Growing Ecommerce – The Retail Growth Podcast

Temu's advertising has been at the center of countless headlines in recent months. However, journalists don't know advertising well enough and don't have the data necessary to tell the full story. Mike has monitoring Temu for months – and mega-advertisers like Amazon, Wish, and eBay for years. He ties together all of his research on Temu so far into a single story exploring their dramatic rise, and their performance impact on other advertisers. This episode isn't Wall Street analysts or regular consumers, it's for ecommerce advertisers and operators, and it's a story that no one else can tell.Please note there is a lot of data in this episode and you might want to watch the video feed for the best experience.

Mike shares updates about two trending areas to watch this year. First is the rise of marketing mix modelling. He digs into Google's new Meridian model, including a refresher on Marketing Mix Modelling, a reminder of Meta's competing offer (Robyn), and Meridian's USPs. Then he shares a big change in the marketing activity of fan favorite Temu. We'll leave you in suspense on that one – listen to find out!Discussed in this episode:A recording of Mike's webinar, "What's IN and what's OUT in 2024 ecommerce?"https://www.youtube.com/watch?v=8HF27Tjm4po 

Get a heap of ecommerce & marketplace insights from Vinnie O'Brien, whose expertise from eBay to DTC brands sets the stage for a riveting discussion. Together with host Mike Ryan, he tackles the contrasting marketplace ecosystems across the US and EU, dissecting how these differences influence business tactics, and debates whether retail media networks are now indispensable in today's digital economy. For up-and-coming brands, Vinnie gives his seasoned perspective on navigating Amazon's platform and the discipline required to succeed. He also addresses the contentious emergence of marketplace software providers like Miracle. This episode is a must-listen for anyone in the e-commerce space looking to refine their strategy and understand the broader industry landscape.We delve into the pivotal role operational excellence plays in the infancy of a brand, the cost of negative customer experiences on repeat business, and the strategic decisions that new brands face in an increasingly competitive digital arena. Whether you're a retailer, a brand owner, or an e-commerce enthusiast, these stories reveal the crucial elements of scaling and sustaining a profitable online presence.

Unravel the complexities of the ecommerce universe as we sit down with Stefan Wenzel, veteran leader from eBay Germany, Otto Netherlands, and McLaren Automotive. This episode holds a wealth of insights, from understanding Otto's metamorphosis into a leading marketplace to examining the undercurrents that differentiate established goliaths like Amazon and eBay from emerging powerhouses Temu and SHEIN. Stefan's seasoned perspective guides us through the convoluted terrain of marketplace dynamics, acquisition strategies, and customer experience nuances that only a true expert can decode.The swift ascent of SHEIN and Temu in western markets is dissected, revealing how these juggernauts are attempting to overcome the classic chicken-and-egg marketplace conundrum through futuristic logistical and manufacturing strategies. Oh, and ads. Lots of ads.

Join us as we navigate the choppy waters of ecommerce remarketing with Phillip Ivellio-Vellin, exploring the ramifications of the impending Digital Markets Act (DMA) and Google Consent Mode's implementation deadline of March 6, 2024. This episode promises to equip you with the knowledge and strategies to t thrive in an environment where privacy regulations and tech giants' policies collide.  From the implications of user consent to the future of cookie tracking, our deep dive into the evolving digital landscape is a must-listen for every marketer and ecommerce professional seeking to maintain a competitive edge.Phillip offers his expert insights on the delicate balance between data compliance and business performance, shedding light on the industry's pivot towards prioritizing user privacy without sacrificing remarketing efficacy. Hang on as we dissect the future of ad campaigns and present an outlook on how these seismic shifts are poised to change digital advertising strategies.  Google's guidance on consent management requirements in the EEA and UK:https://support.google.com/google-ads/answer/14505993

Wondering about the hidden potential of product segmentation in ecommerce? Join as we peel back the layers on this fascinating topic. We'll discuss the tension between efficiency and scale, and explore how product segmentation can help you navigate these opposing forces. Discover the relevance of the 1970s BCG Matrix in today's ecommerce world, learn about the role of algorithms in solving the fascinating "multi-armed bandit" problem, and get insights into Google's Shopping Graph and Audience Graph.We'll dissect the intricacies of the modified BCG matrix ("heroes and zombies"), weighing its pros and cons. Get ready to see how a multi-dimensional approach, which considers a balance of performance data and off-channel data like margin, can offer potential benefits. We'll debate the limitations of two-dimensional models and the potential of AI in understanding multi-dimensional spaces. As we reach the end of our journey, we'll reflect on the challenging economic climate and its impact on marketing effectiveness. Let's challenge traditional best practices and consider the vast possibilities of product segmentation together. This episode promises to change the way you look at product segmentation!

Are you ready to peel back the curtain on Google's shadowy world of search auctions? Prepare for a shocking journey that will explore the murky details of Google's alleged auction manipulation, as revealed in the Department of Justice antitrust investigation. This is an absolute must-listen for anyone in the e-commerce space, as we navigate the mechanics of their reserve price increases, the mysterious RGSP system, and the controversial practice of 'squashing.' We'll dissect how these manipulations effectively push up the average Cost Per Click (CPC) and what this means for advertisers.We're going to get up close and personal with the RGSP - Randomized, Generalized Second Price auction - system that Google uses to decide auction winners and runners up. It's a system that, on the surface, seems advantageous for consumers and advertisers alike. But as we dig deeper, we'll expose potential side effects and its anti-competitive implications. Through this episode, you'll gain a greater understanding of the 'squashing' system, its role in Google's revenue growth, and why these tactics might just paint a picture of greed. We'll explore the conflicts of interest and trust issues that arise when the auctioneer also plays bidder. This episode is all about the why, the how, and the what now – you won't want to miss it!

What if I told you that the elusive world of Performance Max campaigns could be demystified? That's right, after an exhaustive year-long investigation, analyzing over 3000 campaigns, I've begun to crack open the black box of Performance Max. Together with the help of data experts, we will shed light on the hidden facets of these campaigns and guide you through the labyrinth of mystery placements and estimations. We’ll even unpack the unique challenges faced by multi-brand retailers and reveal the surprising trend of PerformanceMax leaning heavily into mobile traffic.Curious about how many campaigns are perfect for you? Wondering how different catalogs and products might affect your segmentation? We’ll answer that and more. We'll delve into popular frameworks around product segmentation and the most favored bid strategies. We'll reveal why maximizing revenue or conversion value is the most prevalent strategy. But that's not all. We're also going to dive deep into the PerformanceMax efficiency, analyzing how these campaigns are meeting the target return on ad spend, and what exactly happens when campaigns exceed the ROAS target.Now, you might be thinking, can Performance Max truly be trusted? How can we verify its effectiveness? Well, we have got you covered. We'll discuss the potential pitfalls and verification process of Performance Max campaigns. By sharing insights from multi-brand retailers who have used Performance Max, we aim to help you make informed decisions about this campaign type. So, buckle up for an episode filled with rich insights, compelling analysis, and valuable takeaways. Let's crack the Performance Max code together!

Ready to unlock the power of Amazon Ads? Join us for a fascinating deep dive into the world of Amazon advertising with our special guest, Stefan Bures, founder and CEO of metoda. Stefan is here to share his wealth of knowledge on Amazon Ads, offering a unique lens into its history, strengths, and how his company metoda is helping equip the retail industry to compete with Amazon. Expect to be enlightened on DSP linkout campaigns, product segmentation, and the concept of retail readiness.We throw light on the unique selling propositions of Amazon Ads, its search ad, and demand-side platform (DSP). Stefan also shares insights into how Amazon Ads have impacted customer satisfaction and how it has contributed to Amazon's growth. We crack open the discussion on the differences between Google and Amazon Ads, providing a fresh perspective on the potential of DSP linkout campaigns as an audience targeting and customer acquisition channel. Our conversation doesn't end there, as we also explore the significance of setting apt budgets for Amazon Ads on peak days and how heat mapping past seasonal events can help. Stefan and Mike also touch upon the future of digital marketing, taking into account the power of DSP linkouts, the rise of social selling, and the influence of Amazon, Google, and social media channels. We wrap up by talking about the importance of online presence and networking, and how it can pave the way for more opportunities. Don't miss out on this enlightening episode with Stefan Bures. We promise you'll walk away with a new level of understanding for Amazon Ads like never before.

Get ready for a ride as senior product manager at adidas, Onur Polat, steps into the spotlight. His journey from launching a jobs portal in Albania to charting the intricacies of corporations and scale-ups like Criteo and Channable is nothing short of inspiring. We'll be picking his brain about the significance of feed-based advertising in product management, and we promise, his insights are a treasure trove of knowledge you won't want to miss.We'll be demystifying the 'black box' concept as we explore how the quality of output is a direct reflection of what goes in. We'll also confront the challenging decision between buying and building when it comes to product feeds. Onur's  experiences underscore the importance of homegrown capabilities to generate raw feeds. And there's more! We'll be taking a closer look at Google's Product Studio and its potential to provide solutions to product feeds.But that's not all. We'll be dwelling on the impact of AI tools on companies, with Onur sharing his experiences with the Bing image generator. You'll hear his take on why larger enterprises should approach AI with caution. Our journey with Onur extends to his role in adidas's Paid Traffic Product team, the distinction between the work of product and marketing teams, and the transformative role of CMOs in today's technology-driven business landscape. So, stay tuned. This is one episode that will leave you brimming with new insights and perspectives.Visit adidas.com for more information about the brand. 

Ever wondered what it takes to navigate the world of performance marketing amidst a global pandemic? Join us as we chat with Stefan Huß, Head of Performance Marketing at Lampenwelt, a mid-to-top market lighting brand and part of the Luqom Group. Learn how Stefan's fascinating career journey, which began with Aldi Süd and led him to the world of performance marketing, prepared him for the unique challenges and opportunities he encountered when he joined Lampenwelt just one month before COVID-19 struck.In this episode, we uncover the ins and outs of online lighting retail and marketing, from Lampenwelt's diverse product range to their advertising strategies and efforts to branch out into the B2B space. Stefan shares how Lampenwelt quickly adapted to the Ecommerce boom, implementing significant changes to their ecosystem, ERP, and management team to ensure the future success of the business. Discover the critical role data plays in driving these decisions and shaping the company's future direction.Lastly, Stefan provides valuable insights into data-driven marketing strategies, such as Marketing Mix Modeling and profit bidding for paid media. We discuss the importance of automation and artificial intelligence in determining the best investment opportunities and delve into the challenges of using Performance Max to optimize profits in the UK and France. Don't miss this enlightening conversation with Stefan Huß, where we cover everything from data-driven marketing to the future of performance marketing in Ecommerce.

What if artificial intelligence could revolutionize the e-commerce industry? Join us in our captivating conversation with Ralph Mayr, director of Product Management at Smarter Ecommerce, as we delve into the intriguing world of AI and its impact on ecommerce. From high-level concepts like philosophical zombies to current applications in performance marketing, Ralph shares his expert insight from both a consumer and product manager's perspective.We tackle the moral implications of AI, including whether it should announce itself if it could be mistaken for a human being. Our discussion explores the state of Google search and its results, as well as the ads served alongside them. We examine the growing pains of new technologies like Google's Shopping Graph and conversational AI, and how these developments may improve search experiences for both consumers and advertisers.Finally, we dive into the latest updates from Google Marketing Live, touching on conversational campaign creation, Product Studio, and more. Learn how chat-based assistance could revolutionize campaign creation and the implications of AI-assisted tools like Product Studio for product images. Don't miss our analysis of the potential long-term effects of these innovations and the trade-offs between time savings and performance. Tune in and elevate your understanding of the ever-evolving landscape of AI and ecommerce!

Welcome to growing e-commerce. This time, Mike is discussing Google marketing live, also known as GML. As the recording takes place between GML and IO (Google's big developer conference), it was a pivotal month probably in the history of the company. Most importantly, ecommerce was at the forefront of GML and it felt very much like an ecommerce event. Listen to the episode to learn  about the features coming to Google search and Google ads and what they mean for you. We'll cover conversational campaign creation, product, studio, Merchant Center next and more.Overall direction of Google technology - 3:00Ads are coming to SGE? - 7:20How can AI in Google environment support advertisers - 13:10Automatic asset generation -18:55Product Studio - 23:10Merchant Center Next - 29:16

With the introduction of the AI powered BING search, its an interesting time for the world as the advertisers are at an inflection point between learning, testing and generating results. Welcome to Episode 9. of  Growing Ecommerce. Today Mike is joined by Fabrice Canel, Principal Program Manager for Bing Search. As he is responsible for crawling and indexing at BING and ultimately for the product relevance and customer expectations, we discuss what's changing with the integration of AI chat into Bing search and what's staying the same? We talk about AI hallucinations, AI for e-commerce, and how search marketers should react to technology.AI and search - 8:40What is next for AI? - 22:40AI questions no one wants to answer -  27:40AI in ecommerce - 35:30

Welcome to Episode 8. of  Growing Ecommerce. Today Mike is joined by two guests, Kirk Williams, owner of ZATO marketing making his second appearance on the show, and Ben Kruger who's a senior ecommerce growth consultant at Google.  In exchange for a packed agenda you get a stimulating conversation about the grand brand-non brand debate in Google ads, the ways in which PMax is like paid social and the discussion about whether or not CPCs matter anymore. 

Welcome to Episode 7. of  Growing Ecommerce. Today, Mike is joined by Lucas Gordon, a solution specialist in native advertising at Microsoft. With 20 years of experience in digital media and advertising, working with brands like Revlon, Decathlon and many others, he's particularly strong in real-time bidding technology. Lucas walks us through Microsoft's ad tech offering. Why audience matters more than placement? Why he sees Microsoft as a low fraud environment? And we talk about partnerships including Xander Netflix and Open AI, We really enjoy this conversation and we hope you will too. 

Welcome to Episode 6. of  Growing Ecommerce. Today Mike is joined by Sam Tomlinson, of Warshawski, a boutique marketing agency in the US. Sam is also teaching at Johns Hopkins, University and Georgetown. Mike caught him while he was attending SMX Munich and discussed the conference briefly before diving into Sam's views on forecasting and emphasizes that forecasting is not out of reach. Then, we switch gears and we discuss the intersection of large language models and search. It's not a new topic to this podcast, but here is a new perspective, Sam explains where he's not quite as convincedThe importance of forecasting, and its types -  8:53Cohort base and Bayesian regression.  - 16:20 How to determine forecast type?   - 26:30 What is good growth to you?   - 29:34AI in marketing. - 25:37

Welcome to Episode 5. of  Growing Ecommerce. Today, Mike is joined by Mike Taylor, who is making his second appearance on the show. He's the co-founder of Vex Power and author of the upcoming book marketing memetics. Last time we talked about testing, marketing, mix modeling and generative aAI,  but this time we are digging in:  we talk about the prospect for marketers in an age of AI, an interesting field called Prompt Engineering and so-called war of the search engines between the new BING experience powered by chat GPT and google's Bard.AI Introduction  - 3:30Is Ai coming after your job? - 16:40Prompt engineering- 22:10War of search engines - 28:08How wrong are we dealing with AI  - 42:22

Welcome to Episode 4. of  Growing Ecommerce. Today Mike is joined by his colleague Mark Haupt, smec`s UK commercial director. He brings years of online retail experience in several different contexts to the table  as he talks to Mike about the Post Brexit, post - pandemic economic situation in the UK, how Google's Performance Max has landed with the UK market, the increasing allure of Microsoft ads and the agency in-house relationship.  Join Mike and learn more about the paid marketing in the UK .The big picture - 4:15PMax in the UK - 13:20Microsoft and AI content - 28:00In House vs Agency  - 34:25

Welcome to Episode 3. of  Growing Ecommerce. Today, Mike looks back at ecommerce in 2022. He reviewed the data and prepared a market report for 2022. He first looks at macroeconomic data like consumer confidence and inflation and then  talks about trends identified in channel data for Google Ads, Shopping and Performance Max in particular. The focus of the market report is on  Germany, Netherlands, UK, and France. Join Mike and learn what are the key trends to build on in 2023.   Which ecommerce verticals grew in 2022?  -1:36 Inflation and consumer confidence, what to make of it? -5:33 Retail mobility vs. Covid stringency - 17:25 Full funnel metrics - 19:31 PMax adoption?  - 37:37