Using Data Science to Profitably Scale Cross Channel Marketing Campaigns (E135)

07/21/20 • 34 min

Jake CookCEO of Tadpull Show Notes: RFMRecencyFrequencyMonetaryMaster KeyAlign dataSocial Media Slot MachineGoogle AnalyticsSpeed to buyIf people buy in the first day, run heavy retargetingScalingDoes not have good RolesBad cash flow cyclesNot knowing marginsQuarterly GoalsHave a process that's repeatable Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – Dropshipping Automation Bio: Jake is a forever curious entrepreneur that works across digital marketing, analytics, and AI. Jake started out as a lost physics major that stumbled into online marketing and eventually design thinking and data science. Helping clients and students use empathy to unlock growth at the intersection of art and science are where he loves to spend his days. Links: https://ondigitalmarketing.comhttps://www.tadpull.com/https://benchmark.tadpull.com Transcript : Charles (00:00): In this episode of the business. E-Commerce I talk with Jay cook about using data science to profitably scale cross channel e-commerce marketing campaigns. This is a business of eCommerce episode one 35. Charles (00:21): Welcome to the business. E-Commerce the show that helps eCommerce retailers start launch and grow their eCommerce business. I'm the host Chelsea [inaudible] and I'm here today with Jake cook. Jake is a founder of tadpole company. He started in 2013 where they use data to help e-commerce brands, profitably scale, their marketing campaigns, as joke in the show today. Talk about how you can use data science to scale your marketing campaigns. So, Hey Jake, how are you doing today? I'm wonderful. Thanks for having me on. Yeah, I am awesome to dig into this topic a little bit. We're talking before the show about, but a few proposed topics and the Xi learning and data science. I feel like this is a new we're in 2020. There's a lot of new things going on, but this is kind of the new hotness right on using with we've now pulled all this data. Charles (01:08): Right. And I feel like everyone's kind of getting a sense of yeah, you can like get all this stuff and now it's like, what do we do with this? So, yes. Yeah. So what do you guys, so first you, so your product, right? Usually don't go into the product the beginning, but it's just kind of interesting right on you guys basically hook into a lot of different pieces of data and start predicting what customers basically gonna want before they know they want it. It's that kind of a, yeah, it's it's we work a lot with mid market companies. And so, you know, there's lots of data and we always say, it's kind of like the kitchen drawer or, you know, the junk drawer you have in your house where you open it up and there's like birthday candles and bandaids and all sorts of junk. Charles (01:51): And that's kinda how their data is structured. And so a lot of what we do is kind of suck into a, we call it a data pond. I mean, there's like Lily pads of data, if you will. So you have Google analytics, data or Shopify data inventory date, and we're sucking all into one place. And when you can kind of get all organized and neatly put together, you start to find some interesting insights. So for example, you might find that customers out of email by, at 30% higher than people that come through Facebook or products that you know, don't have great margins, but they turn like really quick turn out that their total cash cows. And so, you know, well, how do you find the customers that buy those products that turn quickly? Well, now we're trying to map the inventory to the customer data. Charles (02:32): So a lot of that has kind of just drawn those correlations and help them customers see what's possible off these assets. They already kind of already own. Yeah. I feel like a lot of this, even I was looking at something that I did with, ah, just like ad attribution and there's still, it's really tough, right? Because there's the same,

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Selling on Amazon in 2020 (E134)

Carolyn LoweCo-Founder of ROI Swift Show Notes: CPCSponsored ProductSponsored BrandsProduct Display AdvertisingSponsored Brand VideoMake sure you have text overRetargetingNot as effectiveGood for less than $100 AOV$400 AOVRetargeted on Amazon properties69% of Amazon Searches are non-brand70% of Amazon Users don't make it past page 1Start with auto campaignASIN Product TargetingFind all products with a higher price and lower starsUsed to have a 35k Min ad spendUse Certified Agency PartnersAgencies have access to betasSnapChat - Low CPC in 2020TicTac - Testing now Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – Dropshipping Automation Bio: Carolyn is the co-founded ROI Swift an agency that she started in 2015 which helps consumerbrands with Amazon, Paid Ads for Facebook/Instagram, andPaid Search. Links: https://roiswift.com Transcript : Charles (00:00): In this episode of the Business of eCommerce. I talk with Carolyn Lowe about selling on Amazon in 2020. This is a business we commerce episode one 34. Charles (00:18): Welcome to the Business eCommerce, the show that helps eCommerce retailers start launch and grow their eCommerce business. I'm your host, Charles pesky. Now I'm going to tell you what's Carolyn Lowe. Carolyn is a cofounder of ROI Swift and agency that she sided into 2015 to help consumer brands with Amazon paid Facebook and Instagram ads and paid search as Carolina show today to talk about as a retailer, what you should know, selling an Amazon in 2020. So Hey Carolyn, how are you doing today? Great. How are you Charles? Great to have you on the show and yeah, I'm doing well. I here in the COVID world, I saw, I normally have to watch on video. I normally shave every morning and my dollar shave club razor broken half this morning. So waiting for a new one. So if you're watching on YouTube and you wondering why I have a bed, that's why, so we'll see how fast dollar shave club ships. That's all I'm doing. So how about yourself? Carolyn (01:11): I'm doing well. It's just hot, hot and humid in Austin, Texas. It's pretty much summer here, so I'm happy to be inside. Charles (01:18): Nice. We're just talking like the razor because I can't run out and just buy a razor, this COVID world. We were talking before the show about Amazon and just some of the changes that have been affected recently. Shipping times, logistics I've have a few guests on and just going to talk about recently, it feels like 2012. Like the entire world is like shifted and the way I'm seeing it is this could be not a temporary thing. This could be the new norm. I think there's a lot of retailers now we work with have that. Let's talk with someone the other day and they're like, yeah, we're doing black Friday numbers. I'm like, Oh, that's great. They're like, yeah. Every day though, like every single day is like basically black Friday. And I think for certain folks, this is a new norm. And we've been talking about, you kinda mentioned Amazon has some big weaknesses that have been shown right in the past three, four months at this point. So could you kind of talk about those? Carolyn (02:17): Yeah, I think there's a few things. So Amazon's competitive advantage was always that they could get it there faster and cheaper than, than retail. Right? So you would get, when I had young kids, I had a subscribe and save subscription for diapers and I wouldn't have to run out to target and go get diapers every month diapers would appear and I wouldn't have to go pack up my kid and go get them. And now, as you've seen, you know, target Walmart, they have curbside, they have online shopping, they have much faster delivery and they're finally taking advantage of their competitive advantage, which is they have all that inventory within five miles of you. So Amazon is opening a lot more fulfillment centers. They've gone to one day, one day for a bunch of customers.

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Running an eCommerce business from Hong Kong (E136)

Joonas GebhardFounder of the Kawaii Group Show Notes: Started in 2014Moved 2008Early in the influencer spaceStrengthNo taxesNo profit taxesSuper cheap shippingClose to ChinaSubscription boxHigher LTV Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – Dropshipping Automation Software Bio: Joonas started his first business when he was 15 years old and his first e-commerce store around 2004. Now Joonas runs 2 online stores and 2 subscription boxes from Hong Kong. He sells cute Japanese stuff to kawaii fans worldwide. Links: https://www.blippo.comhttps://www.kawaiibox.comhttps://www.japancandybox.comhttps://www.instagram.com/joonasgebhard/http://m.me/joonas.gebhard Transcript : Charles (00:00): In this episode of the Business of eCommerce. I talk with Jonas. Gebhart about running an eCommerce business in Hong Kong. This is the business of eCommerce episode 136. Charles (00:17): Welcome to the business e-commerce to show the helps eCommerce retailers start launch and grow their eCommerce business. I'm your host, Chelsea [inaudible] and I'm here today with Jonas hired. Jonas is a founder of the quiet group, the company that he launched in 2004 in Finland. He since moved to Hong Kong and has been running it their sentence, I assume in the show today to chat about what are some of the benefits and difficulties running an eCommerce business in Hong Kong. So, Hey Jonas, how are you doing today? Fine. Thanks. How are you? Good. Great to have you on the show. It's a, where are you? So you're still currently the founder of the quiet group rice. All right. And you're not currently in Hong Kong about right. Joonas (00:59): Corona, evacuees, and currently in Finland flew here in late, late January. Charles (01:06): Okay. So are, but your home still is Japan, but you're just kind of Finland. Joonas (01:13): Yeah, we live in Hong Kong, but we have a apartment here in a house. Charles (01:17): Okay. Gotcha. And you're originally from Finland, Finland. Okay. So I'm curious, can I talk about the background of how you got started? And so first actually the quiet group I was looking through your products, but what exactly, how do you describe what you guys sell? Joonas (01:36): We sell everything cute and Japanese cute, like a hello kitty. And character's like, hello, kitty and everything. Pink. Fluffy. Charles (01:47): Okay. And what markets do you sell into? Joonas (01:50): Mostly North America and Europe. Charles (01:52): Okay. So you and you sell them and where is it? I mean, just a few questions here. Cause this is a very different, most folks are either in North America or Canada and they're selling to their local market, but you are in, did you start the business when you were in Finland or in Japan? Joonas (02:13): Yeah, we started about 15 years ago in Finland. So we had a few physical stores and then we sold, sorry, Hong Kong. I should have said Hong Kong. Sorry. Yeah. So we sold from Finland, Finland. We imported the stuff to Europe and it's just impossible to sell from Finland to any other countries. It's too expensive. Everything from shipping and labor and storage and all the fees. So then we moved the business to Hong Kong about 10 years ago. So now we are able to sell everywhere in the world and beyond the same, same basic like cost structure as all our Chinese competitors and other Asian companies. Charles (02:56): So you're you moved the business to Hong Kong, but I wanna make sure I understand. So you move the business to Hong Kong, but the products now are being distributed from both Finland and Hong Kong and North America. Where do they actually, where, where is it? The distribution come from? Joonas (03:11): We S we ship everything from Hong Kong. We have a warehouse in Hong Kong and everything is shipped Charles (03:16): So direct, like basically Hong Kong to North America and Hong Kon...