Show cover of The Digital Deep Dive With Aaron Conant

The Digital Deep Dive With Aaron Conant

This is the Digital Deep Dive Podcast, where we tackle the newest trends, strategies and pain points shaping growth across the digital landscape.

Tracks

Content Shift: From Testing & Learning to Predicting & Optimizing
Jehan Hamedi is the Founder and CEO of Vizit, an AI-powered visual brand performance platform. The software enables teams to measure, manage, and optimize their image effectiveness at every stage of the customer journey to make the best impression with target audiences. In 2022, the company was named one of Boston’s Top 22 startups to watch by BostInno.  As an AI entrepreneur, inventor, digital marketer, and enterprise technology leader, Jehan has spent his career building and commercializing AI software products to help Fortune 1000 companies harness the power of consumer opinion to make smarter product, marketing, and commerce decisions. He has supported dozens of major global companies’ first integrations of AI to better understand and take action on consumer opinion, including Google, Twitter, PepsiCo, and Mars. In this episode… In the retail media space, visual content is the #1 driver of conversions. Yet, many brands regard this form of content as a cost rather than an asset to their business. As a result, they lack the strategies required to optimize content effectively for their audience. So, how can you enhance your visual media strategy to analyze and generate conversion rates? The first principal step in content optimization is investing in a visual analytics strategy to measure your content’s effectiveness. This requires determining your target audience and the ideal shoppers you’d like to convert. According to Jehan Hamedi, each image has an ideal customer that differs by marketplaces, behavioral demographics, and shopping habits. AI allows you to analyze visual data by simulating how a specific audience reacts to your imagery. With these approaches, you can hone your content to generate new leads. In this episode of The Digital Deep Dive, Aaron Conant welcomes Jehan Hamedi, Founder and CEO of Vizit, to talk about analyzing and optimizing visual content. Jehan shares the importance of curating content for different marketplaces and customers, advice for launching content internationally, and the benefits of AI to streamline visual data analytics.
44:31 09/29/2022
The Rising Costs of Running a Digital Business With Matt Krueger
Matt Krueger is the Vice President of Digital (Amazon & DTC) at EastPoint Sports, a wholesaler that designs and delivers home recreational products. With over 10 years of experience in the eCommerce space, he began his career executing DTC and brand manufacturing strategies for Footlocker before transitioning to global marketplaces on Amazon. Matt focuses on spearheading marketplace strategies and eCommerce operations, with an emphasis on strategic planning, multi-channel marketing, and online merchandising. He has specific experience in digital shelf strategy, P&L management, market planning, and Amazon Marketing Services (AMS), among other areas.  In this episode… In the DTC eCommerce space, market costs — namely shipping, retail, and advertising — have increased by 30-40%, consequently reducing profits and increasing delivery times. So, what do these cost increases entail for your business, and how can you allocate expenses to maximize revenue?  DTC expert Matt Krueger recommends implementing a P&L (profit and loss) strategy in each aspect of your business to assess and prioritize operations. To leverage this strategy, it’s best to analyze each SKU (stock-keeping unit), categorize your products, and optimize your selling channels. With a driven team of data analytics experts, you can strategize your profit margins to structure your business around cost and market trends.    In today’s episode of The Digital Deep Dive, Aaron Conant chats with Matt Krueger, Vice President of Digital (Amazon & DTC) at EastPoint Sports, about the costs of running an eCommerce business. Matt shares how cost increases affect eCommerce business operations, strategies for navigating shipping and handling costs, and how brands should allocate advertising and marketing costs.
40:43 09/22/2022
The Future of Fulfillment With David Glick
David Glick is the Chief Technology Officer at Flexe, a company that provides the world’s largest retailers and brands with technology-powered, omnichannel logistics programs. In his role, he is responsible for the design and development of the Flexe Logistics Platform. Before Flexe, David spent 20 years building key components for Amazon’s retail and operations technology. He led a team of professionals to build Amazon’s Automate Pricing system, many features in the platform’s Warehouse Management System, and various transportation systems.  In this episode… When it comes to direct-to-consumer (DTC) distribution and fulfillment, many eCommerce brands lack an efficient operational strategy, resulting in diminished warehouse capacity and lengthy shipping times. So, how can you streamline your operations to replenish inventory and reduce vendor lead times? One essential action brands should take is to store their inventory in hyperlocal facilities close to the consumer by building a multi-node network offering direct fulfillment. Flexe is a platform that allows businesses to store inventory in a single digital-powered warehouse that ships to multiple channels, including Amazon, Walmart, and Target. With this method, you can reduce your replenishment and lead times by hours or days.   In today’s episode of The Digital Deep Dive, join Aaron Conant as he interviews David Glick, Chief Technology Officer at Flexe, about optimizing your fulfillment strategies. David explains how brands should consider various fulfillment options, Amazon’s Inbound Cross Dock (IXD), and how to manage supply chain operations.
35:16 09/15/2022
Next Level Amazon Advertising With Adam Epstein
Adam Epstein is the Co-president of Perpetua, an eCommerce advertising software helping brands, media agencies, and Amazon sellers improve retail media ad performance with AI-powered automation. The company has offices in Toronto, London, Berlin, Tokyo, Shanghai, and Sao Paulo, with over 3000 customers providing over $1 billion in managed ad spend. As a technology entrepreneur and executive, he has experience in SaaS, business and corporate development, sales, operations, strategy, partnerships, and product management. Before Perpetua, Adam was the General Manager at Paytm and the Vice President of Velocity Mobile Ltd.  In this episode… When developing an advertising strategy on Amazon’s marketplace, precision is pivotal in driving traffic to your storefront. Yet, many brands lack an effective strategy and struggle to obtain key data and insights. So, how can you hone your advertising approach to drive profitability?  One common method to employ is a dayparting strategy, which allows brands to schedule their ads for specific times to target audiences more effectively. With Amazon Marketing Stream, you can access your performance data in real time, including attributed sales, conversion rates, click-through rates, and impressions. This service streamlines any advertising strategy to optimize campaigns and drive traffic. In today’s episode of The Digital Deep Dive, Aaron Conant chats with Adam Epstein, Co-president of Perpetua, about enhancing your Amazon advertising strategies. Adam explains how Amazon Marketing Stream enhances advertising strategies, how brands can allocate their advertising budgets to drive traffic, and key considerations for creator and OTT campaigns.
42:42 09/08/2022
The Future of Commerce With John Ghiorso
John Ghiorso is the Senior Vice President of eCommerce at Media.Monks, a global marketing services company. He is also the CEO and Founder of Orca Pacific, a full-service Amazon and eCommerce agency that brings cutting-edge strategies and managed services to over 100 industry-leading brands, including Reebok, Godiva, Levi, and Mars. The company completed a merger with Media.Monks in 2020.  In his role, John leads Media.Monk’s performance and enterprise teams which are composed of former Amazonians and top industry experts. With a decade of Amazon expertise, he has built a reputation for approximating industry reactions and forecasting shifts within Amazon’s marketplace. His insights have been featured in publications such as the Wall Street Journal, Forbes, Vox, and Modern Retail. In this episode… The advancement of Web 3.0 brings about modern technologies such as virtual and augmented reality that will transform customers’ shopping experiences. So, how can you leverage these technologies to stay ahead of eCommerce trends? According to John Ghiorso, one impending technology that has functional implications for retailers is augmented reality (AR) glasses. This device would provide consumers with 3D renderings of an item to influence their purchasing decisions. By developing a strategy that combines physical and digital stores for experiential involvement, brands can gather practical insights and data on each aspect of the customer journey. In today’s episode of The Digital Deep Dive, Aaron Conant talks with John Ghiorso of Media.Monks and Orca Pacific about how brands can prepare for the future of eCommerce. John discusses Web 3.0’s technologies and their impact on consumer purchasing, how retailers can leverage AR to improve the customer experience, and the effects of technological changes on consumers and brands.
37:11 09/01/2022
Direct Import and Amazon With Hannah Blackburn
Hannah Blackburn is the Co-founder and Director of The Hawkers Club, a company that helps vendors and sellers solve their most pressing challenges and navigate eCommerce marketplaces, including Amazon and Target. In her role, Hannah advises online sellers and vendors on how to directly position their brands and value offerings as Amazon partners to increase profitability and revenue.  Before co-founding The Hawkers Club, she joined Amazon as a brand specialist with an initial focus on vendor excellence and marketing before transitioning to stock management and profitability. Since she’s written the business logic powering some of the algorithms that run Amazon, Hannah knows how you can systematically make profitable decisions that Amazon’s algorithms reward.  In this episode… Amazon’s direct import is an excellent opportunity for brands to sell their products internationally and expand their reach. But, utilizing this service requires strategic planning since there are many factors to consider, including pricing and inventory. So, how can you optimize direct import to drive growth and maximize revenue? The first action vendors should take is to prepare their pricing structures. Brands must adjust their product value to coordinate with stock increases, so it’s essential to correlate pricing with profit margins. Hannah Blackburn suggests implementing a MAP (Minimum Advertised Price) Policy to determine the most beneficial pricing. When assembling inventory, it’s crucial to consider lead times and establish production dates accordingly. With the right strategies in place, you can capitalize on direct import to amplify your impact. In this episode of The Digital Deep Dive, Aaron Conant sits down with Hannah Blackburn, Co-founder and Director of The Hawkers Club, to discuss considerations surrounding Amazon’s direct import. Hannah explains the criteria for direct import, how brands can prepare their pricing and inventory, and best practices for optimizing the service.
30:25 08/25/2022
Amazon’s Patent Dispute Program With Zac Garthe
Zac Garthe is a Founding Partner at Copernicus Law, a firm specializing in intellectual property, online enforcement, and litigation. As a former chemist turned lawyer, he focuses on intellectual property law with an emphasis on online enforcement and litigation. Zac is also the Chief Executive Officer at Sigil, Inc., a company that protects online prices for consumer brands in the omnichannel eCommerce space. In this episode… When it comes to patent infringements, court proceedings can be a long and arduous process, with many disputes remaining unresolved. So, how can you streamline the procedure and effectively manage violations by unauthorized sellers? The Amazon Patent Evaluation Express (APEX) program offers a viable option to remove unauthorized listings. After filing a complaint, Amazon will procure an independent evaluator to assess the patent infringement. Both the brand and the seller must fill out a contract and agree to the proceeding, upon which Amazon will provide you with a patent attorney. According to Zac Garthe, only 15% of sellers will agree to the proceeding, with the majority yielding, prompting Amazon to remove their listing. With this program, brands can regain control of their patents in as few as four months.  In today’s episode of The Digital Deep Dive, Aaron Conant sits down with Zac Garthe, Founding Partner at Copernicus Law, to discuss Amazon’s patent infringement program. Zac shares Amazon’s process for identifying violations, the benefits of leveraging this program, and tips for approaching legalized patent disputes.
27:04 08/18/2022
Exploring New Profit Avenues With Rohan Shah
Rohan Shah is the Co-founder and CRO at Extend, a company that allows merchants to offer extended warranties and protection plans as services. Extend’s technology supports a seamless customer experience by automating brand warranty and protection processes. As a technology entrepreneur, Rohan has spent over a decade scaling both startup and Fortune 500 software companies. Before co-founding Extend, he was the Senior Product Manager at BCG Digital Ventures and the Founder and CEO of WITHIN. In this episode… With the decline in consumer purchase rates, website traffic is decreasing, causing an increase in conversion costs. So, how can you engage customers to drive bottom-line growth? Rohan Shah says that instead of creating additional website traffic, brands should focus on enhancing existing customer experiences. He recommends incorporating services such as extended warranties, protection plans, and subscriptions to generate brand affinity and customer relationships. Engaging with consumers on a personal level to solve post-purchase issues ensures customer lifetime value and drives profitability.  In today’s episode of The Digital Deep Dive, Aaron Conant welcomes Rohan Shah, Co-founder and CRO of Extend, to talk about innovative methods to increase profits. Rohan shares how brands should consider bottom-line growth, the benefits of extended warranties and protection plans, and strategies for building customer relationships.
30:31 08/12/2022
The Current State of the Amazon Aggregators
James Thomson is the Managing Partner at Equity Value Advisors, where he supports private equity and branded product leaders with due diligence and strategy consulting to accelerate equity value through eCommerce. He is a Board Member and Investor in Mamenta, Davinci Micro Fulfillment, and MAVI.io. Before his current roles, James was the Chief Strategy Officer at Buy Box Experts, a company that offers premium Amazon services to medium-sized and large-sized brands around the world to optimize and grow their businesses.  James continues to immerse himself in the world of Amazon issues. Before Buy Box, he served as the Business Head of Amazon Services — a division of Amazon responsible for recruiting 10s of 1000s of sellers annually to the marketplace. He also served as the First Account Manager for Fulfillment by Amazon (FBA). Before Amazon, James was a management consultant and banker. In this episode… When it comes to the eCommerce M&A (mergers and acquisitions) space, investing in Amazon aggregator brands can be profitable. Yet, these collectors often lack the strategies to manage and scale their companies effectively, resulting in debt and profit loss. So, how can you facilitate the aggregator business model to optimize your portfolio? When acquiring a portfolio company, you must first develop an M&A strategy to maximize profit. This requires analyzing your portfolio and the price point to determine if the acquisition is right for you. When rebuilding a brand after purchase, it’s essential to recruit strong operational teams that understand Amazon’s policies and growth prospects. By strategically preparing for your investment and developing the appropriate standard operating procedures, you can leverage aggregators for your portfolio. In this episode of The Digital Deep Dive, Aaron Conant talks with James Thomson, the Managing Partner at Equity Value Advisors, about the current Amazon aggregator market. James explains the requirements and challenges of the aggregator business model, strategies for optimizing your investment portfolio, and how to drive growth in acquired companies.
32:58 08/04/2022
Strategic Content Marketing on LinkedIn
Garret Caudle is the Founder and CEO of Influent, a full-service agency that turns executives and thought leaders into industry influencers. With six years of experience in the B2B marketing space, Garret helps brands tell stories through their executives. Before founding Influent, he was the Head of Marketing at MightyHive and also Orca Pacific. In this episode… B2B marketing has largely transitioned to social platforms, yet many brands lack a practical strategy to identify an ideal platform and generate content. So, how can you determine the best strategy and platform for creating brand awareness? Garret Caudle maintains that people connect with people, not brands, so it’s crucial to develop a strategy that creates and utilizes a personal brand style. This involves identifying influencers or other personable creators to establish a profile that matches your brand’s vision. Once you’ve accomplished this, you can research and leverage LinkedIn’s growing social platform to create short, engaging pieces of content that resonate with your target audience.  In today’s episode of The Digital Deep Dive, Aaron Conant sits down with Garret Caudle, Founder and CEO of Influent, to talk about leveraging LinkedIn into your content marketing strategy. Garret shares how brands can use LinkedIn to generate leads and awareness, the importance of influencer relationships in B2B marketing, and how to implement an innovative content strategy for brand awareness. 
25:36 07/28/2022
Maximizing the Potential of the Digital Shelf With Todd Hassenfelt
Todd Hassenfelt is the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, an innovative growth company that reimagines a healthier future for people, pets, and the planet. He has extensive leadership experience in brick-and-mortar and eCommerce channels, serving as a leader on both sales and marketing teams.  Todd has also sold some of the top brands in the US to multiple channels, including C-store, mass merchandisers, wholesale clubs, supermarkets, and eCommerce. As an eCommerce and content contributor, he has published articles in publications including BRAVE Commerce, Ecommerce Braintrust, and The Digital Shelf Cast. In this episode… The pandemic has altered the trajectory of selling and marketing for brands. In the pandemic’s aftermath, consumers are transitioning back to in-store purchasing, yet online selling remains. So, how can you develop a strategy to meet these evolving demands? Todd Hassenfelt urges brands not to disregard the digital shelf. Instead, you should compare and contrast both online and in-store selling options to gauge the customer journey effectively. With consumers buying from multiple brands and retailers in both settings, it’s essential to optimize your digital shelf to increase your online and in-store presence. By engaging your teams, you can build solutions to maximize your ROI and meet consumer needs.  Tune in to this episode of The Digital Deep Dive as Aaron Conant talks with Todd Hassenfelt, the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, about leveraging the capabilities of the digital shelf. Todd explains the major differences between the digital shelf and brick-and-mortar stores, how the digital shelf impacts offline stores, and strategies brands can use to leverage both online and in-store selling.
30:54 07/21/2022
Digitally Native Brands Go Multichannel with Charlie Ninegar
Charlie Ninegar is the Vice President of Sales at Nixon, a brand that sells watches and accessories. He oversees all sales and business strategy implementation for Nixon’s market and serves in an advisory role on the Marketplace Steering Committee. Over the past 15 years, Charlie has gained experience integrating cutting-edge technologies and ensuring business continuity and consistent growth under challenging market conditions. He is also a speaker at conferences on topics including "The Future of eCommerce and How You Can Help Your Brand Prepare," "Competing In A Marketplace-Heavy World (And Still Maintaining Margin)," and "Preparing your Amazon Strategy for Long-term Success." In this episode… Digital and consumer marketing are rapidly evolving, and brands must find new methods to secure conversions and customer acquisitions. So, what is the best strategy for brand awareness? High-growth digital brands should leverage a multi-channel strategy to reach more customers. Executing this approach requires establishing the most popular retailers among your consumers and understanding their buying habits. It’s also important to determine which channels are the best fit for your brand so you can create a lasting impression. In this episode of The Digital Deep Dive, Aaron Conant sits down with Charlie Ninegar, Vice President of Sales at Nixon, to talk about multi-channel strategies for your brand. Charlie discusses what brands should consider when using multiple channels, the importance of a holistic brand marketing strategy, and how to launch a new brand. 
28:39 07/14/2022
Playing Tinder With Data Sources With Todd Hassenfelt
Todd Hassenfelt is the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, an innovative growth company that reimagines a healthier future for people, pets, and the planet. He has extensive leadership experience in brick and mortar and eCommerce channels, serving as a leader on both sales and marketing teams.  Todd has also sold some of the top brands in the US to multiple channels including C-store, mass merchandisers, wholesale clubs, supermarkets, and eCommerce. As an eCommerce and content contributor, he has published articles in publications including BRAVE Commerce, Ecommerce Braintrust, and The Digital Shelf Cast. In this episode… Data sharing in eCommerce sales has become increasingly complex, with multiple sources to analyze and options to choose from. So, how can you determine the best course of action for performance and growth? For starters, it’s useful to develop a data scoring system that allows you to evaluate market changes. With this framework in place, you can dictate the most valuable data source for your business goals. Another productive strategy is to collaborate and communicate with internal teams and departments to leverage opportunities and examine your data. Through teamwork and the right scoring system, you can establish the most effective data sharing option to meet your long-term growth objectives. In today’s episode of The Digital Deep Dive, Aaron Conant joins Todd Hassenfelt, the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, to discuss the best methods for choosing data sharing options. Todd shares his tips for analyzing data sources, the importance of communication in data analytics, and how to optimize the customer experience
33:00 07/07/2022
The Buy With Prime Episode With James Thomson
James Thomson is the former Chief Strategy Officer at Buy Box Experts, a company that offers premium Amazon services to medium-sized and large-sized brands around the world to optimize and grow their businesses. While at Buy Box, James supported brand executives with issues of channel governance, branding governance, online growth strategies, and pricing standards. James continues to immerse himself in the world of Amazon issues. Before Buy Box, James served as the Business Head of Amazon Services — a division of Amazon responsible for recruiting 10s of 1000s of sellers annually to the marketplace. He also served as the First Account Manager for Fulfillment by Amazon (FBA). Before Amazon, James was a management consultant and banker. In this episode… The emergence of Buy with Prime has created a competitive selling environment. Direct-to-consumer (DTC) brands that sell on Amazon Prime are outperforming those that use alternative platforms such as Shopify. So, how can you optimize your selling channel to serve your consumers better and compete with Amazon sellers? It’s essential to offer your consumers the same shipping times they expect from Amazon. To achieve this, you must develop a long-term eCommerce strategy that maximizes your fulfillment networks and leverages quick and efficient delivery methods. By transitioning from third-party logistics companies (3PLs) to a more automated distribution system, you can successfully sell, fulfill, and deliver your products without relying on Amazon fulfillment.   In today’s episode of The Digital Deep Dive, Aaron Conant talks with James Thomson, former Chief Strategy Officer at Buy Box Experts, to discuss developing an eCommerce strategy to outperform your competitors. James shares how DTC brands can maximize their fulfillment centers to compete with Amazon Prime sellers, the challenge of using Buy with Prime, and how to optimize shipping to your consumers.
33:27 06/30/2022
Fulfilling Orders and Customer Demands With Corey Apirian
Corey Apirian is the CEO of Davinci Micro Fulfillment, a full-service logistics company that uses technology and partners with brands and retailers to help market, sell, fulfill, and ship their products. As an accomplished supply chain and operations leader, Corey has over 15 years of senior management experience. With more than 20 years of experience in the eCommerce fulfillment industry, Corey has been drop shipping for every major retailer since 2004 and has launched over 50 different subcategories through individual online and brick-and-mortar channels. In this episode… With the supply chain industry shifting to digital mechanisms, many marketplaces now offer micro fulfillment services to meet evolving consumer demands. Yet, brands are struggling to adjust to this shift, and some still rely on traditional fulfillment methods. So, what steps can you take to transition to micro fulfillment? When shifting to micro fulfillment centers, it’s critical to balance your supply chain operations by leveraging both eCommerce solutions and your chosen marketplace. This entails analyzing consumer sales data through methods such as shopping cart and buying analyses to meet demands. Once you’ve compiled all the relevant data, you can use micro fulfillment centers to ship your products directly to the end consumer from hyper-local facilities. In today’s episode of The Digital Deep Dive, join Aaron Conant as he talks with Corey Apirian, CEO of Davinci Micro Fulfillment, about adopting micro fulfillment services to meet customer demands. Corey explains how eCommerce fulfillment has evolved, how brands can adopt sustainable practices, and what brands should consider when utilizing Fulfillment by Amazon (FBA).
28:58 06/23/2022
A Fresh Look at Retail Media Strategy With Kiri Masters
Kiri Masters is the Founder of Bobsled Marketing, a digital agency that helps consumer products brands grow their sales on web marketplaces. In February 2022, Acadia acquired Bobsled, and Kiri is now Head of Retail Marketplace Strategy. Bobsled has been named one of the top 18 Amazon firms by Business Insider and ranks in the Marketplace Pulse Top 100. Kiri is the author or co-author of The Amazon Expansion Plan, Amazon for CMOs, and Instacart CMOs, books that offer an in-depth view of generating predictable results for retail brands. Kiri is also a regular contributor to Forbes Retail, sharing knowledge gathered from managing hundreds of brands’ accounts on Amazon. In this episode… The digital marketplace is expanding far beyond just Amazon. Stores like Walmart and Target are transitioning to retail media networks, making it difficult for brands to manage their selling and advertising channels. How can you effectively navigate the digital marketplace and allocate your budget to boost sales? The marketing funnel allows brands to organize and distribute their product ads through each stage of the customer journey. When you shift your focus from each selling channel to your target options for products, you can create a selling strategy that markets your product to the customer. And by assigning ads to each stage based on product needs, you can determine which selling channel is right for you.  In this episode of The Digital Deep Dive, Aaron Conant joins Kiri Masters, Founder of Bobsled Marketing, to discuss creating a selling strategy to navigate retail media networks. Kiri reveals her tips for allocating retail media budgets, a common mistake brands make when trying to scale, and how her business uses Amazon Marketing Cloud (AMC) to create targeted ads. 
34:34 06/17/2022
The Ever-Evolving State of Retail Media With Nich Weinheimer
Nich Weinheimer is the General Manager of Strategy and Commerce at Skai, an enterprise marketing intelligence platform. The platform includes a myriad of data-driven products for market intelligence, omnichannel media activation, testing, and measurement that are based on 15 years of experience building within Google and Facebook. Skai enables brands to make predictions, improve strategic planning, and drive growth on essential customer channels. In his current role, Nich delivers innovative software and data solutions to the rapidly-evolving landscape of retailers and brands. With over a decade of experience in digital advertising, Nich has held leadership roles, including Head of Advertising for Buy Box Experts, Co-founder and Managing Partner of WNW International, Data Consulting and Enterprise Sales at Ekata, and Director of Sales Operations at Commerce Hub. In this episode… The continued advancements in retail media present a new set of challenges for brands and retailers who must transition from traditional to digital media. So, how can your business stay ahead of this shift to drive performance and growth? Driving growth in digital retail media requires understanding and managing your brand’s data to leverage upper funnel media. AI programs such as digital signal processing (DSP) simplify this process by deciphering all your data to help you anticipate trends. DSPs translate digital signals so you can determine when to market your brand to the consumer based on user intent and competition.  In today’s episode of The Digital Deep Dive, Aaron Conant sits down with Nich Weinheimer, General Manager of Strategy and Commerce at Skai, to discuss navigating the shift in retail media. Nich covers some of the top challenges brands and retailers face across the eCommerce continuum, the benefits of investing in DSP, and how retailers can scale their businesses using display media.
37:39 06/09/2022
Content: The On-Brand Versus Off-Brand Divide With Tom Logan
Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google.  In this episode… There’s a demand for content now more than ever before, yet content is more expensive than ever. To help fulfill that need, some brands are turning toward off-brand, third-party content, while others are averse to giving up their brand control. Amidst this debate, Tom Logan shares advice and best practices for using content to grow your brand.  Tom says that it’s crucial for brands to generate diverse, high-quality content from a variety of sources. But what’s most important is the ability to test and learn. Every single piece of content should be heavily decided on by using data because it’s much more consistent — and successful — than judging by a gut feeling. Data is the key to building an enduring brand.  In this episode of The Digital Deep Dive, Aaron Conant is joined by Tom Logan, Co-founder and CEO of Cohley, to talk about on-brand and off-brand content generation and marketing. Tom discusses how one type of content can double your sales, why data is vital to your brand’s success, and why you shouldn’t rely on one specific channel. Plus, Tom guides brands through the strategies and changes they should be considering for the future. 
31:04 06/02/2022
Achieving Brand Protection Via Channel Control with Daren Garcia
Daren Garcia is a Partner and Brand Protection and eCommerce Attorney at Vorys eControl, an agency that helps brands grow their value and achieve online sales control both domestically and internationally.  As a partner at Vorys eControl for nearly two decades, Daren has worked with hundreds of brands and their sales, eCommerce, and marketing teams. He guides them in implementing solutions to minimize unauthorized sales and to control MAP violations and channel conflict. In this episode… Unauthorized sellers on marketplaces such as Amazon and Walmart compromise a brand’s value and undermine sales. But, with hundreds of resellers and few regulations in place to mitigate these sellers, it becomes increasingly difficult to maintain brand control. So, how can you protect your brand?  One of the most important things to consider when dealing with unauthorized sellers is that online platforms won’t remove them for you. It’s essential to establish a robust legal framework for defining and creating authorized selling channels for your brand. Once you’ve set clear guidelines for authorized selling, you can implement a Minimum Advertised Price (MAP) policy to ensure long run sales and brand protection.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Daren Garcia, Partner and Brand Protection and eCommerce Attorney at Vorys eControl, to discuss protecting your brand through online sales control. Daren shares how you can regain control over your brand, how to determine if a MAP policy is right for your brand, and some legal tips for handling unauthorized sellers on the marketplace.
34:12 05/26/2022
Bringing Your Brand to the Metaverse with David Lucatch
David Lucatch is the CEO, President, and Chair at Liquid Avatar Technologies, a digital identity and fintech solutions company that provides verified users with services to manage, control, and benefit from their digital identity. David has over 35 years of experience inventing technology and business solutions in the international marketing arena. He spent the last 20 years developing payment technology, language, and translation services to support the infrastructure of conducting business online. In this episode… Are you trying to grow your brand and adapt to the dynamic digital infrastructure but aren’t sure where to begin? The metaverse is making its way into the digital landscape and taking the technology industry by storm, so how can you ensure a successful transition into this space? Consider integrating augmented reality into your online store for a more user-engaging immersive experience. With augmented reality, you can create a 3D walkthrough of your store so customers can view your products in real-time. And, with digital identites, you can leverage verification procedures to give your customers authority over their profiles while providing them with maximum security. With these strategies, you can seamlessly progress into the metaverse while maintaining a user-friendly experience for your customers. In this episode of The Digital Deep Dive, Aaron Conant sits down with David Lucatch, CEO, Prescient, and Chair at Liquid Avatar Technologies, to discuss preparing brands for the metaverse. David discusses how brands can implement non-fungible tokens (NFTs) to promote brand awareness, the scope of digital identity and how it provides opportunities for brands and government entities, and strategies for adapting to the developing technological industry.
27:53 05/19/2022
The Journey From DTC to Retail With Calvin Lammers
Calvin Lammers is the Senior Vice President of eCommerce at TRUFF, a truffle-infused condiment brand. He has a strong background in the world of eCommerce management, planning, and digital marketing. Calvin has held leadership roles at Health-Ade Kombucha, Spindrift Beverage Co, Inc., Bai Brands, and KIND. He was recognized in both 2018 and 2019 by Shopper Marketing Magazine in its list of Who's Who in E-Commerce as s retail executive who is making notable contributions in the area of eCommerce. In this episode… How can you successfully transition your product from the digital space to physical shelves in retail stores? Is it possible to track performance and maintain or enhance your targeting capabilities?  When transitioning from digital to physical, it is important to diversify where you place your ads. An approach of constantly testing and learning can help your brand survive in various markets. Paying attention to data and sales attribution can help your brand increase community engagement and maintain consumer retention. Listen to Calvin Lammers in this episode to hear his insights on shifting from a digitally native retail brand to a physical retail brand.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Calvin Lammers, Senior Vice President of eCommerce at TRUFF, to discuss digitally native brands making the shift to a physical retail store. Calvin talks about the importance of targeting consumer shopping destinations, why diversifying your ad engagement can lead to higher consumer retention, and choosing your retail partners based on research and brand opportunity.
26:41 05/16/2022
Going Beyond the DTC Checklist With Tim Zawislack
Tim Zawislack is the Chief Operating Officer at Dey’s End Consulting, LLC, a full-service certified Shopify Plus Partner focused on eCommerce and marketing challenges. It offers an analytics suite that provides a one-stop-shop for all of your e-commerce analytics. Tim has led various eCommerce and omnichannel teams — from startups to Fortune 100 companies — including Jimmy Jazz, Delta Galil Industries, The Estée Lauder Companies Inc., Brooks Brothers, and Luxottica Group. With his extensive background in the eCommerce and digital marketing space in senior-level executive positions, Tim is also an Advisory Board Member for BWG Strategy. In this episode… How can you focus on building your direct-to-consumer presence and not take away from your valuable time? Is it possible to measure performance engagement across eCommerce platforms? Tim Zawislack says that understanding the metrics and connecting with your creative and marketing team can eliminate disparate groups and cultivate a remarkable product. By optimizing how you recognize click-through rates, performance reviews, and data, you can target and connect with consumers through SMS and email messaging. But data isn’t everything. Relating with your consumers through holistic communication on the value of your brand is crucial. Once you articulate that to your consumer, they become enthusiastic about your brand.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Tim Zawislack, Chief Operating Officer at Dey’s End Consulting, LLC, to talk about implementing and accomplishing robust SMS marketing techniques through holistic conversations. Tim shares his strategies for approaching and cultivating a creative online customer experience, actionable steps to level up your social media presence, and elevating your product through traditional marketing techniques. 
25:46 05/12/2022
FOMO on Headless and Marketplaces With Rick Watson
Rick Watson is the Founder and CEO of RMW Commerce Consulting, where his work is centered around supporting investors and management teams. He has over 20 years of experience as a technology entrepreneur and operator exclusively in the eCommerce industry. He has worked with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes. He graduated from Vanderbilt University with a major in electrical engineering and a minor in computer science. Rick is the host of The Watson Weekly podcast, where he speaks with experts in the retail space. He has also been a featured speaker on Bloomberg Surveillance, Bloomberg West, NRF Shop.org, ECommerce Europe, and ETail West. In this episode… Is it in your company’s best interest to introduce your brand into a crossborder marketplace or to enter into a headless platform? If you’re looking for a better way to navigate a headless eCommerce space, Rick Watson is here to share his expert strategies for navigating the back-end architecture and strategies that contribute to the success of your brand.  With years of experience in the eCommerce industry, Rick knows that at the end of the day, the consumer experience is what matters most. For brands, consumer acquisition should be at the top of the list. Rick suggests that brands keep things fresh, interesting, and new to keep hold of consumers in today’s fast-paced marketplace. How? By entering into a crossborder marketplace, brands can make it convenient for the consumer to find their products on various platforms. On this episode of The Digital Deep Dive, Aaron Conant sits down with Rick Watson, CEO and Founder of RMW Commerce Consulting, to discuss how best to optimize the headless eCommerce marketplace for your brand. Rick talks about how to avoid pitfalls in the eCommerce ecosystem, how crossborder platforms can increase your revenue and brand reach, and why understanding data is crucial for the success of any brand.
30:35 05/09/2022
What Google Wants You To Know About Face Tattoos with Jordan Brannon
Jordan Brannon is the Co-founder and President of Coalition Technologies, a top-ranked SEO and digital marketing firm. With 20 years of experience working in eCommerce, he helps D2C and B2B brands succeed in the eCommerce and digital marketing space. Jordan and his team at Coalition have helped propel over 1,000 businesses forward across various industries. Jordan has a bachelor's degree in political science, human rights, environmental sciences, and computer science from the University of Washington. In this episode… Are you thinking about migrating from one platform to another, but you’re now sure how? Is it possible to transition websites without derailing your consumers? Jordan Brannon proposes that if you’re an established eCommerce brand, you have to have a clear thought process before you begin. What steps do you need to take to revolutionize your brand’s online presence? There isn’t a simple solution for every business, but Jordan recommends starting with small visual changes: font, images, and colors. Then you can begin to route your emails, establish certifications and authentications, and manage your data flow warehouse into an ERP. If you want a competitive advantage, providing a unique and faster experience can be the solution. If you’re looking at the next step forward for your brand, this is an episode you do not want to miss.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Jordan Brannon, Co-founder and President of Coalition Technologies, to discuss the advantages and challenges of migrating from one platform to another. Jordan talks about how to redesign your aesthetics without confusing your consumers, the purpose and superiority of headless commerce, and streamlining management software. 
30:03 05/05/2022
Growing Your Brand Using Augmented Reality With Marc Uible
Marc Uible is the Vice President at Threekit, a visual commerce company that helps brands increase sales by customizing and configuring products in an augmented 3D reality environment so customers can interact with them as part of the buyer experience.  Marc is also a member of the board of advisors for LIFT and has held roles with Braintree, The Numbered Days, and Avondale. He graduated from the Indiana University Kelley School of Business with a degree in international business, business economics, and public policy.  In this episode… Providing consumers with a realistic representation of your product can be why they click “buy.” What if they could customize your product as part of their online shopping experience? How can you enable customers to interact with your product? Businesses can upload product information files and instantly create an unlimited number of interactive augmented reality and photorealistic 3D visuals. When shoppers use augmented reality in their buyer experience, they’re much more likely to purchase the product. The ability to customize the image in real-time provides the client with a personalized experience that makes your products stand out. Using augmented reality and 3D image technology for your product allows for quick changes in marketing, and this technology can easily meet changing market demands. Marc Uible is here to share expert strategies for delivering engaging, interactive imagery to provide your brand with a competitive advantage.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Marc Uible, Vice President of Marketing at Threekit, to discuss the benefits of a web-based augmented reality customer experience to promote your products. Marc talks about how 3D augmented reality can reduce photography and marketing costs, what data can reveal about consumer interactions, and configuring an environment to showcase complex products. 
25:04 05/03/2022
The Amazon Dilemma With John Ghiorso
John Ghiorso is the Founder and CEO at Orca Pacific, a Media.Monks company, which is a full-service Amazon marketing services agency. He has over a decade of experience working with Orca Pacific and has built a reputation for approximating industry reactions and shifts in the Amazon marketplace. John is a keynote speaker and has been featured in publications like The Wall Street Journal, Forbes, Vox, Modern Retail, and Digiday. He graduated from the University of Arizona Eller College of Management with a degree in marketing and entrepreneurship. In this episode… Are you an Amazon seller who wants to drive more traffic to build your brand? Scaling your brand is about taking chances and figuring out what works and what doesn’t — so what can you do to optimize and manage your brand? John Ghiorso says that to overcome the dilemma of a typical four-wall retail strategy, brands need to understand the Amazon environment to be successful. If you have a foundational approach to retail platforms, you can find tremendous opportunities for growth as you move away from traditional methods. But use caution when establishing a marketing strategy. John recommends installing a budget and following how consumers perceive products.  In this episode of The Digital Deep Dive, Aaron Conant sits down with Founder and CEO at Orca Pacific, a Media.Monks company, to discuss viewing Amazon as an opportunity to optimize your brand. John talks about the shift in brands considering Amazon as a growth platform, why establishing a budget is crucial for tremendous success, and using targeted marketing strategies to upscale products and increase ranking.
25:37 04/28/2022
The Digital Revolution: Strategy, Structure, Implementation, and Transformation With Michael Zakkour of 5 New Digital - Part 2
Michael Zakkour is the Founder and Managing Director of 5 New Digital, a digital and retail consultancy focused on helping startups to Fortune 100 brands develop successful eCommerce and digital commerce strategies and shape their retail and consumer pathways. They work with companies in North America, Europe, and Asia and navigate growth opportunities through innovative solutions that drive revenue in their domestic and international operations.  As an acclaimed and sought-after professional speaker and lecturer, Michael is a regular guest on the BBC, CNN, NPR, and NBC. He has appeared in The Wall Street Journal, FORBES, WWD, MSNBC, NYSE TV, and countless other print, digital, web, and broadcast outlets. He is also an author, entrepreneur, and investor with more than 20 years of experience building successful businesses. In this episode… As digital marketplaces continue to expand, how can your brand prepare to engage with consumers on the next level? Consumers are demanding personalized experiences, which drives the need for brands to offer elite eCommerce shopping experiences. What if you could use practical applications of digital tools and technologies to build a luxury experience? According to Michael Zakkour, there’s an opportunity for individual brands and large organizations to make the leap into the metaverse and use digital tools to become leaders. Innovative tools and the fusion between eCommerce and virtual space produces the perfect foundation for brands to associate themselves with these environments. Building a brand in this environment means giving consumers a new and elevated experience with how they shop, entertain, and consume information. How can you boost your brand performance across these emerging digital worlds? Today, Michael is here to share his advice and insights on the digital space. In this episode of The Digital Deep Dive podcast, Aaron Conant sits down with Michael Zakkour, Founder and Managing Director of 5 New Digital, to talk about how brands are interacting with the metaverse and associating with NFTs (non-fungible tokens). Michael discusses the monetization and consumption of brands in the digital space, how brands and retailers are engaging and using NFTs, and rapidly growing your brand in the metaverse by educating consumers on the value of your brand.
25:20 04/21/2022
The Digital Revolution: Strategy, Structure, Implementation, and Transformation With Michael Zakkour of 5 New Digital
Michael Zakkour is the Founder and Managing Director of 5 New Digital, a digital and retail consultancy focused on helping startups to Fortune 100 brands develop successful eCommerce and digital commerce strategies and shape their retail and consumer pathways. They work with companies in North America, Europe, and Asia and navigate growth opportunities through innovative solutions that drive revenue in their domestic and international operations.  As an acclaimed and sought-after professional speaker and lecturer, Michael is a regular guest on the BBC, CNN, NPR, and NBC. He has appeared in The Wall Street Journal, FORBES, WWD, MSNBC, NYSE TV, and countless other print, digital, web, and broadcast outlets. He is also an author, entrepreneur, and investor with more than 20 years of experience building successful businesses. In this episode… How can businesses take advantage of the current opportunities presented by the digital age and adapt to the changing business landscape? If you are a company that wants to thrive in this challenging environment, you will want to discover new strategies that help keep you in step with all the developments at your doorstep. As an investor, consultant, author, and entrepreneur, Michael Zakkour has valuable insights into how companies can thrive in the changing digital landscape. Building brand loyalty and increasing customer value mean implementing business strategies that leverage the digital landscape. Do you know if you should use a unified commerce versus an omnichannel strategy? There is a lot to consider. You can decrease customer acquisition costs while increasing the consumers’ lifetime value with the right strategy. Whether you're running a small business or managing a large company, Michael's expertise will help grow your business.  In this episode of The Digital Deep Dive podcast, Aaron Conant interviews Michael Zakkour, Founder and Managing Director of 5 New Digital, about how companies can thrive in a world where the digital age continuously shapes consumer behavior and demands. They talk about the approaches brands can use to adapt and boost revenue through a robust unified digital commerce approach, ways to decrease customer acquisition costs, how the retail renaissance affects brand strategies, and much more.
28:47 04/06/2022