January 26,2021

Looking into the inside of data to track sustainability

Mike Blac‪k‬

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Full Episode

Transcript

I think we are moving in this world of sustainable growth versus growth at all costs. Right when you first get into the get into Amazon, it's like, All right, I'm gonna fire this like search engine. I'm just get And then quickly you realize how quickly you run on a budget. You know, it's like Andi. I think what we're looking at is we're seeing brands is trying to find new ways to get that edge of getting efficient growth things such as, um, looking at what? We're looking at things incrementally a little bit. So using data toe help, you understand? Well, you know, we're trying. We're trying to boost visibility for this product. We're going to spend at ad dollars on it. But guess what? We're already winning this organically. So let me reallocate that or Hey, we're going to spend dollars on this product but were consistently out of stock. So let's reallocate. So what we're finding is outside of just your ad metrics for performance starting toe widen your view to say All right, let me just look at this product in general. Look, which of my products air got high conversion rates. Which ones really need this band? Which ones are not profitable? Like, let's just get a little smarter with how we segment our portfolio and makes them smarter bets to try to get efficiency. So I think fixing the fundamentals and actually finding new data sets to pull into your ad buying decisions will be, I think, a tactic for growth in this year's. We look to get to sustain sustainability, um, those air to in addition to just trying to solve the profitability dynamics and really trying to get that, you know, as a brand, really trying to find that those skews, they're gonna be wins for you and wins for Amazon. That will be long term products versus those one. Once these single item products. They're probably not going to be that successful.

Thanks,
George