Podcasts about kpis

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Latest podcast episodes about kpis

Business Breakdowns
Boeing: Turbulent Times - [Business Breakdowns, EP.129]

Business Breakdowns

Play Episode Listen Later Sep 27, 2023 47:08


This is Zack Fuss, an investor at Irenic Capital, and today we're breaking down Boeing. Founded in Seattle in 1916 by William Boeing, the company has produced thousands of commercial and military aircraft over the past century. It is an important national and global asset and one-half of arguably the most famous duopoly in business, alongside Airbus. To break down Boeing, I'm joined by Jon Ostrower, founder and editor-in-chief of The Air Current. You can split Boeing's business into three segments: commercial, defense, and services. For this discussion, we focus mostly on Boeing's commercial business, which accounted for nearly 40% of its revenues last year. We talk about the cost and complexity of building new airplanes, how the 737 MAX disaster changed the business, and why the future of commercial planes may look radically different. Please enjoy this business breakdown of Boeing. For the full show notes, transcript, and links to the best content to learn more, check out the episode page here. ----- This episode is brought to you by Tegus. Tegus is the modern research platform for leading investors, and provider of Canalyst. Tired of calculating fully-diluted shares outstanding? Access every publicly-reported datapoint and industry-specific KPI through their database of over 4,000 driveable global models handbuilt by a team of sector-focused analysts, 35+ industry comp sheets, and Excel add-ins that let you use their industry-leading data in your own spreadsheets. Tegus' models automatically update each quarter, including hard to calculate KPIs like stock-based compensation and organic growth rates, empowering investors to bypass the friction of sourcing, building and updating models. Make efficiency your competitive advantage and take back your time today. As a listener, you can trial Canalyst by Tegus for free by visiting tegus.co/patrick. ----- Business Breakdowns is a property of Colossus, LLC. For more episodes of Business Breakdowns, visit joincolossus.com/episodes. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @JoinColossus | @patrick_oshag | @jspujji | @zbfuss | @ReustleMatt | @domcooke Show Notes (00:02:38) - (First question) - An introduction to the aerospace industry and Boeing's role in it (00:05:41) - Boeing's business model today (00:09:52) - How the aerospace industry settled into a duopoly (00:12:30) - Costs associated with airplane manufacturing (00:14:02) - The life expectancy of an aircraft (00:14:46) - Dealing with the supply coordination problem (00:17:39) - The Boeing and McDonnell Douglas merger (00:20:51) - Problems Boeing has faced over the past five years (00:25:44) - How leadership turnover has permeated through Boeing (00:28:03) - Competitive headwinds Boeing can face (00:33:10) - How Boeing will grow in the aerospace industry (00:37:39) - Boeing's eVTOL strategy (00:41:42) - What is impacting the profitability of the business (00:43:38) - The biggest challenge facing the aerospace industry (00:44:57) - Lessons learned from studying Boeing Learn more about your ad choices. Visit megaphone.fm/adchoices

The Real Estate Syndication Show
WS1802 Unpacking Financial Leadership | Ted Rose

The Real Estate Syndication Show

Play Episode Listen Later Sep 27, 2023 34:51


Welcome to a captivating discussion featuring Ted Rose, the innovative CEO and founder of Rose Financial. Renowned for his vast expertise in both public and private accounting, Ted introduces us to his revolutionary business model, "Finance as a Service". This model is a game-changer, helping businesses streamline their back office operations and future-proof their financial management.Ted explores the concept of borrowing and buying versus building and maintaining, particularly in the tech sector. This conversation is essential listening for entrepreneurs aiming to amplify their business's potential using cutting-edge technology and strategic financial planning.In our insightful conversation, Ted highlights the critical role of visionary leadership in the CFO position. He also outlines the key components of an excellent back office team. Ted illustrates the engagement system necessary for enhancing financial confidence, spotlighting the importance of outcomes-based agreements, intelligent workflows, and end-to-end lifecycle support for companies.Demystifying financial leadership and auditing requirements, Ted offers a comprehensive understanding of when and why an organization might require an internal CFO or a third-party CFO. This segment is crucial for businesses navigating their growth journey.As we approach the conclusion, Ted emphasizes the necessity of understanding your business's financials. He speaks about the transformative power of financial visibility, a tool that can drive financial confidence. Revealing the cutting-edge technology his team launched this year, Ted discusses the metrics and KPIs he uses to assess a business's health.Lastly, we delve into Ted's philosophy on success as a disciplined journey over time. He shares how Rose Financial contributes to the community, providing a refreshing perspective on financial management, philanthropy, and real estate syndication.Don't forget to explore more about Ted Rose's innovative financial solutions. Visit Rose Financial's website today to discover how "Finance as a Service" can transform your business operations. Click the link now and take the first step towards future-proofing your financial management!https://rosefinancial.com/managementrosefinancial-html/ VISIT OUR WEBSITEhttps://lifebridgecapital.com/Here are ways you can work with us here at Life Bridge Capital:⚡️START INVESTING TODAY: If you think that real estate syndication may be right for you, contact us today to learn more about our current investment opportunities: https://lifebridgecapital.com/investwithlbc⚡️Watch on YouTube: https://www.youtube.com/@TheRealEstateSyndicationShow

We Study Billionaires - The Investors Podcast
BTC149: Parallels to the Roman Empire w/ Dr. Peter St. Onge (Bitcoin Podcast)

We Study Billionaires - The Investors Podcast

Play Episode Listen Later Sep 27, 2023 62:09


Preston Pysh and Dr. Peter St. Onge cover some of the current macro events and themes while also talking about a few parallels to the previous global superpowers of the past, like the Roman Empire.IN THIS EPISODE, YOU'LL LEARN:00:00 - Intro01:44 - Peter's overview of what's causing the inflation that happened after 2020.20:39 - What's happening in China and does Peter buy into all the headlines that it's got economic problems?33:59 - Peter's thoughts on Bitcoin and how it's going to be relevant moving forward.39:08 - A broad overview of the cyclical nature of great empires and Rome in particular.39:08 - The currency issues in Rome and what caused them to occur.49:22 - What type of social issues were experienced during the great Roman debasement?01:02:21 - Peter's thoughts on Gold vs Bitcoin.BOOKS AND RESOURCESPeter's Youtube Channel.Peter's website.NEW TO THE SHOW?Check out our We Study Billionaires Starter Packs.Browse through all our episodes (complete with transcripts) here.Try our tool for picking stock winners and managing our portfolios: TIP Finance Tool.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSInvest in Bitcoin with confidence. Get $5 in Bitcoin when you invest $100 with River.Reach the world's largest audience with Linkedin, the place to B2B. Plus, enjoy a $100 credit on your next ad campaign!Invest in some of the top private, pre-IPO companies in the world with Fundrise.Experience real language learning for real conversations with Babbel. Get 55% off your Babbel subscription today.Send, spend, and receive money around the world easily with Wise.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Start, run, and grow your business without the struggle. Be in control of every sales channel with Shopify. Sign up for a $1 per month trial period today.Choose Toyota for your next vehicle - SUVs that are known for their reliability and longevity, making them a great investment. Plus, Toyotas now have more advanced technology than ever before, maximizing that investment with a comfortable and connected drive.Beat FOMO and move faster than the market with AlphaSense.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Support our free podcast by supporting our sponsors.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The CPG Guys
Global eCommerce Models with Nestlé's Neel Arora

The CPG Guys

Play Episode Listen Later Sep 27, 2023 47:46


The CPG Guys are joined by Neel Arora, Global Head of eCommerce at Nestlé, the world's largest food & beverage consumer goods manufacturer.Follow Neel on LinkedIn at: https://www.linkedin.com/in/neel-arora-60912130/Follow Nestlé on LinkedIn at: https://www.linkedin.com/company/nestle-s-a-/Follow Nestlé online at: https://www.nestle.com/Listen to Neel's colleague Veeral Shah on the CPG Guys at: http://cpgguys.com/veeralshahNeel answers the following questions:How are you thinking about the evolution of retail and the role eCommerce plays? What do you see as the key differences in eCommerce in the 3 major regions: North America, EMEA and APAC ?How should you think about resources and setting yourself up to win? What is the role of data and insights in building brands and creating winning consumer propositions?How do you see online search changing as generative AI is integrated into the tools we use? Will shoppers continue to use retailers or will personal virtual assistants begin to rise in importance? What do brands need to focus on to win in the next gen of search?At last count, there exist over 600 retail media platforms in North America alone. How can CPG brands realistically build a meaningful RM strategy that can be executed at scale? What market conditions (products, outcomes, etc.) need to change to make this objective more achievable?At many FMCG companies, eCommerce operates as a center of excellence. What do you think are the KPIs that should matter to the organization around eCommerce and at what point does the CoE need to absorb back into the business units?The IAB recently produced a Retail Media Buyers Guide to help bring structure to industry offerings and measurement approaches. A good first step, leaves much to be desired or something else?Looking out to the next 5 years, what transformational capabilities, technologies, etc. excite you most about the eCommerce space in fast moving consumer goods?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://NextUpisnow.org/cpgguysRetailWit Website: http://retailwit.comRhea Raj Website: http://rhearaj.comVote for Lara Raj in Dream Academy at: https://m.youtube.com/watch?si=E1LSX8plfy9J82cP&v=_lKKx3O30oI&feature=youtu.beDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Ratchet+Wrench Radio
Why One Size Doesn't Fit All | Joe Marconi

Ratchet+Wrench Radio

Play Episode Listen Later Sep 26, 2023 29:42


In this episode, Ratchet+Wrench columnist Joe Marconi talks about why shop owners need to be objective when interpreting external data and trends while taking a subjective look at the KPIs that impact their auto repair businesses.   Sponsored by Ford Motorcraft

kpis marconi one size doesn ratchet wrench
AttractionPros Podcast
Episode 316: Alessandro Zamperla talks about pure joy, embracing authenticity, and knowing where you're from

AttractionPros Podcast

Play Episode Listen Later Sep 26, 2023 49:20


Calling all thrill makers, fun creators, and AttractionPros! Get ready for the ride of a lifetime at IAAPA Expo 2023 - the global attractions industry's premier event. Join us in Orlando, November 13-17, for a week of learning, networking, and exploring trends and new technologies. Discover innovative solutions for growth that will supercharge your business and enhance your career. Register by November 10th at iaapa.org/iaapaexpo and save up to 30% and get an additional $10 off with code apros. Alessandro Zamperla is the President and CEO of Central Amusement International Inc. (CAI), which owns and operates Luna Park at Coney Island in New York City.  Alessandro refers to Coney Island as being one of the “most iconic and influential” amusement parks in the world, and CAI has the responsibility of being the custodian of a historic landmark while also ensuring that the park can serve the guests of today and in the future.  In this interview, Alessandro talks about pure joy, embracing authenticity, and knowing where you're from.   Pure joy   "Through the moments of difficulty is when you can better appreciate moments of pure joy and exhilaration."   When Alessandro first began working at Coney Island, he worked in food service, flipping Nathan's Famous Hot Dogs.  Alessandro says that this allowed him to connect with other individuals in a unique way.  More than solving hunger for his guests, he viewed it as fulfilling a purpose beyond that of the guest that extended beyond eating a hot dog.  Given the iconic status of the park, eating a Nathan's hot dog at Coney Island is an experience in and of itself.   In our industry, we are not just providing a product or a service, according to Alessandro.  We are providing the full experience of being a human being.  We often get caught up in the day-to-day details that parks and attractions need in order to operate, and every once in a while we need to step back and realize the purpose in our guests' lives that we get to fulfill for them.   Embracing authenticity   "The KPIs can never replace the passion."   Coney Island is the people's playground.  Given its history, it has developed a strong reputation, although part of Coney Island's history is less glamorous than it is today.  When asked if the park is still facing some of its previous reputation, Alessandro feels that instead of fighting the view of its past, it's important to embrace its authenticity while striving to deliver the superior experience that it offers today.  Through moments of difficulty, whether it is the park's past reputation or the challenges brought on by the pandemic, it allows you to fully appreciate the pure joy and exhilaration that the park offers today.   For example, Alessandro refers to the day that Coney Island reopened from the pandemic as one of the best days in his professional life.  The incremental anticipation that New York residents felt for the park's reopening led to such a high level of appreciation that the park was open, and guests were more forgiving for any hiccups in the guest experience.   Knowing where you're from   "It's about the heart. It's about loving what you do."   While Coney Island has a significant role in American culture, the park must maintain its relevance to new and emerging audiences.  Alessandro stresses the importance of preserving the park's history while also incorporating modern technology that guests expect when visiting amusement parks, which he refers to as “authenticity with innovation.”  For example, the Cyclone, which originally opened in 1927, is still manually operated, so guests know that they are riding a part of history, while the park also strives for continuous improvement.   The sense of knowing where you're from also extends to Alessandro's role in the Zamperla family.  Alessandro speaks to the generational significance of the family's business, and the role that Coney Island plays in it.  One example that he shares includes two intertwined rides, Tony's Express and Leti's Treasure, named after Alessandro's grandparents, evoking Italian's romantic culture.  Additionally, he gives a glimpse of the food options available in the park, which includes high-quality artisanal Italian cuisine.   To learn more about Luna Park at Coney Island, visit www.lunaparknyc.com for an overview of the park and its history.  To contact Alessandro, connect with him on LinkedIn. This podcast wouldn't be possible without the incredible work of our amazing team:   Scheduling and correspondence by Kristen Karaliunas A/V editing by Abby Giganan To connect with AttractionPros: AttractionPros.com AttractionPros@gmail.com AttractionPros on Facebook AttractionPros on LinkedIn AttractionPros on Instagram AttractionPros on Twitter (X)

Digital HR Leaders with David Green
How Novartis Use People Data to Navigate Business Transformation (an Interview with Ashish Pant)

Digital HR Leaders with David Green

Play Episode Listen Later Sep 26, 2023 54:59


In this episode of the Digital HR Leaders Podcast, your host David Green explores the transformative power of data-driven HR decision-making in one of the world's leading pharmaceutical companies, Novartis. Joined by Ashish Pant, Global Head of People Analytics and Data at Novartis, David and Ashish unravel how Novartis has harnessed the full potential of data to revolutionize its approach to HR. Throughout this episode, you can expect to learn more about: How Novartis strategically laid the groundwork for harnessing the full potential of HR data and analytics Invaluable insights into the three-stage approach that played a pivotal role in crafting a successful People Analytics team at Novartis Novartis' recent business transformation and how the People Analytics function under Ashish's leadership played a critical role in facilitating this significant change How to bridge the gap between bottom-up understanding and top-down organizational intentions The metrics and KPIs used to gauge the success of the business transformation How the transformation impacted the structure and operations of the People Analytics team at Novartis This episode is brought to you with the support of Visier, a leading name in HR technology. To discover more about Visier's innovative solutions, visit: https://www.visier.com/ Hosted on Acast. See acast.com/privacy for more information.

Studio CMO
Peter Smith — Applied Theory Series: Crafting RevOps Funnels and Building High-Performing Teams

Studio CMO

Play Episode Listen Later Sep 26, 2023 33:18


On this episode of Healthcare Market Matrix's Applied Theory Series, host Jessica Head is joined by Peter Smith, co-founder and President of Ratio, for an insightful conversation about RevOps, customer success, and how those two elements inform the ROI of a company's marketing strategies. Peter is the master of operational and financial functions at Ratio and has worked with countless clients over the last twelve years, helping to craft KPIs and corresponding budgets to meet marketing goals. Throughout the episode, Jessica and Peter discuss building a team equipped for marketing success, recommendations for marketing executives building a 90-day plan, and Peter's favorite tools for mapping KPIs.   Show Notes (1:09) Peter Smith on Cofounding Ratio (5:09) Peter on the Struggle of Properly Appreciating Marketing Efforts (12:43) Building a Team Equipped for Marketing Success (19:43) Peter's Recommendations for a Marketing Executive's 90-Day Plan (27:01) Favorite Tools for Mapping KPIs (31:06) Resources for Those Evaluating RevOps and Closing Thoughts   Read a transcript of this episode: https://goratio.com/podcast/applied-theory-series-crafting-revops-funnels-and-building-high-performing-teams Subscribe to Ratio's Insights Squared newsletter: https://goratio.com/newsletter

Between Two COO's with Michael Koenig
Prisma COO, Nitin Gupta, explains tech to my mom, operationalizing hackathons, the balance of commercializing open-source, planning, and a team psychologist

Between Two COO's with Michael Koenig

Play Episode Listen Later Sep 26, 2023 45:03


Unlock the secrets of remote team management and product explanation in our stimulating conversation with Nitin Gupta, the COO of Prisma. Nitin unveils how explaining technical products to non-technical people can be a challenge, but he makes it understandable, going as far as breaking down Prisma into simple terms for our mothers. Also, learn about Prisma University, a unique internal initiative to educate non-tech team members about their product's nuances. Beyond product explanation, we venture into the world of remote hackathons and the operational challenges within. Nitin highlights anticipating potential issues within a remote team and the significance of aligning all-hands meetings with the organization's structure. More so, we explore Prisma's unique take on transparency and collaboration as they open-source their processes. Finally, we delve into the less conventional aspects of managing a remote company. Nitin shares insights on why they hired a trained psychologist for HR and how it helps prevent employee burnout. He also unveils an interesting balance between commercializing open-source projects and maintaining a vibrant community through the 123 framework. Additionally, we discuss operational execution, aligning teams to KPIs, and Nitin's unique approach to quarterly planning. This episode is a must-listen for tech enthusiasts and remote team managers looking for practical tips and fascinating insights. (0:00:13) - Explaining Prisma and Building Knowledge SharingNitin Gupta explains Prisma to his mother, Prisma University educates internally, and technical team members share knowledge. (0:11:13) - Remote Hackathon and Organizational Structure ManagementNitin Gupta discusses hackathon operationalization, remote team issues, all hands meetings, organization structure, and open sourcing processes. (0:18:40) - Psychologists and Open Source in Remote CompaniesNitin Gupta emphasizes HR with psychologist hire, uses 123 framework to balance open source project and community vibrancy. (0:35:30) - Operational Execution and Alignment of KPIsNitin Gupta discusses aligning teams to KPIs, concentrating on company-wide objectives, quarterly planning, and negotiating with a mobile handset manufacturer. Episode link: https://betweentwocoos.com/prisma-coo-nitin-guptaNitin Gupta: https://www.linkedin.com/in/gnitingMichael Koenig: https://www.linkedin.com/in/michael-koenig514/ 

Amazon Legends Podcast
Methodology For Growing Revenues by Using Numbers - Mike Begg - Amazon Legends - Episode #271

Amazon Legends Podcast

Play Episode Listen Later Sep 26, 2023 67:05


Join us in this enlightening podcast episode as we unravel the secrets to skyrocketing your revenues through data-driven strategies. Our special guest, Mike Begg, an eCommerce and digital marketing expert, shares his wealth of knowledge on leveraging numbers for business growth. Explore how Mike and his team at AMZ Advisers have generated over half a billion dollars in sales for their clients by harnessing the power of data. From Amazon success stories to efficient business practices, you'll discover actionable insights to elevate your eCommerce game. Don't miss this opportunity to gain a competitive edge in the ever-evolving world of online commerce. Tune in now and unlock the methodology for achieving unprecedented revenue growth through the strategic use of numbers! Takeaways:Data and Metrics Understanding: Amazon sellers must grasp critical business data and metrics, including customer acquisition costs, lifetime value, and KPIs. Data-Driven Decision Making: Making decisions based on data and metrics is essential. Sellers should use data to optimize their marketing efforts, product listings, and overall strategy. Customer Acquisition Costs: Knowing how much it costs to acquire a customer is vital. Sellers should aim to lower these costs while maintaining or increasing customer acquisition. Funnel Optimization: Optimizing the sales funnel is important. Sellers should focus on improving each stage of the customer journey, from awareness to purchase. Return on Investment (ROI): Calculating ROI for marketing campaigns and other investments helps sellers determine which strategies are the most profitable.Quote of the Show:  For Amazon, especially in consumables, it's crucial to build your Amazon funnel, know your customer acquisition costs, and assess customer lifetime value. These metrics define your profitability and growth potential Links :Personal Links:Instagram: https://www.instagram.com/m1ke_begg/ Linkedin: https://www.linkedin.com/in/mbegg/Twitter: https://twitter.com/mike_begg Business Links:Website: https://amzadvisers.com, https://goavance.com Facebook: https://facebook.com/amzadvisers Instagram: https://www.instagram.com/amzadvisers/ Linkedin: https://www.linkedin.com/company/10895001 YouTube: https://www.youtube.com/c/amzadvisersSpecial Offer:  We can also create a 10% discount on the first 3 months of working with us for anyone that books a call https://calendly.com/mike-amzadvisers Want To Level Up Your Business? Register With Our SponsorsSellCord - your ultimate growth partner for conquering Walmart.com!  As a Walmart-approved partner agency, we specialize in launching and scaling brands on the marketplace as well as getting brands into Walmart stores. Over 400 brands and 100,000 products are under our expert management. Join the fastest-growing marketplace today and enjoy cost-effective solutions, from comprehensive full-service management to cutting-edge tools. Scale your brand seamlessly with SellCord. Sign up now!

Millennial Investing - The Investor’s Podcast Network
MI295: From Numbers to Riches: Return On Equity's Impact on Investments w/ Jason Donville and Jesse Gamble

Millennial Investing - The Investor’s Podcast Network

Play Episode Listen Later Sep 26, 2023 54:45


Kyle Grieve chats with Jason Donville and Jesse Gamble about their investing strategy based on finding high and sustainable ROE businesses, why small-caps are inefficiently priced, the future of Constellation Software, the importance of focusing on fundamentals over share price, and much, much more!IN THIS EPISODE, YOU'LL LEARN:00:0 - Intro05:26 - About their outlook for Constellation Software, a business they've held since it IPO'd.25:10 - How to utilize ROE in your investment process to make high return investments.34:48 - Why Canadian small-caps have unique advantages to the US.52:15 - Why small-caps offer less competition from institutional investors.52:23 - Why opportunities in small-caps are so enticing.And much, much more!*Disclaimer: Slight timestamp discrepancies may occur due to podcast platform differences.BOOKS AND RESOURCESPaul's Small Cap Discoveries.What Works On Wall Street by James O'Shaughnessy.How To Make Money In Stocks by William O'Neil.NEW TO THE SHOW?Check out our Millennial Investing Starter Packs.Browse through all our episodes (complete with transcripts) here.Try Robert's favorite tool for picking stock winners and managing our portfolios: TIP Finance.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSGet a FREE audiobook from Audible.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Your home might be worth more than you think. Earn extra money today with Airbnb.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Shape and flex your home loans how you want with Athena. Join the thousands of Aussies taking control of their mortgage today.Enjoy an all-in-one personal finance app that gives you a comprehensive view of all your accounts, investments, transactions, cash flow, net worth, and more, with Monarch Money. Get an extended thirty-day free trial today.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Invest in the same paintings available to billionaires, at a more accessible price point with Masterworks.Support our free podcast by supporting our sponsors.Connect with Kyle: Twitter | WebsiteConnect with Jason: LinkedIn | WebsiteConnect with Jesse: LinkedIn | WebsiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Land Investing, The Dirt Road to Wealth with Trevor Probandt

We talk about your network, the key KPIs in this business and the relationships that will feed you and your family for a lifetime. If you would like to talk about the opportunity, call or text me 940-736-8797 or email me Trevor@gowestlands.com.

Millennial Investing - The Investor’s Podcast Network
MI294: Making Airbnbs Simple, Passive, and Profitable w/ Sief Khafagi

Millennial Investing - The Investor’s Podcast Network

Play Episode Listen Later Sep 25, 2023 36:32


Patrick Donley (@JPatrickDonley) sits down with Sief Khafagi to learn all about how his company, Techvestor, makes investing in Airbnbs simple, passive, and profitable. You'll learn about his early career at Facebook, how he's gone about building a vertically integrated short term rental company, what gives Techvestor their competitive advantage, and what trends Sief is anticipating in the STR market.Sief is an ex techie turned real estate investor who has helped thousands diversify into real estate after spending nearly 5 years at Facebook. He's syndicated acquisitions totaling more than $100M while designing & developing more than 125+ properties. Today, he's the founder of Techvestor, which helps real estate investors and busy professionals passively invest in the emerging asset class of short term rentals (aka Airbnbs).IN THIS EPISODE, YOU'LL LEARN:00:00 - Intro02:34 - How Sief was working at Facebook and developed an interest in real estate.03:32 - How working remotely all over the world connected him to the Airbnb world.03:54 - Why he choose against pursuing a long term rental strategy.04:50 - What his early side hustles as a teenager were.07:20 - How he built a Facebook team of over 1000 and applied those skills in building Techvestor.07:31 - How the strategy for Techvestor came about.09:26 - What the biggest challenges were in building Techvestor.11:02 - What gave him the courage to start a new venture.16:46 - How he found great people to join the team at Techvestor.19:25 - How Techvestor makes investing in Airbnbs simple, passive, and profitable.20:23 - How they use data analytics to find the best properties to add to their portfolio.22:39 - Why they were forced to vertically integrate.24:42 - How to amenitize Airbnb properties.25:21 - How they get development-like returns without taking on development-like risks.32:16 - Why having fixed rate debt is an advantage for them.33:49 - What Techvestor's exit strategy looks like.37:35 - What are the trends Sief is seeing in the Airbnb space.41:34 - What are some of the reasons they generate higher returns.*Disclaimer: Slight timestamp discrepancies may occur due to podcast platform differences.BOOKS AND RESOURCESThe Everything Guide to House Hacking by Robert Leonard.Related episode: Listen to REI175: An Insider's Guide to Airbnb w/ Taylor Jones or watch the video.Related episode: Listen to MI288: Experiencing Unique Stays w/ Ben Wolff or watch the video.Compounding Podcast w/ Richard Fertig.NEW TO THE SHOW?Check out our Millennial Investing Starter Packs.Browse through all our episodes (complete with transcripts) here.Try Robert's favorite tool for picking stock winners and managing our portfolios: TIP Finance.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSGet a FREE audiobook from Audible.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Your home might be worth more than you think. Earn extra money today with Airbnb.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Shape and flex your home loans how you want with Athena. Join the thousands of Aussies taking control of their mortgage today.Enjoy an all-in-one personal finance app that gives you a comprehensive view of all your accounts, investments, transactions, cash flow, net worth, and more, with Monarch Money. Get an extended thirty-day free trial today.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Invest in the same paintings available to billionaires, at a more accessible price point with Masterworks.Support our free podcast by supporting our sponsors.Connect with Patrick: @JPatrickDonleyConnect with Sief: Website | LinkedIn | InstagramSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Mic Drop
The Best Story Wins (ft. John Livesay and David Burkus)

Mic Drop

Play Episode Listen Later Sep 25, 2023 40:38


The Best Story Wins (ft. John Livesay and David Burkus)John Livesay and David Burkus on telling stories and picking fightsOPENING QUOTE:”Whoever tells the best story is the one that's going to win that pitch, not who has the best price or who has more bells and features.” -John LivesayGUEST BIO:John Livesay, also known as The Pitch Whisperer, is the speaking industry's sage of storytelling and the go-to expert for helping brands tell compelling stories to their own audiences. He's done exactly that for the likes of Coca-Cola, Olympus, Berkshire Hathaway, and many more big name clients, offering a roadmap for turning great products into narratives that customers just can't ignore.Links:WebsiteFacebookTwitterLinkedInYouTubeDavid Burkus is one of the leading minds in the business world, and one of its most provocative. He literally wrote the book on managing remote teams before COVID hit. Since then, he's been instrumental in helping organizations everywhere adapt to the seismic shifts brought on by remote work, especially when it comes to how leaders interact with their team members and their customers. Links:WebsiteTwitterFacebookLinkedInInstagramYouTubeCORE TOPICS + DETAILS:[3:40] - Why a Bad Time is the Best TimeTurning opposition into opportunityDavid shares how he entered the professional speaking game at the height of the pandemic — probably the only speaker to make that somewhat insane choice. But David doesn't see it that way. He turned a powerful new need, managing remote workers and teams in the COVID era, into an opportunity to provide unique value. He's never looked back, and there's something to be learned from his accomplishment. Sometimes the worst time is the best time.[5:40] - The Universal LanguageThe brain thinks in stories, which is why storytellers excelFrom Olympus to Coca-Cola, John Livesay delivers the same undeniable message: the best story wins. Audiences think in terms of narrative — it's how the brain is wired. That's why the best speakers, leaders, marketers, whatever you like; they're the ones who know how to tell a story. What story are you telling?[9:07] - You Are Your Own Chief Culture OfficerManaging people is everything, even if you're only managing yourselfEvery leader at every level of an organization is the chief culture officer of their own team, whether it's a team of two or 200. Even a sole proprietor has a company culture — it's what they will do, won't do, and the things they insist on in their work and general approach.  It's how they function, how much they're willing to work, all the little details that make up their “organization” of one. Teaching every leader at every level how to take responsibility for the people in their team is the key to unlocking real impact that lasts.[11:25] - Want to Inspire Action? Pick a FightStop talking metrics and put on the boxing gloves“People don't want to join a company anymore, they want to join a crusade.” With that, David Burkus introduces one of the most striking ideas from our episode — that if you want to lead people, you need to pick a fight and do so wisely. Position yourself as your customers' ally in a fight against the status quo, and you'll inspire many more people to join you on that mission than if you just talk metrics and KPIs.RESOURCES:[2:04] Leading from Anywhere, by David Burkus[4:34] Books by John Livesay[11:25] Pick a Fight, by David BurkusFollow John Livesay:FacebookTwitterLinkedInYouTubeFollow David Burkus:WebsiteTwitterFacebookLinkedInInstagramYouTubeFollow Josh Linkner:FacebookLinkedInInstagramTwitterYouTubeABOUT MIC DROP:Hear from the world's top thought leaders and experts, sharing tipping point moments, strategies, and approaches that led to their speaking career success. Throughout each episode, host Josh Linkner, #1 Innovation keynote speaker in the world, deconstructs guests' Mic Drop moments and provides tactical tools and takeaways that can be applied to any speaking business, no matter it's starting point. You'll enjoy hearing from some of the top keynote speakers in the industry including: Ryan Estis, Alison Levine, Peter Sheahan, Seth Mattison, Cassandra Worthy, and many more. Mic Drop is sponsored by ImpactEleven.Learn more at: MicDropPodcast.comABOUT THE HOST:Josh Linkner is a Creative Troublemaker. He believes passionately that all human beings have incredible creative capacity, and he's on a mission to unlock inventive thinking and creative problem solving to help leaders, individuals, and communities soar. Josh has been the founder and CEO of five tech companies, which sold for a combined value of over $200 million and is the author of four books including the New York Times Bestsellers, Disciplined Dreaming and The Road to Reinvention. He has invested in and/or mentored over 100 startups and is the Founding Partner of Detroit Venture Partners.Today, Josh serves as Chairman and Co-founder of Platypus Labs, an innovation research, training, and consulting firm. He has twice been named the Ernst & Young Entrepreneur of the Year and is the recipient of the United States Presidential Champion of Change Award. Josh is also a passionate Detroiter, the father of four, is a professional-level jazz guitarist, and has a slightly odd obsession with greasy pizza. Learn more about Josh: JoshLinkner.comSPONSORED BY IMPACTELEVEN:From refining your keynote speaking skills to writing marketing copy, from connecting you with bureaus to boosting your fees, to developing high-quality websites, producing head-turning demo reels, Impact Eleven (formerly 3 Ring Circus) offers a comprehensive and powerful set of services to help speakers land more gigs at higher fees. Learn more at: impacteleven.comPRODUCED BY DETROIT PODCAST STUDIOS:In Detroit, history was made when Barry Gordy opened Motown Records back in 1960. More than just discovering great talent, Gordy built a systematic approach to launching superstars. His rigorous processes, technology, and development methods were the secret sauce behind legendary acts such as The Supremes, Stevie Wonder, Marvin Gaye, Diana Ross and Michael Jackson.As a nod to the past, Detroit Podcast Studios leverages modern versions of Motown's processes to launch today's most compelling podcasts. What Motown was to musical artists, Detroit Podcast Studios is to podcast artists today. With over 75 combined years of experience in content development, audio production, music scoring, storytelling, and digital marketing, Detroit Podcast Studios provides full-service development, training, and production capabilities to take podcasts from messy ideas to finely tuned hits. Here's to making (podcast) history together.Learn more at: DetroitPodcastStudios.comSHOW CREDITS:Josh Linkner: Host | josh@joshlinkner.comConnor Trombley: Executive Producer | connor@DetroitPodcastStudios.com

We Study Billionaires - The Investors Podcast
TIP578: Fundamentals of Stock Investing w/ Daniel Pronk & Jake Ruth

We Study Billionaires - The Investors Podcast

Play Episode Listen Later Sep 24, 2023 71:44


On today's episode, Clay Finck is joined by Daniel Pronk and Jake Ruth to share the fundamentals of stock investing. They dive into everything they wish they knew as a beginner, the books they would read, and the biggest mistakes they would have tried to avoid.Daniel Pronk and Jake Ruth are the founders of Stock Unlock, which is helping transform everyday people into successful investors. Daniel is also popular on YouTube, as he has over 200k subscribers on his channel. Daniel and Jake are the perfect guests for the show to help make stock investing much more approachable and easy to understand.IN THIS EPISODE YOU'LL LEARN:00:00 - Intro.02:24 - How Daniel and Jake first got into stock investing.05:39 - The key lessons they would teach their younger selves.08:57 - Why compounding is so critical to understand as investors.16:25 - Why the best investors aren't those with the highest IQ but those with the best temperament.26:24 - Why growth isn't always good for a business.33:14 - Why most investors should stick to only investing in profitable companies.36:33 - The most common mistakes newer investors make.36:37 - Daniel's three criteria for investing in a business.49:31 - Why we should be wary of companies with high dividend yields.56:23 - How the listeners should know when they are ready to start investing.63:58 - Why most companies are doomed to have their moat disrupted.65:27 - What led Daniel and Jake to start Stock Unlock.01:13:50 - Unique tools that Stock Unlock provides.01:14:28 - What books Daniel & Jake would give to their 18-year-old selves. Disclaimer: Slight discrepancies in the timestamps may occur due to podcast platform differences.BOOKS AND RESOURCESCheck out our newly released TIP Mastermind Community.Get 30% off Stock Unlock for 12 months with code WSB here.Stock Unlock's YouTube channel.Daniel Pronk's YouTube.Tune into our previous episode: WSB577: Valuation Masterclass w/ Aswath Damodaran or watch the video.Follow Clay on Twitter.Follow Jake on Twitter.Follow Daniel on Twitter.NEW TO THE SHOW?Check out our We Study Billionaires Starter Packs.Browse through all our episodes (complete with transcripts) here.Try our tool for picking stock winners and managing our portfolios: TIP Finance Tool.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSInvest in Bitcoin with confidence. Get $5 in Bitcoin when you invest $100 with River.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Reach the world's largest audience with Linkedin, the place to B2B. Plus, enjoy a $100 credit on your next ad campaign!Invest in some of the top private, pre-IPO companies in the world with Fundrise.Take ownership of your Bitcoin with Foundation. Attain self-custody with Passport hardware wallet.Send, spend, and receive money around the world easily with Wise.Experience real language learning for real conversations with Babbel. Get 55% off your Babbel subscription today.Beat FOMO and move faster than the market with AlphaSense.Choose Toyota for your next vehicle - SUVs that are known for their reliability and longevity, making them a great investment. Plus, Toyotas now have more advanced technology than ever before, maximizing that investment with a comfortable and connected drive.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Start, run, and grow your business without the struggle. Be in control of every sales channel with Shopify. Sign up for a $1 per month trial period today.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Support our free podcast by supporting our sponsors.HELP US OUT!Help us reach new listeners by leaving us a rating and review on Apple Podcasts! It takes less than 30 seconds, and really helps our show grow, which allows us to bring on even better guests for you all! Thank you – we really appreciate it!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Cybercrime Magazine Podcast
Cyber Trust & Transparency. Navigating Modern Risks. Meg Anderson, Principal Financial Group.

Cybercrime Magazine Podcast

Play Episode Listen Later Sep 22, 2023 17:47


Meg Anderson is the VP - CISO at Principal Financial Group. In this episode, she joins host Melissa O'Leary to discuss cybersecurity metrics and KPIs, as well as how companies can determine security posture and reduce risk, and more. SecurityScorecard is the leading security rating company, used by more than 2,500 top companies. To learn more about our sponsor, visit https://securityscorecard.com

The Metacast
Unity Backpedals / Playtika Acquires / Next-Gen Console Leaks

The Metacast

Play Episode Listen Later Sep 22, 2023 71:54


In this week's Roundtable, the squad shares some personal updates including a recap of Korea Blockchain Week, streetball with Fat Joe, and two new Naavik deep dives. Then we cover the latest in Unity's evolving monetization saga, including why the company got itself into this situation in the first place and why it's (perhaps partially) backpedaling on its monetization policy announcements. We also cover Playtika's acquisition of Innplay Labs, and dig into the court document leaks that highlight much of Xbox's next-generation plans. Join us for all the latest games business news with Anil Das-Gupta, Jonathan Anastas, Aaron Bush, and host Devin Becker.Also, a big thanks to data.ai for supporting all of Naavik's mobile data needs! If your team requires a market and competitive intelligence tool for tracking the mobile games industry, monitoring KPIs, and spotting opportunities across games, check out https://www.data.ai/en/?utm_source=naavikIf you like the episode, please help others find us by leaving a 5-star rating or review! And if you have any comments, requests, or feedback, shoot us a note at podcast@naavik.co. Watch the episode: YouTube ChannelFor more episodes and details: Podcast WebsiteFree newsletter: Naavik DigestFollow us: Twitter | LinkedIn | WebsiteSound design by Gavin Mc Cabe.

Millennial Investing - The Investor’s Podcast Network
MI Rewind: The Business of Podcasting w/ Hala Taha

Millennial Investing - The Investor’s Podcast Network

Play Episode Listen Later Sep 22, 2023 50:27


Robert chats with Hala Taha about her journey from a school dropout to a successful full-time podcaster and entrepreneur. Hala Taha is the host of Young and Profiting Podcast, frequently ranked as a #1 Education podcast across all apps. Hala is also the CEO of YAP Media, a full-service social media and podcast marketing agency for top podcasters, celebrities, and CEOs generating over $2M in revenue in its first year. IN THIS EPISODE, YOU'LL LEARN: 00:00 - Intro01:50 - How to deal with and overcome failure and rejection.29:50 - Why Hala chose to focus on LinkedIn, a business social network, to grow her business.34:52 - How Hala was able to land high-profile guests like Matthew McConaughey and Seth Godin and what specific strategies or tactics she used to do so.43:28 - All the different ways one can monetize a podcast and how a podcast can be an actual revenue-generating business.50:11 - What the most impactful thing Hala has learned from interviewing guests on her podcast.And much, much more!*Disclaimer: Slight timestamp discrepancies may occur due to podcast platform differences.BOOKS AND RESOURCESHala Taha's Young and Profiting Podcast.Jack Schafer's book The Like Switch.Ramit Sethi's book I Will Teach You To Be Rich.Gino Wickman's book Entrepreneurial Leap.Jia Jiang's book Rejection Proof.All of Robert's favorite books.NEW TO THE SHOW?Check out our Millennial Investing Starter Packs.Browse through all our episodes (complete with transcripts) here.Try Robert's favorite tool for picking stock winners and managing our portfolios: TIP Finance.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSGet a FREE audiobook from Audible.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Your home might be worth more than you think. Earn extra money today with Airbnb.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Enjoy an all-in-one personal finance app that gives you a comprehensive view of all your accounts, investments, transactions, cash flow, net worth, and more, with Monarch Money. Get an extended thirty-day free trial today.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Shape and flex your home loans how you want with Athena. Join the thousands of Aussies taking control of their mortgage today.Invest in the same paintings available to billionaires, at a more accessible price point with Masterworks.Support our free podcast by supporting our sponsors.Connect with Hala: Website | LinkedIn | InstagramConnect with Robert: Website | Twitter | InstagramSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

eCW Podcast
Transform Your Practice with the PGM Dashboard

eCW Podcast

Play Episode Listen Later Sep 21, 2023 10:56


Discover the power of the eClinicalWorks® Practice Growth Management (PGM) Dashboard in our latest episode. Join our guest, Cyril Thomas, as he discusses the importance of growth strategies for medical practices and how the PGM Dashboard can help you achieve your goals. Gain insights on key performance indicators (KPIs) for front, mid, and back-office operations, and learn how to leverage these metrics to make data-driven decisions for your practice.

Beyond Bitewings
Creating Maximum Efficiency and Success in Your Practice

Beyond Bitewings

Play Episode Listen Later Sep 21, 2023 31:42


On this episode of Beyond Bitewings, we are joined by Kiera Dent, a dental practice consultant and host of The Dental A Team podcast. Kiera consults in over 100 dental offices nationwide, and tackles in-person dental office coaching. Her goal is to help clients achieve maximum success and efficiency.Kiera and Ash talk about why it's so important to create systems from processes, and why you should find one or two systems that will make the biggest impact on your practice. Plus, they discuss the best way to seek out experts in the industry. Kiera also offers advice about setting a clear vision for your team, and how to set up automation around tasks so the team can work more efficiently. Keira also talks about why it's so crucial that dental practice owners know how to manage the business side of their practice by dedicating time to focusing on the business and checking KPIs. She also recommends finding successful people to emulate and filtering through the noise to focus on one or two resources at a time. Connect with Kiera here: https://www.thedentalateam.com/Listen to the podcast here: https://www.thedentalateam.com/blogIf you have specific questions about any of these topics for your practice, or if you'd like to have another question answered on a future podcast, please reach out to the Edwards & Associates team. Please also contact us to find out more about Ash's financial course.Visit us at: https://EandAssociates.com

The Dentalpreneur Podcast w/ Dr. Mark Costes
1804: BoomCloud & Bootstrapping Pt. 1

The Dentalpreneur Podcast w/ Dr. Mark Costes

Play Episode Listen Later Sep 21, 2023 27:14


On today's episode, we delve into the innovative world of BoomCloud, a transformative dental software company. Join us as we explore the dynamic perspectives of Jordon Comstock, the CEO of BoomCloud, and Dustin Kenyon, the Chief Revenue Officer of BoomCloud. Jordon Comstock's journey began as a dental lab technician, eventually propelling him to manage Salt Lake Dental Lab for seven fruitful years. His mastery in managing business operations, establishing sales and marketing departments from scratch, and crafting robust financial systems led him to his passion for UX design, digital marketing, SEO, PPC, and growth entrepreneurship in the SaaS and sales sector. As the visionary behind BoomCloud, Jordon's platform empowers dental practices to create in-house membership programs, fostering independence from dental insurance while augmenting patient retention and case acceptance. Dustin Kenyon brings nearly two decades of expertise as a Sales and Ops Executive. His extensive achievements include successful SaaS company exits, founding "Kaptain" - a Start-Up Consulting Agency for Tech Founders, and co-founding "BootStrapped" - a Founders Financial Education Roundtable. Beyond his professional accomplishments, Dustin's passions encompass family travel and a love for tech start-ups and creative pursuits like music, writing, composing, drawing, and painting. In Part 1 of this insightful interview, we dive into BoomCloud's essence and the beneficiaries of its innovative offerings. Jordon and Dustin share their inspiring journeys, reflecting on Bootstrap/Kaptain sessions and the power of community interactions. Discover the scaling philosophy akin to conquering Mount Everest, where goals become checkpoints measured against key performance indicators (KPIs). For a deeper dive into the groundbreaking work of BoomCloud and their impact on the dental landscape, connect with them at BoomCloudapps.com. Stay tuned for Part 2 tomorrow, where we'll continue this conversation with Jordon Comstock and Dustin Kenyon. EPISODE RESOURCES BoomCloudapps.com https://www.truedentalsuccess.com Dental Success Network Subscribe to The Dentalpreneur Podcast

Lenny's Podcast: Product | Growth | Career
Becoming evidence-guided | Itamar Gilad (Gmail, YouTube, Microsoft)

Lenny's Podcast: Product | Growth | Career

Play Episode Listen Later Sep 21, 2023 72:51


Brought to you by Ezra—The leading full-body cancer screening company | Vanta—Automate compliance. Simplify security | LinkedIn Ads—Reach professionals and drive results for your business—Itamar Gilad is a product coach, author, and speaker with over two decades of experience in senior product roles at Google, Microsoft, and various startups. He is also the author of Evidence-Guided: Creating High-Impact Products in the Face of Uncertainty and publishes a popular product management newsletter. In today's episode, we discuss:• What it means to be “evidence-guided”• How to think about your KPIs as metric trees• How to prioritize ideas using the “confidence meter”• The GIST model for roadmapping• Common mistakes with ICE• Advice for using evidence to challenge gut-driven founders—Find the full transcript at: https://www.lennyspodcast.com/becoming-evidence-guided-itamar-gilad-gmail-youtube-microsoft/#transcript—Where to find Itamar Gilad:• Twitter/X: https://twitter.com/ItamarGilad• LinkedIn: https://www.linkedin.com/in/itamargilad/• Website: https://itamargilad.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter/X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Itamar's background(04:35) How his time working on Gmail shaped his philosophy of “opinion-based” development(08:35) Lessons from developing Gmail's tabbed inbox (13:40) A brief overview of Itamar's book, Evidence-Guided(14:30) Balancing founder creativity with an evidence-based approach(17:32) Advice on how to push back against founders(19:36) Signs you aren't as evidence-guided as you may think(21:13) Itamar's GIST model for becoming more evidence-guided(23:51) How to set overarching goals using his “value exchange loop”(28:45) North star metrics vs. KPIs(33:47) Using “ICE” to assess the value of ideas(37:39) Itamar's confidence meter(44:28) Speed of delivery vs. speed of discovery(46:14) How to apply Itamar's frameworks based on company type and stage(49:09) First steps in becoming more evidence-guided(50:21) Next steps in testing(55:41) The task layer in the GIST framework(1:02:54) Thoughts on roadmapping(1:04:56) How OKRs fit into the whole picture(1:07:11) Lightning round—Referenced:• Itamar's presentation slides: https://itamargilad.com/wp-content/uploads/2023/09/Podcast-Slides.pdf• What differentiates the highest-performing product teams | John Cutler (Amplitude, The Beautiful Mess): https://www.lennyspodcast.com/what-differentiates-the-highest-performing-product-teams-john-cutler-amplitude-the-beautiful-mess/• Evidence-Guided: Creating High-Impact Products in the Face of Uncertainty: https://itamargilad.com/book-evidence-guided/• The co-founders of Google in Forbes: https://www.forbes.com/profile/larry-page-and-sergey-brin• Kanban: https://www.atlassian.com/agile/kanban• Jira: https://www.atlassian.com/software/jira• The ultimate guide to OKRs | Christina Wodtke (Stanford): https://www.lennyspodcast.com/the-ultimate-guide-to-okrs-christina-wodtke-stanford/• Amplitude: https://amplitude.com/• The ultimate guide to A/B testing | Ronny Kohavi (Airbnb, Microsoft, Amazon): https://www.lennyspodcast.com/the-ultimate-guide-to-ab-testing-ronny-kohavi-airbnb-microsoft-amazon/• ICE framework: https://growthmethod.com/ice-framework/• Sean Ellis on LinkedIn: https://www.linkedin.com/in/seanellis/• RICE scoring model: https://www.productplan.com/glossary/rice-scoring-model/• Idea Prioritization with ICE and the Confidence Meter: https://itamargilad.com/the-tool-that-will-help-you-choose-better-product-ideas/• Assumptions Mapping: https://designsprintkit.withgoogle.com/methodology/phase2-define/assumptions-mapping• What is Dog Fooding, Fish Fooding a Product?: https://matt-rickard.com/fishfooding-dogfooding-product• SVPG books: https://www.svpg.com/books/• The Lean series: https://theleanstartup.com/the-lean-series• Dreaming Spanish: https://www.youtube.com/c/DreamingSpanish• ElevenLabs: https://elevenlabs.io/• Lennybot: https://www.lennybot.com/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

The Maximum Lawyer Podcast
An Actionable Plan to Formulate and Automate Your Processes with Matt Spiegel

The Maximum Lawyer Podcast

Play Episode Listen Later Sep 21, 2023 20:57


Do you need help improving your law firm's client journey? Are you finding it hard to get clients? In this episode, Matt Spiegel, the co-founder and CEO of Lawmatics, discusses the importance of providing excellent customer service in the legal industry and improving the client journey.It is evident that lawyers are not CEOs. They don't run businesses. But, Matt emphasizes the need for law firm owners to run their practice like a business. Law firm owners need to go out and find clients to grow their firm just like a CEO would go out and make connections to grow their success. Part of growing your business and law firm ensures the client is always happy because a happy client equals a happy practice. Matt delves into the ways to prioritize the happiness of a client.1 | Client Begins The client journey begins the moment a client reaches out to your firm via email or phone. This is part of the “client intake phase”. This phase is crucial to getting a client because they are reaching out to multiple firms at once. You need to ensure staff are engaging right away so they don't lose the client. Immediate engagement shows the client exactly how you will respond to them throughout the process. It shows that those in the firm care and are ready to provide the client with what they need, even if it's just basic legal information.2 | Active ClientThe “active matter phase” is the communication throughout the length of a client's case. Like phase one, communication is key to getting and retaining a client. It is important to provide the client information throughout the journey. Make it a habit to market to them. Send them information like newsletters that include things that are external to your firm. It is a good idea to set up a client portal, where individuals can go into a system and get updates on their case. If email communication is too much (and it can be in this industry), a client portal is a great way to input all necessary information and the client can retrieve it on the other end. 3 | Former Client The “former client phase” is a neglected but important phase in the client journey. 75% of clients come from referrals. Even when a client's case is complete, the relationship between the attorney and client needs to continue. There are many ways to maintain a good relationship with a former client. Send a birthday and holiday email every year or add them to a mailing list for networking events. What this does is let the client know the firm has their best interests in mind even after the working relationship ends.Matt speaks about only doing things in your law firm that you can measure. You need to be able to back up your success with KPIs and numbers. Think about the conversion rates of initial screening calls that lead to actual clients. This will measure how successful the intake process is for your firm. Cost per lead and cost per client is another metric to consider to ensure the amount it takes to bring a client on board and how much you are making from that client makes sense.Take a listen!6:57 Immediate engagement and rapid response to create a positive first impression8:45 Focusing on maintaining the relationship with a former client8:58 Providing excellent customer service from the very first contact with a client9:53 Delighting clients through effective communication during the active matter phase17:29 The importance of automation

BE THAT LAWYER
Kevin Daisey: Offering Value and Building Relationships Through Podcast Marketing

BE THAT LAWYER

Play Episode Listen Later Sep 21, 2023 37:44


In this episode, Steve Fretzin and Kevin Daisey discuss:Crafting your product around your client, not the other way around.Getting unstuck from making the same mistakes. How a podcast can help your marketing, no matter what field you're in. The secret about podcasting for lawyers.  Key Takeaways:Everything comes back to strategy. Results and growth over time always start with strategy. You need to be focused, have a plan, give your marketing strategies time, and have someone who is tracking the KPIs from it. Without the data, you don't know how to handle it, both good and bad. You can make anything successful if you stick to it and do it properly. Hosting a podcast is less work than you think if you have a great team behind you. You become a talk show host of your own, get the marketing, and get great content to repurpose.  "It's repurposing! You and me are recording this now. We can take this and make an article out of it. We can take clips, we can do video versions, we can do audio clips - there's so many things you can do to disperse it, and we did this recording one time." —  Kevin DaiseyGet a free copy of Steve's book “Sales-Free Selling” here: www.fretzin.com/sales-free-selling Thank you to our Sponsors!Get Staffed Up: https://getstaffedup.com/bethatlawyer/Overture: https://overture.law/Get Visible: https://www.getvisible.com/Episode References: Sign up for the next BE THAT LAWYER: Marketing Mavericks - September 28th, 2023 - https://www.fretzin.com/blog/category/events/The Game with Alex Hormozi$100M Leads by Alex Hormozi About Kevin Daisey: Kevin Daisey is a digital marketer & entrepreneur. He is the founder & CMO of Array Digital, a law firm marketing agency, and the host of The Managing Partners Podcast.  Connect with Kevin Daisey:  Website: https://thisisarray.com/Show: https://thisisarray.com/managing-partners-podcast/LinkedIn: https://www.linkedin.com/in/kevindaisey/LinkedIn: https://www.linkedin.com/company/arraydigital/Facebook: https://www.facebook.com/kevinldaisey/Instagram: https://www.instagram.com/kevindaisey/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Show notes by Podcastologist Chelsea Taylor-Sturkie Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

The Customer Success Channel
Dan Ennis, Scale Team Manager at Monday.com - The art of scaling Customer Success

The Customer Success Channel

Play Episode Listen Later Sep 20, 2023 52:12 Transcription Available


In this episode, our host Anika Zubair chats with Daniel Ennis, Scale Team Manager at Monday.com about scaled customer success and explores its significance in today's ever-evolving business landscape. Customer success at scale has been a longstanding practice, but it has gained even greater significance in the current economy. So, what are the initial steps to consider when establishing a scaled CS team? How can we strike the perfect balance between automated interactions and maintaining a genuine human connection with customers? And what are the key metrics and KPIs that your team should track?Podcast enquiries: sofia@planhat.com

The Contractor Fight with Tom Reber
TCF817: 3 Essential KPIs for Contractors with Tom Droste of Estimate Rocket

The Contractor Fight with Tom Reber

Play Episode Listen Later Sep 20, 2023 19:15


Contractors are busy running their businesses day-to-day, but taking the time to track key performance indicators (KPIs) is essential for long-term success. In this episode, Tom welcomes Tom Droste, the founder and CEO of Estimate Rocket. They discuss the importance of tracking key performance indicators (KPIs) and the top 3 KPIs that every contractor should be monitoring on a regular basis.   In this episode, they discuss: About Estimate Rocket and its role in helping contractors run their businesses efficiently The top 3 KPIs every contractor should track – cash, scheduled work, and sales How to determine the right numbers to track for your business Examples of how Tom tracks KPI  Using KPI data to make strategic decisions like when to raise prices Overcoming hesitation to track KPIs due to not wanting to see bad news About Tom's presentation at the Mile High Profit Summit 2023   Download the "What If" spreadsheet at https://www.estimaterocket.com/whatifdownload     Resources: == Estimate Rocket: https://www.estimaterocket.com/    Ready to take your business to eight figures and beyond? Join us this October 2023 in Jacksonville, Florida, for the Florida Summit. Our experts will share the secrets of crafting a rock-solid five-year vision, scaling your business properly, and gaining full control of your finances.   Visit thecontractorfight.com/Florida-Summit today and join us in Florida this October!  

We Study Billionaires - The Investors Podcast
BTC148: Bitcoin and AI w/ Guy Swann (Bitcoin Podcast)

We Study Billionaires - The Investors Podcast

Play Episode Listen Later Sep 20, 2023 93:25


Preston Pysh and Guy Swann's conversation covers the fascinating attributes about AI, the counterintuitive nature of AI and how the need for specialized models will create a rich ecosystem of decentralizing forces around countless models and resourcing requests.IN THIS EPISODE, YOU'LL LEARN:00:00 - Intro01:24 - What is at the intersection of AI and Bitcoin?19:12 - How AI is able to synthesize enormous amounts of information.30:29 - Why AI models are actually going to be a decentralizing force.32:37 - What incentives will attract the most data?40:06 - Why training models from scratch isn't the most optimal path.52:52 - Guy's thoughts on Sam Altman's World Coin.01:03:58 - Why identity and AI are becoming a paired combo and how to avoid it.01:03:58 - Why immediate settlement is a necessity for AI.BOOKS AND RESOURCESGuy Swann's AI Podcast.Guy's Website with access to all his content and media.Related Episode: Listen to BTC051: Bitcoin & Why The Bond Market Is a Big Deal w/ Greg Foss & Guy Swann, or watch the video.NEW TO THE SHOW?Check out our We Study Billionaires Starter Packs.Browse through all our episodes (complete with transcripts) here.Try our tool for picking stock winners and managing our portfolios: TIP Finance Tool.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSInvest in Bitcoin with confidence. Get $5 in Bitcoin when you invest $100 with River.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Reach the world's largest audience with Linkedin, the place to B2B. Plus, enjoy a $100 credit on your next ad campaign!Invest in some of the top private, pre-IPO companies in the world with Fundrise.Take ownership of your Bitcoin with Foundation. Attain self-custody with Passport hardware wallet.Send, spend, and receive money around the world easily with Wise.Experience real language learning for real conversations with Babbel. Get 55% off your Babbel subscription today.Beat FOMO and move faster than the market with AlphaSense.Choose Toyota for your next vehicle - SUVs that are known for their reliability and longevity, making them a great investment. Plus, Toyotas now have more advanced technology than ever before, maximizing that investment with a comfortable and connected drive.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Start, run, and grow your business without the struggle. Be in control of every sales channel with Shopify. Sign up for a $1 per month trial period today.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Support our free podcast by supporting our sponsors.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Millennial Investing - The Investor’s Podcast Network
MI293: Hacking Marketing & Growth w/ Cody Schneider

Millennial Investing - The Investor’s Podcast Network

Play Episode Listen Later Sep 19, 2023 49:22


Robert Leonard chats with Cody Schneider about all things digital marketing and online business.Cody Schneider has held various Head of Growth roles at startups, helping them scale rapidly, and has now founded two successful SaaS businesses, SwellAI and Drafthorse AI.IN THIS EPISODE, YOU'LL LEARN:00:00 - Intro.09:33 - What niche sites are and how they work.12:06 - How AI is impacting content generation.30:44 - If niche sites are still viable with AI hitting the scene.33:26 - Why you should be posting content on Twitter.41:23 - Why brand is so important.44:10 - How to grow a podcast.51:44 - How to grow a newsletter.*Disclaimer: Slight timestamp discrepancies may occur due to podcast platform differences.BOOKS AND RESOURCESBuy Then Build by Walker Deibel.The EXITPreneur's Playbook by Joe Valley.Related episode: Listen to Building an Online Business Empire w/ Jacky Chou, or watch the video.Related episode: Listen to Investing In (and Building) Online Businesses w/ Mike Vranjkovic or watch the video.NEW TO THE SHOW?Check out our Millennial Investing Starter Packs.Browse through all our episodes (complete with transcripts) here.Try Robert's favorite tool for picking stock winners and managing our portfolios: TIP Finance.Enjoy exclusive perks from our favorite Apps and Services.Stay up-to-date on financial markets and investing strategies through our daily newsletter, We Study Markets.Learn how to better start, manage, and grow your business with the best business podcasts.P.S The Investor's Podcast Network is excited to launch a subreddit devoted to our fans in discussing financial markets, stock picks, questions for our hosts, and much more! Join our subreddit r/TheInvestorsPodcast today!SPONSORSGet a FREE audiobook from Audible.Learn how Principal Financial can help you find the right benefits and retirement plan for your team today.Your home might be worth more than you think. Earn extra money today with Airbnb.Get a customized solution for all of your KPIs in one efficient system with one source of truth. Download NetSuite's popular KPI Checklist, designed to give you consistently excellent performance for free.Enjoy an all-in-one personal finance app that gives you a comprehensive view of all your accounts, investments, transactions, cash flow, net worth, and more, with Monarch Money. Get an extended thirty-day free trial today.Be confident that you'll be small businessing at your best with support designed to help you reach your goals. Book an appointment with a TD Small Business Specialist today.Shape and flex your home loans how you want with Athena. Join the thousands of Aussies taking control of their mortgage today.Invest in the same paintings available to billionaires, at a more accessible price point with Masterworks.Support our free podcast by supporting our sponsors.Connect with Robert: Twitter | WebsiteConnect with Cody: Twitter | WebsiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Gold Biz Podcast
Mastering KPIs: Key Metrics to Measure Business Success

Gold Biz Podcast

Play Episode Listen Later Sep 19, 2023 20:22


Hi Sunshines!!!☀️Welcome back to another episode of The Gold Biz Podcast! In today's episode, we chat about something crucial for every photography business – tracking those KPIs!  These little numbers hold the key to unlocking the treasure chest of your photography empire!  Join me as we navigate revenue, client acquisition and retention, booking metrics, marketing, and online presence, social proof, brand reputation, and operational efficiency. We're not just crunching numbers here; we're unveiling the secrets to skyrocketing your business to the stars!  In this episode, you will learn: Tracking website traffic and social media engagement can provide insights into the effectiveness of marketing efforts. Tracking time per project and editing time can help photographers identify areas for increased efficiency. Inquiry response time can impact conversion rates and should be monitored.   Get my lead magnet freebie HERE  to help grow your email list! You can also grab my workflow phase breakdown by texting "CONNECT" to 888-292-4864. Follow me on YouTube to get life updates, photography tips, and a ton of short clips full of information! Leave a review for a chance to be entered into this month's giveaway! Booking Bottleneck Quiz Here  

Living the Dream
Sales isn't a numbers game

Living the Dream

Play Episode Listen Later Sep 19, 2023 12:32


In this episode of The New 1% Podcast, host Timmy Douglas delves deep into the critical debate of Quality vs. Quantity in Sales Outreach. He starts by recounting his own experiences, where a bulk email blast with minimal personalization resulted in zero responses. However, a transformative shift towards hyper-personalization, with a focus on prospects' charity affiliations, content production, and cherished methods, yielded remarkable results with just 20 carefully crafted emails. This segment underscores the undeniable power of quality outreach. Timmy then discusses the notion that sales is indeed a numbers game, but he offers a unique perspective, sharing a story about how he balanced quantity and quality to meet his Oppdrive quota. The episode concludes with an insightful exploration of how to scale quality outreach efficiently, emphasizing the importance of defining key performance indicators (KPIs) to achieve revenue goals. Join The New 1% soft launch team at workwithtimmydouglas.com This is for the people looking to buy a business at some point, but not in the next 12 months. The impact here is in spreading the word until you can commit to doing the work Get a FREE Community Investing Course that will set you up to reap the rewards without doing the work by leveraging people and technology. If you're looking to buy a business in the next 12 months, DM me and join the hard core launch team, limited to 100 people! Here you'll get the following for FREE access to a list of Private money partners for buying businesses that I'm building a due diligence checklist a community of people committed to buying businesses essential contacts in major cities for due diligence. --- Support this podcast: https://podcasters.spotify.com/pod/show/timothy-douglas0/support

Living the Dream
Sales isn't a numbers game

Living the Dream

Play Episode Listen Later Sep 19, 2023 12:32


In this episode of The New 1% Podcast, host Timmy Douglas delves deep into the critical debate of Quality vs. Quantity in Sales Outreach. He starts by recounting his own experiences, where a bulk email blast with minimal personalization resulted in zero responses. However, a transformative shift towards hyper-personalization, with a focus on prospects' charity affiliations, content production, and cherished methods, yielded remarkable results with just 20 carefully crafted emails. This segment underscores the undeniable power of quality outreach. Timmy then discusses the notion that sales is indeed a numbers game, but he offers a unique perspective, sharing a story about how he balanced quantity and quality to meet his Oppdrive quota. The episode concludes with an insightful exploration of how to scale quality outreach efficiently, emphasizing the importance of defining key performance indicators (KPIs) to achieve revenue goals. Join The New 1% soft launch team at workwithtimmydouglas.com This is for the people looking to buy a business at some point, but not in the next 12 months. The impact here is in spreading the word until you can commit to doing the work Get a FREE Community Investing Course that will set you up to reap the rewards without doing the work by leveraging people and technology. If you're looking to buy a business in the next 12 months, DM me and join the hard core launch team, limited to 100 people! Here you'll get the following for FREE access to a list of Private money partners for buying businesses that I'm building a due diligence checklist a community of people committed to buying businesses essential contacts in major cities for due diligence. --- Support this podcast: https://podcasters.spotify.com/pod/show/timothy-douglas0/support

Invest Like the Best
Michael Simanovsky - A Platform Approach to Real Estate - [Invest Like the Best, EP.344]

Invest Like the Best

Play Episode Listen Later Sep 19, 2023 66:05


My guest today is Michael Simanovsky. Mike is the Managing Partner of Conversant Capital, a real estate investment firm he founded in early 2020. Conversant aims to be the most flexible capital provider in real estate, investing across public and private markets as well as equities and credit. The firm will also incubate platforms where they see an opportunity to take advantage of a compelling theme that lacks existing business models for investment. We cover the most undersupplied part of the market, why he's building Conversant to be so flexible, and the surprising appeal of billboards. Please enjoy my conversation with Mike Simanovsky. Listen to Founders Podcast Join Colossus live in NYC with Patrick O'Shaughnessy and David Senra on Oct. 19. For the full show notes, transcript, and links to mentioned content, check out the episode page here. ----- This episode is brought to you by Tegus. Tegus is the modern research platform for leading investors, and provider of Canalyst. Tired of calculating fully-diluted shares outstanding? Access every publicly-reported datapoint and industry-specific KPI through their database of over 4,000 drivable global models hand-built by a team of sector-focused analysts, 35+ industry comp sheets, and Excel add-ins that let you use their industry-leading data in your own spreadsheets. Tegus' models automatically update each quarter, including hard to calculate KPIs like stock-based compensation and organic growth rates, empowering investors to bypass the friction of sourcing, building and updating models. Make efficiency your competitive advantage and take back your time today. As a listener, you can trial Canalyst by Tegus for free by visiting tegus.co/patrick. ----- Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.  Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @patrick_oshag | @JoinColossus Show Notes (00:03:32) (First question) - Real estate investing through the lens of the capital cycle (00:06:50) - The capital cycle in practice (00:12:07) - Using evaluation of supply to determine where you are in a capital cycle (00:13:16) - Why real estate drew Mike in  (00:15:35) - The quality of investors in real estate (00:16:41) - What the US market needs most (00:20:26) - The range of returns in real estate (00:23:01) - Insights that stand out (00:26:45) - Starting a new company vs. building a portfolio of assets (00:28:46) - Key trade-offs and choices when building a firm (00:31:10) - Where things go wrong (00:33:59) - Best investment decision he ever made (00:38:06) - Philosophy on CapEx (00:39:52) - Misconceptions about real estate investing  (00:41:31) - Cold storage real estate (00:43:13) - The most interesting corners of the real estate market (00:46:13) - AI and its impact on the future (00:48:30) - Common investor missteps  (00:50:51) - Three guests Mike would invite to a dinner party  (00:52:34) - The most impactful questions to ask a real estate investor (00:53:17) - A defining moment of his career (00:53:17) - The premise of the platform approach (00:56:20) - Possible opportunities and an understanding of the current landscape (01:03:38) - Lessons Mike learned from basketball coach John Wooden's philosophies  (01:04:30) - The kindest thing anyone has ever done for him

The Engineering Leadership Podcast
Navigating conflict in large-scale orgs w/ competing priorities w/ Ritu Bhargava #147

The Engineering Leadership Podcast

Play Episode Listen Later Sep 19, 2023 38:17


In this episode, Ritu Bhargava, Chief Product Officer, CX/CRM @ SAP, joins us to discuss collaboration, relationship building, and navigating conflicts in large-scale organizations with competing priorities. We cover Ritu's philosophy regarding building bridges between people, how to gain buy-in toward your priorities, unlocking support from fellow exec leaders, and how to address conflicts & competing interests across a massive org. Ritu also shares her strategies for minimizing ego & generating curiosity as an eng leader, her most valuable prioritization tool & how it works for SAP, and identifying / managing conflicts before they become an issue.ABOUT RITU BHARGAVARitu Bhargava (@ritubhargava) is the Chief Product Officer of SAP Customer Experience (CX). In her role, she heads product, engineering, user experience, strategy, and operations for the entire CX portfolio and recently has been appointed to the Qualtrics Board of Directors.Before joining SAP at the end of 2021, Ritu held various technology leadership positions and most recently came from Salesforce as the Senior Vice President of Engineering for Sales Cloud, Salesforce's flagship product suite. Having started her career as an SAP developer, Ritu went on to work at Oracle for ten years and was responsible for financial applications in various roles. With extensive experience in enterprise applications and the CX space, Ritu brings a strong market focus, both from a business and engineering perspective. Ritu holds a bachelor's degree in Economics and Psychology from Lady Shri Ram College, Delhi University, and an M.B.A. in Finance and IT from the University of Lincolnshire, U.K. She recently joined the Qualtrics Board of Directors and co-chairs the West Coast Advisory Board for Asian University for Women. AUW is a Bangladesh-based nonprofit dedicated to women's education and leadership development. She also enjoys supporting cricketing initiatives in America, having played on the U.S.A. Women's Cricket team."If we were to rely purely on just having to re-org for every business requirement that we need to deliver to or a customer need that we need to execute to, we would endlessly be re-orging and it's just not possible, which means that we have to and we must operate in matrix words, which also then further means that we have to be okay with working with each other in a way that is not just, 'Hey, if I don't report to you or you're not on my team is only when I will make you successful.'- Ritu Bhargava   Check out Jellyfish's Scenario Planner to help you accelerate your development!With Jellyfish's Scenario Planner, you can analyze tradeoffs, and optimize resources - to ensure your highest priority initiatives meet your delivery goals and deadlines!To learn more about how Scenario Planner can help you better accelerate, predict & plan your software delivery

Sixteen:Nine
George Clopp, Korbyt

Sixteen:Nine

Play Episode Listen Later Sep 18, 2023 31:09


The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT What if you could use AI to make digital signage screen content relentlessly relevant? That's the premise and promise of what Korbyt calls Machine Learning Broadcast, new capabilities in the Dallas-based software firm's CMS platform. Using computer vision and machine learning, the idea is that if the platform can get a sense of what's making people stop and watch in a defined environment, then content can be optimized based on that interest. The system finds and schedules content to push to screens based on engagement metrics. How it all technically works is a bit over my shiny head, but I had a good chat with Korbyt CTO George Clopp about what's going on and its implications. We also get into what the future looks like for AI in digital signage. Subscribe from wherever you pick up new podcasts. TRANSCRIPT Geroge, thank you for joining me. We've chatted in the past. For those who don't know Korbyt, can you give me a rundown of what the company's all about?  George Clopp: Hi, Dave. It's a pleasure to speak with you again. Yeah, Korbyt is at its root an employee engagement company. So we've got roots in digital signage, but our typical use case is using digital signage at corporate campuses and to communicate to employees, to increase employee engagement as well as to communicate real-time mission-critical stats as well.  Is that pretty much the core vertical that you guys chase, workplace?  George Clopp: It is. We are heavily into the workplace, meeting rooms as well. We do a lot with retail banks, a little bit into the retail space, but it's primarily corporate campuses. For those who don't know the company, it actually goes back a long way to Symon Communications days, right? You guys were doing workplace communications long before the digital signage industry discovered that.  George Clopp: Yeah, exactly right, Dave. It precedes me. I've been here for seven years now. I can't even believe it, but that's how much I enjoy this space and the industry. I enjoy the company so much, but we had Target Vision, Symon Communications, and we've just evolved. I joined at the tail end of 2016 to develop the Korbyt platform, and obviously, we have to meet the needs of the digital signage industry, but we've had a really heavy focus on employee engagement as well. Is it interesting to see all these other companies who have more general offers, find their way into the workplace because they see that as an opportune vertical?  George Clopp: Yeah, I view it as exciting. I think it's definitely a macroeconomic trend with the pandemic, post-pandemic, the modern workplace, everything is reimagining and reinventing and re-everything these days. I think it's good. It's a legitimate macro problem that everyone's looking to provide solutions to. So, I'm really excited. I love the industry myself.  In some respects, you guys have been doing back-of-house, a lot longer than most companies would have. I mean, you're not just working in the offices, you're working in production areas and so on.  George Clopp: That's correct. Heavy in manufacturing and heavy in the contact centers, anytime where you're doing mission-critical real-time data, you're connecting to an ERP (Enterprise Resource Planning), or yard management system, and you want to change or orchestrate the display and the surroundings based on data changing, we've got a deep background in that.  Yeah, for contact centers, if I recall, years ago pre-arrival with the company, you were doing low-resolution LED readouts that were just telling people in the contact center about the average wait time on calls and things like that.  George Clopp: Exactly, and that's matured over the years and now we're doing that on the desktop and on the mobile device as well. We still have some supply chains and some yard management systems in a warehouse, where we'll do the little blinky boards over the dock doors themselves. We range from the dock doors all the way to your mobile device now.  The PR that came out about a new piece of functionality, your marketing talks about a million endpoints, 250 cloud migrations, and 100+ native integrations.  A million endpoints, that's like a lot. George Clopp: It is. Yeah, scalability and being able to expand out to touch desktops, normal, typical digital science screens, and mobile endpoints. It's been a real focus on us for the last four or five years. So we're really proud to announce that, and then the back end, like you were talking about those native data integrations, I think that's really what sets us aside from a lot of our competition is making those really hardcore authentications and then that real-time pipe between us and the source systems.  I know a lot of other software in our space that we run into, they talk about integrations. A lot of times it's really just a file, they're taking data from a source system. They're putting it into a CSV format or any kind of other format and then they're pulling that in. So that's really where we shine with that real-time data integration.  Is that important in terms of a distinction when solutions providers and users are looking at data integration and they see that a CMS says, yeah we do data integration, we can integrate with your platform? It sounds like you're saying there are different tiers of that, and there's real integration and there's just like a baseline.  George Clopp: Yeah, exactly. That's the right way to pick up on that day, for sure. When you need to orchestrate and change things in a 911 center or in a manufacturing-type environment and definitely in a contact center, speed is really the key there. So having something on a five-minute loop that's pulling a file, it's just not fast enough. So you need that real-time data, you need that high availability so that something was to break that you've got a backup in place and you can make sure that contact center, that supply chain, that 911 center is rolling smoothly. They're not just getting their data, but they're changing the experience of the data. That's another thing that we do, we pull in stats, but we also augment those stats and do value-added calculations on the stats, and then we trigger on those values to change the screen, or change the mobile device or change the desktop. So if you've got too many calls in the queue or you're running behind on this loading dock here, we'll change the entire experience for you based on that value-added stat that we do.  I also assume that when companies talk about integrations, for very logical reasons, they're going to go to the most used platforms out there, whether it's Teams or God knows what. But if you have a hundred plus native integrations you're probably talking about some pretty exotic things that nobody's ever heard of, and if a company went in and said, we can integrate with their systems and they say, what those systems are, their eyebrows are going up, because they're thinking, I have never heard of that. George Clopp: Absolutely, Dave. There are some low-level protocols where we just integrate at a TCP level with a very proprietary protocol, but I would say the bulk of it is more modern, JSON-based RESTful interfaces, for sure and we like to distinguish between data integrations, business application integrations, and SSO integrations, in three categories there. So, like a Power BI or a Tableau or something like that would be more of a business application integration, and when we're talking data integration, we're talking more low level, running SQL against a data store, running web services, running SOAP-based web services, and to that extent. And again, that's why we call it out in our marketing because we do think that's a core differentiator for us.  So just to go back to something, when you talk about a million endpoints, you're including desktops..  George Clopp: That's correct. Desktops and mobile devices, basically all of the endpoints that we talk to. Good. Back at the start of summer, you guys introduced something called, Machine Learning Broadcast. What is that? George Clopp: Yeah, fantastic question. We were involved with machine learning, and AI before it was really cool, so this was actually something we developed in 2018. We've been honing the model, and then we re-released it this year. But machine learning is a subset of AI, and we all know AI is a super big buzzword these days and when you peel that onion, there's levels of accuracy involved there, and there's a lot of hype around the world. But the reason why we called the feature machine learning broadcast is really to focus on the ML aspects of it, and it's a great business problem to solve because, at the end of the day, what we're really creating is a recommendation engine. And I think everybody's familiar with the Amazon recommendation engine, Instagram, and other social media platforms that are just, they're recommending content for you. That's essentially what we're doing here. We're using KNN Analysis, which is supervised machine learning to look at content that has some engagement with it, and that engagement could be measured by computer vision on a digital signage screen, it could be measured by interactivity with it on a desktop or interactivity with that content on the mobile device and then behind the scenes, all we're doing is we're finding out second, third, fourth-degree order content, that's related to the content that was engaging and then it's a feedback loop. We go ahead and automatically schedule that content and see how that content is engaged with so it's a self-learning feedback loop there and the whole purpose of it is to find content that's engaging and show more of that content to your employees. Could you give me a real-world kind of example of how that might work? George Clopp: Yeah, absolutely, Dave. Let's say a company's opening up a brand new office in Buenos Aires and for whatever reason, people really gravitate to that content. They look at it on the signage screen, on the fifth-floor break room, they're engaging with it on their desktop, they're looking at it on the mobile device. We learn from that engagement and say, okay, let's go ahead and find similar related content there. Let's find content related to office openings in Buenos Aires, and then let's go ahead and go further out and look at second, third-order tags. So that would be content related to South America as well. And then we automatically play that content, inject it back into the playlist, and our customers have complete control over whether it's automatic and which players actually get this content and which devices get it and then, we learn based on that content. So it's a feedback loop, and you might find in that case that your employees are really more interested in the geographic region than they are in the new office opening. So it's relentlessly relevant.  George Clopp: Exactly right, Dave, and solving a real-world business problem because one of the challenges our customers have is, it's really arduous to constantly schedule new relevant content.  The first couple of times you do it, you create a scheduled playlist. Yeah, it's okay, but it takes a long time and then, with Attention Deficit Disorder in today's modern world, people grow immune, and they tune out that same content over and over again. So, you need that fresh content injected to keep the employee's attention.  I'm guessing that somebody's going to be listening to this and thinking, that's cool, but where on earth do I get, or how do I develop all this content so that I do have this somewhat bottomless hyper-relevant content available? George Clopp: Yeah, fantastic question. Right now, in its current stance with our ML broadcast, you need to have that content in your media library. We're not automatically going out to like copyright-free areas and pulling in content. But with our release coming out next year, it's called our AI employee engagement. With that, we'll automatically be creating and sourcing content for you on your behalf.  Yeah, I saw a demo of something like that over in Germany a little while back with another company who, I'm sure you'll be happy if I don't name them, that was all about using what was available through an intranet and an extranet, and other resources to auto-generate content for screens. George Clopp: Yeah, it's opening up the whole world of generative AI. We're actually looking at both. Whether there are generative images, generative video, or generative text. Obviously, in our space, images and videos mean a lot, and there are different systems out there. There's DALI 2, there's stable diffusion. They've all got their strengths and their weaknesses. But we're combining that with templated-based content as well.  So automatically generating content that's relevant based off of a text prompt is super useful. But in some cases, it might not be the right content that's generated. So we also will have a mixture of templated content as well.  Yeah, I think templates are a big part of that. I've farted around with things like Mid Journey and so on, and you could see how it could go sideways on you really quickly if you left too much up to the machine.  George Clopp: Exactly. It gets into that whole thing of prompt engineering. You got to be really good with your prompts, and they've all got issues like generating hands and things of that nature right now. But we want to be on the leading edge of this, use it where it makes sense. An area where we think it really makes a lot of sense, a preview into our AI Employee Engagement, is on mission values and goals. We feel like that's an area where our customers just don't communicate enough to their employees, like, there's cake in the break room, let's recognize employees.  That's all part of it, but really just reinforcing, Hey, your goal in the finance department this week is to close your books three days earlier. And so, mix that text in with some great video or some great images that are created in the background using this generative AI. Yeah, I saw something on LinkedIn last night, and I commented on it because I thought it is great that there's a company that's using KPIs and messaging right on the production floor, and the person who posted about it said, this is not very sexy, but it goes to what's needed on the floor for those workers. But the problem was, it looked like hell.  It was just black and white, and they were slapping up a whole bunch of Excel charts, like a stock of them and you'd need binoculars to even see them. So it's important to think about the presentation.  George Clopp: Yeah, totally agree, Dave. I say this at all my speaking events: content is king, content is queen, and that still rules the day. When we're intermixing real-time data with content, it has to be visually appealing. You can't have 20 different stats on the screen; all of those rules of graphic design, I still think, hold true here.  Do you see a day when things like scheduling and trafficking of content are largely automated and handed off to machine learning or some variant of AI?  George Clopp: That's exactly what we're trying to build, Dave, with a release next year. With the ability, of course, to intervene, the ability for the communicator to come in and approve the content or really go ahead and bias the content and say, okay, I've got these 30 categories of content I see that I really want to bias, what the content areas could be.  “Hey, I'm a new enroll. I'm a new first-time line manager. I'm a new director. I'm a new VP, and there's content associated with that new enroll.” They might want to bias that and increase the weight on it, decrease the weight on it, or take it out altogether. So there's still going to be that human touch involved in the ability to approve content, but the AI itself will take care of making sure that content is fresh and relevant. And the big problem we're solving there is just that, again, attention deficit disorder people have, if they see the same thing on the screen, week after week, they tend to tune out. So how can we think of innovative ways to display KPIs, display goals, display things that are really important to the company and give it a great background, give it a great video so that it gets employees' attention again? We're going to talk about machine learning. You reference AI-driven camera optics. Is that basically a computer vision? George Clopp:  It is. Absolutely is, yes. Did you guys write your own, or are you using something like Intel's OpenVINO?  George Clopp: Yeah, the two big ones out there, we've used OpenCV, that is, Open Computer Vision, and TensorFlow, and they both have their strengths and weaknesses, but there are higher order problems we're trying to solve here, and not reinvent computer vision so we're using some libraries for that.  Is that just part of the mix of doing this sort of thing? Are there other technologies you can use to get a sense of dynamics in a venue? George Clopp: Yeah, I think so. Infrared detectors, pressure sensors that kind of tell you who's in that immediate vicinity. You're basically correlating that to human beings in the vicinity, how many human beings are there, and what was playing on the screen at that time. Yeah, so there are less technological ways to do this and still get some good results.  AI is being talked about a lot as you've gone through about its potential to automate presentations. Are there other aspects to a digital signage company, the way your company operates, that you can use AI to help with marketing, help with customer contact, that sort of thing? George Clopp: Yeah, without a doubt. I'm sure you're reading everything. It's revolutionizing all traditional roles, right? Not just engineers writing code. You got a chat with a ChatGPT engineer. With Microsoft's Copilot, it's going to revolutionize the way we all use Excel and Word and PowerPoint and things of that nature. It's definitely revolutionizing marketing. Building product brochures for you automatically, things of that nature, and then, that naturally progresses into, is AI going to take all of our jobs, which I don't think so, going to help us all become more productive. The employees that really change and adopt the AI, I think they're going to be even more valuable than they are today. It's just the employees that just say, I'm not going to do this, and they refuse to allow their cheese to be moved, those are the ones that I think you have to watch out for.  There's an increasing number of companies. I just wrote about one today that has gone down the path of headless CMS. The idea that you can leave the final presentation later, the interactive element, whatever it is to software developers at a large company or who works with a large company as a services company and the digital signage CMS is just the infrastructure, the foundational platform that does device management, scheduling, trafficking, all that sort of stuff. Are you seeing that demand in the marketplace?  George Clopp: We're seeing the opposite. What you're saying absolutely makes sense, especially with my background and the way we've architected our product with microservices. What we're seeing, especially with our large enterprise customers is, they want a little more white glove service. Taking on the arduous task of piecing everything together, even with a microservices framework, is putting a lot of ownership on them. But that is not to say that there's not a need out there. We just really haven't found it. We've actually gone the opposite direction on our side, which has really served us well because we've gone from zero revenue in the cloud to 2 million. We brought on a new CEO, and we quickly ramped up to 20 million. I think it's working for us so far.  Yeah, you're a very different company than maybe prior to you joining RMG Networks, that was a weird little side trip into digital out of home.  George Clopp: It was. We see the artifacts and all that, but I think it's a great group of people here now. There's not a leftover where people have bad attitudes or anything like that. So really proud of where the company's been, the talent we've acquired. We've acquired people from all over the industry. Really love working with the current team and cross-functionally, not just engineering and support, which is what I run, but in sales and marketing as well.  Yeah, it's interesting when you mentioned you've gone in the opposite direction of headless. I've heard that as well, particularly when you get into, like Fortune 500, Fortune 100 kinds of enterprise-grade customers. They want to outsource digital signage, by and large, in the same way that they've outsourced a lot of IT services. George Clopp: Yeah, absolutely. That's the same trend we're seeing, Dave too. It's a little bit of both, right? Everybody wants their cake and eats it too, right? Like they want you to have the ability to do it, but then when it comes time to actually execute on it, we typically find, Hey, we can help them get faster to market if we help augment their team. How important is security? George Clopp: Oh! It's Huge. We all know that the disaster scenario in digital signage, someone compromises your network and they put up some content images or videos that are not appropriate. Even more so with us being more omni-channel with desktop, mobile devices. We've got a data privacy officer, we're SOC 2 compliant. We do a lot of work in Europe so GDPR comes up a lot as well, data privacy. So I think it's super important.  When I think you look at the different offerings out there and the first tier, we look and sound the same. So I think what you got to do with new prospects or new customers, they just got to peel that onion more. What does that really mean? What does it mean that you encrypt your data? Do you do it at rest? Do you do it in transit? Those kinds of things, and I think that's where you can tell the difference between different offerings.  And are the people in the first and second meetings with prospective customers different than they were 7 years ago when you started? I'm hearing the IT people who used to come to meetings and sit there with their arms crossed, thinking, dear God, how long is this going to go on? They're now tending to lead these meetings.  George Clopp: Yeah, I've seen it in multiple ways. Definitely, IT is still the big persona of the buyer here. But I'm also seeing less and less about speeds and feeds and players and hardware and transmission equipment and scalers and more about the final purpose of what we're trying to do. I'm just starting to see that shift. Seven years ago, I talked to people, and it's the AV integration guy. I don't really care what's on the screen. I just care that it's not dark. I don't want a screen that's down. That's their most important thing, and now I'm seeing that shift a little bit more towards they do care about the content, and they're bringing in more of the HR and the communications group involved and making sure that the platform can grow. I can create content on the platform or I can integrate with Adobe or SharePoint or something along those lines. But I still see it, especially AV/IT as a huge influence in the buying process.  Yeah, certainly going back seven, eight years when I was doing some one-to-one consulting with enterprise level customers, that sort of thing, I would go into a first meeting, and I would say, okay, why do you want to do this? And it was always intriguing to see how often people would lean back in their chairs and say, I hadn't really thought about that. They wanted this thing, but as you say, they didn't really know what they were going to do with this thing. George Clopp: Yeah, exactly. And there's a little bit of power in that too. There's power to putting the latest and greatest screen technology in your office and giving you that modern technology look and feel but then just carry it one more step in the maturity direction and start focusing on the content too. Yeah, you can demonstrate innovation by having a big ass screen in your lobby, but if there's nothing useful on there, you're not really demonstrating a lot of innovation.  George Clopp: Exactly, and I think there's still room for that super wonderful creative experience that's human-curated that graphic designers make, and they spend a lot of time getting just perfect in those high profile areas, like the lobby of a company, and then there's also opportunity for, new content generation automatically for me so that I don't have to necessarily sit here and handle this thing. So I think we're going to live in a world where both will be applicable. So you mentioned you, you're working on new iterations of AI-driven content. Is that the big kind of roadmap item for your company over the next year?  George Clopp: Yes, it really is. Yeah. We've got a huge, large-player ecosystem, all the data integrations, and omni-channel platforms. So where our new development team is focused on is automating the content creation, automating that entire feed, if you will, so that it really takes that arduous process away from our communicator. How many folks do you have in the company now? George Clopp: We're a little under 70 people right now. So still a small company and I love it cause everybody has to wear multiple hats, do multiple roles. You have to bring a lot of energy to the company, and I just love that. I've just grown so fond of it over the last seven years.  And is most of the team in the Dallas Fort Worth area, or are you all over the place? George Clopp: Since COVID, we're mainly in Dallas, but since COVID, a lot of us have moved out a little bit. So I'm actually in Colorado. Some of my engineering leads are in the West Coast, some are in Pennsylvania. So we're really practicing what we preach, the hybrid workforce. All right, George, thank you for spending some time with me. It was good to catch up. George Clopp: Yeah, it's fantastic, Dave. Thank you so much for taking time out.

Serious Sellers Podcast auf Deutsch: Lerne erfolgreich Verkaufen auf Amazon
#93 - Die 5 größten Amazon PPC Fehlerpotentiale

Serious Sellers Podcast auf Deutsch: Lerne erfolgreich Verkaufen auf Amazon

Play Episode Listen Later Sep 18, 2023 55:00


In dieser Episode haben wir das Vergnügen, intensiv mit Felix Preis, dem Leiter des Performance Marketing bei AMZ Advertise, einzutauchen. Felix, ein Experte auf seinem Gebiet, bietet uns einen faszinierenden Einblick in die Welt der PPC-Werbung auf Amazon und teilt seine wertvollen Einsichten darüber, wie man Geld spart, Fehler vermeidet und das volle Potenzial der Werbung ausschöpft, um ein profitables Ranking zu erzielen. Wir erkunden die verschiedenen Umsatz-Akos-Entwicklungskurven und diskutieren, wie man seine Strategie anpassen kann, um langfristige Ziele zu erreichen. Unser tiefgreifendes Gespräch erörtert die häufigsten Fehler bei PPC-Werbung auf Amazon und zeigt, wie man den Markt erfasst, Sweet Spots findet und kontinuierlich testet und optimiert. Felix teilt seine Überlegungen zum optimalen Marketingfunnelansatz und zum klassischen Marketingfunnel von Amazon, der in vier große Bereiche unterteilt ist: Awareness, Consideration, Conversion und Loyalty. Gemeinsam enthüllen wir, wie man diese Bereiche mit Werbeformaten verknüpft, um potenzielle Fehler aufzudecken. In der abschließenden Phase unseres Gesprächs beleuchten wir die Gefahren einer zu aggressiven PPC-Werbung und diskutieren Strategien, um auf einem hart umkämpften Markt profitabel zu bleiben. Felix teilt Tipps zur Optimierung von Geboten und Platzierungen und zur effizienten Nutzung von Keywords. Er zeigt uns auch die Möglichkeiten, die PPC-Werbung auf Amazon bietet, und wie man eine nachhaltig profitable Kampagne gestalten kann. Dieses dynamische und aufschlussreiche Gespräch mit Felix Preis ist ein Muss für jeden, der den Wunsch hat, das volle Potenzial der Amazon PPC-Werbung auszuschöpfen. In Folge 93 des Serious Sellers Podcast auf Deutsch, Marcus und Felix diskutieren: 00:00 - Amazon PPC Fehlerpotenziale 06:17 - Die Bedeutung Der SEO-Strategie Für Seller 19:24 - PPC-Optimierung Und Marketingfunnel-Ansatz 33:38 - Werbungsstrategie Für Umkämpften Markt 42:23 - Optimierung Von Geboten Und Platzierungen 54:14 - Dank Und Einladung Zu Zukünftigen Daten Transkript Marcus Mokros: In der heutigen Episode unterhalte ich mich mit Felix Preis. der war schon mal Gast hier im Podcast. Der kommt von der Agentur AMSI Advertise und hat wirklich ein tiefes Verständnis über PPC-Werbung auf Amazon. Jemand ist klar, das ist ein Muss. Viele haben aber auch schon die Erfahrungen gemacht. Damit kann man viel Geld verbrennen, wenn man Fehler macht. Und genau darüber spricht er heute mit uns. was sind die fünf größten Fehlerpotenziale Bei der PPC-Werbung auf Amazon? Hallo zusammen und willkommen beim Serious Seller Podcast auf Deutsch. Mein Name ist Markus Mockross, und das ist die Show, in dem wir alles um Amazon, fba, private Label besprechen, was uns Handler auf Deutsch gesagt, ernsthafte Umsätze generiert. Daher auch der Name der Show Serious Seller Podcast auf Deutsch. Und hallo, liebe Zuhörer, zu einer neuen Episode, die hier auch gleichzeitig eine Premiere ist, weil heute nehme ich hier auch mit Video auf. aber ich begrüße erstmal meinen Gast heute, den Felix Hi, wie geht's dir?   Felix: Servus, markus, herzlichen Dank. Vor allem, dass ich wieder bei dir zu Gast sein darf, habe ich mich sehr darauf gefreut. Mir geht's sehr, sehr gut. Ich hatte einen sehr angenehmen Tag bisher und freue mich jetzt sehr auf die Aufnahme mit dir. Wie geht's dir?   Marcus Mokros: Sehr, sehr gut. Danke, und ich freue mich auch, dass du wieder da bist. Wir hatten ja schon eine Episode zusammen und die war wirklich sehr technisch für PPC, und ich weiß, da gab es auch sehr, sehr gutes Feedback. Und heute willst du da noch ein bisschen tiefer eintauchen mit dem Thema die fünf größten Amazon PPC Fehlerpotenziale. Genau, absolut. Ja, ich würde mal sagen, du hast dich vorbereitet und ich habe das, glaube ich, eine ganze Menge mitgebracht. Dann stell dich vielleicht erst mal vor und leg los mit dem, was du mitgebracht hast heute.   Felix: Ja, sehr, sehr gerne. Vielleicht da auch direkte Zusatz am Anfang einmal Wir haben heute, wie du schon gesagt hast, auch die Premiere noch direkt eine Bildaufzeichnung. Dabei heißt Wenn jemand über ein Podcast zuhört, versuche ich, das Ganze bestmöglich so zu beschreiben, dass man auch den Zahlen folgen kann, wenn man die Bilder dazu nicht sieht. Aber ansonsten auch bei dir auf dem YouTube Channel, glaube ich, alles auch nicht live und in Farbe, aber zumindest in Farbe ohne das Live.   Marcus Mokros: Da sprichst du einen sehr guten Hinweis an Die meisten hier bisher per Audio hören. Die wissen vielleicht gar nicht, dass es auf YouTube gibt Der YouTube-Kanal heißt wie der Podcast Series Seller Podcast auf Deutsch. Da findest du ihn auf YouTube, Und diese Episode findest du eben auch mit Bild. Wer das hier interessant findet und sagt, ein paar Sachen würden noch mehr Sinn machen, mit Bild zu verfolgen, da kann sie es auf YouTube nochmal angucken, an die Stelle springen oder gleich von vorne da loslegen.   Felix: Jawoll, ja, weil dann würde ich direkt einmal den Ball da aufgreifen, wo du ihn mir zugespielt hast, und mich einmal vorstellen und würde auch direkt einfach mal in die Präsentation reinspringen, die ich vorbereitet habe. Ja, kurz zu mir, ich will die Leute gar nicht mit persönlichen Kram vor mir langweilen, sondern will viel lieber schnell ins fachliche starten. Aber damit ihr zumindest wisst, wer Markus gegenüber sitzt und wer euch jetzt ein bisschen die nächste halbe Stunde wahrscheinlich mit PPC Themen zutexten wird Ich bin Felix, head of Performance Marketing Manager bei AMZ Advertise, und wir sind eine Advertising-Agentur, die seit Jahr 2018 sich um Amazon Ads kümmert. Wir sind ein 26-köpfiges Team, davon über 50% der Leute im Account Management, also im Kundenkontakt und im Reihenfulfilment des Advertisements auf Amazon tätig. Wir sind kein Full Service, also keine Full Service Agentur, sondern legen unseren maximalen Fokus auf Amazon Ads und haben im letzten Jahr über 12 Millionen Euro ein Ad-Bend für unsere Kunden verwaltet und dabei jetzt mittlerweile auch über 350 verschiedene Sellerinnen begleitet und sind offizieller Amazon Ads Advanced Partner. So viel aber auch an der Stelle glaube ich erstmal an vermeintlich langweiligen Fakten.   Lass uns gerne in die spannenden Themen rein starten, und da habe ich euch, wie eben schon von Markus angekündigt, 5 große Fehlerpotenziale bzw superlativ die 5 größten Fehlerpotenziale bei Amazon PPC mitgebracht, die man hier machen kann, und auch jetzt vorab. Ich glaube, es gibt extrem viele Fehlerpotenziale, und auf den einen oder anderen Seller treffen Punkt 1, 3 und 4 vielleicht zu, und dafür fehlt noch 6 und 7, und dafür haben andere absolut gar kein Fehlerpotenzial bei den Themen, die ich hier mitbringe, sondern haben vielleicht noch ganz andere Themen, die sie eher beschäftigen. Deswegen da jetzt natürlich die 5 zu finden, die für alle gelten, ist nicht möglich. Aber durch die Bank weg und die ganzen verschiedenen Accounts, die ich bisher schon gesehen und betreut habe und die wir als Agentur betreuen, lassen sich dann doch immer so die recht gleichen 5 Themen bündeln, die man bei ca 80-90% aller Seller sehen kann, dass da noch Potenzial ist, und die habe ich versucht, heute vorzubereiten und möglichst verständlich für euch mitzubringen und aufzubereiten. Dementsprechend haben wir Fehlerpotenzial Nummer 1, und zwar, dass die aktuelle Strategie nicht zu der Unternehmensvision passt.   Was meine ich damit? Also? was wir ganz klassisch und häufig immer beobachten, ist, dass SellerInnen sagen hey, mein Produkt, ja, xy steht auf der Folie. Mein Produkt, der weiß ich nicht, akkubora, der war damals mal Bestseller, und jetzt habe ich kaum noch Sichtbarkeit, werde kaum noch gesehen. Oder aber auch Aussagen wie ja, ich will bei mir im Ranking in meiner Kategorie nach oben klettern.   Mein Akkubora ist im Moment auf Platz 275 in der Kategorie Akkubora, und ich muss aber trotzdem profitabel sein und will ein Zielakos von 5% haben. Dann sind das einfach ja verschiedene Aussagen, die aus unserer Sicht so halt absolut im Widerspruch zueinander stehen, die so nicht passen. Weil ja, wenn man langfristig am Markt gut platziert sein möchte und möglichst profitabel Werbung schalten möchte und seinen Markt im besten Fall auch langfristig dominieren möchte, muss man einfach gucken, wie man verschiedene Parameter und Zielsitzungen so festlegt, dass man eben auch genau alle Zielsitzungen bestmöglich erreicht. Und das ist einfach so ein großer Punkt, dass viele Seller einfach sagen hey, ich habe hier ein Akkos, mit dem habe ich schon immer ganz gute Ergebnisse gefahren, ich mache genauso weiter, damit schaffe ich aber irgendwie nicht, meine Rankings zu verbessern, will aber langfristig irgendwie dann doch organisch auch unter den Top 10 in meiner Kategorie sein. Und das sind dann für mich einfach Punkte, wo ich sage, da muss man definitiv die Strategie überdenken.   Es geht dann auch nicht darum, den Akkos von heute auf morgen von 5% auf 50% hochzusetzen und sein restliches Leben lang nur noch mit einem 50%igen Akkos unterwegs zu sein, aber hier ganz klar mal zu überlegen okay, wie kann ich meine Zielsetzung bzw meine Strategie so ausrichten, dass ich meine Zielsetzung erreiche, um entsprechend auch die Ziele zu erreichen, heißt hier die Leitfrage, die ich vor allem mit Fehlerpotenzial 1 einmal mitgeben möchte ist deine Strategie wirklich so gewählt, dass du auch realistisch deine Ziele erreichen kannst? oder hast du eigentlich irgendeine Strategie gewählt, die du schon seit Jahren fährst, die vermeintlich gar nicht dazu führen kann, dass du überhaupt auch nur ansatzweise die Ziele erreicht, dass es Fehlerpotenzial 1, was ich hierfür heute mitgebracht habe, Ja, das trifft euch auf den Kopf, richtig.   Marcus Mokros: Wenn man von außen steht, will man wahrscheinlich alles, ohne zu sehen, was realistisch ist für die Phase Darauf will es wahrscheinlich hinaus, akzeptieren muss, in welcher phase man sich gerade befindet.   Felix: Absolut, und dass man da auch regelmäßig sich hinterfragt, weil es kann natürlich sein, dass man launcht, dass man sich gut im Markt platziert Und nach einem Jahr echt sehr gute Ergebnisse erzielt, ein gutes Ranking hat, gut dabei ist, und nach einer Zeit kommen immer wieder Konkurrenten auf den Markt, das Marktumfeld verändert sich, es wird kompetitiver, cpc steigen an, gebote steigen an, die Sichtbarkeit schränkt Oder sinkt dadurch, und dass man dann auch, obwohl man schon mal gut platziert war, trotzdem wieder irgendwann zurück zum Ursprung gehen muss und dann mal wieder für ein paar Monate eine andere Strategie wählen muss, um sich wieder besser zu platzieren, heißt das Ganze quasi immer periodisch in unterschiedlichen Zykluslängen einfach wiederkehrende Themen, die einfach bei jedem Seller immer auf dem Schirm sein drücken. Und das bringt mich auch so ein bisschen zum zweiten Punkt. Hier würde ich nämlich jetzt so ein bisschen von dieser allgemeinen Aussage, die ich gerade getroffen habe, weggehen und versuchen, mal mit konkreten Beispielen hier rein zu gehen, nämlich bei dem Tipp, je niedriger mein Akos also, beziehungsweise Tipp Nummer zwei für ein Fehlerpotenzial ist zu sagen je niedriger mein Akos ist, desto höher ist meine Profitabilität und umso mehr Gewinn erziele ich. Und jetzt habe ich hier für alle, die auf YouTube dabei sind, vier Grafen mitgebracht, die ihr sehen könnt, für alle.   Im Podcast versuche ich euch jetzt mal so ein bisschen abzuholen. Was man hier nämlich sehen kann, sind vier Grafen mit unterschiedlichen Umsatz-Akos-Entwicklungskurven, also in einer unterschiedlichen Relation zueinander. Und es gibt Märkte. Da sieht man relativ einfach okay, gehe ich mit einem fünfprozentigen Ziel-Akos rein und halte einen fünfprozentigen Ziel-Akos, mache ich 1000 Euro Umsatz, verdoppelte ich beispielsweise den Akos, verdoppelte ich beispielsweise auch meinen Umsatz, gehe ich auf einen zehnprozentigen Akos landig bei 2000 Euro? ne, bei einem zehnprozentigen genau bei 2000,.   Bei 15 prozentigen, bei 3000 Euro heißt wir haben einfach eine lineare Steigung, so ein bisschen im Verhältnis wie viel gebe ich aus, wie viel kommt rein, und der Akos bleibt recht gleich. Dann gibt es aber auch Märkte, wo wir einfach sehen okay, es gibt gar nicht so viel Konkurrenz. Und wenn ich jetzt statt mit einem fünfprozentigen Akos deutlich aggressiver reingehe, zum Beispiel mit einem zehnprozentigen Akos, dann kriege ich gar nicht mehr unbedingt das Doppelte raus, sondern kriege immer weniger raus. Das heißt, ich habe einen abnehmenden Grenzenutzen.   Ist zum Beispiel so ein klassischer Fall du bist in einem Markt, in einem Nische unterwegs, die nicht sehr kompetitiv ist, da schaltest du Werbung, du bist super profitabel, hast organisch vielleicht irgendwie den ersten oder den zweiten Platz und bist mit relativ niedrigen Geboten auch dann über die Werbung sehr, sehr gut sichtbar, und da jetzt einfach die Gebote noch weiter hochzuschrauben, wird dir vermeintlich nicht viel mehr an Umsatz bringen, einfach weil du organisch schon super gut sichtbar bist und weil du auch über die Werbung relativ einfach und günstig gute Werbepfetze einnehmen kannst, sondern eine Erhöhung der Gebote und auch das Akos würde nur dazu führen, dass einfach die gesamten Kosten steigen, der Umsatz aber relativ gesehen immer weniger ansteigt. Und dann haben wir dazu natürlich noch das Pendant, nämlich so eine Art exponentielle Profitabilitätsentwicklung, die wir vor allem immer in kompetitiven Märkten sehen. Heißt ja klassische Beispiele irgendwas Handyzubehör oder Supplementbereich, wo du einfach sehr viele Mitbewerbe hast. Wenn du da mit einem fünfprozentigen Akos reingehst, kriegst du ein kleines Stück vom Kuchen. Aber wenn du da aggressiver reingehst und vielleicht mal den doppelten Akos wie zehn Prozent wählst, kann es sogar sein, dass du durch die noch bessere Sichtbarkeit auch noch mehr an Umsätzen gewinnst.   Als du an Akos oben draufpackst, heißt, die Umsatzkurve steigt einfach deutlich schneller an als die Akos Kurve. Heißt, je mehr du in Erwerbungen investierst, desto besser sichtbar bist du und umso mehr Umsätze kriegst du auch noch rein. Und die drei Grafen würde ich gerne mal so ein bisschen gegenüberstellen, weil wir jetzt natürlich das Szenario haben Okay, sagen wir, wir haben ein Beispielprodukt, wo wir eine Marge von 20 Prozent haben. Und wenn ich jetzt mit einer 20-prozentigen Marge im linearen Profitabilitätsentwicklungsmarkt sage, ich will möglichst profitabel sein, und ich gehe mit einem fünfprozentigen Akos ran, dann habe ich nämlich noch 15 Prozent ich nenn es einfach mal in Anführzeichen Gewinn übrig, und 15 Prozent von 1000 Euro Umsatz sind 150, und du bist bei 150 Euro gewinn.   Würdest du jetzt aber beispielsweise sagen, dass du in dem Markt sagst okay, ich gehe vielleicht nicht mit einem fünfprozentigen Akos rein, sondern mit einem zehnprozentigen Akos, dann hat man ja im ersten Moment die Vermutung okay, ich erhöhe den Akos, verdoppel den Akos, bleibt mir viel weniger Gewinn am Ende übrig, nämlich statt 15 Prozent wie eben nur noch 10 Prozent. Aber der große Unterschied ist eben hier, dass du natürlich auch mehr Umsätze machst, und in dem Beispiel hast du dann bei 2000 Euro Umsatz. Wenn wir diese lineare Profitabilitätsentwicklung haben, hast du entsprechend nur noch 10 Prozent davon als Gewinn übrig. Die 10 Prozent von 2000 sind dann aber 200 Euro.   Absolut, das bedeutet absolut, kannst du dann hier sogar mit einem höheren Akos noch höhere Gewinne einfahren. Und deswegen so ein bisschen dieser Glaubenssatz je niediger mein Akos, desto höher die Profitabilität, stimmt nicht immer, und um da vielleicht so ein bisschen auch den Bezug auf den abnehmenden Grenzen nutzen zu nehmen und die exponentielle Profitabilitätsentwicklung hier gilt halt rauszufinden. Okay, wenn ich in einem Bereich mit einem abnehmenden Grenzen nutzen bin, da macht es vielleicht nicht immer unbedingt Sinn, den Akos bis ins unermäßliche zu steigern und mehr Umsatz zu machen und so mehr Gewinn rauszuholen. In dem exponentiellen Profitabilitätsentwicklungsmarkt hingegen vielleicht schon. Und jetzt weiß ich auch, dass die Beispiele sehr, sehr theoretisch sind, weil kein Markt sieht per se so aus.   Deswegen habe ich euch auf der nächsten Folie mal versucht, ein reales Konstrukt mitzubringen, um da nochmal einen weiteren Beispiel, wirklich den Benefit zu begründen. Hier haben wir nämlich jetzt mal einen Markt genommen, weil kein Markt ist in jeder Phase immer nur exponentiell oder abnehmend im Grenzen nutzen oder linear, sondern es gibt einfach ja verschiedene ich sage mal Spielräume von Akoswerten und CPCs, wo man sehr, sehr wenig Sichtbarkeit bekommt und dementsprechend auch sehr, sehr wenig Umsatz, man ab einer gewissen Höhe aber auf einmal zum Beispiel Top of Search erreicht, die erste Suchergebniszeit erreicht und so weiter und so fort viel mehr Sichtbarkeit bekommt und auf einmal wieder so einen exponentiellen Schub hat an Umsätzen, die reinkommen. Und ja, jetzt habe ich hier ein Beispiel. Ich versuche, es auch hier nochmal so runterzubrechen, dass jeder, der kein Bild dazu hat. Also deswegen glaube ich, gerade für die Folie super spannend, wenn man sich das über YouTube anguckt aber auch so runterzubrechen, dass man da auch im Podcast ganz gut folgen kann.   Nehmen wir mal das Beispiel wir haben ein Produkt, das uns eine 30%ige Marge liefert. Dann können wir beobachten, dass wir mit einem 5%igen Akos sehr, sehr niedrige Gebote, vielleicht 1000 Euro in eine Woche an Umsatz reinholen, und wir haben jetzt eine 30%ige Marge. Beziehungsweise ich sehe gerade, ich habe in dem Beispiel in der Folie 30% reingeschrieben, habe dann aber mit 25% gerechnet. Deswegen würde ich kurz nochmal einen Schritt zurückgehen und bei dem Beispiel sagen wir haben kein Produkt mit einer 30%igen Marge, sondern mit einer 25%igen Marge. Also nochmal von vorne Ihr habt ein Produkt mit einer 25%igen Marge und sagt okay, wir wollen möglichst profitabel sein.   Ich gehe mit einem 5%igen Akos rein und macht dann da dadurch, dass man mit 5%igen Akos nicht sehr viel Spiel hat, in der Gebotshöhe einen Umsatz in der Woche von 1000 Euro. Dann haben wir die 1000 Euro, haben 25%ige Marge, 5% gehen aber vom Akos in die Werbeausgaben rein, heißt, uns bleiben 20% übrig. Also haben wir 20% Gewinn pro Woche über die Werbung und erzielen insgesamt einen Gewinn von 200 Euro. Würde man jetzt den Akos ein bisschen anheben Richtung 10%, dann kann es immer noch sein, dass wir mit 10% Akos noch nicht so hohe Gebote haben, dass wir wirklich die relevanten konversionstarken Plätze bekommen, wo wir ausgespielt werden, was dann dazu führt, dass verhältnismäßig der Akos sehr viel ansteigt, nämlich im Vergleich zum 5% Akos sich verdoppelt, die Umsätze sich aber nicht verdoppeln, sondern wir verhältnismäßig mehr ausgeben und bei 1750 Euro Umsatz landen und dann entsprechend 25% Marge minus 10% Akos den Gewinn von 262,50 Euro haben. Das heißt, obwohl sogar wir hier im leicht abnehmenden Grenz nutzen sind, wenn wir nach der Beispiel-Grafik von eben gehen, können wir trotzdem mit einem höheren Akos hier dafür sorgen, dass wir mehr Gewinn am Ende des Tages rausholen.   Spielen wir das Spiel noch ein bisschen weiter, gehen auf einen 12,5%igen Akos, dann steigt der Umsatz verhältnismäßig noch ein bisschen weniger stark. Wir haben nur noch 12,5% Gewinn übrig, nämlich 25% Marge minus 12,5% Akos, und sind bei 1900 Euro Umsatz auf einmal nur noch bei einem Gewinn von 237 Euro. Das heißt, jetzt könnte das ein Indiz dafür sein, dass wir sagen okay, unser optimaler Sweetspot liegt vielleicht nicht bei 12%, sondern liegt eher bei 10%. Also könnte man sagen okay, wir wählen hier vielleicht eine Strategie, wo wir einen 10%igen Akos anvisieren, weil wir hier deutlich mehr Gewinn rausholen. Oder aber man sagt okay, wir testen, wo liegen wirklich die Potenziale?   weil wenn ich mir 12,5% Akos sehe, dass ich immer noch eine sehr geringe Ausspielung auf der ersten Suchergebnis-Seite habe, dass man sagt, wir wollen wirklich mal ganz oben ausgespielt werden, wo es relevant ist, und hier die Grenze vielleicht schon bei einem 15%igen Akos liegt, dass das gelingt, können wir dann das ich sag mal Finn und Meen beobachten, dass wir dann, wenn wir auf der ersten Suchergebnis-Seite ausgespielt werden, deutlich bessere Conversion Rates haben, wie auf einmal pro Woche einen riesigen Umsatzspunk kriegen können, durch eben mehr Sichtbarkeit, durchhöre, conversion Rates und 4.000 Euro einen Umsatz erzielen und dann entsprechend 10% Gewinn übrig haben, also 25% Marge minus 15% Akos, was dann im Gewinn von 400 Euro entspricht.   Und wenn wir dann sagen, okay, da sind wir gut dabei, dann lass uns doch nochmal testen, was geht denn darüber hinaus noch? Wir dann wieder beobachten, weil jeder Markt wird ab einem gewissen Punkt, ab einem gewissen Akos dann immer mehr zu einem abnehmenden Grenz nutzen So dann sehen okay, ab einem 20%igen Akos steigen die Umsätze kaum noch an, und auf einmal schneiden wir uns sehr, sehr viel von unserem Gewinn ab, kriegen aber gar nicht mehr so viel mehr an Umsatzwachstum rein und landen dann in dem Beispiel mit 20% Akos vielleicht bei 4.250 Euro Umsatz, und das macht dann ein Gewinn von 212 Euro aus, und wir sind wieder bei einem sehr, sehr niedrigen Gewinn. Und das ist so ein bisschen ich sag mal, fehlerpotenzial.   2, was ich hier herbei oder ja ein bisschen auf den Schirm rufen möchte je niedriger mein Akos, desto höher meine Profitabilität und umso höher ist mein Gewinn.   Auch hier nicht immer stimmt heißt, es geht immer darum, den Sweetspot rauszufinden, und da vielleicht direkt noch ein Praxistipp von mir mit, den ich damit geben möchte Wir sind immer ein großer Fan davon, wenn wir nicht wissen, wo der Sweetspot liegt, etwas höher anzufangen und uns dann nach unten zu navigieren, also vielleicht im 20. Bereich in dem Beispiel anzufangen, dass wir immer noch profitabel sind und wir im schlimmsten Fall nichts verlieren können, sondern ja gute Umsätze machen, auch die Rankingsteigern wertvolle Optimierungsdaten sammeln. Aber dann von oben gucken okay ab, wo werden wir wirklich profitabel, wo liegt unser Sweetspot? dass wir da keine Umsatzpotenziale verpassen? weil würden wir hier in dem Beispiel einfach immer bei 10% bleiben und versuchen, damit profitabel zu sein, würden wir einfach dieses Umsatzpotenzial, was möglicherweise bei 15% besteht, niemals sehen und uns da wirklich auf Monate und Jahre hinweg gesehen wirklich Tausende von Euros liegen lassen, die wir da profitabel reinholen können. Yes, das so ein bisschen zu vieler Potenzial. 2, ich hoffe, es war nicht zu kriptisch an der Stelle.   Marcus Mokros: Ja, das ist wirklich sehr, sehr gut auf den Punkt gebracht und ja, das ist wahrscheinlich absolut verständlich, die Denkweise zu sagen. Ich möchte so wenig wie möglich aus der Hand geben pro Sale. Aber genau wie du es richtig auf den Punkt bringst, holt man sich halt dann über den Umsatz rein. Und deswegen heißt es mit PPC testen, testen, testen ja.   Felix: Absolut testen, testen. Testen ist auch mein Lieblingsschlagwort, weil auch wir haben natürlich keine Glaskugel. Heißt, wir müssen bei jedem Produkt, bei jedem unserer Kunden auch immer wieder schauen wo ist der Markt, wie konvertiert unser Produkt, auch wenn wir auf der ersten Seite ausgespielt werden, wo können sweet spots liegen? heißt auch, wir haben keine Kristallkugel. Wir testen uns ran, gucken dann, was sind die besten Daten, arbeiten damit, testen, wie das Ganze läuft, und wenn es nicht so gut läuft, wie wir es haben wollen, testen wir wieder weiter. Und ja, so ist es ein stetiges Testen und optimieren. Deswegen würde ich sagen, die Optimierung schläft an der Stelle auch nie ein, sondern ja, es ist immer ein stetiges Testen an den sweet spot. Den wird man auch niemals 100% treffen, und es geht immer darum, möglichst nah ran zu kommen. Cool, ja, jawoll.   Damit würde ich auch direkt übergehen zum dritten Fehlerpotenzial im PPC Bereich, nämlich dem Potenzial oder beziehungsweise dem Fakt, dass du als Seller kein optimal Marketingfunnelansatz nutzt und dir nicht der positiven Effekt bewusst bist, die der mit sich bringen kann, wenn man ihn entsprechend effizient nutzt. Ich habe euch hier mal die klassische Marketingfunnel-Definition von Amazon auch mitgewacht. Amazon unterteilt den Marketingfunnel in vier große Bereiche, nämlich einmal ja, kann man sich vorstellen, wie so eine Art Trichter ganz oben fällt ganz, ganz breit alles möglich rein, alle möglichen Zielgruppen, und ganz unten kommt dann wirklich der in Anführzeichen beste Käufer raus, der die höchsten Conversion Rates hat, der immer wieder eure Produkte kauft und wo einfach die ja die Conversion Wahrscheinlichkeit am allerhöchsten ist, und ja, so seine Werbung nach diesem Trichter und Funnelsatz aufzubauen, bringt einfach super viele Vorteile, auf die ich hier gerne einmal eingeben möchte und so ein bisschen ja das auch mit der Werbung und den Werbeformaten verknüpfen möchte, um auch hier aufzuzeigen, welche möglichen Fehlerpotenziale eventuell bei dir oder bei euch bestehen könnten. Und der Marketingfunnelansatz von Amazon gliedert sich, wie gesagt, in vier Punkte, nämlich ganz, ganz oben der Awareness-Bereich, also ein bisschen der Bewusstseins-Bereich, bedeutet da versuchen wir, kunden anzusprechen, bevor es überhaupt erste Kaufsignale gibt. Ich habe gerade mal das Beispiel von dem Akkuborb reingeworfen. Es könnte jetzt zum Beispiel sowas sein, dass wir eine Sponsor-Product-Kampagne schalten, wo wir einfach nur ganz breit auf das Keyword Werkzeug ausspielen, das heißt, jemand, der Werkzeug eingibt, und da gibt es ein sehr, sehr hohes Volumen.   Ich persönlich würde auf Amazon vermutlich nicht so suchen. Die Daten zeigen aber oder sprechen. Eine andere Sprache Heißt, über das Keyword Werkzeug gibt es super viele Impressionen, ganz, ganz viele Leute, die nachsuchen. Aber ich glaube, ich muss euch nicht sagen, dass, wenn jemand Werkzeug eingibt, die Wahrscheinlichkeit, dass die Anzahl von Leuten, die so danach suchen, dann auch am Ende den Akkuborra kaufen, vermutlich relativ gering ist. Es wird aber trotzdem Leute geben, aber der Anteil ist sehr, sehr gering, während wir, wenn wir uns weiter nach unten im Trich da und im Funnel bewegen, eine immer höhere Kauf-Verscheinlichkeit haben werden.   Bedeutet ja, ich habe es gerade schon mit dem Beispiel ein klassisches Fethat Keyword im Sponsor-Product-Bereich gebracht. Oder was natürlich auch super gut passt für Awareness und vor allem markenbewusstsein, sind Sponsor-Brands anzeigen oder auch beispielsweise Sponsor-Display anzeigen Jeder Art, auch vor allem auf Audiences oder auf Zielgruppen. Und das sind Kampagnen, wo es absolut nicht darum geht, einen sehr, sehr niedrigen Akkus und eine hohe Profitabilität zu erzielen, sondern wir wissen, da oben im Funnel bewegen sich ganz, ganz viele Leute, und selbst wenn wir nur ein Prozent davon abkriegen, was verhältnismäßig eine wahrscheinlich eher schwächere Conversion Rate ist, haben wir damit ein riesiges Umsatzpotenzial. Und vor allem es geht, wie gesagt, da gar nicht unbedingt um die Verkäufe an sich da greife ich aber jetzt schon so ein bisschen Punkt von später vor, da gehe ich später noch mal intensiver bei einem anderen Federpotenzial auf einen sondern es geht vor allem darum, einfach erstmal für Bewusstsein zu sorgen.   Wir wollen noch gar keinen Verkauf tätigen. Wir wollen einfach nur gesehen werden. Dann haben wir den nächsten Schritt, den Consideration Bereich, also die Berücksichtigung. Da wollen wir dann Kundinnen ansprechen, die schon eine konkrete Kaufintention besitzen und wollen einfach breit im gesamten Markt oder auf Kategorien ausspielen. Das heißt auch hier, um Beispiele zu nennen, wer jetzt zum Beispiel nicht mehr nur Werkzeug, sondern wer dann zum Beispiel so was wie Bohrmaschinen relativ breit ausgespielt, um einfach da zu sagen okay, wir wissen nicht, will ja jemanden Akkuschrauber, irgendeine bestimmte Marke haben oder wie auch immer.   Aber wir gehen schon ein bisschen tagetierter rein oder können natürlich auch dann wieder so ein bisschen Sponsored Product oder Sponsored Display mäßig einfach direkt ganze Kategorien ansprechen, also auch da jemand, der sich in der Kategorie bewegt, die gut zu einem Akkuschrauber passt, dass wir sagen okay, hier wollen wir direkt drauf gehen, die Leute wollen wir ansprechen und sind da schon ein bisschen tagetierter und haben schon ein bisschen vorelektiert an Leuten, die wir hier ansprechen wollen. Dann haben wir im dritten Schritt den Conversion Bereich, und hier geht es jetzt ganz klar darum, wirklich Performance im Sinne von gute Profitabilität und hohes Umsatzniveau zu erzielen. Da wollen wir nämlich Kundinnen tagetieren, die wir ganz gezielt zu Conversions bringen wollen, und ganz gezielte Keyboarder hinterlegen. Das könnte dann zum Beispiel Akkuschrauber, akkuschrauber, wenn das Ding in Farbe schwarz verfügbar ist, akkuschrauber schwarz, akkuschrauber mit irgendwelchen ich sag mal Produktmerkmalen, die das Produkt aufweist, hier direkt mit reinzunehmen und die Leute zu tagetieren, die wirklich ganz genau wissen, was sie wollen, und auch da dann ganz klassisch im Sponsored Products Bereich diese Leute anzuvisieren und dann da auch wirklich in Anführzeichen gute, weil was ist eine gute Werbung? dementsprechend eher in anderen Worten gesagt, eine profitable und eine umsatzstarke Werbung zu schalten und hier die Kunden abzuholen. Und dann haben wir im letzten Schritt noch Loyalität, also einfach Kunden zum Beispiel wiederholt zu tagetieren und mir einfach Kundinnen zu tagetieren, die bereits ganz gezielt nach unserer Marke suchen, wenn wir nicht nur gute Akkuschrauber haben, sondern vielleicht auch ich weiß nicht gute Schleifsteine, gute, was auch immer es noch an Werkzeugzubehör gibt, einfach Leute zu tagetieren, die schon nach uns als unserer Marke suchen, und ja, die erneut insvisiert zu nehmen. Und da bietet sich halt auch ganz klar wieder der Sponsored Products Bereich an, wo wir auf Markenkeywords gehen können, oder zum Beispiel auch der Sponsored Display Bereich, wo wir hier sagen können okay, wir wollen alle Leute tagetieren, die in den letzten 7, 14, 30, 60, 90 Tagen ein Produkt XY von uns gekauft haben, und einfach da nochmal sagen hey, wir haben auch noch andere Produkte, oder wenn es wiederkehrende Kaufoptionen sind, wie zum Beispiel Produkte, die man in einem 30, 60, tages, 90 Zeitfenster braucht sei es klassisches Beispiel Hundefutter zum Beispiel oder Nahrungsergänzung einfach zu sagen, hey, ihr habt schon mal bei uns gekauft, wir würden gerne Wiederwerbung spielen und euch damit wieder anvisieren. Und ja, dann da einfach ganz klar nochmal auf die Zylgruppe gehen, wo man weiß, die hat schon gekauft und die ist vermeintlich zufrieden. Und das ist der klassische Marketing Funnel Ansatz. Und was wir beobachten und deswegen auch Das war kurz so ein bisschen die Einleitung, um Kontext zu dem Ganzen zu geben Was wir beobachten, ist, dass sich Kampagnen angeguckt werden, die in diesem dritten Segment sind nämlich schon fast ganz unten im Funnel, nämlich im Conversion Bereich, wo es um Profitabilität geht und gute Arcos-Werte, wo einfach gesagt wird okay, hier, die Kampagne, die ihr hier laufen habt, die hatten viel zu hohen Arcos, beispielsweise in der Sponsored Display Kampagne, die performt gar nicht gut, die schalten wir aus, solche Kampagnen brauchen wir gar nicht. Und jetzt will ich so ein bisschen zu dem Effekt übergehen und ein Beispiel aus der Welt außerhalb von Amazon mit reinbringen.   Nimm ich so ein bisschen das klassische Beispiel ihr fahrt über die Autobahn und seht dann auf der Autobahn diese riesigen Anzeigetafeln, wo wir jetzt zum Beispiel irgendeine Fast-Food-Kette sehen oder irgendeine Kaugummi-Marke, Und ich würde mich in dem Beispiel mal auf eine Kaugummi-Marke beziehen, und das ist jetzt zum Beispiel eine Werbetafel, die sich die Kaugummi-Marke gekauft hat, wo sie Geld für ausgibt. Aber diese Werbung dafür wird niemals dazu führen, dass ich jetzt in diesem Moment einen Kaugummi kaufen kann, weil er sitzt im Auto, fährt über die Autobahn und hat keine Möglichkeit, einen Kaugummi zu kaufen. Die Werbung kann aber dazu führen, dass der potenzielle Käufer sich denkt cool, da vorne kommt eine Raststätte mit einem kleinen Supermarkt, oder an der Raststätte gucke ich mal, ob es das Kaugummi gibt, fährt rechts raus, weil er nach drei Stunden Autofahrt Lust hat, einen Kaugummi zu konsumieren, und geht dann eben zur Raststätte, wo er dann eben sagt hey, ich sehe da jetzt das Kaugummi vorne in der Ablage, ich kaufe mir das Kaugummi. Und dieser Verkauf kann in dem Sinne so gesehen gar nicht richtig zugeordnet werden, weil man nicht weiß, welche Einflüsse den Kunden alle begleiten.   Und deswegen ist im Marketing Funnel dieser Awareness-Bereich auch einfach super wichtig, weil er schon mal für die ersten Kontaktpunkte sorgt, weil er vielleicht dafür sorgt, dass ein Kunde zu einem späteren Zeitpunkt kauft. Und da würde ich gerne so zwei Werbeformate gegenüberstellen, nämlich Sponsored-Display, zum Beispiel Werbetafel auf der Autobahn und Sponsored-Product beispielsweise der Platz, wo ein Produkt direkt neben der Kasse angeboten wird. Weil wir haben im Sponsored-Display-Bereich die Möglichkeit, ganz viele Leute anzusprechen, auch die, die nicht gerade im Supermarkt sind, und das führt vielleicht dazu, dass die in den Supermarkt gehen und sich dieses Produkt kaufen. Und wenn dann jemand in den Supermarkt geht und sich das Produkt kauft, er dann ganz klar über die Sponsored-Product-Kampagne geht, nämlich dann über das Produkt, was schon direkt bei der Kasse ausliegt, wo noch so ein kleiner Pappbanner daneben dran steht für irgendeine Sonderrabatt-Aktion oder neues Produkt, neues Kauge-Armarkt oder ne, wie auch immer. Ich glaube, ihr wisst so ein bisschen, wo ich hin möchte Und dann da eben zuschlägt.   Und was wir ganz oft beobachten, ist, dass dann gesagt wird okay, eine Sponsored-Display-Kampagne performt in der Regel schlechter als eine Sponsored-Product-Kampagne, also schalten wir die aus. Was aber vergessen wird, ist, dass wir ganz, ganz häufig den Punkt haben, dass wir über eine Sponsored-Display-Kampagne Leute schon bereits auf uns aufmerksam machen können und ganz viele Käufer erst eine Sponsored-Display-Kampagne anklicken und sich das Produkt angucken, noch mal ein bisschen stöbern und sich dann zu einem späteren Zeitpunkt für eine Sponsored-Product-Kampagne, einfach weil sie auch eingängiger und größer ist, dann nochmal wieder fürs Produkt entscheiden, auf unser Produkt gehen, das Produkt kaufen und er verkauft, dann der Sponsored-Product-Kampagne zugeordnet wird, obwohl die Sponsored-Display-Kampagne eigentlich den Weg geebnet hat. Das bedeutet nicht, jede Kampagne sollte immer das gleiche Ziel verfolgen und sollte mit dem gleichen Akkuswert betrachtet werden, sondern wir haben unterschiedliche Kampagnen, die unterschiedliche Funktionen haben, die entsprechend auch unterschiedlich bewertet werden sollten und unterschiedliche Ziele verfolgen sollten Und dementsprechend und das ist das Fehlerpotenzial einfach nur zu sagen okay, die Kampagne hat einen schlechten Akkus, die ist schlecht, die schalte ich aus, die optimiere ich ganz stark runter, ist ein riesiges Fehlerpotenzial. Was wir sehen Und was super cool sein wird, ist, dass Amazon auch gerade da die Marketing Cloud immer mehr zur Verfügung stellt und ausrollt, sodass wir in Zukunft beispielsweise über Agenturen oder über die API die Möglichkeit haben, wirklich die Customer Journey zu verfolgen und zu sehen.   Okay, hier wurden Kauf getätigt, der Kunde ist auf drei Ads gegangen, ist einmal auf ein Sponsored-Display-Ad gegangen, dann auf ein Sponsored-Product-Ad und hat erst beim dritten Mal, als er dann auf das Sponsored-Product-Ad ein Wiederholz mal war, dann erst gekauft, und dann sehen wir wirklich auch den Benefit und können messen okay, wie viel Benefit gibt uns eigentlich eine Sponsored-Display-Kampagne? weil wenn der erste Kontakt über Display kommt und dann nochmal über Sponsored-Product an den Sponsored-Product gekauft wird, dann wird der Verkauf ganz klar der Sponsored-Product-Kampagne zugeordnet, obwohl die Display-Kampagne überhaupt erst den ersten Kontakt hergestellt hat. Und das ist in der langen Rede und im sehr, sehr kurzen Sinn am Ende Fehlerpotenzial 3, was ich hierfür heute aufbereitet und mitgebracht habe.   Marcus Mokros: Ja, das fand ich jetzt spannend, ist interessant. Das war anfangs, wo du die verschiedenen Punkte vorgestellt hast, auch meine Frage wie kann ich denn messen, ob eben meine Aktivitäten meine Marke bekannt dazu machen, mein Markenbewusstsein, ob das auch sich für mich lohnt, im Gegensatz zu Convergence, da ist es ja, da liegt es ja klar auf der Hand. Ja, aber das ist jetzt interessant. Das fand ich sehr spannend.   Felix: Ja, definitiv, da werden auch mit Sicherheit noch viele coole Sachen kommen, weil Amazon uns einfach immer mehr Daten zur Verfügung stellt. Und auch da, was Amazon in der Pipeline hat, auch gerade für die nächsten zwei Quartale, ist super spannend. Also, da kriegen wir immer mehr Einsicht auch wirklich, wie so ein bisschen die ganze Customer Journey entsteht und aussieht Und wir dadurch natürlich noch viel, viel sinnvollere Optimierungsentscheidungen auch treffen können und unsere Strategie nachhaltig auch noch besser aufstellen können. Und das ist halt super schön, dass Amazon sich auch da in den letzten Jahren schon mehr in die Richtung entwickelt hat und auch in den kommenden Jahren mit Sicherheit immer mehr und mehr in die Richtung entwickeln wird. Jawoll, das bringt mich in Wehmzuge auch schon zum vierten Fehlerpotenzial, und das bedeutet ja, es ist so ein bisschen, ich würde sagen, baut auch Fehlerpotenzial 3 auf und macht so ein bisschen die Einleitung und ebnet den Weg für gleich für Fehlerpotenzial 5. Ich habe es aber trotzdem als eigenen separaten Punkt mit reingenommen, auch wenn ich den Satz eben schon mal irgendwo, glaube ich, in einem Nebensatz versteckt habe.   Fehlerpotenzial 4 ist nämlich, dass alle Kampagnen und alle Targetierungen das gleiche Akkos-Ziel verfolgen und alle möglichst profitabel laufen sollten. Also ja, mit dem Beispiel von gerade, glaube ich, wird relativ schnell ersichtlich, dass nicht jede Targetierung den gleichen Akkos-Zielwert und den gleichen Zweck erfüllen sollte Und ja man da einfach gucken kann, dass man das Budget sinnvoll einsetzt und entsprechende Zielsetzung ausrichtet. Auch hier habe ich euch noch mal ein Beispiel mitgebracht. Wenn wir jetzt ok, akkubora ist ein sehr, sehr umkämpfter Markt.   Deswegen ja, wenn ihr irgendeinen Markt habt, wo ihr euch denkt hey, ok, ich bin da für gewisse Keywords organisch schon auf Platz 1 oder auf Platz 2 sichtbar, dann passt das Beispiel eigentlich ganz gut, weil dann muss ich mir kein Zauß in den Finger ziehen, dann kann sich jeder selber überlegen, wenn der Situation ist, dass er für manche Keyworder bereits organisch sehr, sehr gut rankt, dann haben wir hier nämlich das Beispiel, dass wir sagen können ok, wir schalten Werbung zum Beispiel über den Sponsor-Product-Bereich, und ja, werden da ganz oben ausgespielt und können natürlich zu einem profitablen Akkos gut performen, vor allem, wenn wir organisch auch schon sehr, sehr relevant für das Keyword ja gerankt werden.   Und hier ist jetzt beispielsweise die Situation und die Gefahr, dass es sein kann, dass wir, wenn wir organisch auf Platz 1 sind für ein gewisses Keyword und unsere Konkurrenz ja nicht wirklich eine Konkurrenz ist, weil wir sind deutlich besser vom Produkt, wir haben mehr Bewertungen, wir haben vielleicht einen besseren Preis oder der Markt ist einfach noch gar nicht so übersättigt, dass wir da einfach der absolute Biggest Player sind, und jeder, der die Produkte die ersten vier oben sieht, entscheidet sich zu 80 Prozent. Für uns Kann es dann dazu führen, dass, wenn wir hier auch Werbung schalten über Sponsor-Product und uns gleichzeitig neben unsere organische Anzeige noch per Werbung neben dran setzen, dass sich unser Umsatzniveau nicht wirklich erhöht, weil die Nachfrage steigt nicht wirklich mehr wir decken organisch schon super viel ab sondern das Einzige, was passiert, ist, dass wir das mit der Sponsor-Product-Werbung noch weiter oben angezeigt werden, wie einfach nur so einen kleinen Shift sehen und sich ich sage mal in Anführerzeichen die Umsätze, die Werbeumsätze kannibalisieren, bedeutet, wie einfach das Umsatzniveau aus der organischen Anzeige rüberziehen in die Ad-Anzeige, das Umsatzniveau insgesamt nicht steigt, sondern wir einfach nur anfangen, geld auszugeben für Sales, die wir vermeintlich eh schon ausgegeben haben. Auch hier jetzt bitte nicht falsch verstehen ich bin auch häufig ein großer Fan davon, wenn wir organisch auf Platz 1 sind, trotzdem Werbung zu schalten und je nachdem manchmal auch trotzdem aggressiv zu schalten, weil es natürlich ein Werbeplatz, den Konkurrent sonst nicht mehr einnehmen kann, der uns irgendwann auch den Rang ablaufen kann. Das bedeutet, das ist eine Sache, die muss man immer im Hinterkopf behalten. Wir gehen jetzt aber hier vor allem darum, auch einfach mal zu überdenken, ob auch da eine Sponsor-Product-Kampagne mit einem sehr, sehr guten Arcos da immer wirklich das Maß aller Dinge ist, oder ob es in solchen Fällen nicht vielleicht sogar sinnvoll ist, eine profitable Sponsor-Product-Kampagne deutlich zu reduzieren und in den Hintergrund zu setzen und vielleicht eine Sponsor-Display-Kampagne zu schalten, die ihn vielleicht 4 oder 5-fach so hohen Arcos hat, weil uns die einen größen Bannerfind gibt. Wenn ich das Stichwort Tarkos noch mit reinwerfe, und um hier direkt das Ganze ein bisschen zu konkretisieren was meine ich gerade mit den Sätzen, die ich da aufgeführt habe Wenn wir das Beispiel nehmen wir machen 1000 Euro die Woche Umsatz für ein gewisses Keyword, wo wir organisch auf Platz 1 ranken, und wir schalten jetzt in Sponsor-Product-Werbung, wo wir zusätzlichen der Woche noch 100 Euro für ausgeben, und wir haben genau dieses Szenario, das eben dann dazu führt, dass wir über die Sponsor-Product-Werbe-Add 500 Euro einnehmen und die 500 Euro entsprechend so aus der organischen Anzeige rauskommen. Dann haben wir am Ende des Tages Gesamtumsätze von 1000 Euro und haben Werbeausgaben von 100 Euro und haben dann ein Tarkos für eben entsprechend diese eine Ausrichtung von knapp 10 Prozent, und die ja beispielsweise Sponsor-Product-Add hat dann Arcos von 20 Prozent, weil wir haben ja 100 Euro ausgegeben, haben 500 Euro eingenommen, also 20 Prozentigen Acos.   Und dem ich sag mal, etwas kontroversen Vorschlag, der jetzt auch ein bisschen überspitzt ist, aber den ich reinwerfen möchte, einfach nur um das Beispiel zu verdeutlichen, ist die Frage, ob es nicht viel sinnvoller ist, wenn wir jetzt eine Sponsor-Display-Kampagne stattdessen schalten, die ein 100 Prozentigen Acos hat, und die Sponsor-Product-Kampagne ausschalten und das am Ende des Tages nicht, vielleicht sogar noch profitabler für uns ist. Weil was wir dann hätten, ist wir machen organisch unsere 1000 Euro wieder, weil die Sponsor-Product-Add uns die Ausgaben nicht kanibalisiert, schicken dann die 100 Euro in der Woche, die wir vorher noch mit einem 20 Prozentigen Acos in der Sponsor-Product-Kampagne hatten, dann in die Sponsor-Display-Kampagne, die mit einem 100 Prozentigen Acos performt, heißt 100 Euro Ausgaben, 100 Euro Umsatz, und dann sind wir immer noch bei 100 Euro Ausgaben. Die Sponsor-Display-Kampagne hat dann aber entsprechend 100 Euro Ausgaben, 100 Euro Umsatz, also 100 Prozentigen Acos. Aber wir kriegen einen Werbeplatz mit rein, den wir vorher organisch niemals bekommen haben, weil wir organisch ja nicht über Sponsor-Display-Plätze ausgespielt werden können, weil Sponsor-Display-Plätze eben nur über Sponsor-Display, also über die Werbeanzeige Sponsor-Display vergeben werden, und machen zusätzlich 100 Euro Umsatz, sodass wir am Ende der Woche bei 1100 Euro Umsatz lieben und 100 Euro ausgegeben haben. Und dann vom Tarkus her jetzt will ich mich beim Kopfrechnen nicht blamieren, aber bei knapp, ja, ich würde sagen, um die 9% liegen und nicht mehr bei 10%, Und am Ende des Tages gesamtwirtschaftlich profitabler sind und mehr Umsatz generiert haben, obwohl wir eine Kampagne geschaltet haben, die einen 5-fach so hohen Akkurs hatte wie die andere Kampagne, die wir zuvor laufen hatten.   Und ich weiß, das ist jetzt sehr, sehr theoretisch, aber das soll zumindest dieses Beispiel aufzeigen, dass ein guter oder niedriger Akkurs nicht immer auch eine gute Performance bedeutet, und das ist das, was Fehlerpotenzial 4 hier so ein bisschen aufzeigen soll.   Marcus Mokros: Ja, das ist wirklich ein sehr guter Punkt, also, dass sich gerade eben solche Plätze zu bekommen. die können einfach dann sehr interessant sein. Da kann ich mir allein schon das Bewusstsein, dass ich den Platz habe, und mein Konkurrent hat ihn nicht. Und ja, wenn ich dafür natürlich nochmal einen Umsatz steige, ist das natürlich eine klare Rechnung. Ja, definitiv.   Felix: Ja wollen, dann würde ich damit auch den Abschluss mit Fehlerpotenzial 5 machen und habe euch hier direkt nochmal zwei Beispiele mitgebracht, und zwar Fehlerpotenzial 5, dass man in der Optimierung und der Auswertung der Ergebnisse sich die falschen Parameter anschaut beim Optimieren. Jetzt habe ich hier ein Beispiel mitgebracht auch das versuche ich nochmal, worte so zu erklären, dass man es auch im Podcast ohne Bild möglichst gut nachvollziehen kann Und zwar habe ich hier ein Screenshot mitgebracht von irgendeiner beliebigen Kampagne mit drei verschiedenen Keywörtern und der Performance über einen gewissen Zeitraum, und was wir hier sehen, ist, wir haben die durchschnittlichen Klickkosten. Also nein, ich fange anders an. Was für die meisten Seller der wichtigste Faktor ist bei einer Optimierung, ist der ACOS. Da brauchen wir auch nicht drüber sprechen ist ein super wichtiger Parameter. Der sollte aber niemals allein betrachtet werden. Und um euch da so ein paar Gedanken mitzugeben, welche Parameter hier noch sinnvoll sein können und in jedem Fall können immer alle Parameter sinnvoll sein Ich will jetzt aber nicht auf jeden Parameter eingehen, sondern hier nun mal so ein paar weitere Parameter mit einfließen lassen, um zu zeigen, dass nur den ACOS zu betrachten, definitiv ein großes Fehlerpotenzial oder ein großes Fehlerpotenzial darstellt.   Und so haben wir das Beispiel, dass wir hier Keyword haben. Keyword 1 habe ich es mal genannt, um es zu schwerzen was ein ACOS von 1,27% hat. Und angenommen, wir hätten jetzt ein Ziel ACOS von, sagen wir mal, beispielsweise 20%, dann wäre jetzt ja der logische Schritt zu sagen okay, wir haben ein Ziel ACOS von 20%, wir sind bei einem 1,27% ACOS, also nämlich all mein Budget, was ich noch übrig habe, und steckt es in dieses Keyword und erhöht die Gebote von 1,30 weiter hoch. Wichtige Parameter, die man sich aber jetzt hier an der Stelle auch noch anschauen kann, die mich zu einer ganz anderen Interpretation der Daten bringen können, ist zum Beispiel der CPC. Nämlich zu gucken okay, mein Gebot liegt schon bei 1,30, die durchschnittlichen Klickkosten liegen bei 88 Cent, heißt, ich bin da schon bei mehr als über 50% mit dem Gebot über dem CPC.   Bedeutet, ich kriege wirklich sehr, sehr viel Ausspielung mit, dass ich mir da grundsätzlich schon mal die Frage stelle okay, will ich da jetzt noch mehr meines Budgets reinstecken? weil ich mir auch hier die Frage stelle kann ich mit einem höheren Gebot überhaupt wirklich noch so viel mehr abgreifen und so so viel mehr an Umsätzen reinholen, oder sorgt es einfach nur dazu, dass ich mir zusätzlich noch die richtig teuren Klicks mit reinhole, so dass ich unnötig Ausgaben hochschießen lasse? plus ein weiterer Punkt, den ich mir hier noch anschaue, ist Top of Search. Ich sehe nämlich hier, dass ich bereits über 40% all meiner Impressionen Top of Search, also auf der Impression Share obersten Suchergebnis Seite, generiere, und das heißt, hier ist das Gebot noch weiter zu erhöhen.   Und da mehr Budget reinzustecken, sehe ich gar nicht unbedingt als so sinnvoll an, obwohl der Akkus so niedrig ist, weil ich eben entsprechend schon fast alles, nämlich die Hälfte aller Impressionen, immer auf der obersten Suchergebnis Seite generiere und bekomme, und fände es daher viel, viel spannender zu sagen okay, statt in das erste Keyword noch mehr Geld reinzustecken und das Gebot zu erhöhen, gucke ich mir beispielsweise mal das zweite Keyword an, weil wir haben zwar jetzt ein Akkus von beispielsweise 20% als Zielwert definiert und liegen hier mit 21% schon tickend. Rüber würde also den Schluss zu lassen okay, ich reduziere jetzt mal die Gebote, um den Zielwert zu erreichen, sehe aber, dass das Gebot hier beispielsweise auf 56 Cent reduziert wurde und der CPC bei 75 Cent lag und mitten im 75 Cent CPC wir gerade mal 6,23% aller Impressionen wirklich auf den relevanten Plätzen eingenommen haben, was für mich den Schluss zu lassen würde okay, wenn ich vielleicht weiter oben ausgespielt werden würde und eine höhere Impression share bekomme, dann werde ich auf den Plätzen ausgespielt, wo ich wirklich auch eine gute Conversion Rate Chance habe und sehe, und werde hier viel eher reingehen, obwohl ich mit dem Akkus schon über den Zielwert bin, und sagen okay, ich teste mal, wie sich und da sind wir wieder beim Stichwort testen wie sich meine Performance verhält, wenn ich hier wirklich aggressiv reingehe und sage, wenn der CPC vorher bei 75 Cent lag und wir nur 6% Top of Search hatten, ich will mal wissen, wenn ich 20% aller guten Werbeplätze einnehme, dass ich das Gebot mal vielleicht auf 1,20 Euro anhebe und hier mal gucke, was passiert, weil ich hier einen viel größeren Hebel habe, wenn ich hier mehr Budget reinstecke, als ich es hätte, wenn ich es ins erste Keyword stecke habe. Und das ist ja so ein bisschen eine gute Überleitung. Für das zweite Beispiel, was ich mitgebracht habe, nämlich Thema Platzierung von Ergebnissen, habe ich euch nämlich auch nochmal ein Screenshot mitgebracht von der Platzierungsseite einer Kampagne und was wir hier sehen können. Was ich super spannend finde, ist, wir haben insgesamt in der Kampagne in dem Zeitfenster, was ausgewählt ist, ein Akkus von 42% und einen Umsatz von knapp 310.000 Euro gemacht, und was wir hier jetzt nämlich beobachten können das greift nämlich sehr stark an dem letzten Punkt von dem Beispiel gerade an ist, dass wir auf der restlichen Suchergebnisseite, wenn wir dort ausgespielt werden, die natürlich günstiger ist, mit 67 Cent durchschnittlichen Klickkosten etwas mehr als 10% des Gesamtumsatzes ausmachen. Also so knapp 13-14% des Gesamtwerbeumsatzes läuft über die restliche Suchergebnisseite und hatten 44% dem Akkus bei Klickkosten von 67 Cent. Wenn ich aber wirklich sehr, sehr hohe Gebote drin habe und beispielsweise auf Gebote von über einem Euro gehe, dann sehe ich, dass ich mit durchschnittlichen Klickkosten von 94 Cent also 50% teure Klickkosten als auf der restlichen Suche mit höheren Geboten auf der ersten