: Experience in brand-side roles, Amazon-focused agencies, and Amazon itself; currently an account manager at Acadia. Overview of Brand Tailored Promotions (BTPs) Timeline of development and key updates (August 2023 launch, June 2023 update to exclude ASINs, October 2023 new features). Differences between Brand Tailored Promotions and Brand Tailored Coupons Placement: Promotions visible on product pages vs. coupons in search and browse. Discount thresholds and fees associated with each. Implementation Strategies: Importance of a phased approach and audience segmentation. Utilizing BTPs during significant events (e.g., Prime Day) to extend promotion benefits. Use Cases for Different Brand Types: Strategies for new/upstart brands vs. established brands. Examples of audience segments (e.g., cart abandoners, high spenders). Pros of BTPs: Non-crawlable, refreshed data, specific targeting, no additional fees. Cons of BTPs: Lack of immediate impact, no ASIN-level reporting yet. Future Outlook: Anticipated developments in ASIN-level reporting. The potential evolution of Amazon's promotional strategies to provide more precise targeting and enhanced customer experience.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Director of Retail Operations, Jordan Ripley. We're coming to you live from unBoxed in Austin, Texas, with a very special guest: Jeff Cohen, Amazon's Ads Tech Evangelist who will be sharing insights into the latest developments in the Amazon ads ecosystem. This episode will bring you insightful updates on brand-building strategies, innovative AI tools, and powerful measurement metrics designed to elevate your e-commerce game. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan and Jeff discuss: Jeff shares his journey to becoming an Amazon ad tech evangelist. His passion for educating the community on Amazon ads and scaling brands. The importance of retail readiness before scaling advertising efforts. Advertisement as the kerosene that makes the brand's fire grow bigger. AI-Powered Creative Solutions Enhancing creative capabilities through Amazon's new tools. Integration with Canva for streamlined creative development. The concept and benefits of managed campaigns for new product launches. Aligning inventory with advertising strategies to overcome the cold start problem. Utilizing Amazon DSP's new user experience for planning and execution. The role of Performance Plus in simplifying the campaign setup. Importance of triangulating signals to achieve desired outcomes. Advanced Targeting Methods: Amazon's strength with signal-rich targeting across various properties. Impact of upper funnel investments on down-funnel activity. Key targeting techniques for driving new-to-brand sales and subscriber growth. Enhanced Measurement Tools: Long-term sales metrics for 12-month impact analysis. Conversion path reporting to track multi-touchpoints. Amazon's Multi-Touch Attribution Model using scientific methodologies. The Democratization of Branding Tools: Making advanced advertising tools accessible to SMBs. Simplifying complex processes to allow broader brand participation.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Director of Retail Operations, Jordan Ripley. In this special edition, we dive into the results of this year's Prime Big Deal Days with some top-tier experts from the industry. Joining us are Logan Nielsen, an Account Manager at Acadia and our resident Prime Day hype man, and Zach Christensen from Analytic Index, Acadia's trusted category and search analytics data partner.  Just 36 hours after the event, they share their initial impressions, key trends, and data-driven insights, helping you understand what worked, what didn't, and what it all means for the future of e-commerce. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, Logan, and Zach discuss: The different names for Prime Day and the event's brand identity. Personal takes on prime big deal days: personal experiences and purchasing stories. Analysis of consumer engagement and awareness compared to the summer Prime Day event. The general sentiment and energy surrounding Prime Big Deal Days. Emotional involvement and purchase decisions. Preliminary key trends and data insights The importance of leveraging external traffic and influencers. Analysis of the increased competitive landscape and its impact on ad spending and ROI. Notable Glitches and Technical Challenges: Issues encountered with Amazon's ad consuls and badging for sponsored brands. Logan's strategies for mitigating these challenges in future events. Logan highlights the success of premium brands with compelling discounts. The important role of prime exclusive discounts despite the new deal fee. Zach's insights into the surge of novelty items and Amazon's private label strategies. Predictions and strategies for the future: Leveraging brand-tailored promotions and new audience types. Importance of analyzing competitive promotions and preparing for upcoming Q4 events. Zach discusses the potential long-term impact on search visibility and shopping patterns. Summary of initial findings and anticipated future analysis.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by Martin Heubel, founder of Consulterce and leading expert on Annual Vendor Negotiations or AVNs.  Martin spent nearly 5 years internally at Amazon in various category and vendor management roles before founding Consulterce to help brands better understand and navigate their vendor relationships and negotiation process with Amazon.  For today's episode, we'll be diving into next year's AVN cycle - how it might be different than years prior and how brands should ultimately be preparing for this process now to ensure they're in the best position for success next year.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordan, and Martin discuss: Duration and Challenges of Annual Vendor Negotiations: Typically take 3.5 months to complete. 72% of brands encounter difficulties. Key issues include direct and hidden costs like charges and trade marketing investments. Strategy for Reducing Trading Terms: Only 9% of brands have managed to reduce trading terms. Success often linked to diversified sales channels and less dependency on Amazon. Influences on Profitability: Trade investments have increased by 69 basis points year-over-year. Focus on understanding costs such as shortages and chargebacks affecting net sales. Amazon's Operational Focus: Emphasis on automation, offshoring, and efficiency, including a 15% reduction in corporate headcount. Decreased inventory holdings, impacting vendor negotiations. Shipping Speed and Customer Spending: Faster shipping correlates with higher annual customer spending. Critical for vendor discussions as Amazon targets fulfillment reliability. Market Focus and Strategy Differences: Variation in Amazon's focus by market maturity and region. Differences between mature markets (US, UK, EU) versus expansion markets (Japan, Australia). Vendor Negotiation Strategies: Importance of preparing proactively, setting negotiation anchors, and involving cross-functional teams. Emphasis on data-driven discussions, leadership alignment, and clear negotiation objectives. Amazon's Balance Between Profitability and Growth: Shift from a growth-focused pandemic approach to current profitability optimization. The impact of rising competition from platforms like Shein and TikTok Shop. Preparing for Future Negotiations: Clarity and objectivity as critical elements for successful negotiation outcomes. Preparing for the 2025 negotiation cycle with clear expectations, mutual growth goals, and thorough data analysis. Anticipation for Continued Collaboration: Future discussions planned to evaluate the effectiveness of strategies and insights shared.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Director of Retail Operations, Jordan Ripley. Today, we are joined by two of Acadia's resident experts: Julian Galindo, Senior Account Manager, who oversees brand strategy for some of our most prominent client partners, and Laurie Tovo, a key member of our media team with a passion for integrating branding into comprehensive media strategies on Amazon. We'll be exploring a topic that, while not new, has become increasingly important over the years: To what extent should Amazon be viewed as a branding channel versus a performance-driven sales channel? An exciting discussion - tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, Julian, and Lauren discuss: Why Amazon is transitioning from being purely a sales channel to a significant branding channel. Historical perspective on Amazon's evolution and the increasing importance of branding. Challenges and insights on balancing lower funnel metrics like ROAS and conversion rates with upper funnel brand-building activities. The importance of understanding the full story beyond performance metrics. Strategies for ensuring brand cohesion across multiple platforms, particularly Amazon. The importance of repurposing assets and developing Amazon-specific creative content. The evolving role of visual content in media campaigns on Amazon. How existing content can be repurposed effectively for Amazon. Leveraging new metrics and brand analytics for improved customer segment targeting. Using this data to inform product launches and brand strategies. Early experiences and potential of Amazon's new AI-driven creative tools. Predictions on the future role of AI in creating branded content on Amazon. Specific tactics like brand-tailored promos to engage different customer segments. Insights into interactive and personalized content options like premium A+ content. Exciting new developments in Amazon's branding tools and metrics. Predictions and expectations for the future of branding on Amazon.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. We're joined by two of our favorite podcast guests - Chris Perry and Oskar Kaszubski of firstmovr.  In this episode, we're sharing some key takeaways from the report they released earlier this year that represents a guide to something they're calling “Omnicategory Captaincy.”  Sounds interesting? Tune in to find out more.   KEY TAKEAWAYS In this episode, Julie, Chris, and Oskar discuss: Introduction to Omni-Category Captaincy: Chris and Oskar introduce their innovative report on omni-category captaincy, transforming traditional category management by integrating multiple channels, both online and offline. Key Pirate-Themed Criteria for Success: The report's pirate motif brings a creative flair to critical success elements: Tight Ship: Day-to-day excellence. Pirate Code: Establishing a joint business plan (JBP) and routines. Compass: Industry thought leadership. Fair Winds: Traffic and demand generation. Bounty: Incremental growth. Treasure Island: Data sharing and utilization of data cleanrooms. Map: Online category navigation. Fly the Colors: Enhancing user experience and shopper journey. Insights from the Digital Shelf Institute event and upcoming plans for a dedicated captaincy event and podcast. The critical need for brands to avoid complacency and continuously innovate to maintain market share. Addressing the gap between recognizing individual actions and integrating them holistically for true category captaincy. Overcoming resistance in C-suites to the critical role of digital content, especially in light of inflation and shifting consumer preferences. Detailed audits and the importance of optimizing the shopper experience—learn from mistakes and improvements seen with major retailers like Walmart and Kroger. Leveraging partnerships and thought leadership to demonstrate commitment and drive mutual benefits.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. We're joined by two great guests today: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Nate Pinkston, Head of Growth at Microsoft's Retail Media division.  In this episode, we're focusing on the key takeaways from the report they released earlier this year, which represents a guide to the evolving landscape of Joint Business Planning. Tune in to get an insider's take on who, when, and how the most successful brands approach the JBP process across various retailers.   KEY TAKEAWAYS In this episode, Julie, Lauren, Nate, and Jordan discuss: Explanation of JBP and its critical role in brand-retailer relationships. Comparison of JBP processes among different retailers (Amazon, Walmart). JBP Lite: Less detailed, often used by smaller brands or those with weaker retailer relations. Omnichannel JBP: Integrates all sales channels and stakeholder inputs for holistic collaboration. Issues stemming from having separate JBPs for retail media and marketing. Importance of integrating retail media into the JBP process. Nate Pinkston's emphasis on retail media budgeting and its role in sales. Cross-Departmental Collaboration: Need for the involvement of finance and other departments from the start. Recommendations for effective stakeholder engagement and process improvements. Lauren Livak's advice to start JBP preparations six months in advance. Continuous monitoring and revisiting of JBPs throughout the year. Recommendations for Brands: Integration of finance for comprehensive planning. Clear communication and defined roles among stakeholders. Transparency and data sharing between brands and retailers. Involvement of sales, marketing, e-commerce, procurement, finance, and supply chain in JBP. Importance of sharing growth goals, feedback, and maintaining open communication channels. Recap of the importance of coordinated, omnichannel approaches to JBP. Final thoughts on avoiding organizational silos and ensuring transparency for mutual success.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by a friend of the show and a frequent guest: Russ Dieringer of Stratably, a research firm providing unbiased insights on how to do better business with Amazon and its peers.  We'll be diving into launching products on Amazon - something many claim to have a secret sauce around, but a topic we haven't seen holistic industry research on.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Russ, and Jordan discuss: 1P vs. 3P Brands on Amazon: The nimbleness and product innovation advantage of 3P brands. 25% of brands use Amazon as a launching pad for new products, adopting a "test and learn" approach. Many launches on Amazon are dictated by timing issues rather than strategy. Tactical aspects like SEO, PDP development, and inventory planning. Emphasis on case studies to demonstrate the impact of well-executed launches. Seasonality and Launch Timing: Insight on launching seasonal products 6 months in advance of peak season. Using Amazon's event calendar for strategic planning. Amazon Marketing Cloud (AMC): low adoption of AMC tools. Potential benefits like advanced targeting, audience creation, and quicker market entry when AMC is used effectively. The complexity of product launches within large organizations and strategies for better coordination. Insights into the typical timeline for reaching baseline sales post-launch. Media Strategy and Ad Spend: Higher average ad spend for new products and the balance between ad efficiency and speed-to-sales. Importance of upper funnel support for product visibility and sales propulsion. The critical role of leaders in Amazon initiatives and the necessity of cross-department collaboration for successful launches.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by Neha Shah, who most recently oversaw the eCommerce Organic Acceleration team at Kenvue and is now a free agent. Before that, Neha spent 17 years at Johnson & Johnson as a Senior Manager overseeing Omnichannel Excellence and Shopper Marketing.  This episode is all about the role of organic marketing in sustainable brand growth - both on Amazon and across other retail channels.  Make sure you tune in to find out more!   Disclaimer: Neha's viewpoints in this podcast episode are separate from her work at Kenvue. These represent her personal opinions and beliefs on the industry.   KEY TAKEAWAYS In this episode, Julie, Neha, and Jordan discuss: The Role of Organic Marketing Organic marketing's often overlooked potential in driving sustainable brand growth. Importance of organic growth in providing cost efficiencies and building brand trust and equity. The common oversight of organic efforts due to the immediate results offered by paid advertising. Organic growth as a long-term strategy that complements paid efforts. Strategies and activities for organic growth, such as keyword and content optimization. Measuring organic success through metrics like revenue, share, average order value, traffic conversion, and organic search rank. The need for a cross-functional team including paid, organic, and shopper leads. Importance of collaboration and adaptability within the team. Leveraging both internal and external resources for technology and data insights. Future Trends to Watch: Rise of social commerce and new marketplaces. Evolution of omnichannel strategies. Impact of AI in areas ranging from content to supply chain operations. What's Next for Neha Shah

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we are joined by two special guests: Paul Sonneveld, CEO & Co-Founder of MerchantSpring, and Acadia's Director of Retail Operations, Jordan Ripley. We're diving into the complex decisions behind building vs buying software at an agency and SaaS company, using customer feedback to shape what you deliver to the market, and where we see the industry headed in this multichannel e-commerce world.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Paul, and Jordan discuss: Origins and evolution of MerchantSpring: from an in-house tool for managing multiple e-commerce platforms like Amazon and eBay to a shift towards SaaS for agencies. Multi-channel support and feature parity across different platforms. Specific focus on agency needs and saving customers' time by providing a unified interface. Balancing between roadmap developments and quality of life improvements. Core focus areas: feature parity, profitability, and retail media support using agile methodology. Importance of customer lifetime value and sourcing share analysis. Challenges of overinvesting in features like eBay item specifics, driven by local market demands but limited broader interest. The evolution of the company's approach to idea generation based on client feedback. Future developments include enhancing retail media, profitability analysis, and expanding into Southeast Asia and Japan. Homogenizing retail data across various channels. Advantages and strategies for early considerations of data homogenization. Exploration of clean room developments to unify client data. Future updates and developments to look forward to from MerchantSpring.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In today's episode, we have two special guests that Julie had the privilege of joining for a discussion panel at eTail East in Boston: Ash McMullen, Head of E-commerce at Advantice, and Stephanie Grubert, Director of E-commerce Sales at Torani.  Together, we'll dive into the topic of “tentpole events” and how brands plan, execute, and build their e-commerce strategies around these major shopping events. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Ash, and Stephanie discuss: The necessity of strong client-agency relationships and thorough preparations, including scenario planning, tool implementation, and automated rules. Importance of monitoring user experiences, conducting real-time sales checks, and managing unexpected issues with calmness. Managing stress and staying calm during the execution phase. Real-time analysis and adaptation based on competitor strategies. Utilizing limited real-time sales checks to avoid overreactions. Understanding the purchase cycle and defining success metrics for different product types. Importance of pre-defining success measurements. Goals such as new-to-brand growth and repeat purchasers. Key metrics like added-to-carts, retargeting consumers, and buy cycles on Amazon. Tentpole Event Planning: Months of detailed planning involving finance, supply chain, sales, and marketing teams. Execution requires about two days, followed by approximately two weeks of reporting. Importance of education, alignment, and early communication to avoid challenges. Suggestion to define success with one or two key performance indicators (KPIs), focusing on traffic and glance views. Driving down ROAS for a bigger goal. Unique promotional event ideas to create consumer urgency and introduce new products.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we have two exceptional guests: Scott Ohsman, VP of Digital Commerce at Quickfire, and Ken Beemer, Director of Retail Client Growth at Acadia.  We'll be diving into Amazon's growing investments in live sports and media content, its impact on advertising, and what it means for brands and consumers alike. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Scott, and Ken discuss: - Sports broadcasts, ads, and watching live games. - Amazon Prime is a vortex for drawing consumers into its ecosystem. - Investments in live sports aim to increase audience reach and draw manufacturers and brands to sell on Amazon. - Amazon's massive first-party data offers unparalleled advertising and sponsorship opportunities. - Live sports could boost Amazon Prime sign-ups and leverage content for retention. - Amazon's scale allows for significant brand advertising with trackable results. - Amazon's investments, including Thursday Night Football and NBA rights. - The role of partnerships with entities like Dude Perfect to target younger demographics. - The need for a new mindset regarding Amazon advertising. - Full-funnel marketing and evolving metrics over the next three years. - Testing new opportunities on connected TV. - Sports broadcasting's evolution from major networks to tech players like Amazon. - Legacy deals and the transformative role of tech giants.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we're joined by Tyler Dixon, E-commerce Manager at water bottle company Reduce.  We're diving into Tyler's background and his leading role at Reduce, the brand's transition from a 2P reseller model to a 3P seller model on Amazon, and the key trends he's observing in the industry. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie and Tyler discuss: - Tyler's broad experience across sales, account management, finance, and e-commerce has helped him connect cross-functional teams and bring creative ideas to his current role - When evaluating 2P vs 3P selling models on Amazon, brands need to carefully consider what will help remove obstacles and achieve goals, and get full leadership buy-in on the transition - The transition from 2P to 3P should not be rushed - take time to plan it out, get functional support, and find the right agency partner - Differentiating your brand and building brand equity on Amazon is more important than ever - Reduce is paying attention to trends like hydration bottles becoming fashion accessories, and developments in Amazon's fulfillment programs and services for brands

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we're thrilled to have Scott Fulton, Director of Sales and Marketing at Sun Bulb, join us. In this episode, Scott shares his journey to overseeing Sales and Marketing at an industry-leading gardening company. We delve into how he evaluates and grows newer channels in a long-standing business, along with some valuable gardening tips. Get ready to uncover insights about Sun Bulb's impressive product portfolio and their strategic shift into e-commerce.   KEY TAKEAWAYS In this episode, Julie and Scott discuss: Gardening tips from Scott, especially caring for orchids. Scott's career transition from a CPA to his current role in Sales and Marketing at Sun Bulb. How his accounting background aids his role in understanding costing, profitability, and enhancing sales strategies. Overview of Sun Bulb's major brands: Better-Gro, Dynamite, and Shurich. Unique features and market positions of these brands, including endorsements and innovative products like time-release fertilizers and durable indoor pots. The Impact of COVID-19: Sun Bulb's record sales during the pandemic due to increased consumer interest in home improvement and gardening. Strategies that led to sustained growth through subsequent years. E-commerce Strategy: Approaching B2C sales without conflicting with established brick-and-mortar relationships. The role of Amazon in Sun Bulb's e-commerce growth and strategies for differentiation. Future Plans: Launching live plants on Amazon and the benefits of providing more detailed product information. Direct-to-consumer fulfillment logistics for live plants.

Welcome to another episode of The Ecommerce Braintrust podcast. Jordan Ripley, Acadia's Director of Retail Operations, is hosting this Prime Day Recap, and Retail Media Specialist Dusan Tepavac and Project Manager João Couceiro da Costa are joining him. Recorded just 36 hours after the massive shopping event, this episode offers a breakdown of initial data, strategies, and insights to help you understand what worked, what didn't, and how to leverage those learnings moving forward. Whether you're a seasoned e-commerce professional or looking to optimize your next big sales event, this episode is packed with actionable takeaways. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Jordan, João and Dusan discuss: - The theme for this year's report revolved around the Roman Empire - The analogy signifies that crossing Amazon Prime Day without proper preparation leaves no room for corrective actions. - General industry growth estimates ranged from 11% to 15% year-on-year. - Competitive Cost-per-Click (CPC) landscape, with reports of a 70% increase in CPC. - Significant increase in sales for clients using prime exclusive discounts and longer lead-in strategies. - Effective use of custom audience targeting via Amazon Marketing Cloud (AMC) and maintaining efficiency despite rising CPCs. - Discussion on a two to three-hour outage in the ad console during peak Pacific time. - João faced issues with the smooth execution of some vendor promotions. - Successful lead-in strategies involved aggressive marketing and improved Best Seller Rank (BSR). - DSP and AMC provided advanced targeting opportunities. - Dusan discusses a focus on branded targeting and cautious budgeting post-Prime Day. - João emphasizes analyzing data and utilizing subscribe and save options for CPG clients. - The importance of data analysis to refine strategies for future events.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today we're joined by Senior Retail Marketplaces Account & Operations Specialist Tamara Vukovic to discuss the impact of the updated Amazon fees rolled out this year and how brands can navigate these changes effectively.  With these fresh updates, this episode aims to decode the new fee structures and provide practical strategies for optimizing operations amid evolving landscapes. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie and Tamara discuss: Introduction of New Amazon Fees Reduced referral fees for apparel under $20. New size bands for small and large standard tiers; changes in FBA fees. Introduction of inbound placement fees. Introduction of low-level inventory fees and adjustments in storage fees. Introduction of return processing fees.   Impact on Sellers Apparel sellers benefited from reduced referral fees. Adjusting to new FBA fee structures based on updated size tiers. Operational and inventory management shifts due to inbound placement and low-level inventory fees.   Overblown Concerns Impact on operationally efficient vs. inefficient sellers. Adjustments to prep, removal, and disposal fee changes with minimal disruptions for optimized operations.   Incentivization Through Fees Fees designed to encourage better operational decisions rather than just increasing costs. Emphasis on supply chain efficiency and optimal inventory management.   Advice for Brands Importance of inventory management and planning. Utilizing Amazon's tools and data for product improvement and efficiency. Regular auditing of supply chain processes, internal logistics, and operational strategies. Proactive adaptation to ongoing and future changes in Amazon's fee structures.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we're joined by Claire McBride, the VP of Research and Education at Stratably, to discuss the Amazon Vendor Negotiation (AVN) Benchmark Report.  Authored by Claire alongside Martin Hubel of Consultors, this report dives deep into the AVN process, offering valuable insights and benchmarking data for brands looking to navigate their negotiations with Amazon more effectively.  Tune in to discover key takeaways, strategies, and trends that can help you prepare for next year's AVNs.   KEY TAKEAWAYS In this episode, Julie and Claire discuss: The stress and lack of transparency that many brands experience during AVNs. The purpose of the benchmark report. Data gathered from 252 brands, split between North American and European vendors. Surprising Findings: Brands are becoming firmer in resisting trade term increases. 9% of brands achieved a year-over-year decrease in their trade terms and 61% of brands avoided a decrease in overall margins. The main challenge continues to be securing favorable trade terms. Disparities in AVN experiences between various types of businesses, with food and CPG brands facing tougher negotiations. European vendors had a more challenging AVN experience compared to North American vendors, potentially due to Amazon's margin improvement efforts. Preparation and data gathering are crucial for a successful AVN. Brands that are growing faster or are highly profitable had better AVN experiences. Build a healthy Amazon business year-round to ease the AVN process. Do extensive homework and preparation before entering negotiations. Embrace Amazon's unique, data-driven negotiation approach for better outcomes. Potential trends in AVN processes becoming less formal due to understaffing at Amazon. Importance of leaning into the challenging aspects of AVNs and Amazon as a whole to gain an edge in the marketplace.  

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. This week we're sharing a high-level conversation about bid management in Amazon's advertising ecosystem with retail media experts Jordi Beltran and Carlos Sastre. Join us to discover the nuances of bid management, its impact on budget allocation, and how campaign architecture plays a vital role in optimizing brand performance.  Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Jordi, and Carlos discuss: Budget Distribution: The need for a clear structure in budget distribution and campaign architecture to control investments and achieve campaign objectives. Campaign Objectives: Importance of having focused approaches for each campaign to maximize efficiency and return on investments. CPC Analysis: The significance of monitoring Cost Per Click (CPC) and budget management to maintain campaign efficiency. Signs of Poor Structure: Identifying accounts with hundreds of products or keywords in a single campaign as a red flag for inefficiency. High Competition Categories: The importance of strategic bidding in competitive categories where clicks can be expensive. Conversion Rates: The need to understand the conversion rates of products to avoid overspending and optimize bids for better returns. Bid Placement Modificator: Adjusting bids for top search placements can drastically improve campaign performance. Campaign Bidding Strategies: Carlos advises using a "down only" bidding strategy for better control and efficiency. Automation Trends: How Amazon is evolving towards more automation and goal-based bidding, similar to trends seen in other advertising platforms like Google. Algorithm Improvements: Jordi highlights the improvements in Amazon's algorithm and the potential benefits and drawbacks of automatic campaigns.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today we're diving into the transformative technologies shaping the future of retail. Joining us are two pioneering minds in omnichannel education and AI, Chris Perry and Oskar Kaszubski, the founders of Firstmovr.  In this episode, we dissect key findings from Firstmovr's latest report and explore actionable insights that both large enterprises and smaller brands can leverage in this rapidly evolving landscape. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Chris, and Oskar discuss: Essential components for effective AI implementation: commitment, focus, leadership, vision, strategies, goals, resources, assessment, and communication. AI for Smaller Brands: Leveraging AI for content optimization and new insights, is particularly beneficial for brands with limited resources. AI Misconceptions: AI is not an "easy button". The importance of time, discernment, and realistic expectations in AI adoption. AI Go-to-Market Loop and Ecosystem: Chris introduces the AI go-to-market loop and talks about the complexities and legal considerations in AI implementation. Data Limitations and AI Reliability: Insufficient data volumes ("hallucinations" and unreliable analytics). Need for larger token models to improve AI reliability. Strategic Business Considerations: Challenges in managing rapid AI development and aligning expectations with reality. Establishing guidelines, training, and considering an "AI czar" for successful AI integration. Traditional vs. AI-Enhanced Consumer Journeys: The "infinity loop" and expansion of the traditional four P's of marketing to eight P's. Emphasis on platforms, proposition, presence, promotion, performance, people, process, and partnerships. Retail Media and AI: How AI impacts retail platforms and the necessity for retailers to balance personalized AI responses with monetized media placements. The future automated nature of purchases and the need to rethink retail media. AI in Sentiment Analysis and Ad Optimization: AI's role in extracting insights from social media and product reviews. Limitations in AI's effectiveness in ad optimization and performance analysis due to token limitations. Outlook on ongoing AI advancements and potential future interactions within retail.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we're joined by Acadia's Retail Account Manager, Molly Thomas, and Retail Media Manager, Juan Munoz to discuss the rising importance of profitability in the e-commerce landscape. We're diving into the key trends, strategies, and metrics brands should focus on to optimize their profitability, particularly on Amazon and other retail marketplaces. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Molly, and Juan discuss:  Rising Amazon Fees & Competitive Marketplace: Impacting smaller sellers, prompting a focus on profitability and efficient budget allocation. Consumer Buying Behavior & Marketplace Saturation: Changing consumer expectations and the competitive challenges new brands face on platforms like Amazon. The focus on profitability varies by brand maturity and category competition Tools like Merchant Spring help track profitability despite Amazon not making it easy, and the importance of various KPIs such as storage fees, conversion rates, and content optimization. Advertising Strategies for Profitability: A granular approach to advertising, including single ASIN campaigns and focusing on high search volume keywords to increase organic rank and profitability. Holistic Account Management: Aligned strategies between organic and paid efforts, inventory management, and competitive analysis. Long-term Planning vs. Short-term Profitability: Focusing too heavily on monthly profitability could hinder long-term growth and overall brand strategy. Integration Across Teams: Effective collaboration between catalog specialists and advertising teams is highlighted as vital for success. Over-reliance on branded keywords and not sufficiently targeting new customers are pinpointed as potential downfalls for brands overly fixated on short-term profitability.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we dive into the intricacies of retail media allocation with guests Ross Walker, Head of the Retail Media Team, and Damiano Ciarrocchi, Senior Retail Media Manager. The trio explores the dynamic landscape of retail media strategies, what has evolved over the past few years, and key insights for brands looking to optimize their omnichannel investments. Make sure you tune in to find out more!   KEY TAKEAWAYS In this episode, Julie, Ross, and Damiano discuss:  State of Retail Media Allocation How retail media allocation strategies have evolved, emphasizing the importance of holistic and channel-agnostic views. The shift from simplistic revenue-based allocations to considering incrementality and customer journey metrics. Approaching Retail Media Holistically The need for brands to move beyond siloed strategies and consider the interplay between different marketplaces. How brands leverage multiple channels such as Amazon, Chewy, and Walmart to maximize brand growth. Evaluating the unique contributions of each channel to overall sales and not just individual performance metrics. Retail Media Network Lifecycle The typical development stages of retail media networks, from focusing on lower-funnel tactics to expanding into mid- and upper-funnel capabilities. The expansion and improvement of self-serve ad platforms as retailers mature. Pitfalls to Avoid and Best Practices Issues like siloed teams, lack of testing, and under-leveraging in-store presence were highlighted as frequent setbacks. Brands with overarching strategies, consistent cross-channel metrics, and robust creative campaigns tend to be more successful. Retailer Priorities and Recommendations Strong emphasis on the importance of foundational metrics and data insights. Sequence of developing ad types starting from lower funnel and moving upward as the platform matures. Encouraging retailers to adopt a more long-term perspective by making data accessible and free. Future Considerations Emerging importance of integrating digital advertising with in-store presence. Evolving omnichannel strategies to stay ahead in the complex e-commerce landscape.

Welcome to another episode of The Ecommerce Braintrust podcast! Today, we dive into the evolving landscape of retail media with our special guests, Mike Balabanov, VP of Agency Development at Criteo, and Damiano Ciarrocchi, Senior Retail Media Manager at Acadia.  Our host Julie Spear leads an insightful discussion on the importance of data quality, innovative formats like video, and the growing emphasis on lifetime value in retail media strategies. We're exploring the challenges of standardizing metrics across platforms, the exciting potential of in-store retail media options, and the need for a unified brand voice.  Tune in and find out how Criteo's platforms aim to defragment the complex retail media landscape and provide actionable insights for brands and agencies.    KEY TAKEAWAYS In this episode, Julie, Mike, and Damiano discuss:  Navigating Retail Media Transformation Data Quality & Tailored Insights: Damiano Ciarrocchi stresses the importance of high-quality data and the hurdles in providing bespoke data insights for diverse brands. Innovative Retail Media Formats: Mike Balabanov dives into the significance of lifetime value and the growing need for captivating content like video and creative storytelling on retail media networks. The Full-Funnel Strategy Revolution Julie Spear highlights the comprehensive nature of modern retail media, blending top-of-funnel awareness with conversion-driven tactics. The emphasis is on employing innovative formats and maintaining a unified brand voice across all channels. Challenges & Opportunities Fragmentation & Standardization: The fragmentation in retail media networks and the importance of standardization for providing a holistic sales and marketing view. Incrementality Practices: The complexities of implementing incrementality at scale, advocating for standardized metrics and enhanced data sharing to bolster growth. New Horizons in Retail Media In-Store & Offsite Media Growth: With 40% of retailers planning to offer in-store media by 2024, the potential for blended physical and digital strategies is more promising than ever. Budget Management Across Platforms: Criteo's Commerce Max aims to streamline budget allocation and attribution, offering flexibility and addressing common budget management challenges.