Ecommerce Braintrust

In today’s podcast, we are talking with Matteo Bizon about retail media budget allocation and the top 6 mistakes brands make with their allocation. Kiri and Matteo discuss the different possibilities as well as traps brands fall into. Bobsled’s latest research suggests a better way to allocate retail media budget - by funnel stage! Go to bobsledmarketing.com, find “resources” and sign up for the report and webinar that will be out on May 19th.

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Matteo is a PPC specialist at Bobsled. He became passionate about digital advertising while studying marketing management at university and immediately started experimenting by launching his own website project and helping a friend start an ecommerce business for his clothing brand. After working for an Italian digital marketing agency, he joined Amazon where he learnt Amazon advertising in a client-facing role. Looking for more challenges and knowledge around advertising on Amazon, Matteo joined Bobsled where he had the opportunity to discover more advanced techniques and refine his skills.

In today’s podcast, we are talking with a returning guest, Andrew Lipsman, about the Insider Intelligence report he authored entitled Retail Media Networks Perception Benchmark 2022. This report was launched in March 2022 and was designed to get an expansive view across retail media networks and ensure different types and categories of them are taken into account.

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Andrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. Recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, holiday shopping, and Amazon Prime Day. Previously, Andrew was SVP of Marketing & Insights at comScore. He has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations including the New York Times, Wall Street Journal, and Advertising Age. Andrew is the author of the Insider Intelligence report, Retail Media Networks Perception Benchmark 2022, which launched in March 2022.

In today’s podcast, we are talking with a friend and colleague, Armin Alispahic, about Brand Registry. It’s a program that has been around for a long time but still causes confusion. Find out what this program does and doesn’t do, what the common misconceptions about it are, as well as how to make the most of it, if you’ve got the access.

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Armin is a Team Lead at Bobsled. He's been at the company for almost 6 years. Internally he’s known as Armin.com for his encyclopedic knowledge of Amazon. Over the years, he has gained great experience in working directly with Amazon representatives to support brands in scaling up on Amazon and achieving their goals. 

In today’s podcast, Kiri gives an overview of growth opportunities, often some under-used tactics that can help brands get ahead on Amazon. This is especially important now, when on Amazon there is more competition, ad costs are rising, and many brands are still experiencing supply chain issues. Our main topics are usually centered around how to get the basics on Amazon right and then building on that, but this time Kiri will be discussing something a bit different. 

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Podcasting is hard to get feedback on! We would love to hear what you think. Which have been your favorite episodes so far? What do you want to hear more about from us? Email Kiri or reach out to her on LinkedIn. Also, it would mean a lot if you wrote a review for EBT on Apple Podcasts, Spotify, or wherever you listen to us.

In today’s podcast, we are talking with Julie Liu, a returning guest of the show, about the evolution of shopper marketing. The way we shop has changed over the years. How has that affected the marketing space? How do digital marketing and traditional shopper marketing co-exist? What can the two learn from each other?

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Julie has spent the last 11 years in consumer goods marketing, first with Shiseido working on a clean beauty brand in the APAC region, before making the move over to Grocery 6 years ago. She is currently the National Manager of Commerce Media at Ghirardelli Chocolate Company, responsible for leading the company's retail media and digital shopper marketing strategy across Confections and Baking.

In today’s podcast, Kiri gives a preview of what’s to come in the next couple of months: interviews with industry experts, important conversations, relevant topics, and exciting new research.

Make sure you tune in to find out more!

Podcasting is hard to get feedback on! We would love to hear what you think. Which have been your favorite episodes so far? What do you want to hear more about from us? Email Kiri or reach out to her on LinkedIn. Also, it would mean a lot if you wrote a review for EBT on Apple Podcasts, Spotify, or wherever you listen to us.

In today’s podcast, we are continuing our conversation about Walmart with Russ Dieringer. We are talking about Walmart's place has in the marketplace ecosystem, how brands look at it, what we see them working on as well as what they’ll need to do to continue staying relevant. 

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Russ Dieringer is the founder of Stratably, a company dedicated to elevating the digital IQ of leading consumer brands. Each week, Russ creates impactful, practical, and easy to digest research that speaks to all layers of an organization, helping them see further around the corner of what’s coming in retail.

In today’s podcast, we are doing something a little bit different: Kiri is replaying a presentation that she and Matteo Bizon, a PPC Specialist at Bobsled Marketing, gave at an event organized by firstmovr, an education company for the e-commerce industry. The focus of the presentation was specifically about Instacart advertising and measuring what really matters. 

Make sure you tune in to find out more!

Matteo Bizon has a background in marketing management, and before joining Bobsled, he worked for Amazon as a PPC specialist for the Italian marketplace. During that time, he learned the foundations of Amazon advertising and improved his ability to communicate with clients by evaluating their business goals and by transforming this information into strategic opportunities. Matteo has brought all his knowledge and skill to Bobsled Marketing where he is a PPC Specialist.

In today’s podcast, we are talking with Russ Dieringer, our recurring special guest. Walmart has had ample opportunity to be a meaningful challenger to Amazon, but their marketplace is often not the place that most brands consider investing in after Amazon. Russ and Kiri dive into why that is, what value prop Walmart currently offers, and what it would take for them to win the ecomm marketplace game.   

Make sure you tune in to find out more!

Russ Dieringer is the founder of Stratably, a company dedicated to elevating the digital IQ of leading consumer brands. Each week, Russ creates impactful, practical, and easy to digest research that speaks to all layers of an organization, helping them see further around the corner of what’s coming in retail.

 

Today’s sponsor is Synder.

Synder makes tax season feel like a Friday night because it helps Amazon businesses to close their books correctly, always have a P&L report, balance sheet and inventory tracking on hand. If you run your business on more than one sales channel, Synder is perfect for you to have all of your revenue and expenses data in one ecosystem and set up KPIs that work for your business. You can start Synder with 40% off with the coupon code EASYBOOKS by going to Synder’s website, that’s synder.me/braintrust and submitting your email in the special form. Visit the website to get a discount and also receive an actionable ecommerce checklist on crucial metrics understanding along with the coupon code EASYBOOKS. Manage your data like a Thanos!  

Today’s an exciting day. Bobsled Marketing, the company that I founded 7 years ago, has been acquired by Acadia.

First I want to recognize the turmoil in the world around us. We have team members in Ukraine and in surrounding countries. So while this is great news for our team who are all staying on and are more important than ever, many people in this region are facing trauma in their lives.

So who is Acadia?
Acadia is a next-generation digital agency that provides best-in-class growth services for mid-market brands. Mid-market brands are dealing with complexity and change everyday, and don’t have the resources to oversee half a dozen specialist agencies or consultants. Acadia has brought together an amazing team of paid media, SEO, Analytics, social and development experts so far. And with the addition of Bobsled to the fold, will now also be an industry-leading Amazon and retail marketplace partner.

The most pride I have in building Bobsled over the years has been the amazing, quirky culture that we have built - all fully remote before remote was really a thing. Joining Acadia will lead to amazing opportunities for our team and I couldn’t be prouder to lead our amazing Bobsledders into this next phase. I’m excited about what we’ll be bringing to Acadia too!

I’ll personally be staying on with Acadia to lead retail marketplace strategy. I’ll still be researching, writing, and strategizing about our industry and what that means for our clients at Acadia, so you’ll still see a lot of me around LinkedIn and hopefully at some IRL events this year too.