Latest / Let's talk Marketplace / Breaking the Silo, or: Is Omnichannel dead? #LTM142

Transcript

Breaking the Silo, or: Is Omnichannel dead? #LTM142 · Let's talk Marketplace

0:00
Each
0:00
of
0:00
these
0:00
channels
0:01
has
0:01
a
0:01
purpose.
0:03
D2C
0:04
shop
0:05
is
0:05
typically
0:05
way
0:06
stronger
0:06
in
0:06
loyalty
0:07
because
0:07
you
0:07
can
0:07
apply,
0:07
for
0:08
example,
0:08
loyalty
0:08
programs.
0:09
So
0:10
if
0:10
a
0:10
customer
0:10
wants
0:10
to
0:11
have
0:11
fun
0:12
with
0:12
the
0:12
brand,
0:12
that's
0:13
the
0:13
more
0:14
likely
0:14
channel
0:15
that
0:15
they
0:15
pick.
0:16
If
0:16
they
0:17
go
0:17
to
0:17
Amazon,
0:17
they
0:18
want
0:18
convenience,
0:19
they
0:19
want
0:19
speed,
0:19
they
0:20
want
0:20
price,
0:21
while
0:22
TikTok
0:22
brings
0:23
a
0:23
lot
0:23
of
0:23
entertainment
0:24
with
0:24
the
0:24
purchase.
0:29
Let's
0:29
Talk
0:30
Marketplace
0:30
the
0:31
Marketplace
0:32
Podcast
0:32
with
0:32
Ingrid
0:33
Lommer
0:33
and
0:33
Vana
0:34
Vridichter.
0:38
Hello,
0:38
and
0:38
welcome
0:39
to
0:39
a
0:39
new
0:39
episode
0:40
of
0:40
let's
0:40
Talk
0:40
Marketplace.
0:41
I'm
0:41
Ingrid,
0:42
your
0:42
host,
0:42
as
0:42
always,
0:43
and
0:44
today
0:45
I'd
0:46
like
0:46
to
0:46
talk
0:46
about
0:46
something
0:47
that
0:47
I
0:48
think
0:48
every
0:48
one
0:48
of
0:48
you
0:49
knows
0:49
and
0:50
everyone
0:50
tells
0:50
you
0:50
it's
0:51
not
0:51
good
0:51
and
0:52
everyone's
0:52
doing
0:52
it
0:53
anyway.
0:53
And
0:54
that
0:54
is
0:55
silo
0:55
thinking.
0:56
And
0:57
yes,
0:57
on
0:57
this
0:57
show,
0:57
I
0:58
think
0:58
we
0:58
are
0:58
guilty
0:58
of
0:59
it,
0:59
just
0:59
as
0:59
anyone
0:59
else,
1:00
because
1:00
usually
1:00
we
1:00
obsess
1:01
over
1:01
the
1:01
excellence
1:02
of
1:02
the
1:02
Marketplace
1:03
channel
1:03
and
1:04
talk
1:04
a
1:04
lot
1:04
about
1:05
how
1:05
marketplaces
1:06
should
1:06
perform
1:07
and
1:07
how
1:07
Amazon
1:08
ads
1:08
are
1:08
doing
1:08
and
1:09
all
1:09
these
1:09
kinds
1:09
of
1:10
topics.
1:10
But,
1:11
well,
1:11
let's
1:12
be
1:12
honest,
1:12
it
1:12
doesn't
1:13
really
1:13
help
1:13
you
1:13
if
1:13
your
1:13
Amazon
1:14
is
1:14
really
1:15
doing
1:15
good
1:15
on
1:16
the
1:16
Amazon
1:17
channel
1:17
and
1:17
it's
1:18
a
1:18
Ferrari
1:18
there.
1:19
But
1:19
the
1:19
rest
1:19
of
1:19
the
1:20
e
1:20
commerce
1:20
engine
1:20
is
1:21
stuck
1:21
in
1:21
traffic,
1:22
so
1:22
to
1:22
speak.
1:23
So
1:24
today
1:24
I'd
1:24
like
1:25
to
1:25
open
1:25
the
1:26
view
1:26
a
1:26
bit
1:26
more,
1:27
which
1:28
all
1:28
of
1:28
us
1:28
has
1:29
to
1:29
do,
1:29
really,
1:29
because
1:30
channel
1:30
options
1:31
are
1:31
exploding
1:32
from
1:32
social
1:32
commerce
1:33
to,
1:34
I
1:34
don't
1:34
know,
1:34
AI
1:35
agents.
1:36
So
1:37
I
1:37
think
1:37
we
1:38
need
1:38
to
1:38
think
1:38
a
1:39
bit
1:39
bigger
1:40
today,
1:41
maybe
1:41
a
1:41
bit
1:42
more
1:43
networked,
1:44
or
1:44
as
1:44
my
1:44
guests
1:45
of
1:45
today
1:45
like
1:45
to
1:46
put
1:46
it,
1:46
connected.
1:47
So
1:48
we're
1:48
talking
1:48
about
1:49
the
1:49
idea
1:49
of
1:50
connected
1:50
commerce
1:51
today.
1:52
And
1:53
to
1:53
help
1:53
us
1:54
break
1:54
out
1:54
of
1:54
our
1:54
marketplace
1:55
bubble
1:56
and
1:56
understand
1:57
how
1:58
connected
1:58
commerce
1:59
truly
2:00
works,
2:00
I'm
2:01
really
2:01
happy
2:01
to
2:02
welcome
2:02
my
2:03
two
2:03
guests
2:03
today
2:03
on
2:04
the
2:04
show,
2:04
and
2:05
that
2:05
is
2:05
Janine
2:06
Hummel,
2:06
Senior
2:06
Director,
2:07
CRM
2:07
and
2:08
D2C
2:08
Commerce
2:09
at
2:09
Front
2:09
Row,
2:10
and
2:10
her
2:11
colleague
2:11
Daniel
2:12
Zemich,
2:12
director
2:13
of
2:13
E
2:13
Commerce
2:13
Consulting.
2:14
Welcome,
2:14
the
2:14
two
2:14
of
2:15
you.
2:15
It's
2:15
great
2:15
to
2:15
have
2:15
you
2:15
on
2:15
the
2:15
show.
2:16
Yeah.
2:17
Thank
2:17
you
2:17
for
2:17
having
2:17
us.
2:19
Thank
2:19
you
2:19
so
2:19
much.
2:19
Jael.
2:20
Hi,
2:20
Janine.
2:21
Hi,
2:21
Daniel.
2:22
So
2:23
maybe
2:24
before
2:24
we
2:25
get
2:25
into
2:25
it,
2:27
let's
2:28
first
2:28
explain
2:28
to
2:28
our
2:29
listeners
2:29
why
2:30
I'm
2:30
talking
2:30
to
2:31
you
2:31
when
2:32
it
2:32
comes
2:32
to
2:33
breaking
2:33
out
2:33
of
2:34
our
2:34
Amazon
2:34
bubble,
2:35
because
2:35
Front
2:36
Row
2:37
is
2:37
an
2:37
agency
2:38
that
2:39
has
2:40
a
2:40
very
2:40
strong
2:40
foundation
2:41
in
2:41
the
2:41
Amazon
2:42
area,
2:43
but
2:43
is
2:43
also
2:43
breaking
2:44
out
2:44
of
2:44
that
2:44
at
2:45
the
2:45
moment.
2:45
So
2:46
maybe
2:46
give
2:46
us
2:46
an
2:47
insight
2:47
at
2:48
first.
2:48
Where
2:48
are
2:48
you
2:48
coming
2:49
from
2:49
and
2:49
where
2:50
are
2:50
you
2:50
going
2:50
to?
2:50
Maybe.
2:51
Daniel,
2:52
why
2:52
don't
2:52
you
2:52
start?
2:54
Yeah,
2:54
sure.
2:54
So
2:54
first
2:55
of
2:55
all,
2:55
thank
2:55
you
2:55
so
2:55
much
2:55
for
2:56
having
2:56
us.
2:57
I've
2:57
been
2:57
a
2:57
listener
2:57
of
2:58
the
2:58
podcast
2:58
for
2:58
quite
2:58
a
2:59
while,
2:59
so
2:59
it's
2:59
a
2:59
great
3:00
pleasure
3:00
jumping
3:00
from
3:01
the
3:01
audience
3:01
direct
3:01
in
3:02
front
3:02
of
3:02
the
3:03
microphone.
3:05
To
3:05
give
3:05
you
3:05
some
3:05
more
3:06
background
3:06
who
3:06
I
3:06
am.
3:07
What
3:07
are
3:07
we
3:07
doing
3:07
here
3:08
at
3:08
Fronto?
3:08
I
3:09
think
3:09
it's
3:09
important
3:09
to
3:10
understand
3:10
that
3:10
I
3:11
would
3:11
say
3:11
I
3:11
have
3:11
kind
3:11
of
3:11
a
3:12
hybrid
3:12
approach
3:13
on
3:13
the
3:13
one
3:13
end.
3:14
I
3:14
have
3:14
the
3:14
like
3:14
great
3:15
pressure
3:16
pleasure
3:17
to
3:17
build
3:18
better
3:19
commerce
3:19
with
3:19
the
3:19
team
3:20
here
3:20
at
3:20
front
3:20
Row
3:20
for
3:21
our
3:21
clients.
3:22
But
3:22
I
3:22
also
3:22
spend
3:23
several
3:23
hours
3:24
on
3:24
actually
3:25
several
3:25
years
3:25
building
3:26
up
3:26
my
3:26
own
3:27
private
3:27
label
3:27
brands.
3:28
So
3:28
on
3:28
the
3:28
one
3:28
hand,
3:29
I
3:29
can
3:29
really
3:30
understand
3:31
the
3:31
corporate
3:31
language
3:32
and
3:32
speak
3:32
about
3:32
strategy.
3:33
What
3:34
kind
3:34
of
3:34
products
3:34
are
3:34
you
3:35
having?
3:36
Different
3:37
ones.
3:37
So
3:37
in
3:37
the
3:37
end
3:37
was
3:38
like
3:38
three
3:39
brands.
3:39
One
3:39
for
3:40
LED
3:40
supplies,
3:41
like
3:42
lamps.
3:42
When
3:43
you
3:43
renovate
3:44
your
3:44
home,
3:45
that's
3:45
like
3:45
the
3:45
go
3:45
to
3:45
brand
3:46
and.
3:47
Or
3:47
hopefully
3:48
the
3:48
go
3:48
to
3:48
brand.
3:49
And
3:49
then
3:50
I
3:50
had
3:50
a
3:50
brand
3:50
for
3:51
baking
3:51
products.
3:52
So
3:52
I
3:52
think
3:52
it
3:53
was
3:53
a
3:53
big
3:53
thing.
3:53
Especially
3:54
during
3:54
COVID
3:55
everyone
3:55
stayed
3:55
home,
3:56
start
3:56
baking
3:57
their
3:57
own
3:57
bread
3:58
and
3:58
I
3:58
was
3:58
the
3:58
one
3:59
selling
3:59
the
4:00
bread
4:00
lids.
4:01
So
4:02
all
4:02
these
4:02
cast
4:03
iron
4:03
products.
4:04
And
4:04
then
4:04
was
4:04
like
4:05
also
4:05
smaller
4:05
brand
4:06
in
4:06
the
4:06
coffee
4:06
and
4:07
tea
4:08
category.
4:09
But
4:10
in
4:10
the
4:10
end
4:10
it
4:10
was
4:10
like
4:11
more
4:12
yeah,
4:12
these
4:12
typical
4:14
white
4:14
label
4:15
FBA
4:15
products
4:16
ordering
4:17
in
4:17
China,
4:18
put
4:18
like
4:19
a
4:19
brand
4:19
on
4:19
it,
4:19
start
4:20
selling
4:20
it
4:21
in
4:21
Germany
4:22
or
4:22
like
4:22
all
4:23
Europe
4:23
in
4:23
the
4:24
end.
4:24
So
4:25
that's
4:25
kind
4:25
of
4:25
my
4:25
approach.
4:26
Super
4:27
strategic
4:27
with
4:27
the
4:28
clients,
4:28
super
4:28
operational
4:29
and
4:30
like
4:30
knowing
4:30
all
4:30
these
4:31
pains.
4:31
And
4:32
I
4:32
know
4:32
because
4:32
like
4:32
I
4:33
said,
4:33
I'm
4:33
an
4:33
active
4:34
listener
4:34
of
4:34
the
4:34
podcast.
4:35
You
4:35
always
4:35
ask
4:36
for
4:36
a
4:36
fun
4:37
fact
4:37
of
4:37
everyone.
4:38
So
4:38
I
4:39
bought
4:39
my
4:39
own.
4:40
And
4:41
then
4:42
thinking
4:42
about
4:42
it,
4:42
I
4:43
come
4:43
to
4:43
the
4:44
conclusion.
4:45
My
4:45
fun
4:45
thing
4:45
is
4:46
I
4:46
start
4:47
humming
4:47
when
4:47
I
4:47
eat
4:48
food.
4:48
But
4:48
like
4:49
not
4:49
every
4:49
food,
4:50
especially
4:50
the
4:50
really
4:50
good
4:51
food.
4:51
So
4:51
whenever
4:51
I
4:52
eat
4:52
like
4:52
really,
4:52
really
4:53
proper
4:53
good
4:53
food
4:54
food,
4:54
I
4:55
start
4:55
humming.
4:56
I
4:56
don't
4:56
know
4:56
where
4:57
it's
4:57
come
4:57
from,
4:57
but
4:58
yeah,
4:59
at
4:59
the
4:59
moment
4:59
it's
5:00
lot
5:00
of.
5:00
It's
5:00
a
5:00
lot
5:01
of
5:01
Rocky
5:02
Balboa.
5:03
So
5:03
yeah,
5:04
I
5:04
don't
5:04
know
5:04
why,
5:05
but
5:05
that's
5:05
the
5:05
fun
5:06
fact.
5:06
That's
5:07
an
5:07
interesting
5:07
choice
5:08
for
5:09
experiencing
5:10
your
5:10
food.
5:11
Going
5:11
for
5:11
occupied
5:12
boa.
5:12
But
5:12
that's
5:13
interesting,
5:13
right?
5:14
Thank
5:14
you
5:14
for
5:14
this
5:15
introduction
5:16
and
5:17
your
5:17
background,
5:17
which
5:18
we
5:18
will
5:18
definitely
5:19
come
5:19
back
5:19
to,
5:19
I
5:19
think.
5:20
So
5:21
Janine,
5:21
what
5:22
about
5:22
you?
5:22
Where
5:22
are
5:22
you
5:23
coming
5:23
from?
5:23
What
5:23
are
5:23
you
5:23
doing
5:24
inside
5:24
of
5:25
front
5:25
row?
5:25
And
5:26
why
5:26
am
5:26
I
5:26
talking
5:27
about
5:27
connected
5:27
commerce
5:28
to
5:28
you
5:28
today?
5:30
Thank
5:30
you.
5:31
It's
5:31
actually
5:32
kind
5:32
of
5:32
funny
5:33
because
5:33
I've
5:34
been
5:34
your
5:34
typical
5:36
you
5:36
will
5:36
love
5:37
content
5:37
and
5:37
design
5:38
fan.
5:39
So
5:39
when
5:39
I
5:39
first
5:40
started
5:40
out
5:40
I
5:40
actually
5:40
was
5:41
in
5:41
a
5:41
completely
5:41
different
5:42
sector
5:42
of
5:43
digital
5:43
marketing,
5:44
but
5:44
fell
5:45
in
5:45
love
5:45
really
5:45
early
5:46
on
5:46
with
5:46
everything
5:46
that
5:47
has
5:47
to
5:47
do
5:47
with
5:47
retention,
5:48
marketing,
5:48
CRM,
5:50
the
5:50
technology
5:51
behind
5:51
it,
5:52
and
5:52
found
5:53
my
5:53
way
5:53
to
5:53
Hamburg
5:54
and
5:54
back
5:55
then
5:55
to
5:55
think
5:55
three,
5:56
which
5:57
was
5:57
the
5:57
former
5:58
front
5:58
row
5:59
and
5:59
what,
6:00
10
6:00
years
6:01
ago,
6:01
actually
6:02
kind
6:02
of
6:02
a
6:02
dinosaur,
6:03
agency
6:03
wise.
6:04
What
6:04
I
6:05
found
6:05
really
6:05
intriguing
6:06
about
6:07
Thing
6:07
three
6:07
and
6:08
Front
6:08
Row
6:08
is
6:08
that
6:10
from
6:10
the
6:10
get
6:10
go,
6:11
we
6:11
were
6:11
always
6:12
open
6:12
to
6:14
figuring
6:14
out
6:14
what
6:14
the
6:15
next
6:15
step
6:16
is
6:16
in
6:16
ecom.
6:16
So
6:17
it
6:17
wasn't
6:17
that
6:17
there
6:17
was
6:19
initially
6:19
a
6:19
target
6:19
to
6:20
become
6:20
an
6:20
Amazon
6:20
agency
6:21
or
6:21
Amazon
6:21
expert,
6:22
but
6:22
it
6:22
was
6:22
very
6:22
much
6:22
a
6:23
what
6:24
will
6:24
be
6:24
needed
6:25
in
6:25
the
6:26
coming
6:26
years,
6:27
months,
6:29
century,
6:30
I
6:30
don't
6:30
know.
6:31
And
6:31
the
6:32
team
6:32
then
6:32
went
6:32
ahead
6:33
and
6:33
started
6:33
building
6:34
a
6:34
thesis
6:35
around
6:35
it,
6:35
a
6:35
hypothesis,
6:36
and
6:37
then
6:37
started
6:37
applying
6:38
this
6:38
to
6:38
the
6:38
market
6:39
and
6:40
this
6:41
thinking
6:42
of
6:42
what's
6:43
next
6:43
in
6:43
terms
6:43
of
6:44
commerce.
6:44
That
6:44
is
6:45
what
6:45
was
6:46
the
6:46
red
6:46
line
6:47
that
6:47
pulled
6:47
through
6:48
my
6:48
last
6:49
10
6:49
years
6:49
here
6:49
at
6:50
Front
6:50
Row.
6:50
I'm
6:51
currently
6:52
responsible
6:52
for
6:52
D2C
6:53
as
6:53
a
6:54
whole,
6:54
so
6:54
everything
6:54
that's
6:55
actually
6:55
happening
6:56
off
6:56
Amazon.
6:56
So
6:56
I'm
6:57
your,
6:58
I'm
6:58
your
6:58
joker
6:59
for
6:59
today
6:59
for
7:00
this
7:00
conversation.
7:01
But
7:02
I
7:02
think
7:02
what
7:02
we
7:02
are
7:03
seeing
7:03
for
7:03
us
7:03
internally
7:04
and
7:04
in
7:04
the
7:04
market
7:05
is
7:05
very
7:06
much
7:06
this
7:06
rethinking
7:07
of
7:08
what
7:09
need,
7:09
what
7:09
needs
7:10
to
7:10
come
7:10
next.
7:11
So
7:11
we
7:12
figured
7:12
out
7:12
what
7:12
the
7:13
different
7:14
channels
7:14
the
7:14
market
7:15
are
7:15
for
7:15
themselves.
7:17
And
7:17
now
7:17
the
7:17
question
7:18
is
7:19
now
7:19
that
7:19
we
7:19
are
7:19
at
7:19
a
7:20
point
7:20
where
7:20
we
7:20
develop
7:21
them
7:21
so
7:22
far
7:23
next
7:23
to
7:23
each
7:23
other,
7:24
when
7:25
do
7:25
we
7:25
actually
7:25
manage
7:26
to
7:26
bridge
7:27
them
7:27
into
7:28
one
7:28
cohesive
7:29
experience,
7:30
one
7:30
cohesive
7:31
system
7:31
for
7:32
the
7:33
customer?
7:33
And
7:33
I
7:33
think
7:34
that
7:34
is
7:34
what's
7:35
happening
7:36
right
7:36
now,
7:37
putting
7:38
the
7:38
question
7:38
out
7:39
and
7:39
trying
7:40
to
7:40
find
7:40
an
7:40
answer.
7:42
Okay,
7:45
right
7:46
then
7:46
I
7:47
guess
7:47
let's
7:47
start
7:48
into
7:48
the
7:48
discussion
7:50
in
7:50
a
7:50
minute.
7:51
But
7:51
first,
7:51
you
7:51
also
7:52
have
7:52
a
7:52
fun
7:52
fact
7:52
for
7:52
us.
7:54
I
7:54
wasn't
7:55
prepared,
7:55
actually.
7:56
You
7:57
can
7:57
imagine
7:57
I'm
7:58
outing
7:58
myself.
7:58
I'm
7:59
obviously
7:59
as
7:59
D2C.
8:00
I'm
8:00
not
8:01
hearing
8:01
marketplace
8:02
podcasts
8:02
so
8:03
often.
8:05
No,
8:05
I
8:05
think
8:06
one
8:06
fun
8:06
fact
8:07
that
8:07
a
8:07
lot
8:07
of
8:07
people
8:08
never
8:08
really
8:09
believe
8:09
when
8:09
I
8:09
tell
8:10
them
8:10
is
8:11
I
8:11
kind
8:12
of
8:12
look
8:12
like
8:12
you're.
8:13
I
8:13
don't
8:13
want
8:14
to
8:14
go
8:14
into
8:14
like
8:15
cliches,
8:16
but
8:16
I
8:16
don't
8:16
look
8:17
like
8:17
it.
8:17
I'm
8:18
a
8:18
really
8:18
heavy
8:18
gamer.
8:19
So
8:20
everything
8:20
that
8:21
comes
8:22
in
8:22
mind,
8:22
from
8:23
World
8:23
of
8:23
Warcraft
8:24
to
8:25
mobile
8:25
games,
8:26
Nintendo
8:26
Switch,
8:27
you
8:28
will
8:28
never
8:28
beat
8:28
me
8:29
in
8:29
a
8:29
game
8:29
of
8:30
Super
8:30
Nintendo
8:31
Mario
8:31
Kart.
8:33
Maybe
8:33
that's
8:33
my
8:34
fun
8:34
fact.
8:34
Because
8:34
if
8:35
you
8:35
meet
8:35
me,
8:35
if
8:36
you
8:36
see
8:36
me,
8:37
you
8:37
would
8:37
never
8:38
guess
8:39
that
8:39
that's
8:39
hiding
8:40
in
8:40
there.
8:41
That's
8:42
nice.
8:43
I
8:43
always
8:44
welcome
8:45
fellow
8:45
gamers
8:46
and
8:46
nerds
8:46
on
8:46
this
8:46
show.
8:47
So
8:47
be
8:47
welcome.
8:49
Right,
8:50
okay.
8:51
So
8:51
yeah,
8:52
let's
8:52
talk
8:53
about
8:53
how
8:54
to
8:54
break
8:54
out
8:54
of
8:55
our,
8:56
in
8:56
this
8:57
case,
8:57
marketplace
8:57
silo
8:58
and
8:59
look
8:59
at
8:59
commerce
9:00
in
9:00
a
9:00
bit
9:00
more
9:01
connected
9:02
way.
9:03
And
9:03
we'll
9:03
get
9:03
into
9:04
this
9:04
after
9:04
a
9:04
very
9:04
short
9:05
advertising
9:06
break.
9:11
If
9:12
you
9:12
are
9:12
a
9:12
seller
9:13
or
9:13
a
9:13
brand
9:13
planning
9:14
to
9:14
expand
9:14
into
9:15
the
9:15
Netherlands,
9:15
then
9:16
there
9:16
here
9:16
is
9:17
one
9:17
uncomfortable
9:18
truth
9:18
that
9:18
you
9:18
need
9:19
to
9:19
Next
9:20
day
9:20
delivery
9:21
is
9:21
not
9:21
a
9:21
competitive
9:22
advantage
9:23
here,
9:23
it's
9:23
the
9:23
entry
9:24
ticket.
9:25
The
9:25
Dutch
9:25
market,
9:26
with
9:26
Boel
9:26
as
9:27
its
9:27
largest
9:27
marketplace,
9:28
operates
9:28
by
9:29
a
9:29
bit
9:29
of
9:30
a
9:30
different
9:30
logic
9:30
than
9:30
many
9:31
other
9:31
EU
9:31
markets
9:32
due
9:32
to
9:33
its
9:33
size
9:34
and
9:34
its
9:34
more
9:35
demanding
9:35
customers.
9:36
Order
9:37
today,
9:37
delivery
9:38
tomorrow
9:38
isn't
9:38
the
9:38
premium
9:39
promise
9:39
here,
9:40
it's
9:40
the
9:40
baseline
9:41
expectation.
9:42
And
9:42
apart
9:42
from
9:43
that,
9:43
speed
9:43
alone
9:44
doesn't
9:44
really
9:45
cut
9:45
it.
9:45
What
9:45
really
9:46
matters
9:46
is
9:46
delivering
9:47
reliably
9:47
every
9:48
single
9:48
time.
9:49
And
9:49
if
9:49
sellers
9:50
can't
9:50
consistently
9:51
keep
9:51
these
9:51
delivery
9:52
promises,
9:52
they
9:53
will
9:53
sooner
9:53
or
9:54
later
9:54
be
9:54
pushed
9:54
out
9:55
of
9:55
the
9:55
Dutch
9:55
market.
9:56
That's
9:57
because
9:57
delivery
9:58
quality
9:58
is
9:58
no
9:58
longer
9:58
assessed
9:59
by
9:59
gut
9:59
feeling.
10:00
Platforms
10:01
like
10:01
Wool
10:02
measure
10:02
it
10:02
very
10:03
precisely
10:03
and
10:04
translate
10:04
it
10:04
into
10:04
strict
10:05
requirements
10:05
that
10:06
sellers
10:06
must
10:06
meet.
10:07
And
10:07
these
10:08
requirements
10:08
directly
10:09
affect
10:09
visibility
10:10
and
10:10
performance.
10:11
What
10:11
this
10:11
means
10:12
in
10:12
practice
10:12
for
10:13
you
10:13
as
10:13
sellers
10:13
and
10:13
brands,
10:14
why
10:14
next
10:15
day
10:15
delivery
10:15
alone
10:16
isn't
10:16
sufficient,
10:17
and
10:17
which
10:18
mistakes
10:18
international
10:19
players
10:19
keep
10:20
making
10:20
in
10:20
the
10:20
Dutch
10:21
market
10:21
is
10:22
what
10:22
we've
10:22
broken
10:23
down
10:23
in
10:23
our
10:23
blog
10:23
post.
10:24
You'll
10:24
find
10:24
the
10:24
link,
10:25
as
10:25
always,
10:25
in
10:26
the
10:26
show
10:26
notes.
10:32
Okay,
10:33
right,
10:33
let's
10:33
dive
10:33
in.
10:35
So
10:36
maybe
10:36
to
10:36
understand
10:36
the
10:37
concept
10:37
of
10:38
connected
10:38
commerce
10:39
a
10:39
bit
10:39
more,
10:40
maybe
10:41
the
10:42
two
10:42
of
10:42
you
10:43
could
10:43
give
10:43
me
10:43
an
10:44
example
10:44
of
10:45
what
10:45
it
10:45
looks
10:46
like
10:46
today.
10:47
So
10:47
what
10:47
is
10:47
the
10:48
not
10:48
connected
10:49
commerce
10:50
version?
10:51
What
10:51
is
10:52
normal
10:52
for
10:52
most
10:53
brands,
10:53
especially
10:54
at
10:54
the
10:54
moment,
10:55
how
10:55
they
10:55
deal
10:55
with
10:56
their
10:56
different
10:57
e
10:57
commerce
10:58
and
10:58
online
10:58
channels
10:59
and
11:00
what
11:00
in
11:00
comparison
11:01
the
11:02
connected
11:02
version
11:02
of
11:03
this
11:03
could
11:03
look
11:04
like?
11:05
Maybe.
11:06
Daniel,
11:07
could
11:07
you
11:07
give
11:07
us
11:07
an
11:08
update?
11:08
Like
11:08
how
11:08
it's.
11:09
How
11:09
it's
11:09
today?
11:10
Yeah,
11:11
sure.
11:11
So
11:12
maybe
11:13
let
11:13
me
11:13
start
11:13
with
11:13
the
11:14
gold
11:14
standard.
11:14
So
11:15
that's
11:15
the
11:15
North
11:16
Star
11:16
we
11:16
want
11:16
to
11:17
create
11:17
with
11:17
like
11:17
all
11:17
our
11:18
brands.
11:18
And
11:19
I
11:19
think
11:19
it's
11:19
important
11:20
to
11:20
really
11:20
understand
11:21
what
11:21
we
11:21
mean
11:22
with
11:22
these
11:22
connected
11:22
approach.
11:23
And
11:24
I
11:24
always
11:24
try
11:24
to
11:25
explain
11:25
it.
11:27
Think
11:27
of
11:28
how
11:28
you
11:28
listen
11:28
to
11:29
Spotify,
11:29
for
11:29
example.
11:30
You
11:30
wake
11:30
up
11:30
in
11:30
the
11:31
morning,
11:31
put
11:31
on
11:31
your
11:32
favorite
11:32
jam,
11:32
go
11:33
to
11:33
the
11:33
shower,
11:34
next
11:34
speaker,
11:35
you're
11:35
still
11:35
in
11:36
the
11:36
flow.
11:36
You
11:36
go
11:37
to
11:37
the
11:37
car,
11:37
don't
11:38
have
11:38
to
11:38
switch,
11:38
don't
11:39
have
11:39
to
11:39
like
11:39
re
11:40
loop
11:40
or
11:40
get
11:40
back
11:41
to
11:41
the,
11:41
to
11:42
the,
11:42
to
11:42
the
11:43
song
11:43
you
11:43
listened
11:43
at.
11:44
And
11:44
then
11:44
you're
11:44
at
11:45
work,
11:45
put
11:45
on
11:45
your
11:45
headphones
11:46
and
11:46
it's
11:47
still
11:47
the
11:47
same
11:47
flow.
11:48
And
11:48
this
11:49
is
11:49
how
11:49
a
11:49
customer
11:49
journey
11:50
should
11:50
look
11:50
like.
11:50
What?
11:51
Right?
11:51
It
11:52
shouldn't
11:52
be
11:52
like
11:52
paused,
11:53
play
11:53
again,
11:54
played
11:54
paused,
11:56
look
11:56
back.
11:56
It
11:56
should
11:56
be
11:57
like
11:57
flow.
11:58
And
11:58
in
11:59
my
11:59
opinion,
12:00
nowadays
12:01
customers,
12:02
or
12:02
let's
12:03
start
12:03
from
12:03
the
12:03
brand
12:03
sides,
12:04
brand
12:05
don't
12:08
think
12:08
like
12:08
that.
12:08
They
12:09
always
12:09
look
12:10
at
12:10
silos
12:10
on
12:11
a
12:11
channel,
12:11
so
12:11
they
12:12
always
12:12
look
12:12
at
12:12
pipes.
12:13
Speaking
12:13
about
12:13
omnichannel,
12:14
Omnichannel,
12:15
I
12:15
think
12:15
it
12:15
was
12:15
the
12:15
biggest
12:16
buzzword
12:16
over
12:16
the
12:16
last
12:16
years.
12:17
But
12:17
to
12:18
be
12:18
honest
12:18
and
12:19
to
12:19
be
12:19
realistic,
12:19
I
12:20
think
12:20
we
12:21
should
12:21
bury
12:21
that.
12:21
So
12:22
omnichannel,
12:23
for
12:23
me
12:23
it's
12:23
kind
12:23
of
12:23
a
12:24
dead
12:24
thesis
12:25
because
12:25
in
12:25
the
12:25
end,
12:26
just
12:26
coming
12:26
from
12:27
the
12:27
name
12:27
Omnichannel,
12:28
that
12:29
implies
12:29
that
12:29
they
12:30
are
12:30
different
12:30
channels.
12:30
But
12:31
in
12:31
the
12:31
end
12:31
it's
12:31
one
12:31
ecosystem
12:32
because
12:32
there's
12:33
only
12:33
one
12:34
customer
12:34
experience.
12:35
And
12:35
also
12:37
customer
12:37
don't
12:37
have
12:38
different
12:38
departments
12:39
as
12:39
for
12:39
example,
12:40
brands
12:40
have.
12:40
So
12:40
why
12:40
should
12:41
brands
12:41
have
12:41
different
12:42
departments?
12:42
So
12:43
our
12:43
approach
12:43
is
12:44
here
12:44
really
12:44
to
12:44
connect
12:45
everything.
12:46
Not
12:46
only
12:46
the
12:46
data,
12:47
not
12:47
only
12:48
different
12:48
channels.
12:48
In
12:49
the
12:49
end
12:49
it's
12:49
all
12:50
about
12:50
the
12:50
touch
12:50
point
12:51
where
12:51
the
12:52
customer
12:52
can
12:53
interact
12:53
with
12:53
the
12:54
brand.
12:54
So
12:54
you
12:55
see,
12:55
I'm
12:55
super
12:55
bad
12:55
in
12:56
giving
12:56
short
12:56
answers,
12:57
but
12:57
this
12:57
is
12:57
kind
12:57
of
12:58
the
12:58
how
12:58
we
12:58
look
12:59
and
12:59
how
12:59
we
12:59
see
12:59
connected
13:00
commerce.
13:00
So
13:00
like
13:00
put
13:01
everything
13:01
not
13:02
in
13:02
the
13:02
line
13:02
because
13:03
to
13:03
be
13:03
honest,
13:04
these
13:04
like
13:04
old
13:05
Aida
13:06
sales
13:06
funnel
13:07
also
13:07
this
13:07
is
13:07
linear,
13:08
it's
13:08
so
13:09
dead
13:09
because
13:10
customers
13:10
tend
13:10
to
13:11
like
13:11
jump
13:11
from
13:11
a
13:11
review
13:12
page
13:12
to
13:12
the
13:12
checkout,
13:13
back
13:13
to
13:13
social,
13:14
seeing
13:14
the
13:14
product
13:15
offline.
13:15
And
13:15
in
13:16
the
13:16
end
13:16
it's
13:16
like
13:16
connecting
13:17
online
13:17
offline,
13:17
old
13:18
data,
13:19
kind
13:19
of
13:19
everything.
13:22
Janine,
13:23
maybe
13:24
you
13:24
can
13:24
help
13:24
me
13:25
get
13:25
this
13:25
a
13:25
bit
13:25
more
13:26
tangible.
13:27
So
13:28
what
13:28
would
13:28
a
13:28
journey
13:29
of
13:29
a
13:29
customer
13:31
who
13:31
is
13:31
buying,
13:32
I
13:32
don't
13:32
know,
13:33
new
13:33
sports
13:33
shoes.
13:34
Let's
13:34
make
13:34
this
13:35
really
13:35
concrete
13:36
look
13:37
like
13:37
in
13:37
a
13:37
connected
13:38
commerce
13:39
scenario.
13:41
I
13:41
think
13:41
the
13:41
main
13:42
difference
13:42
is
13:43
that
13:44
prior
13:44
to
13:44
thinking
13:45
about
13:45
this
13:45
approach,
13:46
what
13:46
happened
13:47
is
13:47
that
13:48
each
13:48
channel
13:49
for
13:49
themselves
13:51
were
13:51
kind
13:51
of
13:51
fighting
13:52
a
13:52
single
13:53
battle.
13:54
And
13:54
the
13:55
brand,
13:55
the
13:55
company
13:55
behind
13:56
it,
13:56
had
13:56
a
13:56
very
13:57
specific
13:57
goal
13:59
about
14:00
where
14:00
certain
14:01
products
14:02
were
14:02
to
14:02
be
14:02
placed.
14:04
Talking
14:05
access
14:05
control.
14:06
Like
14:07
if
14:07
we
14:07
go
14:07
back
14:07
10
14:08
years,
14:08
20
14:08
years,
14:10
the
14:10
brand
14:10
itself,
14:10
the
14:11
company
14:11
itself
14:11
had
14:12
full
14:12
control
14:13
over
14:13
where
14:13
to
14:13
place
14:14
the
14:14
product,
14:14
to
14:15
what
14:15
price.
14:16
And
14:16
the
14:16
customer
14:17
was
14:17
kind
14:17
of
14:18
going
14:18
with
14:19
the
14:19
brand
14:19
to
14:19
these
14:20
different
14:20
checkouts.
14:21
And
14:21
what
14:21
switched
14:22
now
14:22
heavily
14:23
is
14:23
that
14:23
this
14:24
is
14:24
not
14:24
the
14:24
case
14:24
anymore
14:25
because
14:26
we
14:26
do
14:26
have
14:26
this
14:27
via
14:27
a
14:27
variety
14:28
of
14:28
Amazon,
14:29
other
14:29
retailers,
14:30
D2C
14:31
shops,
14:31
TikTok
14:32
shop.
14:33
And
14:33
so
14:34
what
14:34
happened
14:35
is
14:36
that
14:37
the
14:37
brand
14:37
now
14:38
needs
14:38
to
14:38
follow
14:38
the
14:39
customer
14:40
instead
14:40
of
14:40
the
14:40
other
14:41
way
14:41
around.
14:42
What
14:42
does
14:42
this
14:42
mean
14:43
for
14:44
a
14:44
customer
14:44
journey
14:45
and
14:45
for
14:45
different
14:45
channels?
14:47
The
14:47
Way
14:47
that
14:47
we
14:47
think
14:48
it
14:48
is,
14:49
that
14:49
user
14:50
could
14:50
start
14:50
the
14:50
journey
14:51
on
14:51
TikTok.
14:52
See
14:52
a
14:53
video,
14:53
gets
14:54
content
14:54
shared
14:55
by
14:55
a
14:55
friend
14:56
or
14:56
a
14:56
family
14:56
member,
14:57
gets
14:58
to
14:58
Amazon,
14:58
has
14:59
a
14:59
first
14:59
look
14:59
at,
15:00
for
15:00
example,
15:01
reviews,
15:02
doesn't
15:03
really
15:03
make
15:03
a
15:03
purchase
15:04
decision,
15:04
but
15:04
goes
15:05
back
15:06
to,
15:06
for
15:07
example,
15:07
two
15:07
days
15:07
later,
15:08
ChatGPT
15:09
asks
15:09
for
15:09
a
15:10
recommendation,
15:10
product
15:11
comparisons,
15:12
thinks
15:12
about
15:13
it
15:13
a
15:13
bit
15:13
longer,
15:14
goes
15:14
to
15:15
the
15:15
webshop,
15:16
compares
15:16
the
15:16
price
15:17
to
15:17
Amazon,
15:18
and
15:18
then
15:18
days
15:19
later
15:19
decides
15:20
that,
15:20
for
15:21
example,
15:21
this
15:21
person
15:22
goes
15:22
back
15:22
to
15:22
TikTok
15:23
shop
15:23
and
15:23
buys
15:23
there
15:24
or
15:24
goes
15:24
to
15:25
Amazon.
15:26
So
15:27
it's
15:27
really
15:27
not
15:28
the
15:29
brand
15:29
deciding
15:30
what
15:31
the
15:31
user
15:31
journey
15:32
and
15:32
the
15:32
purchase
15:32
journey
15:33
looks
15:33
like
15:33
anymore,
15:34
but
15:34
it's
15:34
very
15:34
much
15:34
the
15:35
customer
15:36
who
15:36
decides
15:37
what
15:37
that
15:37
very
15:38
individual
15:38
journey
15:39
is.
15:40
And
15:40
then
15:41
what
15:42
our
15:42
task
15:42
is
15:42
is
15:43
really
15:43
make
15:43
sure
15:44
that
15:44
no
15:44
matter
15:45
where
15:45
the
15:45
journey
15:45
happens,
15:46
we
15:47
are
15:47
there,
15:47
we
15:47
are
15:47
showing
15:48
up,
15:48
and
15:48
we're
15:49
doing
15:49
it
15:49
in
15:49
a
15:49
way
15:50
that
15:50
is
15:50
proper
15:50
for
15:51
the
15:51
customer,
15:52
for
15:52
the
15:52
brand
15:52
and
15:53
for
15:53
the
15:53
channel.
15:57
I'd
15:57
like
15:57
to
15:59
go
15:59
back
15:59
to
16:00
something
16:00
you
16:00
just
16:00
said,
16:01
which
16:01
was
16:02
the
16:02
brand
16:03
should
16:03
follow
16:03
the
16:04
customer,
16:04
not
16:04
the
16:05
other
16:05
way
16:05
around.
16:07
This
16:07
is
16:07
not
16:07
a
16:07
new
16:08
concept
16:08
in
16:08
a
16:08
way,
16:09
but
16:10
up
16:10
to
16:10
now
16:11
that
16:11
meant
16:12
you
16:12
have
16:12
to
16:12
be
16:13
present
16:13
in
16:14
all
16:14
the
16:15
channels
16:15
that
16:16
your
16:16
customer
16:17
might
16:17
use.
16:18
But
16:19
what
16:19
I'm
16:19
hearing
16:20
here
16:20
is
16:21
a
16:21
more
16:22
personal
16:22
approach.
16:23
So
16:23
how
16:23
do
16:24
you
16:24
think
16:24
that
16:25
brands
16:26
should
16:26
actually
16:27
follow
16:27
through?
16:28
How
16:28
could
16:28
they
16:29
follow
16:29
the
16:29
customer?
16:30
I
16:30
mean,
16:30
they
16:30
can't
16:31
really
16:31
follow
16:31
them
16:31
across
16:32
different
16:33
platforms,
16:33
can
16:33
they?
16:36
I
16:36
think
16:36
that's
16:37
actually
16:37
two
16:37
questions.
16:39
I'm
16:39
not
16:40
sure
16:40
if
16:40
I
16:40
would
16:40
call
16:41
it
16:41
more
16:41
personalized,
16:42
but
16:42
what
16:43
I
16:43
believe
16:43
is
16:44
that
16:44
brands
16:44
need
16:45
to
16:45
think
16:46
how
16:47
they
16:47
show
16:47
up
16:48
on
16:48
a
16:48
specific
16:48
channel
16:50
way
16:50
more
16:50
intentional
16:51
than
16:52
they
16:52
did
16:52
before.
16:53
Because
16:53
if
16:53
you
16:54
look
16:54
at
16:54
what
16:54
the
16:54
customer
16:55
does
16:55
with
16:55
certain
16:56
channels
16:56
that
16:57
are
16:57
in
16:57
the
16:57
journey
16:58
is
16:59
each
16:59
of
16:59
these
16:59
channels
17:00
has
17:00
a
17:01
purpose.
17:02
D2C
17:03
shop
17:04
is
17:04
typically
17:05
way
17:05
stronger
17:05
in
17:05
loyalty
17:06
because
17:06
you
17:06
can
17:07
apply,
17:07
for
17:07
example,
17:07
loyalty
17:08
programs.
17:09
So
17:09
if
17:09
a
17:09
customer
17:09
wants
17:10
to
17:10
have
17:10
fun
17:11
with
17:11
the
17:11
brand,
17:12
that's
17:12
the
17:13
more
17:13
likely
17:13
channel
17:14
that
17:14
they
17:14
pick.
17:16
If
17:16
they
17:16
go
17:16
to
17:16
Amazon,
17:17
they
17:17
want
17:17
convenience,
17:18
they
17:18
want
17:18
speed,
17:19
they
17:19
want
17:19
price,
17:20
while
17:21
TikTok
17:22
brings
17:22
a
17:22
lot
17:22
of
17:22
entertainment
17:23
with
17:23
the
17:24
purchase.
17:24
And
17:25
so
17:25
I
17:25
think
17:25
it's
17:25
not
17:26
a
17:26
question
17:27
of
17:27
personalization
17:28
in
17:28
that
17:29
sense
17:29
primarily,
17:30
but
17:30
showing
17:30
up
17:30
on
17:31
the
17:31
channel
17:31
in
17:31
the
17:31
way
17:32
that's
17:32
proper
17:33
for
17:33
the
17:33
specific
17:34
channel.
17:35
And
17:35
then
17:36
going
17:36
to
17:36
the
17:36
second
17:36
question
17:37
of
17:37
how
17:37
do
17:38
we
17:38
actually
17:38
follow
17:38
them
17:39
through?
17:40
This
17:40
is
17:40
what
17:40
we
17:41
are
17:41
figuring
17:41
out
17:41
at
17:42
the
17:42
moment.
17:43
More
17:43
and
17:43
more
17:43
brands
17:44
that
17:44
we
17:44
are
17:44
talking
17:45
to
17:45
are
17:45
heavily
17:46
investing,
17:47
not
17:47
in
17:48
BI
17:48
and
17:48
the
17:49
whole
17:49
bus
17:49
that
17:49
we
17:50
had
17:51
years
17:51
ago,
17:52
but
17:52
they
17:52
are
17:53
going
17:53
more
17:54
into
17:54
figuring
17:55
out
17:55
what
17:56
identity
17:57
actually
17:57
looks
17:57
like
17:59
in
17:59
the
17:59
digital
17:59
frame.
18:00
So
18:00
how
18:01
can
18:01
we
18:01
apply
18:01
an
18:02
identity
18:02
through
18:03
a
18:03
customer
18:03
that
18:03
then
18:04
actually
18:04
moves
18:05
through
18:05
the
18:06
different
18:06
channels?
18:06
How
18:07
can
18:07
we
18:07
identify
18:08
the
18:08
user
18:08
on
18:08
the
18:08
different
18:09
channels
18:09
and
18:09
map
18:10
this
18:10
back
18:10
so
18:11
that
18:11
we
18:11
have
18:11
this
18:11
cohesive
18:13
look?
18:13
And
18:14
I
18:14
think
18:14
a
18:14
few
18:15
channels
18:15
are
18:15
really
18:15
close
18:16
to
18:16
that.
18:17
And
18:18
maybe
18:19
not
18:19
the
18:19
marketplace
18:20
expert
18:20
here
18:20
as
18:21
the
18:21
SD2C
18:22
Joker,
18:23
but
18:24
obviously
18:24
for
18:24
Shop,
18:25
that's
18:25
super
18:25
easy
18:26
because
18:26
we
18:27
have
18:27
the
18:27
capabilities
18:27
to
18:28
go
18:28
into
18:28
data
18:28
warehouses.
18:29
We
18:29
can
18:29
do
18:30
ID
18:30
stitching
18:30
and
18:31
actually
18:31
start
18:32
building
18:32
this
18:32
journey.
18:33
And
18:34
looking
18:34
at
18:34
Daniel,
18:35
I
18:35
think
18:36
Amazon
18:36
is
18:37
interestingly,
18:38
and
18:38
I
18:38
applaud
18:39
them
18:39
for
18:39
it,
18:39
moving
18:39
in
18:40
a
18:40
similar
18:40
direction,
18:41
that
18:42
they
18:42
have
18:42
more
18:43
CLV
18:44
based
18:44
features,
18:45
more
18:45
retention
18:45
based
18:46
features,
18:46
more
18:47
personalization,
18:48
segmentation,
18:50
which
18:50
for
18:50
me,
18:51
looking
18:51
at
18:51
an
18:52
outsider
18:52
into
18:52
this
18:54
kind
18:54
of
18:54
looks
18:54
like,
18:54
okay,
18:55
we're
18:55
actually
18:55
trying
18:55
to
18:55
do
18:56
the
18:56
same
18:56
thing,
18:56
which
18:56
is
18:57
something
18:57
that
18:57
I'm
18:57
positive
18:58
about
18:58
and
18:58
that
18:58
I
18:59
applaud.
19:00
The
19:00
question
19:00
is
19:00
how
19:01
can
19:01
we
19:01
move
19:01
this
19:01
closer
19:02
together
19:02
so
19:02
that
19:02
we
19:03
do
19:03
not
19:03
have
19:03
a
19:04
data
19:04
warehouse
19:04
and
19:05
an
19:05
Amazon
19:05
data
19:06
warehouse?
19:07
But
19:07
yes,
19:08
this
19:08
is,
19:08
I
19:08
think,
19:09
something
19:09
that
19:09
we
19:10
struggle
19:10
with
19:10
and
19:10
that
19:11
we
19:11
all
19:11
need
19:11
to
19:11
figure
19:12
out
19:12
in
19:13
the
19:13
coming
19:13
months.
19:14
Yeah,
19:15
definitely.
19:15
And
19:16
maybe
19:16
let
19:16
me
19:17
add
19:17
something
19:17
here
19:17
because
19:18
I
19:18
think
19:18
that
19:18
was
19:18
a
19:18
lot.
19:19
Let's
19:19
try
19:19
to
19:19
unpack
19:20
that
19:21
first
19:21
of
19:21
all.
19:21
Ingrid,
19:22
are
19:22
you
19:22
familiar
19:22
with
19:22
the
19:23
ROPO
19:23
effect?
19:25
Yeah.
19:25
But
19:25
do
19:26
explain
19:26
it
19:26
for
19:26
our
19:27
listeners,
19:27
please.
19:28
Yeah,
19:28
definitely.
19:29
So
19:30
research
19:30
online
19:30
purchase
19:31
offline
19:32
that
19:32
also
19:32
shows
19:32
that
19:33
like
19:33
offline
19:33
online
19:34
is
19:34
getting
19:34
connected.
19:35
So
19:35
you
19:35
might
19:35
think
19:36
maybe
19:36
you
19:36
don't
19:36
care
19:37
about
19:37
like
19:37
your
19:37
online
19:38
presence,
19:38
then
19:39
you're
19:39
just
19:39
losing
19:39
online
19:40
sales.
19:40
But
19:40
in
19:40
the
19:41
end
19:41
you
19:41
also
19:41
lose
19:41
offline
19:42
sales
19:42
because
19:42
customers
19:43
tend
19:44
to
19:44
search
19:44
online,
19:45
read
19:45
reviews
19:46
and
19:46
then
19:46
purchase
19:47
offline
19:47
or
19:48
not.
19:48
And
19:48
also
19:49
this
19:49
is
19:49
like
19:49
super
19:49
important.
19:50
And
19:50
then
19:50
the
19:50
question
19:50
is
19:51
how
19:51
can
19:51
we
19:51
really
19:52
connect
19:53
and
19:53
map
19:53
this
19:54
kind
19:54
of
19:54
customer
19:55
funnel
19:55
from
19:55
someone
19:56
seeing
19:56
an
19:56
ad
19:57
on
19:57
Amazon
19:58
or
19:58
on
19:58
Instagram
19:59
and
19:59
then
19:59
having
20:00
the
20:00
final
20:00
buying
20:01
purchase
20:02
offline.
20:02
And
20:03
again,
20:03
yeah,
20:03
that's
20:03
the
20:04
holy
20:04
grail.
20:04
I
20:04
think
20:04
this
20:05
is
20:05
like
20:05
why
20:06
we
20:06
should
20:06
think
20:06
about
20:07
more
20:07
how
20:07
to
20:07
identify
20:08
and
20:08
how
20:08
to
20:08
build
20:09
like
20:09
dashboards
20:09
and
20:10
structures
20:10
where
20:10
we
20:10
can
20:11
see
20:11
that
20:11
instead
20:12
of
20:12
like
20:12
just
20:12
putting
20:13
or
20:13
increasing
20:14
our
20:14
media
20:14
buckets
20:15
and
20:15
put
20:15
more
20:15
and
20:16
more
20:16
media
20:16
on
20:16
the
20:16
lower
20:17
funnel
20:17
on
20:17
Amazon
20:18
or
20:18
do
20:19
matter
20:19
so
20:19
like
20:20
really
20:20
understand
20:20
the
20:20
customer
20:21
and
20:21
really
20:21
understand
20:21
the
20:22
customer
20:22
flows.
20:23
And
20:23
on
20:23
the
20:24
topic
20:24
about
20:24
how
20:24
can
20:24
we
20:25
track
20:25
it
20:25
on
20:25
Amazon,
20:26
I
20:26
think
20:26
with
20:27
AMC
20:27
and
20:29
I
20:30
don't
20:30
want
20:30
to
20:30
get
20:30
too
20:31
nerdy
20:31
here,
20:31
but
20:32
with
20:32
amc,
20:32
so
20:33
the
20:33
Amazon
20:33
marketing
20:33
cloud
20:34
we
20:34
get
20:34
more
20:34
and
20:35
more
20:35
insights
20:35
of
20:35
like
20:36
also
20:36
how
20:37
customers
20:38
work
20:38
and
20:39
jump
20:39
between
20:39
platforms.
20:40
So
20:40
with
20:40
AMC
20:41
we
20:41
can
20:41
for
20:41
example,
20:43
identify
20:44
causalities.
20:45
So
20:45
for
20:45
example,
20:46
a
20:46
customer
20:47
who's
20:47
seeing
20:47
a
20:47
top
20:47
of
20:49
search
20:49
ad
20:50
on
20:50
Amazon
20:51
then
20:51
jumps
20:51
to
20:51
the
20:52
T2C
20:52
page,
20:53
jumps
20:53
back
20:53
to
20:54
Amazon,
20:54
has
20:55
a
20:55
three
20:55
times
20:55
higher
20:56
conversion
20:57
incentive,
20:57
for
20:58
example.
20:58
And
20:59
we
20:59
just
20:59
then
21:00
build
21:00
targets
21:01
out
21:01
of
21:01
this.
21:01
So
21:01
for
21:02
us
21:02
it's
21:02
more
21:02
about
21:02
like
21:03
not
21:03
having
21:03
these
21:04
pii.
21:04
So
21:05
like
21:05
this
21:05
personal
21:05
identifying
21:06
information
21:07
so
21:07
that
21:07
we
21:07
really
21:07
get
21:08
like
21:08
the
21:08
email
21:08
address,
21:08
the
21:09
name,
21:09
we
21:09
don't
21:10
care
21:10
about
21:10
that.
21:10
For
21:10
us
21:11
it's
21:11
important
21:11
to
21:11
really
21:12
build
21:12
audiences
21:13
and
21:14
segments
21:14
and
21:14
then
21:15
target
21:15
them
21:15
and
21:16
then
21:16
guide
21:16
these
21:17
audiences
21:18
to
21:18
the
21:18
whole
21:19
customer
21:19
journey.
21:20
Starting
21:20
on
21:21
social,
21:21
for
21:21
example,
21:22
ending
21:22
up
21:23
on
21:23
D2C
21:23
and
21:24
then
21:24
also
21:24
try
21:24
to
21:25
reach
21:25
them
21:26
offline.
21:29
I'd
21:29
like
21:29
to
21:30
get
21:30
into
21:30
this
21:30
journey
21:31
a
21:31
bit
21:31
later
21:31
on,
21:31
but
21:32
first,
21:32
maybe
21:33
one
21:33
additional
21:33
question
21:34
to
21:35
you
21:35
as
21:35
the
21:36
marketplace
21:36
guy
21:37
here
21:37
in
21:37
the
21:37
room.
21:39
For
21:39
years
21:39
we
21:40
have
21:40
been
21:41
specializing
21:42
and
21:43
optimizing
21:44
the
21:44
marketplace
21:45
channels,
21:46
especially
21:46
in
21:47
those
21:47
brands
21:47
and
21:48
retailers
21:48
that
21:48
are
21:49
really
21:49
good
21:49
on
21:50
in
21:50
the
21:50
marketplace
21:51
business.
21:52
They
21:52
have
21:52
a
21:52
highly
21:53
specialized
21:54
team
21:55
working
21:55
on
21:55
that
21:56
with
21:57
great
21:57
knowledge
21:58
on
21:58
how
21:58
to
21:59
excel
21:59
in
22:00
their
22:00
marketplace.
22:01
For
22:01
example,
22:02
Amazon
22:02
is
22:03
one
22:03
of
22:03
those
22:03
marketplaces
22:04
that
22:04
many
22:05
brands
22:05
have
22:05
like
22:05
one
22:06
specialist,
22:06
at
22:06
least
22:06
one
22:06
specialist
22:07
for
22:07
or
22:08
employ
22:09
a
22:09
whole
22:09
agency
22:10
who
22:10
is
22:10
only
22:11
going
22:11
for
22:11
the
22:11
Amazon
22:12
angle
22:12
here.
22:14
But
22:14
what
22:15
I'm
22:15
hearing
22:15
from
22:16
Janine
22:17
is
22:17
that
22:17
we
22:18
actually
22:19
now
22:20
need
22:21
these
22:21
kind
22:21
of
22:22
expertise
22:23
for
22:24
nearly
22:24
every
22:24
channel
22:25
that
22:25
the
22:26
customer
22:26
is
22:27
touching
22:27
upon.
22:28
Is
22:28
that
22:29
even
22:29
possible
22:29
within
22:30
the
22:30
structures
22:31
that
22:32
a
22:33
typical
22:33
brand
22:33
has
22:34
for
22:34
their
22:34
E
22:34
commerce
22:35
at
22:35
the
22:35
moment?
22:36
Because
22:36
what
22:36
I'm
22:37
often
22:37
hearing
22:37
is
22:37
we
22:38
are
22:38
focusing
22:38
on
22:38
Amazon
22:39
and
22:39
maybe
22:39
our
22:39
DTC
22:40
store
22:41
and
22:41
that's
22:41
it.
22:42
And
22:42
the
22:42
rest,
22:43
all
22:44
the
22:44
other
22:44
marketplaces
22:44
and
22:45
the
22:45
other
22:45
channels
22:45
are
22:46
just
22:46
running
22:46
along
22:46
because
22:47
that's
22:47
all
22:48
we
22:48
can
22:48
give.
22:49
Yeah,
22:51
definitely.
22:52
And
22:52
I
22:52
think
22:52
that's
22:52
always
22:53
the
22:53
tough
22:53
one
22:53
for
22:54
the
22:54
brands
22:54
because
22:54
also
22:55
they
22:55
have
22:55
limited
22:56
resource
22:56
and
22:56
they
22:56
have
22:57
to
22:57
put
22:57
the
22:57
resource
22:57
right.
22:58
So
22:58
in
22:58
the
22:59
first
22:59
step
22:59
it
22:59
should
22:59
be
22:59
like
23:00
identifying
23:00
what
23:01
has
23:01
the
23:01
biggest
23:02
impact
23:03
and
23:03
then
23:03
look
23:04
at,
23:04
okay,
23:04
what
23:05
needs
23:05
the
23:05
kind
23:06
of
23:06
lowest
23:06
resource
23:07
input.
23:07
And
23:08
based
23:08
on
23:08
this
23:09
you
23:09
can
23:09
then
23:09
identify,
23:10
okay,
23:10
what's
23:10
the
23:10
focus
23:11
point?
23:12
I
23:12
think
23:12
it
23:12
was
23:12
Charlie
23:13
Munger
23:13
who
23:13
said,
23:13
once
23:14
everyone
23:15
tries
23:15
to
23:15
be
23:15
smart,
23:16
I
23:16
just
23:17
try
23:17
not
23:17
to
23:17
be
23:17
stupid.
23:18
And
23:19
in
23:19
2026,
23:20
this
23:20
like
23:20
try
23:21
not
23:21
to
23:21
be
23:21
stupid
23:21
is
23:22
kind
23:22
of
23:22
just
23:22
this
23:23
entry
23:23
barrier
23:24
for
23:24
every
23:24
brand
23:24
to
23:25
be
23:25
successful
23:25
Amazon.
23:26
But
23:26
it's,
23:26
well,
23:27
not
23:27
just
23:27
on
23:27
Amazon
23:28
in
23:28
commerce,
23:29
but
23:29
it's
23:29
not,
23:29
it's
23:30
not
23:30
enough.
23:30
Because
23:31
when
23:31
also
23:32
here,
23:32
let's
23:33
look
23:33
back
23:33
maybe
23:34
like
23:34
10
23:34
years,
23:34
I
23:35
always
23:35
Try
23:35
to
23:35
look
23:35
at
23:36
these.
23:36
Like
23:36
this
23:36
golden
23:37
era
23:37
of
23:37
e
23:38
Commerce
23:38
from
23:39
2018
23:40
to
23:40
2020,
23:42
Meta
23:42
was
23:42
profitable.
23:43
Amazon
23:44
was
23:44
super
23:44
profitable
23:45
already
23:45
on
23:45
the
23:46
first
23:46
purchase,
23:46
you
23:46
were
23:46
like,
23:47
able
23:47
to
23:47
scale.
23:48
Then
23:48
we
23:48
had
23:48
like
23:48
these
23:49
covert
23:50
time.
23:50
The
23:52
supply
23:52
was
23:52
lower
23:53
as
23:53
the
23:53
demands,
23:54
like
23:54
everything
23:54
skyrocket.
23:55
And
23:55
then
23:55
there
23:55
was
23:56
like
23:56
this
23:56
big
23:56
gap
23:56
after
23:57
Covid.
23:58
And
23:58
I
23:58
think
23:58
this
23:58
year
23:59
is
23:59
the
23:59
first
23:59
year.
23:59
Last
23:59
year
24:00
was
24:00
the
24:00
first
24:00
year
24:00
we're
24:01
back
24:01
on,
24:01
like
24:01
the
24:01
growth
24:02
levels.
24:03
So
24:04
what
24:04
I'm
24:04
saying
24:04
here
24:05
is
24:05
that
24:06
also
24:06
all
24:07
this
24:07
time,
24:07
the
24:08
disciplines
24:08
you
24:09
should
24:09
be
24:09
able
24:10
to
24:10
target
24:11
as
24:11
a
24:11
brand,
24:12
as
24:12
an
24:12
agency,
24:13
as
24:13
a
24:13
freelancer,
24:14
also
24:14
heavily
24:15
changed.
24:15
So
24:16
it's
24:16
more
24:16
about
24:17
being
24:17
able
24:17
to
24:17
adapt
24:18
and
24:18
then
24:18
still
24:19
making
24:19
the
24:19
right
24:19
decision
24:20
instead
24:20
of
24:21
just
24:21
doing
24:21
no
24:21
decisions.
24:22
Because
24:22
also
24:22
this
24:23
is
24:23
something,
24:23
what
24:23
we
24:23
see
24:23
with
24:24
our
24:25
partners,
24:25
our
24:26
brands,
24:28
sometimes
24:28
you
24:28
think
24:29
that
24:29
they
24:29
are
24:29
afraid
24:30
of
24:30
doing
24:30
decisions,
24:31
but
24:31
nowadays
24:31
it's
24:32
more
24:32
about
24:32
they
24:32
are
24:33
afraid
24:33
of
24:33
not
24:33
doing
24:33
decisions
24:35
because
24:35
the
24:36
competitors
24:36
will
24:37
outsmart
24:37
you.
24:38
And
24:38
it's
24:38
just
24:38
the
24:38
question
24:39
about,
24:39
like,
24:39
are
24:39
we
24:39
able
24:40
to,
24:40
like,
24:40
get
24:40
the
24:40
data,
24:41
read
24:41
the
24:41
data,
24:42
understand
24:42
the
24:43
customer,
24:43
and
24:43
then
24:44
outpace
24:44
the
24:45
competition?
24:45
Because
24:46
if
24:46
you
24:46
don't,
24:47
then
24:47
they
24:47
will
24:47
do
24:47
it.
24:48
Because
24:49
just
24:50
let
24:50
me
24:50
add
24:50
here
24:50
two
24:51
more
24:51
sentences.
24:51
I
24:52
think,
24:52
and
24:52
this
24:52
is
24:52
something
24:53
I
24:53
think
24:53
I
24:53
heard
24:53
from
24:53
Alexander
24:54
Graf
24:54
in
24:54
one
24:54
of
24:55
his
24:55
podcasts.
24:55
We
24:56
are
24:56
like
24:56
coming
24:56
from
24:57
a
24:57
growth
24:57
market.
24:58
Everything
24:58
tied
24:58
up,
24:59
everything
24:59
was
24:59
like
25:00
organic
25:00
growth.
25:01
And
25:01
now
25:01
we
25:02
are
25:02
more
25:02
of
25:02
a
25:02
market
25:02
of
25:03
displacements.
25:03
And
25:04
if
25:04
you
25:04
want
25:04
to
25:05
still
25:05
grow
25:05
in
25:05
the
25:06
marketplace,
25:06
you
25:06
have
25:07
to
25:07
take
25:07
over
25:07
market
25:07
share.
25:08
And
25:08
when
25:08
you
25:08
win
25:09
market
25:09
share,
25:09
someone
25:10
else
25:10
is
25:10
losing.
25:10
And
25:11
I
25:11
think
25:11
the
25:11
biggest
25:11
challenge
25:12
is
25:12
here,
25:13
being
25:13
on
25:13
the
25:13
right
25:13
side
25:14
and
25:14
hopefully
25:15
not
25:15
like
25:15
on
25:15
the
25:15
loser
25:16
side.
25:18
Janine,
25:18
how
25:18
do
25:19
brands
25:19
decide
25:20
on
25:20
the
25:20
right
25:21
side,
25:21
you
25:21
know,
25:22
where
25:22
to
25:22
put
25:23
their
25:23
money,
25:23
where
25:23
to
25:23
put
25:24
the
25:24
expertise,
25:24
or
25:25
where
25:25
to
25:25
build
25:25
expertise.
25:28
Because
25:29
as
25:29
we
25:29
just
25:29
discussed,
25:30
there
25:30
is
25:31
a
25:32
wild
25:32
variety
25:33
of
25:33
channels
25:33
at
25:33
the
25:34
moment,
25:34
and
25:35
in
25:35
north,
25:36
in
25:36
most
25:36
brands,
25:37
I
25:37
think
25:37
it's
25:37
not
25:37
possible
25:38
to
25:38
concentrate
25:39
on
25:39
all
25:39
of
25:39
them.
25:40
So
25:40
how
25:40
do
25:40
you
25:40
identify
25:43
the
25:43
key
25:44
points,
25:44
where
25:44
you
25:44
have
25:44
to
25:45
be
25:45
and
25:45
what
25:45
you
25:45
have
25:45
to
25:45
do?
25:47
I
25:47
think
25:47
that's
25:48
a
25:48
question
25:48
that
25:48
we
25:48
could
25:49
do
25:49
another
25:49
podcast
25:50
session
25:50
for
25:50
if
25:51
we
25:51
would.
25:51
If
25:51
you
25:52
would
25:52
want
25:52
to
25:52
go
25:52
into
25:52
detail,
25:56
let
25:57
me
25:57
try
25:57
to
25:59
very,
25:59
very
26:00
much
26:00
simplify
26:00
this.
26:02
I
26:02
think
26:03
the
26:03
one
26:04
question
26:05
that
26:05
we
26:05
need
26:05
to
26:05
answer
26:06
when
26:06
deciding
26:06
which
26:07
channels
26:07
to
26:07
go
26:08
first
26:08
is
26:09
where
26:09
the
26:09
reach
26:10
is
26:10
and
26:10
where
26:10
the
26:10
customers
26:11
are
26:11
and
26:12
then
26:12
where
26:12
the
26:13
most
26:13
profitable
26:14
businesses.
26:15
Like,
26:16
that's
26:16
the
26:16
mix.
26:17
And
26:18
now
26:18
if
26:19
as
26:19
a
26:19
brand
26:19
we
26:20
go
26:20
into
26:20
the
26:21
market,
26:22
what
26:22
we
26:22
typically
26:23
have
26:23
is
26:23
a
26:24
market
26:24
strategy
26:25
that
26:25
Depending
26:26
on
26:26
the
26:26
product,
26:27
the
26:27
pricing,
26:28
the
26:28
target
26:28
group
26:29
has
26:29
a
26:30
theory
26:31
on
26:31
which
26:31
channels
26:32
this
26:32
product
26:33
will
26:33
reach
26:34
the
26:34
correct
26:34
target
26:34
group.
26:35
And
26:35
now
26:36
that
26:36
could
26:36
be
26:37
a
26:37
TikTok
26:38
as
26:38
a
26:38
starting
26:39
point
26:39
for
26:40
one
26:40
of
26:40
the
26:40
younger
26:40
brands.
26:41
So
26:41
if
26:42
I
26:42
were
26:42
putting
26:43
out
26:43
a
26:44
lip
26:44
balm
26:45
today
26:45
that
26:46
has
26:46
glitter
26:46
in
26:47
it,
26:47
is
26:48
transparent
26:49
and
26:49
is
26:49
called
26:50
Unicorn
26:51
glue,
26:52
I
26:53
would
26:53
probably
26:53
put
26:53
this
26:54
out
26:54
on
26:54
TikTok
26:54
and
26:55
let
26:55
the
26:55
channel
26:55
do
26:56
its
26:56
magic
26:56
and
26:56
then
26:56
develop
26:57
from
26:57
there.
26:58
If
26:58
I
26:59
have
26:59
a
26:59
product
27:00
that
27:00
is
27:02
very
27:02
heavy
27:02
on
27:03
education,
27:05
I
27:05
would
27:05
use
27:06
channels
27:06
and
27:06
platforms
27:07
that
27:07
allow
27:08
the
27:08
target
27:08
group,
27:09
the
27:09
customer,
27:09
to
27:10
go
27:10
more
27:10
into
27:10
detail.
27:11
Is
27:12
that
27:12
TikTok
27:14
depends
27:14
on
27:14
the
27:15
age
27:15
group.
27:15
Honestly,
27:16
if
27:16
we
27:16
go
27:16
into
27:16
our
27:17
millennials,
27:18
I
27:18
can
27:18
ensure
27:18
you
27:19
that
27:19
would
27:19
be
27:19
either
27:19
the
27:19
D2C
27:20
shop,
27:20
where
27:21
we
27:21
go
27:21
for
27:22
videos,
27:22
for
27:22
blog
27:23
posts,
27:23
for
27:23
content,
27:25
or
27:26
even
27:26
Amazon
27:26
as
27:27
the
27:27
Discovery
27:27
Channel.
27:28
But
27:29
that
27:29
leads
27:30
back
27:30
to
27:30
the
27:30
question
27:31
of
27:31
when
27:31
you
27:31
first
27:32
start
27:32
out
27:32
as
27:32
a
27:33
brand,
27:33
as
27:33
a
27:33
company
27:33
with
27:34
a
27:34
product,
27:36
what
27:36
your
27:36
initial
27:37
theory
27:37
is,
27:38
what
27:39
your
27:40
customers
27:40
will
27:41
do
27:41
with
27:41
the
27:42
product
27:42
on
27:42
the
27:42
different
27:43
channels,
27:43
like
27:43
what
27:43
will
27:44
be
27:44
your
27:45
reach
27:45
channel,
27:46
what
27:46
will
27:46
be
27:47
the
27:47
education
27:47
channel,
27:48
what
27:48
will
27:48
be
27:49
the
27:49
transaction,
27:49
what
27:49
will
27:50
be
27:50
the
27:50
loyalty
27:50
channel?
27:52
Is
27:52
there
27:53
a
27:53
mathematic
27:54
construct
27:54
that
27:55
we
27:55
can
27:55
immediately
27:56
apply
27:56
to
27:56
it?
27:57
It's
27:57
very
27:57
hard
27:58
to
27:58
tell.
28:01
But
28:01
where
28:01
do
28:02
we
28:02
get
28:02
the
28:02
figures
28:03
from
28:03
that
28:04
we
28:04
need
28:04
to
28:05
inform
28:05
this
28:05
decision?
28:06
Correct.
28:08
The
28:08
thing
28:08
is,
28:09
this
28:09
issue
28:09
was
28:09
there
28:10
from
28:10
the
28:10
start.
28:11
This
28:11
is
28:11
not
28:11
something
28:12
that
28:12
develops.
28:13
Now
28:13
with
28:14
Connected
28:14
Commerce,
28:15
the
28:15
question
28:15
of
28:16
where
28:16
do
28:16
you
28:16
put
28:16
the
28:17
product
28:17
first?
28:18
Started
28:18
with
28:19
the
28:19
very
28:19
first
28:19
product
28:19
that
28:20
went
28:20
out
28:20
anywhere.
28:21
It
28:21
doesn't
28:21
really
28:22
matter
28:22
if
28:22
that
28:22
was
28:23
Amazon,
28:24
Erica,
28:25
Reva
28:26
or
28:26
any
28:26
other
28:27
retailer
28:28
that
28:28
we
28:29
had
28:29
online.
28:29
The
28:30
question
28:30
is
28:30
always
28:31
where
28:32
do
28:32
you
28:32
think
28:32
your
28:33
customers
28:33
are?
28:34
And
28:34
then
28:35
go
28:35
with
28:35
a
28:35
product
28:35
there.
28:36
And
28:36
that
28:37
can
28:37
be
28:37
hit
28:37
and
28:37
miss.
28:38
And
28:38
I
28:38
mean,
28:38
Daniel,
28:39
as
28:40
the
28:40
one
28:40
here
28:40
with
28:41
the
28:41
private
28:41
label
28:42
experience,
28:43
he
28:44
has
28:44
probably
28:44
done
28:45
a
28:45
few
28:45
experiments
28:47
in
28:47
deciding
28:48
where
28:48
to
28:48
go
28:49
first.
28:49
I
28:50
would
28:50
be
28:50
cautious
28:51
to
28:51
say
28:51
this
28:51
is
28:51
the
28:51
golden
28:52
rule
28:52
and
28:52
this
28:52
is
28:53
how
28:53
you
28:53
need
28:53
to
28:53
put
28:54
this
28:54
out.
28:55
But
28:55
if
28:56
you
28:56
think
28:56
Connected
28:56
Commerce,
28:57
you
28:57
very
28:57
much
28:58
think
28:58
of
28:59
where
28:59
your
28:59
target
29:00
group
29:00
is,
29:01
what
29:01
the
29:02
channel
29:02
is
29:02
that
29:03
you're
29:04
considering
29:04
applying,
29:05
and
29:05
then
29:06
what
29:06
the
29:06
customer
29:06
will
29:07
do
29:07
with
29:07
the
29:07
product
29:08
on
29:08
that
29:08
specific
29:09
channel.
29:10
And
29:10
then
29:10
the
29:10
answer
29:11
could
29:11
be
29:11
that
29:11
you
29:12
start
29:12
out
29:12
with
29:12
Amazon
29:13
and
29:14
develop
29:14
from
29:14
there.
29:15
It
29:15
could
29:15
be
29:16
that
29:16
you're
29:16
starting
29:16
with
29:17
Social
29:17
and
29:18
D2C
29:18
and
29:19
then
29:19
go
29:19
into
29:20
Amazon
29:20
once
29:20
you
29:21
have
29:21
a
29:21
target
29:21
group
29:22
that's
29:22
more
29:22
intended
29:23
on
29:23
convenience.
29:24
But
29:24
there's.
29:25
Well,
29:26
I
29:26
mean,
29:27
if
29:27
someone
29:27
listens
29:28
today
29:28
and
29:29
thinks
29:29
that
29:29
he
29:29
or
29:30
she
29:30
has
29:30
the
29:30
golden
29:31
rule
29:31
to
29:31
this,
29:32
I
29:32
Would
29:32
be
29:32
super
29:33
interested
29:33
to
29:33
see
29:34
it.
29:35
Well,
29:36
maybe.
29:38
Daniel,
29:39
isn't
29:39
the
29:39
AMC
29:40
the
29:40
Amazon
29:40
marketing
29:41
cloud
29:41
here
29:42
a
29:42
possibility
29:42
to
29:43
gain
29:43
data
29:44
that
29:44
you
29:44
can
29:44
also
29:45
use
29:45
outside
29:45
of
29:46
Amazon?
29:48
It
29:48
is,
29:49
but
29:50
to
29:50
be
29:50
honest
29:51
also
29:51
here
29:52
there
29:52
will
29:52
be
29:53
definitely
29:53
more
29:53
work
29:54
over
29:54
the
29:54
next
29:55
month
29:55
and
29:55
years.
29:56
For
29:56
now
29:56
I
29:57
think
29:57
what
29:57
we
29:58
do
29:58
with
29:58
AMC
29:58
it's
29:59
more
29:59
about
29:59
like
29:59
better
29:59
understanding
30:00
our
30:00
cohorts.
30:01
For
30:01
example,
30:02
when
30:02
we
30:02
work
30:02
with
30:03
beauty
30:03
brands,
30:03
I
30:04
would
30:04
say
30:04
most
30:04
of
30:05
the
30:05
beauty
30:05
brands
30:06
are
30:07
less
30:07
than
30:07
20
30:08
bucks
30:09
on
30:09
Amazon,
30:10
but
30:10
you
30:10
pay
30:11
very
30:11
high
30:12
ACPCs
30:12
like
30:13
average
30:13
cost
30:13
per
30:13
click.
30:14
So
30:14
you
30:14
have
30:14
a
30:15
customer
30:15
acquisition
30:15
cost
30:16
CAC
30:17
of
30:17
sometimes
30:18
of
30:18
a
30:18
higher
30:19
less
30:19
than
30:20
1.
30:20
So
30:20
in
30:20
the
30:21
end
30:21
the
30:21
first
30:21
purchase
30:22
of
30:22
customer
30:22
isn't
30:23
profitable.
30:24
So
30:24
we
30:24
always
30:25
then
30:25
argue
30:26
with
30:26
the
30:26
customer
30:26
lifetime
30:27
value.
30:27
Because
30:27
this
30:27
is
30:27
for
30:27
example
30:28
then
30:28
something
30:28
we
30:29
can
30:29
calculate
30:29
with
30:30
Amazon
30:30
identifying
30:31
customer
30:31
lifetime
30:31
value,
30:31
then
30:32
identifying
30:33
the
30:33
total
30:33
rewards,
30:34
not
30:34
total
30:35
worth
30:35
based
30:35
on
30:35
sales,
30:36
total
30:37
worth
30:37
based
30:37
on
30:38
last
30:38
12
30:38
months
30:39
sales
30:39
for
30:40
these
30:41
customer.
30:41
And
30:42
then
30:42
we
30:42
can
30:43
for
30:43
example
30:43
leverage
30:45
deal
30:45
events
30:46
to
30:47
generate
30:48
and
30:48
gain
30:48
more
30:48
new
30:49
to
30:49
brand
30:49
customers.
30:51
When
30:51
talking
30:51
about
30:51
amc,
30:52
everyone
30:52
is
30:52
talking
30:52
about
30:53
like
30:53
oh
30:53
that's
30:53
the
30:53
holy
30:53
grail
30:54
we
30:54
can
30:54
do
30:54
now
30:55
everything
30:55
with
30:55
amc
30:55
and
30:56
when
30:56
talking
30:56
with
30:57
brands
30:57
or
30:57
with
30:58
partners,
30:58
they
30:58
are
30:58
also
31:00
then
31:00
waiting
31:01
for
31:01
us
31:01
to
31:01
like
31:02
unlock
31:03
this
31:03
holy
31:03
grade
31:03
for
31:04
them.
31:04
Yes,
31:05
we
31:05
can
31:05
do.
31:06
But
31:06
also
31:06
here
31:07
with
31:07
AMC
31:08
following
31:09
customers
31:09
from
31:09
one
31:10
side
31:10
to
31:10
another
31:11
site
31:11
it's
31:11
also
31:11
possible.
31:12
But
31:12
again
31:13
here
31:13
they
31:13
are
31:13
like
31:14
anonymized.
31:15
So
31:15
we
31:15
don't
31:16
see
31:16
the
31:16
IPs
31:17
we
31:17
just
31:17
generate,
31:18
let's
31:19
call
31:19
it
31:19
audiences
31:20
and
31:20
segments
31:21
and
31:21
then
31:21
we
31:21
can
31:21
like
31:21
retarget
31:22
on
31:22
them
31:22
and
31:22
then
31:23
we
31:23
can
31:23
identify,
31:23
for
31:23
example
31:26
we
31:26
call
31:26
it
31:26
kind
31:27
of
31:27
half
31:27
of
31:27
conversion.
31:28
So
31:28
we
31:29
see
31:29
a
31:29
customer
31:30
seeing
31:30
first
31:30
a
31:30
sponsored
31:31
brand
31:31
ad
31:31
on
31:31
Amazon
31:32
and
31:32
then
31:33
seeing
31:33
a
31:33
sponsored
31:34
product
31:34
ad
31:34
has
31:35
for
31:35
example
31:35
a
31:36
1.5
31:37
times
31:37
higher
31:38
conversion
31:38
rate
31:38
than
31:39
just
31:39
a
31:40
customer
31:40
seeing
31:40
a
31:41
sponsored
31:42
product
31:42
ad.
31:43
So
31:43
of
31:43
course
31:43
we
31:43
shift
31:44
more
31:44
budget
31:44
to
31:44
sponsored
31:45
brand
31:45
ads
31:45
and
31:45
then
31:45
target
31:46
audio
31:46
customers
31:47
seeing
31:47
a
31:48
sponsored
31:48
brand
31:48
ad
31:49
showing
31:49
them
31:49
a
31:49
sponsored
31:50
product
31:50
ad.
31:51
But
31:51
then
31:51
in
31:51
the
31:51
next
31:51
step
31:51
you
31:51
can
31:51
also
31:52
identify
31:52
okay,
31:52
what's
31:53
the
31:53
average
31:54
customer
31:54
lifetime
31:54
value
31:55
of
31:55
a
31:55
customer
31:56
and
31:56
how
31:56
can
31:56
we
31:56
increase
31:57
this
31:57
customer
31:57
lifetime
31:57
value.
31:58
For
31:58
example
31:58
identifying
31:59
a
31:59
gate
32:00
in
32:00
product.
32:00
So
32:01
a
32:01
first
32:01
product
32:01
showing
32:02
a
32:02
new
32:02
to
32:02
brand
32:02
customer
32:03
and
32:04
we
32:04
see
32:04
on
32:04
the
32:04
data
32:05
that
32:05
this
32:05
product
32:06
tends
32:06
to
32:06
generate
32:07
a
32:07
customer
32:07
lifetime
32:08
value
32:08
of
32:08
100
32:09
versus
32:09
product
32:10
B
32:10
generating
32:10
a
32:11
customer
32:11
lifetime
32:11
value
32:11
of
32:12
200.
32:13
And
32:13
then
32:13
I
32:13
would
32:13
say
32:13
it's
32:14
quite
32:14
clear,
32:14
right?
32:14
We
32:14
push
32:15
all
32:15
the
32:15
budget
32:15
on
32:15
the
32:16
product
32:16
b
32:16
to
32:16
unlock
32:17
YouTube
32:17
brand
32:18
customers.
32:18
But
32:19
to
32:19
be
32:19
honest
32:19
also
32:19
this
32:20
isn't
32:20
like
32:20
the
32:20
full
32:20
answer
32:21
because
32:21
then
32:21
you
32:22
have
32:22
to
32:22
go
32:22
further,
32:22
further,
32:23
further.
32:23
And
32:24
everyone
32:24
is
32:24
saying
32:24
about
32:25
AMC,
32:25
that's
32:25
solving
32:26
and
32:26
like
32:26
answering
32:27
and
32:27
like
32:27
all
32:27
the
32:28
answers,
32:29
answering
32:29
all
32:29
the
32:30
questions.
32:30
That
32:30
makes
32:31
sense.
32:31
But
32:32
for
32:32
me,
32:33
AMC
32:34
unlocks
32:35
the
32:35
potential
32:36
of
32:37
asking
32:38
more
32:38
and
32:38
more
32:38
and
32:39
more
32:39
and
32:39
more
32:39
questions.
32:40
So
32:40
in
32:40
the
32:40
end,
32:40
there
32:41
is
32:41
no
32:41
end.
32:42
With
32:42
Amazon,
32:43
AMC's
32:43
like
32:44
the
32:44
marketing
32:44
cloud.
32:45
We
32:45
get
32:45
just
32:45
the
32:45
ability
32:46
to
32:46
like
32:47
start
32:47
raising
32:47
more
32:48
and
32:48
more
32:48
questions
32:48
and
32:48
then
32:49
getting
32:49
more
32:49
data.
32:49
And
32:50
based
32:50
on
32:50
the
32:50
data
32:50
we
32:50
can
32:50
make
32:51
better
32:51
decisions.
32:52
And
32:52
again,
32:52
I
32:52
think
32:53
that's
32:53
the,
32:54
for
32:54
me
32:55
in
32:55
2026,
32:57
not
32:57
the
32:57
brands
32:58
are
32:58
winning
32:58
the
32:58
game
32:58
that
32:59
have
32:59
like
32:59
the
32:59
biggest
32:59
media
33:00
budget.
33:01
It's
33:01
the
33:01
brand
33:01
that
33:02
has
33:02
the
33:02
best
33:02
like
33:03
overview
33:03
of
33:03
the
33:04
whole
33:04
picture,
33:04
like
33:05
taking
33:05
all
33:05
the
33:05
decisions,
33:06
all
33:06
the
33:06
factors,
33:06
all
33:07
the
33:07
kpas
33:07
into
33:07
account
33:08
and
33:08
then
33:09
define
33:09
the
33:09
best
33:09
answer.
33:10
But
33:10
also
33:11
this
33:11
is
33:11
like
33:11
also
33:11
something
33:12
what
33:12
we
33:13
see
33:13
more
33:13
and
33:13
more
33:13
often.
33:14
Also
33:14
taking
33:15
or
33:15
making
33:15
the
33:15
wrong
33:16
decision
33:16
isn't
33:17
bad
33:17
because
33:18
then
33:18
you
33:18
just
33:19
need
33:19
to
33:19
pivot,
33:19
have
33:20
more
33:20
data
33:21
and
33:21
can
33:21
then
33:22
also
33:22
speed
33:22
up
33:22
again
33:23
and
33:24
use
33:24
this
33:24
data.
33:27
I
33:27
think
33:27
I
33:27
need
33:27
to
33:27
back
33:28
up
33:28
to
33:28
the
33:29
question
33:29
of
33:30
brands
33:31
under
33:31
pressure,
33:32
both
33:33
when
33:33
it
33:33
comes
33:33
to
33:35
manpower
33:36
and
33:37
cost
33:37
efficiency
33:38
and
33:38
also
33:39
because
33:39
we
33:39
are
33:39
still
33:39
in
33:39
the
33:40
crisis
33:40
situation.
33:40
Of
33:41
course,
33:41
because
33:41
you
33:42
have
33:42
been
33:42
talking
33:42
a
33:42
lot
33:42
about
33:43
customer
33:44
lifetime
33:44
value,
33:45
but
33:45
this
33:46
is
33:47
a
33:47
KPI
33:47
that
33:48
pays
33:49
off
33:49
in
33:49
the
33:49
long
33:50
run
33:50
but
33:51
is
33:51
not
33:51
very
33:52
good
33:52
for,
33:52
I
33:53
don't
33:53
know,
33:53
your
33:54
monthly
33:55
or
33:55
half
33:55
yearly
33:56
reports
33:56
that
33:57
you
33:57
have
33:57
to
33:57
hand
33:57
over
33:58
to
33:58
your
33:59
boss
33:59
as
33:59
a
33:59
marketplace
34:00
manager,
34:00
for
34:00
example.
34:01
And
34:02
also
34:02
this
34:02
whole
34:03
connected
34:03
commerce
34:04
idea
34:04
has,
34:05
from
34:05
the
34:06
point
34:06
of
34:06
view
34:06
of
34:08
the
34:08
teams
34:08
that
34:08
are
34:09
now
34:09
working,
34:10
the
34:10
problem
34:10
of,
34:11
okay,
34:11
who
34:12
is
34:12
actually
34:12
responsible
34:13
for
34:13
the
34:13
sale,
34:14
who
34:14
is
34:14
actually
34:15
bringing
34:15
the
34:15
brand
34:16
forward
34:16
and
34:17
who
34:17
can
34:17
argue
34:19
as
34:19
soon
34:19
as,
34:20
you
34:20
know,
34:20
the
34:20
edit,
34:21
the
34:24
shortenings
34:25
come
34:25
along
34:25
and
34:25
the
34:26
CFO
34:26
comes
34:26
along
34:27
and
34:27
says,
34:27
okay,
34:27
we
34:28
have
34:28
to
34:28
kick
34:29
out
34:29
a
34:29
few
34:29
people
34:30
who
34:30
can
34:31
be
34:31
safe
34:31
from
34:32
that
34:32
because
34:32
they
34:32
have
34:33
contributed
34:34
the
34:34
most
34:35
to
34:35
the
34:35
brand's
34:36
success.
34:37
So
34:37
how
34:37
do
34:38
you
34:38
work
34:38
with
34:38
this
34:39
very
34:40
human
34:40
component
34:41
of
34:41
someone's
34:42
got
34:42
to
34:42
be
34:42
responsible,
34:43
maybe
34:44
Janine.
34:44
Yeah,
34:45
I
34:45
think
34:45
I
34:45
want
34:45
to
34:45
take
34:46
that
34:46
one
34:47
because
34:48
I
34:48
had
34:48
this
34:48
thought
34:49
a
34:49
few
34:49
minutes
34:49
ago
34:50
when
34:50
you
34:50
guys
34:50
talked
34:51
about
34:51
how
34:51
are
34:52
we
34:52
actually
34:52
supposed
34:53
to
34:53
do
34:53
this?
34:54
How
34:54
are
34:54
brands
34:56
supposed
34:57
to
34:57
make
34:57
that
34:58
stretch
34:59
to
35:00
cover
35:00
more
35:00
channels,
35:01
go
35:01
into
35:03
more
35:03
customized
35:04
content
35:04
for
35:04
the
35:05
different
35:05
channels,
35:06
but
35:06
for
35:07
me
35:07
is
35:07
important
35:08
is
35:08
to
35:09
take
35:09
the
35:10
daunting
35:10
factor
35:11
a
35:11
bit
35:11
out
35:11
of
35:12
it
35:12
because
35:13
yes,
35:13
it's
35:13
more
35:14
channels,
35:15
but
35:16
what
35:16
we
35:17
are
35:17
aiming
35:17
for
35:18
at
35:18
the
35:18
moment
35:19
is
35:19
something
35:19
that
35:21
is
35:21
super
35:21
simple
35:22
and
35:22
yet
35:23
seems
35:23
to
35:23
be
35:23
One
35:24
of
35:24
the
35:24
biggest
35:24
issues
35:26
when
35:26
trying
35:26
to
35:26
put
35:27
the
35:27
resources
35:27
to
35:28
work,
35:29
and
35:29
that
35:29
is
35:29
indeed
35:29
the
35:30
silo
35:30
thinking
35:31
because
35:31
a
35:32
lot
35:32
of
35:33
teams
35:33
produce
35:34
a
35:34
lot
35:34
of
35:35
content,
35:35
work,
35:36
marketing
35:37
material
35:38
for
35:38
these
35:38
different
35:39
channels.
35:40
What
35:40
we
35:40
often
35:41
see,
35:42
and
35:42
we
35:42
are
35:42
guilty
35:43
for
35:43
that
35:43
ourselves,
35:44
it's
35:44
one
35:44
of
35:45
the
35:45
main
35:45
points
35:45
that
35:45
we
35:45
are
35:46
working
35:47
on
35:47
for
35:48
us
35:48
and
35:49
for
35:49
our
35:49
clients
35:49
is
35:50
there's
35:51
so
35:51
much
35:51
work
35:51
that's
35:52
been
35:52
done
35:52
double,
35:53
there's
35:54
so
35:54
much
35:55
miscommunication
35:56
and
35:56
non
35:56
communication
35:57
between
35:57
the
35:57
different
35:58
departments.
35:59
So
36:00
one
36:00
thing
36:00
that
36:00
urgently
36:01
needs
36:01
to
36:01
happen
36:02
is
36:02
this
36:02
thinking
36:03
of,
36:03
well,
36:03
I'm
36:04
not
36:04
just
36:04
responsible
36:05
for
36:05
putting
36:06
everything
36:06
out
36:06
here
36:06
on
36:07
my
36:07
channel,
36:07
but
36:07
there
36:07
needs
36:07
to
36:08
be
36:08
a
36:08
central
36:08
view
36:09
on
36:10
what
36:10
the
36:10
actual
36:11
material
36:11
is,
36:11
what
36:12
the
36:12
positioning
36:12
is,
36:14
what
36:14
the
36:14
messaging
36:15
is,
36:15
the
36:15
creatives
36:16
are.
36:17
And
36:17
those
36:17
need
36:18
to
36:19
be
36:19
distributed
36:20
way,
36:20
way
36:20
better
36:21
and
36:21
more
36:22
efficient.
36:23
And
36:23
communication
36:24
in
36:24
between
36:24
teams
36:25
can
36:26
absolutely
36:26
do
36:27
that.
36:27
So
36:27
for
36:27
me
36:28
it's
36:28
not
36:28
a
36:28
question
36:28
of
36:29
do
36:29
I
36:29
need
36:29
to
36:29
hire
36:29
five
36:30
more
36:30
people?
36:30
No,
36:31
the
36:32
people
36:32
that
36:32
are
36:32
already
36:33
in
36:33
there
36:34
and
36:34
responsible
36:34
for
36:35
the
36:35
different
36:35
channels
36:35
need
36:36
to
36:36
start
36:36
talking
36:36
to
36:37
each
36:37
other
36:37
and
36:37
communicating
36:38
and
36:38
not
36:38
just
36:38
thinking
36:39
in
36:39
this
36:40
is
36:40
where
36:40
I
36:41
live
36:41
and
36:41
everything
36:42
else
36:42
is
36:42
not
36:42
my
36:42
responsibility.
36:44
And
36:44
then
36:45
what
36:45
needs
36:46
to
36:46
happen,
36:46
and
36:47
I
36:47
think
36:47
this
36:47
is
36:47
something
36:47
that's
36:48
super
36:48
interesting
36:48
and
36:49
parallel
36:49
is
36:50
yes,
36:50
figuring
36:51
out
36:51
the
36:51
question
36:51
of
36:52
if
36:53
these
36:53
teams
36:53
work
36:54
together
36:54
more,
36:54
if
36:55
they
36:55
align
36:55
more,
36:55
if
36:57
the
36:57
resources
36:57
are
36:58
being
36:58
stretched
36:59
so
36:59
that
36:59
we
36:59
can
36:59
cover
36:59
more,
37:00
how
37:00
do
37:00
we
37:01
then
37:02
measure
37:03
success
37:03
on
37:04
these
37:04
channels?
37:05
And
37:06
what
37:06
a
37:06
lot
37:06
of
37:06
brands
37:07
are
37:07
trying
37:07
to
37:07
answer
37:08
at
37:08
the
37:08
moment
37:09
is
37:09
how
37:09
can
37:09
they
37:10
move
37:10
away
37:11
from
37:11
a
37:12
last
37:13
click
37:13
or
37:14
last
37:14
touch
37:14
attribution
37:15
model,
37:16
which
37:16
is
37:16
the
37:17
death
37:17
of
37:17
cooperation,
37:19
to
37:20
a
37:20
revenue
37:21
share
37:22
reporting.
37:24
So
37:24
if
37:24
TikTok,
37:26
Amazon
37:27
and
37:27
D2C
37:28
and
37:28
Google
37:29
were
37:29
involved
37:30
in
37:30
a
37:30
specific
37:31
purchase
37:31
and
37:31
in
37:31
that
37:32
decision,
37:32
how
37:33
can
37:33
we
37:33
actually
37:33
attribute
37:34
this
37:34
so
37:35
that
37:35
I
37:35
don't
37:35
know.
37:35
We
37:36
have
37:36
a
37:36
€100
37:37
order,
37:38
Amazon
37:39
gets
37:39
abstributed
37:40
€50,
37:41
D2C,
37:41
shop
37:41
20,
37:42
TikTok
37:42
5
37:43
and
37:43
so
37:43
forth.
37:46
Being
37:46
able
37:46
to
37:47
generate
37:47
that
37:47
kind
37:48
of
37:48
reporting
37:48
so
37:49
that
37:49
we
37:49
are
37:49
not
37:49
just
37:50
going
37:50
by
37:51
who
37:51
was
37:51
the
37:51
last
37:52
one
37:52
to
37:52
touch
37:52
this
37:53
customer,
37:54
but
37:54
having
37:54
a
37:54
view
37:55
on
37:56
which
37:56
channel
37:57
was
37:57
actually
37:57
contributing.
37:59
I
37:59
think
37:59
that
37:59
will
38:00
be
38:00
one
38:00
of
38:00
the
38:00
key
38:01
elements
38:02
to
38:02
make
38:02
this
38:02
work
38:03
because
38:03
then
38:03
people
38:03
are
38:04
incentivized
38:05
not
38:05
on
38:05
the
38:05
I
38:05
need
38:06
to
38:06
get
38:06
this
38:06
conversion
38:07
and
38:07
if
38:07
it
38:08
doesn't
38:08
come
38:08
on
38:08
my
38:08
channel,
38:09
I
38:09
just
38:09
throw
38:09
media
38:09
budget
38:10
on
38:10
it.
38:12
But
38:12
to
38:13
a
38:13
common
38:14
understanding
38:14
of
38:15
we
38:15
are
38:15
producing
38:16
revenue
38:17
for
38:17
the
38:17
company,
38:18
we
38:18
are
38:18
producing
38:19
conversions
38:20
and
38:20
we
38:20
are
38:20
tied
38:21
to
38:21
not
38:21
only
38:21
the
38:21
one
38:22
that's
38:22
last
38:22
attributed
38:23
to
38:23
us,
38:23
but
38:23
we
38:24
have
38:24
a
38:24
hand
38:24
on
38:25
in
38:26
every
38:26
single
38:26
one
38:27
of
38:27
these
38:27
conversions.
38:29
But
38:30
that's
38:30
going
38:30
to
38:30
be
38:30
a
38:30
tough
38:31
one.
38:31
And
38:32
I
38:32
mean
38:32
we
38:32
are
38:32
talking,
38:33
I
38:33
think
38:33
this
38:33
is
38:33
also
38:33
important
38:34
to
38:34
put
38:35
there.
38:35
We're
38:36
talking
38:36
about
38:36
this
38:37
super
38:37
early.
38:38
Yes,
38:39
there
38:39
has
38:40
been
38:40
this
38:40
approach
38:40
of
38:41
Omni
38:41
Channel
38:42
and
38:42
I
38:42
couldn't
38:42
agree
38:43
more
38:43
with
38:43
Daniel
38:44
there,
38:44
that
38:45
that
38:45
was
38:45
a
38:45
nice
38:45
try.
38:47
But
38:47
what
38:47
this
38:48
generated
38:48
was
38:49
just
38:49
silos
38:50
that
38:50
lived
38:51
next
38:51
to
38:51
each
38:51
other
38:53
and
38:53
it
38:53
took
38:54
a
38:54
while
38:54
to
38:54
even
38:54
build
38:55
out
38:55
that.
38:56
So
38:57
getting
38:57
to
38:58
a
38:58
really
38:58
connected
38:59
approach
39:00
here
39:00
so
39:01
that
39:01
resources
39:02
are
39:02
shared,
39:03
strategies
39:04
are
39:04
shared,
39:06
journey
39:06
touch
39:07
points,
39:07
channels
39:07
are
39:08
covered
39:08
and
39:08
then
39:08
at
39:09
the
39:09
end
39:09
of
39:09
the
39:09
day
39:09
we
39:09
can
39:10
actually
39:11
report
39:12
on
39:12
contribution
39:13
instead
39:14
of
39:14
last
39:15
touch.
39:17
That's
39:17
the
39:18
task
39:18
that
39:18
we
39:19
have
39:19
before
39:19
us
39:20
for
39:20
the
39:20
coming
39:20
months.
39:23
I
39:23
needed
39:23
to
39:24
look
39:24
a
39:24
bit
39:24
at
39:24
the
39:24
time,
39:25
but
39:25
I
39:25
would
39:25
like
39:25
to
39:26
open
39:26
a
39:26
topic
39:27
that
39:27
has
39:28
been,
39:28
I
39:28
don't
39:28
know,
39:29
the
39:29
elephant
39:29
in
39:29
the
39:29
room
39:29
that
39:30
we
39:30
haven't
39:30
been
39:30
talking
39:30
about
39:31
so
39:31
far.
39:33
But
39:33
everything
39:34
that
39:34
you
39:34
said
39:34
up
39:35
to
39:35
now
39:35
boils
39:36
down
39:36
to
39:36
that.
39:36
And
39:36
that
39:37
is
39:37
agent
39:37
E
39:37
commerce,
39:38
of
39:38
course.
39:38
I
39:38
mean,
39:40
the
39:40
use
39:40
of
39:40
an
39:42
AI
39:42
agent
39:43
to
39:43
help
39:43
me
39:43
shop
39:44
absolutely
39:45
removes
39:46
all
39:46
these
39:46
nice
39:47
little
39:47
silos
39:48
that
39:48
we
39:48
have
39:48
built
39:48
up
39:49
because,
39:49
well,
39:50
they
39:50
don't
39:50
care
39:50
about
39:51
that.
39:51
So
39:52
do
39:52
you
39:52
think
39:52
that
39:53
connected
39:53
commerce
39:54
is
39:54
the
39:54
answer
39:55
to
39:55
agentic
39:56
commerce
39:56
for
39:58
brands
39:58
to
39:58
be
39:58
still
39:59
visible
39:59
in
39:59
an
39:59
agentic
40:00
world?
40:02
Janine.
40:05
The
40:06
question
40:06
of
40:06
agentic
40:07
commerce
40:07
is
40:09
in
40:09
the
40:09
first
40:10
sense
40:10
a
40:10
question
40:11
of
40:11
is
40:11
your
40:12
data
40:12
done
40:12
properly?
40:16
Agentic
40:16
commerce
40:17
as
40:17
it
40:17
lives
40:17
today
40:18
is
40:20
a
40:20
visibility
40:21
channel.
40:21
It's
40:21
another
40:21
channel
40:22
for
40:22
reach
40:23
for
40:23
recommendations.
40:24
So
40:24
for
40:25
sure
40:25
a
40:25
bit
40:25
of
40:26
the
40:26
traffic
40:26
and
40:26
the
40:27
reach
40:27
that
40:27
was
40:27
formerly
40:28
on
40:28
Amazon
40:28
on
40:28
The
40:29
shop
40:29
on
40:29
TikTok
40:30
is
40:30
moving
40:32
again.
40:33
I
40:33
would
40:35
and
40:35
this
40:35
is
40:35
kind
40:36
of
40:36
funny
40:36
because
40:36
I'm
40:36
typically
40:37
not
40:37
the
40:37
positive
40:38
person
40:38
in
40:39
the
40:39
group,
40:40
but
40:40
I
40:41
think
40:41
it's
40:42
really
40:42
easy
40:43
to
40:43
take
40:43
the
40:44
fear
40:44
out
40:44
of
40:44
it
40:45
and
40:45
the
40:45
concern
40:45
out
40:45
of
40:46
it
40:47
if
40:47
you
40:47
remind
40:48
yourself
40:48
that
40:49
this
40:49
is
40:49
again
40:50
just
40:50
another
40:51
channel
40:51
that
40:51
comes
40:52
into
40:52
the
40:52
mix.
40:53
And
40:54
the
40:54
question
40:54
then
40:54
is,
40:55
what
40:55
will
40:56
looking
40:56
into
40:57
the
40:57
future,
40:58
the
40:58
customer
40:58
do
40:59
with
40:59
this
40:59
channel?
41:00
And
41:00
you
41:01
will
41:01
have
41:01
people
41:01
that
41:02
use
41:02
this
41:02
for
41:02
research.
41:03
You
41:03
will
41:03
have
41:03
people
41:04
who
41:04
use
41:05
this
41:05
for
41:05
convenience.
41:07
Will
41:08
we
41:08
get
41:08
to
41:09
a
41:09
point
41:09
where
41:09
someone
41:10
buys
41:10
a
41:11
€500
41:12
laptop
41:13
of
41:13
ChatGPT?
41:14
I
41:15
don't
41:15
know.
41:15
But
41:16
then
41:16
again,
41:16
millennial
41:17
here.
41:17
So
41:18
I
41:18
still
41:18
need
41:19
to
41:19
open
41:19
my
41:19
laptop
41:20
to
41:20
book
41:20
a
41:20
travel
41:21
that's
41:22
more
41:22
than,
41:22
I
41:23
don't
41:23
know,
41:23
€100
41:24
because
41:24
I
41:24
feel
41:24
that's
41:25
too
41:25
dangerous
41:25
on
41:25
my
41:25
mobile
41:26
phone.
41:28
Now
41:28
it's
41:29
a
41:29
question
41:29
of
41:29
what's
41:29
this
41:30
channel
41:30
going
41:30
to
41:30
be
41:31
in
41:31
the
41:31
bigger
41:31
scheme
41:32
of
41:32
connected
41:32
commerce.
41:33
Is
41:33
it
41:33
going
41:33
to
41:33
be
41:34
just
41:34
another
41:34
checkout?
41:35
Is
41:35
it
41:35
going
41:35
to
41:36
be
41:38
education
41:39
discovery?
41:41
Will
41:42
budgets
41:42
and
41:43
revenue
41:43
shift
41:44
a
41:44
bit?
41:44
Yes.
41:45
Will
41:45
that
41:45
hurt
41:46
us
41:46
as
41:46
a
41:47
brand
41:47
if
41:47
we
41:48
do
41:48
it
41:48
proper?
41:48
No,
41:49
because
41:49
it's
41:49
just
41:50
another
41:50
reach
41:51
point
41:51
for
41:51
us
41:52
that
41:52
we
41:53
can
41:53
connect
41:53
with
41:53
with
41:53
the
41:54
customer.
41:54
But
41:55
yes,
41:55
we
41:55
won't
41:55
be
41:55
able
41:56
to
41:56
put
41:56
in
41:56
the
41:56
nice
41:57
pictures
41:58
that
41:58
we
41:59
would
41:59
have
41:59
on
41:59
the
41:59
Amazon
42:02
PDP
42:02
or
42:03
on
42:03
the
42:03
webshop.
42:04
But
42:04
then
42:04
again,
42:05
what
42:05
would
42:06
be
42:06
the
42:06
intent
42:06
of
42:07
the
42:07
customer
42:08
in
42:08
that
42:09
particular
42:10
channel?
42:11
Information,
42:12
Convenience.
42:15
A
42:15
quick
42:16
decision.
42:17
Not
42:18
fun,
42:19
not
42:20
engagement,
42:21
not
42:22
brand.
42:23
That
42:23
will
42:24
looking
42:24
at
42:25
it
42:25
from
42:25
the
42:26
D2C
42:26
and
42:26
the
42:26
CRM
42:27
perspective,
42:27
that
42:28
will
42:28
not
42:28
be
42:28
the
42:28
purpose
42:30
of
42:30
agentic
42:31
AI
42:31
in
42:31
that
42:31
sense.
42:37
Last
42:37
question.
42:38
Because
42:39
we
42:39
have
42:39
been
42:41
very
42:41
strategic
42:42
and
42:42
very
42:42
looking
42:43
into
42:43
the
42:43
future.
42:43
And
42:43
as
42:44
you
42:44
said,
42:44
Janine,
42:45
this
42:45
is
42:45
still
42:45
early
42:46
days
42:46
when
42:46
it
42:47
comes
42:47
to
42:47
a
42:47
fully
42:48
connected
42:48
commerce
42:49
sense.
42:50
But
42:51
still,
42:51
let's
42:52
get
42:52
it
42:52
a
42:52
bit
42:53
down
42:53
to
42:53
earth
42:53
in
42:54
the
42:54
end.
42:55
Daniel.
42:55
If
42:56
a
42:56
brand
42:56
is
42:57
fully
42:57
siloed
42:58
today,
42:58
like
42:59
on
42:59
Amazon
42:59
here,
42:59
and
43:00
they
43:00
have
43:00
a
43:00
D2C
43:01
shop
43:01
maybe
43:01
and
43:02
some
43:02
socials
43:02
and
43:03
the
43:04
rest
43:04
of
43:04
the
43:04
marketplace
43:04
is
43:04
somewhere
43:05
off
43:05
to
43:05
the
43:05
side,
43:06
so
43:07
what
43:07
could
43:07
they
43:08
start
43:10
or
43:10
what
43:11
could
43:11
they
43:11
move
43:11
on?
43:12
I
43:12
don't
43:12
know.
43:12
Next
43:13
Monday
43:13
could
43:13
be
43:14
towards
43:14
more
43:15
connected
43:15
commerce.
43:16
What
43:16
would
43:16
be
43:16
the
43:16
first
43:16
step?
43:19
So
43:19
what
43:20
I
43:21
always
43:21
try
43:21
to
43:21
do
43:21
is
43:22
like
43:22
put
43:22
the
43:23
Amazon
43:23
responsible
43:24
person,
43:24
the
43:24
D2C
43:25
responsible
43:25
person,
43:26
the
43:26
person
43:26
who's
43:27
like
43:27
leading
43:27
influenza
43:28
in
43:28
just
43:28
one
43:29
room,
43:29
lock
43:30
the
43:30
door,
43:30
give
43:30
them
43:31
just
43:31
the
43:31
whiteboard,
43:32
no
43:32
laptops,
43:33
no
43:33
phones,
43:34
and
43:34
like
43:34
one
43:34
task.
43:35
And
43:35
they
43:36
should
43:38
describe
43:39
or
43:39
draw
43:40
the
43:40
customer
43:40
journey,
43:41
the
43:41
full
43:41
customer
43:42
journey,
43:42
just
43:42
one
43:42
customer.
43:43
Like
43:43
no
43:43
demographics,
43:44
just
43:44
one
43:44
customer.
43:45
How
43:45
they
43:45
think
43:46
the
43:46
customer
43:46
will
43:47
move
43:47
and
43:47
interact
43:47
with
43:48
the
43:48
brand.
43:49
And
43:50
most
43:50
of
43:50
the
43:50
cases
43:50
there's
43:51
like
43:51
awkward
43:51
silence
43:52
for
43:52
five
43:52
to
43:52
ten
43:52
minutes.
43:53
Then
43:54
someone
43:54
starts
43:55
drawing
43:55
something
43:56
and
43:56
then
43:56
there's
43:57
like,
43:57
yeah,
43:57
they're
43:57
seeing
43:57
ads.
43:58
And
43:58
then
43:58
from
43:58
influencers.
43:59
I
43:59
know
43:59
they
43:59
don't
44:00
see
44:00
the
44:00
ads.
44:00
They
44:00
come
44:01
because
44:01
they
44:02
saw
44:02
the
44:02
product
44:02
first
44:03
on,
44:03
I
44:03
don't
44:03
know,
44:03
influenza
44:04
X,
44:04
epsilon
44:05
Z.
44:05
And
44:05
then
44:05
the
44:06
other
44:06
one
44:06
is,
44:06
no,
44:06
no,
44:06
no,
44:06
no,
44:06
no,
44:07
no.
44:07
I
44:07
retargeted
44:07
them.
44:08
It's
44:08
actually,
44:08
it's
44:08
from
44:08
CRM.
44:09
And
44:10
all
44:10
of
44:10
a
44:11
sudden
44:11
you
44:11
see
44:11
there's
44:12
like
44:12
a
44:12
lot
44:12
of
44:13
confusion,
44:14
a
44:14
lot
44:14
of
44:15
no
44:16
structure.
44:17
And
44:18
once
44:18
they
44:18
look
44:18
at
44:19
the
44:19
board
44:19
and
44:19
they
44:19
see
44:19
that
44:20
everything
44:20
is
44:20
super
44:20
unstructured,
44:21
they
44:21
can't
44:22
overlook
44:22
it
44:22
anymore.
44:23
And
44:23
then
44:23
they
44:23
really
44:24
understand
44:24
that
44:25
they
44:25
need
44:26
to
44:26
work
44:26
close
44:26
together
44:27
because
44:27
otherwise
44:28
they
44:28
won't
44:28
be
44:29
able
44:29
to
44:29
scale.
44:30
Let
44:30
me
44:30
give
44:30
you
44:30
a
44:30
good
44:30
example
44:31
of
44:31
What
44:31
I
44:32
had
44:32
like
44:32
over
44:32
the
44:32
last
44:32
weeks.
44:33
So
44:34
we
44:34
are
44:34
supporting
44:36
BUBUENT
44:36
in
44:36
the
44:36
U.S.
44:37
they
44:37
are
44:38
selling
44:38
toothpaste
44:39
and
44:40
actually
44:41
we're
44:41
just
44:41
doing
44:41
the
44:41
Amazon
44:42
part
44:42
of
44:42
the
44:42
scope.
44:43
And
44:43
then
44:43
all
44:43
of
44:43
a
44:43
sudden
44:44
we
44:44
saw
44:44
a
44:44
huge
44:44
spike
44:45
in
44:45
sales.
44:46
We
44:46
identify
44:47
okay,
44:47
where
44:47
the
44:47
sales
44:47
coming
44:48
from.
44:48
Turns
44:49
out
44:49
that
44:49
the
44:49
branded
44:50
search
44:50
volume
44:51
increased
44:51
by
44:51
over
44:52
500%
44:53
from
44:53
for
44:54
four
44:54
weeks.
44:55
So
44:55
we
44:55
went
44:56
back,
44:56
talked
44:57
with
44:57
our
44:57
contact
44:57
persons
44:58
and
44:58
it
44:59
came
44:59
out
44:59
that
44:59
they
44:59
had
45:00
like
45:00
a
45:00
linear
45:01
TV
45:01
ad
45:01
running
45:02
for
45:02
I
45:02
don't
45:02
know,
45:02
two
45:03
weeks
45:03
or
45:03
one
45:03
week
45:04
in
45:04
the
45:04
U.S.
45:05
so
45:06
just
45:06
looking
45:06
from
45:07
the
45:07
D2C
45:07
site,
45:08
does
45:09
these
45:09
TV
45:09
ads
45:10
or
45:10
does
45:10
it
45:10
really
45:11
drive
45:11
sales
45:13
in
45:13
the
45:13
D2C
45:13
shop?
45:14
It
45:14
didn't.
45:15
But
45:15
when
45:15
taking
45:16
also
45:16
these
45:16
Amazon
45:17
sales
45:17
onto
45:17
account,
45:18
it
45:18
was
45:18
a
45:18
huge
45:19
success.
45:20
So
45:20
also
45:20
this
45:20
because
45:21
I
45:21
think
45:21
you
45:22
also
45:22
touched
45:22
the
45:22
point
45:23
about
45:23
is
45:23
it
45:23
a
45:23
mindset?
45:24
Is
45:24
it
45:24
incentivization?
45:25
What
45:25
is
45:26
the
45:26
issue
45:26
here?
45:26
And
45:27
I
45:27
think
45:27
it's,
45:28
it's
45:28
incentivization
45:29
because
45:30
when
45:30
the
45:31
Amazon
45:31
account
45:31
manager
45:32
just
45:32
needs
45:32
to
45:33
optimize
45:34
towards
45:34
ROAS
45:34
and
45:35
the
45:35
D2C
45:35
manager
45:36
has
45:36
to
45:36
optimize
45:37
towards
45:38
to
45:38
maximize
45:39
the
45:39
sales,
45:40
they
45:41
end
45:41
off
45:43
cannibalizing
45:44
each
45:44
other
45:45
because
45:45
ideally
45:46
they
45:46
should
45:47
invest,
45:47
for
45:47
example
45:48
D2C
45:48
budget
45:49
very
45:49
on
45:49
the
45:50
upper
45:50
funnel,
45:51
top
45:51
of
45:51
the
45:51
funnel
45:52
and
45:52
then
45:52
on
45:53
Amazon
45:53
we
45:53
generate
45:54
the
45:54
sales.
45:54
So
45:55
in
45:55
the
45:55
end
45:55
it's
45:55
not
45:55
about
45:56
like
45:57
channel
45:58
performance,
45:59
it's
45:59
more
45:59
about
45:59
like
46:00
overall
46:00
brand
46:00
contribution.
46:01
And
46:02
I
46:02
think
46:02
that
46:02
should
46:02
be
46:02
the
46:02
North
46:03
Star
46:03
for
46:03
the
46:03
next
46:03
year.
46:03
So
46:04
like
46:04
identifying
46:06
the
46:07
what's
46:07
the
46:07
impact
46:08
of
46:08
every
46:09
asset
46:10
you're
46:10
doing
46:10
on
46:10
the
46:11
marketplace
46:11
or
46:11
on
46:12
social
46:12
or
46:13
wherever.
46:14
So
46:14
what's
46:14
the
46:14
impact
46:14
and
46:15
really
46:15
understand
46:15
that
46:16
and
46:16
then
46:16
go
46:17
backwards
46:17
and
46:18
try
46:18
to
46:18
do
46:19
more
46:19
of
46:19
it
46:19
or
46:20
do
46:20
less
46:20
of
46:20
it.
46:21
And
46:21
that's
46:22
so
46:22
easy.
46:23
Seems
46:23
to
46:23
be
46:23
easy.
46:24
It's
46:24
not.
46:24
But
46:25
I
46:26
just
46:26
wanted
46:26
to
46:26
say
46:27
I
46:27
wouldn't
46:27
have
46:28
put
46:28
it
46:28
like
46:28
this
46:29
is
46:29
easy
46:30
actually,
46:31
but
46:32
at
46:32
least
46:33
it's
46:33
a
46:33
very
46:34
interesting
46:34
way
46:34
to
46:35
go
46:35
and
46:35
a
46:35
new
46:35
way
46:36
to
46:36
think
46:36
E
46:36
commerce
46:37
as
46:37
well.
46:37
Well,
46:38
let's
46:38
see,
46:39
as
46:39
you
46:39
put
46:40
it
46:40
rightly,
46:40
Janine,
46:41
I
46:41
guess
46:41
we
46:41
could
46:42
talk
46:42
about
46:42
this
46:42
topic
46:43
for
46:43
much
46:43
longer,
46:43
but
46:44
for
46:44
now
46:44
I
46:45
think
46:45
we
46:45
leave
46:46
it
46:46
at
46:46
this
46:47
and
46:47
maybe
46:47
we'll
46:48
come
46:48
back
46:48
to
46:48
this
46:49
again
46:50
with
46:52
an
46:52
example,
46:53
for
46:53
example,
46:53
with
46:53
a
46:54
brand
46:54
who
46:54
is
46:54
already
46:55
doing
46:55
it
46:55
or
46:59
going
46:59
on
46:59
the
46:59
journey
46:59
of
47:00
connected
47:00
commerce.
47:00
That
47:01
might
47:01
be
47:01
an
47:01
interesting
47:02
next
47:04
installment
47:04
for
47:05
this.
47:05
But
47:05
for
47:06
now,
47:06
thanks
47:06
to
47:07
you
47:07
two
47:07
and
47:07
for
47:08
this
47:08
introduction
47:08
to
47:09
connected
47:09
commerce.
47:10
Thank
47:10
you
47:10
very
47:10
much.
47:11
Thank
47:11
you.
47:11
Thank
47:11
you
47:11
so
47:12
much.
47:12
Yeah,
47:13
and
47:13
thank
47:13
you
47:13
everyone
47:14
out
47:14
there
47:14
for
47:14
joining
47:15
us
47:15
and
47:15
for
47:16
your
47:16
patience.
47:16
I
47:17
know
47:17
it's
47:17
a
47:17
bit
47:17
longer
47:17
than
47:18
your
47:18
usual
47:19
episode
47:19
of
47:19
let's
47:19
Talk
47:20
Marketplace,
47:20
but,
47:20
well,
47:21
if
47:21
there's
47:21
lots
47:21
to
47:21
talk
47:21
about,
47:22
you
47:22
just
47:22
need
47:22
to
47:22
take
47:23
the
47:23
time
47:23
for
47:23
that.
47:24
So
47:24
thank
47:24
you
47:24
for
47:24
that,
47:25
and
47:25
I
47:25
hope
47:25
you'll
47:26
join
47:26
us
47:26
again
47:26
next
47:27
time.
47:27
Bye.
47:27
Bye.
47:32
You
47:33
listened
47:33
to
47:34
let's
47:34
Talk
47:34
Marketplace?
47:35
The
47:35
Marketplace
47:36
podcast
47:36
with
47:37
Ingrid
47:37
Lommer
47:37
and.
47:38
And
47:38
Baneridichtel.