Infinity Nation | Growth Conversations That Matter

In this episode of the Growth Conversations that Matter Podcast by Infinity Nation, host Al Keck, CEO at Infinity Nation and Blend’s Adam Pearce discuss the most common CRO mistakes and share insights on how to attract and convert the right leads and customers.

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with James Ewens, Head of Ecommerce at Furniturebox UK to talk about how e‑commerce brands can sustain growth after iOS14 and rising privacy restrictions, specifically: shifting from channel-level tracking to TACoS/blended ROAS, prioritising customer lifetime value and repeat purchases, the limits of Android and desktop data, the importance of top-of-funnel spend, implications of GA4 and a cookie-less future, and emerging solutions like behavioral/fingerprint analytics and incentive-based cookie consent.

Key Topics Discussed:

• From granular channel tracking to blended measurement: why TACOS (Total Advertising Cost of Sale) / MER (Marketing Efficiency Ratio) matters now
• Why retention and Customer Lifetime Value (CLV) are more important than ever
• The limits of channel-level data after iOS 14 and risks of pulling spend too early
• Top‑of‑funnel investment still drives downstream revenue even when attribution is weak
• Using Android/desktop data, the pros and limits when sample sizes are small or cross‑device behavior skews results
• The future: GA4, cookieless tracking, behavioural/fingerprint analysis and AI-driven attribution
• Practical board-level advice: test pulling spend to prove impact (use cautiously) and run GA4 in parallel with Universal Analytics during transition

This episode was recorded in 2022

Useful Links: 

• Connect with James Ewens on LinkedIn
• Visit www.furniturebox.co.uk
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Ffion Kelly, Head of Digital at Infinity Nation to dive into the evolving world of paid media and growth partnerships to discuss what separates a traditional agency from a true growth partner. Together, they explore how to think beyond the channel and see the bigger picture: aligning every campaign, every pound spent, and every data point with your brand’s ultimate growth goals.

Key Topics Discussed:

Agency vs. Growth Partner: Why mindset matters more than media spend and how treating a client’s budget “as if it’s your own” changes everything.

Breaking the Silos: How integrating paid, organic, and performance channels delivers more dynamic, adaptable strategies.

Performance Max & Automation: Is “set and forget” ever really a good idea? Ffion explains why data hygiene, creative quality, and audience strategy still matter more than ever.

Avoiding Over-Reliance: The dangers of putting all your ad spend into one channel and how diversification protects your business from algorithm shifts.

KPIs That Actually Matter: Why every campaign needs its own measure of success (and what football goalkeepers can teach us about performance marketing).

Marketing in a Cookie-less World: How to thrive when data disappears — and why smarter partnerships will replace smarter pixels.

Consumer Relevance vs. Privacy: Will ads get less relevant as cookies disappear? Ffion uses a supermarket analogy you won’t forget.

This episode was recorded in September 2022

Useful Links: 

• Connect with Ffion Kelly on LinkedIn
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode of Infinity Nation, Founder and CEO of Infinity Nation, Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths who specialises in Intellectual Property & Media. Iona explains why greenwashing is now a major regulatory and reputational risk for brands. As consumers demand greener products and legislation tightens, advertisers must be precise, transparent and evidence-backed when making environmental claims. 

Key Topics Discussed:

• Greenwashing and why it’s a hot regulatory and reputational issue
• ASA (Advertising Standards Authority) enforcement: recent decisions and standards
• What counts as a valid green claim: specificity required (e.g., % recycled content, recyclable components, energy source)
• Evidence and substantiation: need for own data/documentation (supplier statements alone aren’t enough)
• Bigger-picture consistency: product-level claims must align with overall business practices to avoid misleading consumers
• Practical marketing guidance: be specific, have data, and consider the company-wide context
• International perspective: EU (and many other jurisdictions) are as strict or stricter than the UK; new EU laws tightening requirements
• Brand & commercial considerations: consumer demand for greener products, generational differences, cost vs. mainstream pricing trade-offs
• PR and reputational risk: ASA rulings can cause significant brand damage even without fines

This episode was recorded in July 2023.

Useful Links: 

• Connect with Iona Silverman on LinkedIn
• Learn more about Freeths
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with David Pascu from Littledata, to chat about Shopify with GA4 and how Littledata can simplify the tracking process. Littledata’s app tracks marketing channels, customer behavior, product sales performance, repeat purchases and customer lifetime value.

Key Topics Discussed:

• Shopify removed the direct Universal Analytics integration and why merchants must adopt new methods to send ecommerce data into GA4.
• GA4 is a rebuilt analytics platform designed for a cookie-less future and includes many features that were previously in Google 360.
• Universal Analytics stops processing new hits in July 2023 — start collecting GA4 data now to preserve year-on-year and historical comparisons.
• Implementing complete GA4 ecommerce tracking via Google Tag Manager can be complex and requires ongoing maintenance.
• LittleData provides an automated Shopify app combining client-side and server-side tracking to ensure full checkout and conversion capture with 100% throughput.

Useful Links: 

• Connect with David Pascue on LinkedIn
• Learn more about Littledata
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

This episode was recorded in November 2022

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Andre Brown, Founder & CEO of Advanced Commerce, to deep-dive into the critical art of on-site merchandising in e-commerce. They discuss why artificial intelligence (AI) and machine learning (ML) alone are insufficient to optimise customer experiences and boost sales, and how advanced merchandising strategies can transform online retail.

Key Highlights:

• Merchandising as a ‘Lost Art’: Andre emphasises that product curation and sequencing on e-commerce sites are often overlooked compared to customer acquisition, despite their crucial impact on conversion and average order value.
  
  
• Challenges with AI-Only Solutions: AI's limitations include reliance on past behavioural data which does not always predict future buying patterns, inability to adapt quickly to changing tastes or gifting scenarios, and difficulties handling shared devices or multiple buyers within one profile.
  
  
• Paradox of Choice for Online Shoppers: With vast product catalogs but limited visitor attention spans — normally only engaging with the first two to three pages — retailers must carefully curate what each visitor sees first, akin to physical store shelf placement but more complex.
  
  
• Becoming a Trendsetter vs. an Order Taker: Andre challenges retailers to consider whether they want to just follow trends based on past data or lead with innovative merchandising that anticipates customer needs.
  
  
• Tailored Product Sequencing: Advanced Commerce's platform uses AI to assist but combines it with customisable strategies allowing non-technical retailers to display personalised product assortments based on customer personas, thereby increasing average order value by 10-12% and monthly order volume by about 5%.
  
  
• Integration with CRM and Email Tools: The platform can connect with email marketing and CRM systems to align on-site merchandising with targeted campaigns, improving relevance and engagement.
  
  
• Quick Deployment: For Shopify users, Advanced Commerce can launch same day, with typical implementations spanning four to six weeks, allowing retailers to quickly see measurable results and iterate effectively.

This episode was recorded in June 2022

Useful Links: 

• Learn more about Advanced Commerce: https://advancedcommerce.io
• Connect on LinkedIn: Andre Brown
• Contact email: [email protected]
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Rebecca Griffiths the Founder & CEO of Primis, a customer experience expert with extensive background at Amazon and e-commerce startups, to discuss why the post-purchase phase is critical for business growth, profitability, and customer loyalty. They explore how brands often neglect their customers after the purchase, missing out on a vital revenue stream and the opportunity to build lasting relationships.

Key Topics Discussed:

• The Gap in Post-Purchase Customer Care:
  Businesses focus heavily on customer acquisition but often neglect nurturing customers after the buy button is clicked. This leads to lost opportunities for repeat purchases and higher lifetime value.
• Cost Efficiency & Customer Retention:
  Retaining a customer is more cost-effective than acquiring a new one, especially as digital ad costs continue to rise. Brands should invest in increasing customer lifetime value as a strategic priority.
• Customer Expectations Today:
  Modern customers expect seamless and branded post-purchase experiences — from order confirmations to delivery tracking — not just handoffs to third-party couriers who treat them as mere consignees.
• Insights from Amazon & E-commerce:
  Rebecca shares how Amazon’s customer-centric approach influenced her vision to help other retailers close the post-purchase experience gap by integrating branded, informative communications that reduce customer queries and increase engagement.
• Impact on Customer Service & Business KPIs:
  Implementing enhanced post-purchase communication can reduce customer service calls by up to 50%, improving bottom line and increasing Net Promoter Scores.
• Storytelling & Aspirational Content:
  Embedding relevant, aspirational content in post-purchase emails or tracking pages encourages re-engagement and upselling, making the customer journey continuous.
• Challenges with Delivery Partners:
  Choosing a cheaper courier often results in increased customer complaints and lower customer lifetime value. Investing in premium delivery experiences aligns with customer expectations and brand reputation.
• The Luxury Brand Paradox:
  Luxury brands offer white-glove offline experiences but often fail to match this service online, leading to customer frustration during the delivery phase.
• Technical Implementation:
  Premise.cx offers easy integration with popular e-commerce platforms such as Shopify, Magento, and Salesforce. The solution provides branded tracking emails and pages that engage customers post-purchase with minimal development effort.

Useful Links: 

• Connect with Rebecca Griffiths on LinkedIn 
• Learn more about Premise 
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Bobbie Ttooulis, Group Marketing Director at Global Freight Solutions, the UK’s largest multi-carrier provider, to discuss the complexities and challenges faced by UK businesses trading into Europe post-Brexit. They delve into the impact of border changes, customs documentation, and recent VAT reforms on e-commerce businesses. Bobbie offers practical advice on overcoming these hurdles, including navigating the One Stop Shop VAT scheme and fulfillment strategies, aiming to help businesses reboot their EU sales efficiency.

Key Topics Covered:

• The chaotic impact of Brexit on borderless trade with Europe 
• Challenges faced by UK e-commerce businesses due to customs paperwork and VAT changes.
• The logistical difficulties, especially with countries like Germany, and cost implications of carriers.
• Explanation of the One Stop Shop (IOSS) scheme simplifying VAT declarations across EU countries.
• Advice on adapting e-commerce sites to handle VAT calculations dynamically at checkout.
• Alternative fulfillment strategies, such as warehousing stock within the EU to avoid border complications.
• The importance of transparency to maintain a good customer experience and avoid lost orders.
• Available resources for UK businesses to get up to speed on trading requirements with the EU.

This episode was recorded in May 2022

Useful Links: 

• Global Freight Solutions https://gfsdeliver.com/ 
• Bobbie on LinkedIn: https://www.linkedin.com/in/super-charge-growth
• UK Government guidance on trading with the EU: https://www.gov.uk/transition
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Steve Robinson, founder and CEO of Omnicommerce, to delve deep into marketing spend strategies, focusing on optimising long-term value through customer lifetime value and insightful data analytics.

Key Topics Discussed:

• Introduction to Omnicommerce
• The Importance of Customer Lifetime Value (CLV) - why focusing solely on short-term metrics or new customer acquisition is risky
• Challenges for E-commerce Businesses
• Accurate Modeling of Customer Behaviour - how businesses can use a 5-year CLV trajectory within months of data collection, even with just a few months of trading data
• Marketing Spend Strategy: Acquisition vs Retention - the importance of balancing spend between acquiring new customers and encouraging repeat purchases is highlighted
• Navigating Data Privacy Changes - The impact of iOS updates on data tracking and advertising efficiency, mentioning the creative use of geographic control groups to measure marketing impact objectively

Useful Links: 

• Visit Omnicommerce's website for blog posts and white papers: omnicommerce.co.uk 
• Contact Steve to find out more: [email protected] 
• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

This episode was recorded in March 2022.

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]

In this episode, host Al Keck sits down with Riki Hooker, General Manager of Global E-Commerce Experts (GEE), to discuss the challenges and opportunities of expanding your e-commerce business beyond the UK in a post-Brexit world.

Key Topics Discussed:

• Why targeted and structured planning is crucial before entering new international markets.
• The importance of compliance, including tax, VAT, and product regulations.
• Choosing the right initial markets: Europe vs. North America—considering language, culture, and logistics.
• Common pitfalls, such as starting to export before having a strategic plan.
• The value of analyzing your product range through the 80-20 rule to identify high-potential goods for specific markets.
• Strategic warehouse locations in Europe, with a focus on the Netherlands as a major hub for Brexit-related advantages.
• Nativization of your e-commerce site: language, currency, payment methods, and cultural considerations for higher conversion.
• The significance of managing customer service across time zones to maximise sales and satisfaction.
• Leveraging third-party logistics providers to ensure seamless delivery and return processes for your international customers.

This episode was recorded in April 2022.

Useful Links: 

• Find out more about Infinity Nation 
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram
• Riki on LinkedIn: https://www.linkedin.com/in/rikihooker/

If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast.

Interested in working with Infinity Nation to create a successful digital experience for your company or product?

Get in touch to set up a meeting with our team.

[email protected]