Human in the Loop

Human in the Loop

By TeikametricsBusiness
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Human in the Loop episodes

  • Unlocking Walmart Connect: A New Era of Retail Advertising

    In this episode of Human in the Loop, Cameron Yoder talks with Shefali, Director of Product Marketing at Walmart Connect, about the growing role of Walmart Connect in retail media advertising. They discuss the unique advantages of Walmart’s omnichannel approach, leveraging first-party data, and recent enhancements to Walmart Connect’s advertising tools, such as dynamic bidding. Shefali shares key insights on how advertisers can optimize campaigns, improve retail readiness, and effectively use Walmart’s platform to drive business results.


    Outline with Time Stamps


    • [00:00 - 00:03]: Introduction to the episode and guest, Shefali of Walmart Connect.

    • [00:03 - 01:15]: Overview of Walmart Connect, Shefali’s role, and Walmart’s growth in retail media.

    • [01:15 - 03:47]: What makes Walmart Connect different: its omnichannel reach, first-party data, and online/offline synergy.

    • [03:47 - 05:16]: Tips for new advertisers: the importance of retail readiness and leveraging sponsored products.

    • [05:16 - 07:55]: Dynamic bidding: how Walmart Connect is using AI to improve ad performance and optimize costs.

    • [07:55 - 09:40]: Case study: Henry Deals and the success of dynamic bidding during the holiday season.

    • [09:40 - 11:32]: Future enhancements: Walmart Connect’s vision for AI-powered bidding and advertising automation.

    • [11:32 - 13:17]: Closing thoughts and how to connect with Walmart Connect for more resources.


     Key Takeaways


    1. Retail media is growing: Walmart Connect’s unique combination of digital and in-store data gives advertisers unparalleled opportunities.

    2. Retail readiness is crucial: Optimizing product listings, inventory, and fulfillment are foundational for success on Walmart Connect.

    3. Dynamic bidding saves time and improves results: Walmart Connect’s AI-driven bidding optimizes ad spend, leading to higher conversion rates and ROI.

    4. Top search positions matter: Products in the top four positions on Walmart’s search page see significantly higher conversion rates.

    5. Future innovations will focus on more AI and automation: Walmart Connect is committed to making advertising smarter and more efficient.


    14 min
  • Q3 Data Deep Dive: Amazon vs. Walmart - Key Insights as We Head into Q4

    Summary of the Episode:

    In this data-driven episode of Human in the Loop, host Cameron Yoder and Teikametrics expert Laura Pattison dissect Q3 performance data for Amazon and Walmart. With a focus on key metrics like CPC, conversion rates, and advertising efficiency, they discuss how brands can navigate rising costs and evolving shopper behaviors. As Q4 and the holiday shopping season loom, the insights shared offer valuable takeaways to help brands plan smarter ad strategies and make data-driven decisions for the critical months ahead.


    00:00 - 00:10 | Introduction

    00:10 - 01:12 | Overview of Q3 Data

    01:12 - 02:09 | Cost Per Click (CPC) Trends

    02:09 - 04:10 | Conversion Rates: Walmart’s Lead

    04:10 - 06:36 | Average Order Value (AOV) and Economic Impact

    06:36 - 09:10 | Advertising Efficiency (ROAS)

    09:10 - 14:02 | Implications for Q4 Advertising Strategies

    14:02 - 16:00 | Final Takeaways and a Look Toward 2025


    Essential Information to Know:


    1. CPC Differences: Amazon maintains a higher CPC than Walmart, reflecting greater competition, while Walmart’s CPC remains more budget-friendly.

    2. Conversion Rate Trends: Walmart is seeing better conversion rates, possibly due to growing consumer comfort with buying online rather than in-store.

    3. Advertising Efficiency (ROAS): Both platforms faced a decline in ROAS, making ad budget allocation and bidding strategy more critical.

    4. Strategic Takeaways for Q4: Focus on tiered product strategy, prioritize budget on high-value products, and use new ad tools to maintain a competitive edge.

    5. Q4 as a Testing Ground: Brands should use Q4 performance insights to set up a solid data-driven approach heading into 2025.


    26 min
  • Benchmark Blitz: Prime Day | Big Deal Days Recap

    Episode Overview:

    In this episode of Human in the Loop, Cameron Yoder interviews Laura about Amazon’s “Prime Big Deal Days,” exploring the event’s overall performance compared to previous years. The conversation dives into consumer behavior, advertising trends, and external events like Hurricane Milton and the upcoming election that affected shopper activity. The episode offers detailed insights into advertising metrics such as traffic, cost per click (CPC), and conversion rates, and provides strategic recommendations for future sales events, especially during Cyber Weekend and Q4.


    Episode Outline with Timestamps:

    0:08 - 0:45: Introduction and Overview of Prime Big Deal Days.

    0:45 - 1:35: Key Product Categories and External Events Affecting Sales.

    2:25 - 3:11: Click and Traffic Data Analysis.

    3:11 - 5:37: Cost Per Click (CPC) and Advertising Trends.

    7:03 - 9:02: Ad Sales and Conversion Rates Discussion.

    11:41 - 13:39: Predictions for Cyber Weekend and Q4.

    14:35 - 16:00: Historical Perspective and Impact of Societal Events.

    17:23 - 18:26: Amazon’s Recent Announcements and Future Impacts.


    Key Takeaways:

    1. Impact of External Events: Hurricane Milton and the election cycle significantly reduced consumer attention during Prime Big Deal Days, leading to softer sales.

    2. Year-Over-Year Trends: Clicks were down by 6%, while CPC increased by 16%, showing increased competition despite lower traffic.

    3. Pre-Event Advertising Strategy: Brands can benefit from advertising during the lead-up to events when CPC is lower, even though conversion rates may not peak until the actual event days.

    4. Cyber Weekend Outlook: Laura predicts that Cyber Weekend will still be strong year-over-year, but rising CPC will reduce advertising efficiency.

    5. Amazon’s Evolving Tools: Recent announcements, like audience bid modifiers, offer new ways for brands to target more qualified traffic before and during major sales events.

    19 min
  • Unlock the Power of User Generated Content on Amazon & Beyond

    Episode Summary:

    In this episode of Human in the Loop, Justin Willhite, a seasoned video producer and influencer, dives deep into the world of User Generated Content (UGC) on Amazon.

    Drawing from his years of experience, Justin explains how UGC, particularly video content, is becoming an essential tool for brands to build credibility and drive conversions.

    He discusses Amazon’s increasing focus on video through its Inspire feed and Creator Connections, and highlights the importance of peer validation through influencer videos. Justin also provides practical advice for brands on whether to create UGC themselves or collaborate with influencers, emphasizing the long-term value of repurposing content across multiple channels.

    Key takeaways include actionable insights into maximizing UGC’s potential, avoiding common pitfalls, and future trends in video and AI in eCommerce.


    Key Takeaways:


    Importance of UGC on Amazon:

    • UGC, especially video content, adds credibility and drives conversions by providing peer validation.
    • Amazon’s growing emphasis on influencer videos indicates the effectiveness of UGC in eCommerce.


      • Amazon’s Features Supporting UGC:

      • Amazon’s Inspire feed and Creator Connections promote influencer video content.
        • UGC now appears not just in the lower carousels but also in upper carousels alongside product listings.


          • Working with Influencers vs. Creating Content:

          • Brands can create UGC, but leveraging influencers often yields better, more authentic content.
            • Repurposing influencer content across multiple channels maximizes the return on investment.


              • Future Trends in UGC & AI:

              • AI-generated content is growing, but organic, influencer-created content will remain crucial for authentic brand representation.
                • Video content will continue to dominate in eCommerce, with platforms increasingly integrating AI into operational functions.


                  • Insightful Quotes:

                  “If Amazon is doing something, that means it works. They don’t waste time on features that don’t convert.”

                  “User Generated Content is the peer validation that gives your product credibility beyond your marketing efforts.”

                  “You can create content yourself, but working with influencers allows you to get professional, authentic, and versatile video assets.”

                  “The future is AI-driven, but people will still crave real, influencer-generated content for true connection.”


                  Timestamps for Key Sections:


                  [00:00 - 01:00] Introduction to the Podcast & Guest Justin Willhite

                  [01:00 - 04:00] What is UGC and Why It Matters on Amazon

                  [04:00 - 06:45] Amazon’s Focus on UGC and Video Features like Inspire and Creator Connections

                  [06:45 - 09:45] Should Brands Create UGC Themselves or Work with Influencers?

                  [09:45 - 13:00] How to Maximize UGC and Repurpose Content for Multi-Channel Use

                  [13:00 - 18:00] What Makes Good UGC Content and Best Practices for Brands

                  [18:00 - 21:30] The Long-Term Benefits of UGC and Evergreen Video Content

                  [21:30 - 25:00] Common Pitfalls of UGC & How Brands Can Avoid Them

                  [25:00 - 31:00] Future Trends in UGC, Video, and AI in eCommerce

                  [31:00 - 38:00] Closing Thoughts and How to Contact Justin for UGC Services


                  Contact Justin:

                  https://www.linkedin.com/in/justinwillhite/

                  https://consumerquest.online

                  39 min
                • Building Your Moat: How to Make Your Brand Irreplaceable with Steve Rolle

                  Episode Summary

                  In this episode, Steve Rolle shares his e-commerce journey and delves into the concept of "the moat." The moat represents creating a robust defense around a brand, making it irreplaceable in the marketplace. Steve emphasizes the necessity of a great product, effective marketing, and protection strategies to establish a moat. He underscores the importance of dominating top search positions on platforms like Amazon to drive sales.

                  Steve and Cameron Yoder discuss how a true moat comprises well-reviewed quality products at various price points, forming a coalition of competitors. They explore strategies to create a competitive advantage and protect businesses from new entrants. Innovation, customer obsession, and hiring the right people are highlighted as key elements in building a sustainable and successful brand on Amazon.

                  The conversation provides valuable insights into the mindset and strategies needed to scale a business, emphasizing the importance of exceptional customer service and continuous improvement.


                  Key Takeaways

                  • Creating a moat around your brand is essential for making it irreplaceable in the marketplace.
                  • A moat is built with a great product, effective marketing strategies, and strong protection measures.
                  • A true moat exists when there are well-reviewed quality products at every price point, forming a coalition of competitors.
                  • Innovation and continuously solving customer problems are key to maintaining your moat.
                  • Customer obsession should be ingrained in your business, with constant feedback, product improvement, and exceptional service.
                  • Hiring the right people and delegating tasks are crucial for scaling your business and focusing on strategic decisions.
                  • Advertising requires the owner's involvement initially, but hiring experts is important as the business grows.

                    • Chapters

                    00:00 - Introduction: Steve's Journey in E-commerce 

                    24:35 - Building a Moat: Making Your Brand Irreplaceable 

                    29:19 - The Key Elements of a Strong Moat: Product, Marketing, and Protection 

                    31:38 - Winning the Top of Search: The Gateway to Establishing a Moat 

                    32:37 - The Coalition of Competitors: Forming a True Moat 

                    33:01 - Building a Moat: The Importance of a Competitive Advantage 

                    38:51 - Positioning and Branding: Creating an Impenetrable Moat 

                    41:17 - Entering a New Market: Strategies for Success 

                    45:19 - Capital and Payment Terms: The Power of Net Payment Terms 

                    48:31 - Owner Involvement: The Role of Advertising and Strategic Decision-Making


                    Connect with Steve:

                    • TikTok
                    • YouTube
                    • LinkedIn
                    • Instagram
                    • Steverolle.com

                      • Quotes from this Episode:

                      • "The moat is there to make sure that they can't get a foothold in our industry."
                      • "Great marketing means trademarks, branding, and winning top of search."
                      • "A true moat means having well-reviewed quality products at every price point."
                        • "You have to decide if you're one of these 700 people a day on Amazon coming in on the U.S. or 2000 around the world, and you want to compete with us, you have to decide."
                        • "The combination of that coalition of sellers that is unspoken to me, that's your moat."
                          • 1 hr 6 min
                        • Walmart Q2 Earnings Call Recap: Ad Growth, Food Prices, & Global Expansion

                          Summary

                          In this episode of Human in the Loop, we dive into Walmart's latest earnings call and explore the key highlights from their major annual event, Let's Grow 2024. Laura Pattison, Senior Director of Strategy and Insights at Teikametrics, and Ben Ray, Chief Revenue Officer, provide expert analysis on Walmart's growth strategies and Q2 Earnings Call, focusing on international expansion, Walmart Connect's advertising success, the impact of grocery price trends on consumer behavior, and much more.

                          Key Takeaways:

                          • International Growth: Walmart's international markets, particularly in China and India, are driving significant revenue growth, with international sales growing at nearly double the rate of domestic sales.
                          • Advertising Strength: Walmart Connect saw a 30% increase in ad revenue. Teikametrics' Walmart clients experienced incredible growth as well.
                          • Grocery Prices: While grocery prices increased year-over-year, they decreased quarter-over-quarter, which could attract more shoppers to Walmart, boosting overall sales.
                          • Let's Grow Event: This year's Let's Grow event doubled in size, reflecting growing seller confidence in Walmart's marketplace. Predictions include potential announcements around Walmart Fulfillment Services (WFS) and new advertising tools to compete with Amazon's Marketing Cloud.

                            • Tune in to hear more about the future of Walmart's marketplace and how sellers can capitalize on these trends.

                            12 min
                          • Brand Building on Amazon: The Importance of Measurability

                            In this episode, we dive into brand building on Amazon with guest Nikhita from Amazon. Nikhita explains the crucial differences between a brand and a seller, emphasizing the importance of brand recognition for accessing programs that enhance customer education and brand awareness.

                            We also introduce the Build Your Brand page, a comprehensive resource within Seller Central offering tailored recommendations and programs for various brand-building goals. Key metrics discussed include branded search ratio, repeat customer rate, conversion rate, and star rating. Looking ahead, Amazon plans to introduce additional metrics and personalization features to help brands focus on specific goals and measure their progress effectively.

                            Takeaways

                            • Being recognized as a brand on Amazon opens up access to programs that help educate customers and improve brand awareness.
                            • The Build Your Brand page within Seller Central serves as a one-stop destination for brand building, providing recommendations and programs based on different goals.
                            • The current brand building metrics available are branded search ratio, repeat customer rate, conversion rate, and star rating.
                            • The future direction includes introducing more metrics and personalization to help brands focus on specific goals and measure their progress.

                              • Sound Bites

                              • "In order to make brands successful at brand building, it needs to be measurable."
                              • "We now have a program called the Build Your Brand page."
                              • "The Build Your Brand page sits within Seller Central and it's accessible to all brands."

                                • Chapters

                                00:00 - Introduction and Importance of Measurable Brand Building

                                03:05 - Introducing the Build Your Brand Page

                                10:37 - Accessing the Build Your Brand Page within Seller Central

                                16:45 - Measuring Brand Building Success with Metrics

                                23:37 - The Future of Brand Building: Personalization and More Metrics

                                29 min
                              • AI and Omnichannel Excellence: A Blueprint for Success with Lauren Livak Gilbert

                                Summary

                                In this episode, host Cameron Yoder sits down with Lauren Livak Gilbert to delve into the intersection of omnichannel strategies and artificial intelligence (AI) in the e-commerce landscape. They cover the current selling environment, the hurdles brands encounter, and the crucial need to excel at foundational practices. The discussion highlights the benefits of diversifying across various marketplaces and the pivotal role data plays in shaping strategy.

                                On the topic of AI, they examine its impact on scalability, efficiency, and the evolving consumer shopping experience. Emphasizing the importance of clear goals and value when integrating AI, they advocate for a strategic approach to testing and learning. The conversation also ventures into the future of AI, discussing potential shifts in search and regulation.

                                Takeaways

                                • Being brilliant at the basics is crucial in the ever-changing digital landscape of e-commerce.
                                • Profitability is a major challenge for brands and retailers, and they need to get creative and work smarter to reach consumers.
                                • Data is essential for informing strategy and decision-making, but brands need to bring together different data sets and understand what the data is telling them.
                                • Omnichannel is important because brands need to be where their consumers are, and it requires internal collaboration and flexibility.
                                • AI is changing how brands work by providing scalability and efficiency, and it is also changing how consumers shop by enabling mission-based searches and personalized recommendations.
                                • To integrate AI in an accessible way, brands should have a clear goal, test and learn in a strategic way, and involve experts from different functions within the organization.
                                • The future of AI in e-commerce includes changes in search, increased regulation, and improved accessibility.


                                  • Quotes from this episode:

                                  • "Digital is always changing. There's something new. There's going to be a new technology, a new channel."
                                  • "The top challenge for brands today is profitability."
                                  • "Brands need data to inform their market strategies."

                                    • Chapters

                                    00:00 - Introduction and Overview

                                    04:31 - Challenges in the Current State of Selling

                                    06:22 - The Role of Data in Strategy

                                    10:40 - The Importance of Omni-Channel

                                    23:47 - The Impact of AI on E-commerce

                                    27:56 - Integrating AI in E-commerce

                                    34:29 - The Future of AI in E-commerce

                                    43 min

                                  About Human in the Loop

                                  From the publisher's feed

                                  This brand new show explores the dynamic intersection of human intelligence and cutting-edge technology within the ever-evolving landscape of ecommerce.