David Katz is the Co-founder, Lead Product Designer, and Director of Sales at Archer Affiliates, an affiliate network enabling Amazon sellers to connect with publishers, influencers, and bloggers. The company has generated millions of dollars in Amazon sales and increased affiliate revenue to 18% of generated sales. As a former Amazon seller, David struggled to incentivize influencers to promote his products and reach out to new affiliates, leading him to launch Archer Affiliates. 

 

Here’s a glimpse of what you’ll learn:

• [4:39] The rise in affiliate marketing programs and how they drive sales
• [7:58] How to leverage affiliate marketing to generate content
• [11:03] Tactics for brands to incentivize publishers and influence product promotions
• [14:42] Why every brand should invest in affiliate marketing — and Archer Affiliates’ unique value proposition 
• [19:10] Amazon’s referral bonus incentive for 3P sellers
• [25:47] Emerging AI and machine learning trends in eCommerce
• [34:48] David Katz talks about affiliate marketing growth prospects

In this episode…

With customer acquisition costs rising and profitability becoming more critical than ever, affiliate programs have emerged as a performance-based marketing tool to drive sales and revenue. Yet this space is still relatively new, and brands often struggle with affiliate product promotions and sales attributions. How can you break into this space and establish a mutually beneficial partnership with affiliates?

Rather than paying influencers up front, affiliate marketing is a commission-based partnership that allows you to track product performance directly. Affiliate expert David Katz maintains that you can incentivize publishers, content creators, and other affiliates by offering commissions and promotions, allowing them to focus on generating sales and revenue for specific products. To fully capitalize on this partnership, David says to let the affiliates decide what products to promote and how to promote them since they’re experts on content creation and audience targeting. Affiliates will promote credible products with a high sales probability, focusing on larger brands with a solid presence and awareness.

Tune in to the latest episode of The Digital Deep Dive as Aaron Conant hosts David Katz, the Co-founder, Lead Product Designer, and Director of Sales at Archer Affiliates. They break down the current affiliate marketing space for brands. David also talks about Archer Affiliates’ unique value proposition, how to leverage AI and machine learning to reduce operational costs, and Amazon’s referral bonus incentive for 3P sellers. 

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• David Katz on LinkedIn 
• Archer Affiliates 
• “AI-Driven Retail Media With Kashif Zafar” on The Digital Deep Dive
• Kashif Zafar on LinkedIn
• Xmars

Quotable Moments:

• "You're not buying clicks; you're purchasing sales. It's purely performance-based."
• "It's brands realizing we can overpay influencers based on what we're getting out, but the line of sight to actual sales isn't clear."
• "The markets are being saturated with content creators, which has driven the cost of generating content lower."
• "If you're doing affiliate as a revenue driver, paying influencers up front might not be the best move."
• "Not enough sellers know or use Amazon attribution, and they're missing out on massive potential."

Action Steps:

1. Consider adopting affiliate marketing as a core component of your marketing strategy: Since it's performance-based, it aligns with the growing need for profitability in eCommerce.
2. Evaluate your influencer marketing ROI and explore shifting to a more commission-based affiliate model: This aligns your investment directly with sales to improve your marketing spend's effectiveness.
3. Leverage Amazon attribution to track external traffic and take advantage of the brand referral bonus for increased profitability: This tool lowers the cost per acquisition and boosts overall margins.
4. Embrace machine learning and AI solutions to enhance operational efficiency and reduce overhead costs: Cutting-edge technology can streamline processes and save substantial amounts on service fees.
5. Continually educate yourself and your team on the evolving landscape of eCommerce and affiliate marketing: Staying informed enables you to adapt to changes quickly and capitalize on new opportunities.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Marc Walkin is the Co-founder and Head of Marketing and Growth at Turbyne, a vertically integrated B2B SaaS platform that simplifies retail media. With over 15 years of experience as a marketing leader, he has built modern retail and CPG brands, including Stop & Shop, Popcorners, Beech-Nut, and Staples. Marc specializes in brand transformation, corporate strategy, and shopper and digital marketing playbooks. 

Lauren Livak Gilbert is the Executive Director of the Digital Shelf Institute (DSI), which shapes the future of digital and advances commerce through community, content, and education. In her role, she defines the strategy for creating a global industry commerce community to support brands, retailers, and future leaders in the complex digital environment. As a thought leader in digital and design, Lauren has experience driving impactful multi-channel design content, transformative digital shelf solutions, and high-conversion web UX designs across multiple regions. Before DSI, she held numerous roles at Johnson & Johnson, where she owned the digital shelf for consumer products in North America. 

Nate Pinkston is the Head of Growth for Retail Media at Microsoft, where he manages end-to-end ownership of sales, customer success, and account management for the world’s largest retail media networks. As a digital marketing and engagement leader, he uses analytics to develop innovative solutions in the AdTech, MarTech, and retail industries. Nate has led teams to design and launch new products, reach new customer segments and markets, and work with C-suite executives to drive growth.

Here’s a glimpse of what you’ll learn:

• [2:38] How the structure and approach to joint business plans (JBPs) have evolved with retail media
• [7:41] The importance of internal team alignment and preparations for JBPs
• [12:51] Collaborating with retailers and internal teams for JBPs 
• [14:44] What is the eCommerce team’s role in organizing JBPs?
• [20:24] Retailers' receptiveness to brand’s insights and innovative ideas during JBPs
• [28:53] The value of transparency and continuous learning during the JBP process
• [38:54] How to standardize the JBP process

In this episode…

With more companies adopting retail media advertising, joint business plans (JBPs) between retailers and brands have become a requirement. Yet these plans are still in the initial stages, with both parties unsure of how to proceed. What steps can you take to collaborate with retailers and ensure your JBP reflects your business goals?

As early adopters of retailer media, Lauren Livak Gilbert and Nate Pinkston have invested countless hours and resources helping brands and retailers navigate JBPs. Industry standards for joint business plans haven’t been established yet, so Lauren and Nate recommend formulating recurring cross-functional meetings with internal teams and retailers to collaborate on strategies. This should be an integrated, holistic process that aligns the practices and goals of each team and party. Additionally, retailers are open to brand insights and ideas, so offering data and innovative approaches is crucial for establishing standardized business practices.

In this week’s episode of The Digital Deep Dive, Aaron Conant hosts Lauren Livak Gilbert of the Digital Shelf Institute and Nate Pinkston of Microsoft to discuss the ins and outs of joint business plans. Together, they explain how to optimize this digital strategy session, the importance of data-sharing and cross-functional collaboration, and the eCommerce team’s role in JBPs.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Nate Pinkston on LinkedIn
• Microsoft Advertising
• Lauren Livak Gilbert on LinkedIn
• Digital Shelf Institute
• Todd Hassenfelt on LinkedIn
• Chris Perry on LinkedIn
• Oskar Kaszubski on LinkedIn
• firstmovr
• “Digital Organization and Change Management” with Christ Perry and Oskar Kaszubski on The Digital Deep Dive
• Meghan Corroon on LinkedIn
• Clerdata

Quotable Moments:

• "The more you can try to figure out who those functions are...the broader approach you can build." - Lauren Livak Gilbert
• "Embrace the immaturity to say, let's bring definition here that's going to serve us." - Nate Pinkston
• "We're starting to see that people are starting to get that...everything needs to work together in order to be successful." - Lauren Livak Gilbert
• "You're not going to have a merchant or a sales team that just focuses on eCommerce versus in-store; those are going to come together." - Nate Pinkston
• "Retailers want to partner; they want to grow; they want to triple our sales this year." - Aaron Conant

Action Steps:

1. Create a cross-functional omnichannel team that meets regularly: This promotes knowledge sharing across departments, ensuring a holistic strategy that aligns with company-wide objectives.
2. Leverage brand size, whether big or small, to cultivate unique retailer relationships: Each brand size offers distinct advantages in flexibility or resources when approaching joint business planning.
3. Engage in early JBP preparation by involving essential functions, like finance and revenue growth management: Good preparation allows for better alignment and execution of strategies.
4. Embrace the role of eCommerce teams as orchestrators of the JBP process: This ensures a forward-thinking and adaptive approach to digital challenges.
5. Prioritize transparent communication and data sharing with retail partners: Increased transparency leads to more innovative opportunities and can strengthen partnerships.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Marc Walkin is the Co-founder and Head of Marketing and Growth at Turbyne, a vertically integrated B2B SaaS platform that simplifies retail media. With over 15 years of experience as a marketing leader, he has built modern retail and CPG brands, including Stop & Shop, Popcorners, Beech-Nut, and Staples. Marc specializes in brand transformation, corporate strategy, and shopper and digital marketing playbooks. 

Marc Walkin is the Co-founder and Head of Marketing and Growth at Turbyne, a vertically integrated B2B SaaS platform that simplifies retail media. With over 15 years of experience as a marketing leader, he has built modern retail and CPG brands, including Stop & Shop, Popcorners, Beech-Nut, and Staples. Marc specializes in brand transformation, corporate strategy, and shopper and digital marketing playbooks. 

 

 

Here’s a glimpse of what you’ll learn:

• [3:33] What is the retail media mirage? 
• [9:04] Why retail media is not fully integrated and the missed opportunities for in-store engagement
• [13:29] How retailers can enhance the retail media experience for brands
• [18:41] The importance of a unified data platform for a holistic retail media approach
• [30:26] Leveraging real-time inventory and AI to optimize retail media campaigns
• [35:16] Strategies for retail media sales attribution
• [38:22] Brands’ negative experiences with retail media

In this episode…

The retail media space is in disarray, with brands and retailers at odds over expectations and experiences. What’s more, digital and in-store tactics are not fully integrated, so 80% of brands struggle to justify increasing retail media investments. How can retail media networks streamline the experience for their brand customers?

Traditionally, retailers purchased products from brands to sell to consumers. With retail media, brands become customers by leveraging retailers’ advertising platforms. With a rich background in retail strategy, Marc Walkin stresses that retailers must create user-friendly platforms that unify data and offer real-time inventory tracking for greater ROI. Additionally, merging digital and in-store advertising strategies allows retailers to position themselves as profitable networks for brands looking to optimize campaigns.

In this week’s edition of The Digital Deep Dive, Aaron Conant interviews Marc Walkin, the Co-founder and Head of Marketing and Growth at Turbyne, about the disconnect between retail media networks and brands. Marc discusses the retail media mirage phenomenon, strategies for retail media sales attribution, and the importance of clean, unified customer data. 

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Marc Walkin on LinkedIn 
• Turbyne 
• “Measuring Incremental Retail Media ROI” with Meghan Corroon on The Digital Deep Dive
• Clerdata

Quotable Moments:

• "Retail media is growing like crazy, but growth will be inhibited until we see more ease of use and an inclusive channel offering."
• "Only 30% of retailers’ reach and 10% of transactions are on digital, suggesting that retailers are playing Amazon's game when they should focus on their unique assets."
• "What’s happening is you have retailers playing Amazon's game, where Amazon’s 100% digital — but retailers have a massive physical footprint, which is completely left off the table."
• "The biggest lever of growth for retail media is selling at scale and unlocking the potential of smaller brands."
• "Retailers are sitting on a fortune of data, but they're not using it to its full potential. You should be able to get media mix modeling on steroids."

Action Steps:

1. Embrace a platform-neutral approach to retail media infrastructure to make the process more accessible and streamlined for brands of all sizes: This step is effective because it addresses the need for simplicity and the ability to handle diverse retail media demands.
2. Leverage retailer-specific nuances and assets, including in-store opportunities, to enhance retail media strategies: By focusing on unique retail offerings and combining them with digital strategies, brands can create more effective and targeted campaigns.
3. Foster a collaborative relationship between retail media teams and merchandising to ensure alignment and unified objectives: Collaboration is crucial for overcoming internal silos that impede retail media's potential, as brands noted a lack of integrated efforts within retail organizations.
4. Prioritize developing data transparency and sharing mechanisms that address brands' needs for accountable and measurable results: Given the frustrations with data opacity in current retail media models, providing clear and actionable data is a critical step for improving trust and investment.
5. Consider implementing AI-driven analyses for inventory management and campaign optimization to boost the efficiency and effectiveness of retail media spending: As AI technology advances and the push for data-driven decisions increases, adopting such tools can significantly improve campaign outcomes by matching inventory levels with customer demand.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Will Christensen is the Head of Marketing at Seller Labs, which provides eCommerce and advertising solutions for Amazon stores. He is also the Co-founder and President of DataAutomation, a software company that automates data-heavy processes and builds custom integrations. As a go-to-market specialist, Will takes product iterations from zero to 10 customers. He also founded the Entrepreneur’s Apprentice program at EquityHammer, which pairs enterprising students with mentors.

 

Here’s a glimpse of what you’ll learn:

• [1:21] Will Christensen's journey from digital advertising to founding an automation-focused company
• [4:14] How Will developed an Excel document that revolutionized data analysis and reporting
• [11:52] The evolution and future of data, automation, and machine learning
• [19:03] Will demonstrates the capabilities of ChatGPT-4 and shares how it pushes the boundaries of conversational AI
• [27:48] Enhancing your digital clipboard for improved productivity and data management
• [37:36] How virtual note-takers like Fathom can capture essential meeting details
• [45:55] Strategies for staying relevant among new productivity tools and technologies

In this episode…

The fear of missing out on new tools and technology is at an all-time high, but if you still spend hours copying and pasting or manually inputting information into spreadsheets, you’re missing out on valuable time and money. How can you streamline productivity to stay on top of digital trends?

With a commitment to automating data and other processes, Will Christensen is well-versed in the top productivity tools for efficient operations. ChatGPT’s new voice capabilities allow you to request detailed advice, obtain research into industry trends, and draft documents based on real-time conversation summaries. Will has also discovered that syncing the clipboards on your phone and computer eases information transferring by allowing quick access to copied content. Additionally, tools like Fathom take automated notes and extract actionable items from virtual meetings.

In this episode of The Digital Deep Dive, Aaron Conant speaks with Will Christensen, the Head of Marketing at Seller Labs and the Co-founder and President of DataAutomation, about digital productivity hacks. Will talks about revolutionizing data efficiency, demonstrates the novel capabilities of ChatGPT-4, and shares strategies for staying relevant in the digital age.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Will Christensen on LinkedIn | YouTube
• Seller Labs 
• Automation Hunter
• DataAutomation

Quotable Moments:

• "I'm allergic to manual tasks; they drive me to create systems that work smarter, not harder."
• "Imagine having a virtual assistant that sounds smarter than you when they send emails on your behalf."
• "We are now at a point where conversational AI can understand context, not just content."
• "The clipboard is the unsung hero of productivity — it holds the power of your workflow."
• "Don't underestimate the small tools; they often yield the biggest time savings."

Action Steps:

1. Adopt a clipboard manager for your operating system: It's effective because it saves time by keeping a history of your copied items, allowing quick retrieval and management of frequently used data.
2. Sync your phone's clipboard with your computer: This system streamlines the process of sharing information across devices, eliminating the need to input data from one to the other manually.
3. Integrate a virtual note-taker like Fathom in your meetings: It captures every detail, making it easy to reference discussions and convert spoken words into actionable content.
4. Utilize conversational AI such as ChatGPT for content creation: Leveraging AI can help quickly draft documents, emails, and presentations, saving hours of manual composition.
5. Embrace automation in routine communications: Automated follow-ups and action item extraction keep you organized and responsive, ensuring no task or opportunity slips through the cracks.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Jon Bausman is the VP of Marketing at Outward Hound, a pet lifestyle brand. In his role, he oversees content creation, the brand’s website, and paid media. With over 15 years of experience developing marketing strategies, Jon has held leadership and management positions in Fortune 500 companies and startups, including Airhead and Columbia Sportswear. 

Here’s a glimpse of what you’ll learn:

• [1:13] Jon Bausman's journey from retail to the VP of Marketing at a pet product brand
• [5:26] The challenge of building teams in a digital-first society
• [11:33] How constantly shifting roles hinder leadership structures in a digital organization
• [18:27] Jon shares his approach to hiring new team members
• [29:57] Cultivating an organizational culture to build a winning team
• [32:21] The importance of shared values in a digital team
• [40:19] Insights on work-life balance and being selective with commitments

In this episode…

Rapid advancements in the digital space have created a workforce culture that demands instant gratification. Executives from digital organizations are shifting roles constantly, leading to fractured leadership structures. How can businesses foster adaptable, committed, and success-driven teams among workforce and industry pressures?

Rather than hiring an executive who has transitioned from multiple leadership roles in a short time span, digital team builder Jon Bausman says to nurture your talent to progress through the ranks. This allows them to gain invaluable experience and builds resilience and adaptability to the fast-paced digital landscape. Cultivating shared values among team members and encouraging transparent communication creates a robust culture where challenges become opportunities for growth and innovation.

Join Aaron Conant in this episode of The Digital Deep Dive as he welcomes Jon Bausman, the VP of Marketing at Outward Hound, for a discussion about creating powerful digital teams. Jon talks about developing hiring practices rooted in trust, how to develop a culture of accountability and transparent feedback, and how to align team efforts with core values. 

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Jon Bausman on LinkedIn
• Outward Hound 
• Hawkeye Search Group

Quotable Moments:

• "The only silver bullet is hard work, and those things you work the hardest for seem to be the most fulfilling."
• "You're always going to have problems, but part of it is, have you been somewhere long enough to solve meaningful problems?"
• "Investing in people is what leads to a successful digital transition. It's not just about the tools; it's about the team."
• "Leaders need to exhibit the values they seek in their team. Teams beget the behaviors of their leaders."
• "Saying no is powerful. Every time you say yes to something, you're saying no to something else."

Action Steps:

1. Set clear team goals that align with executive expectations to ensure everyone is working towards the same objectives.
2. Develop patience and adopt a mindset of deferred gratification to avoid rushing career progress and focus on gaining invaluable experience.
3. Embrace the power of saying no to overcommitments, allowing you to prioritize effectively and maintain a healthy work-life balance.
4. Foster open communication within your team, encouraging honest feedback and accountability at all levels.
5. Prioritize hiring team members who share your core values, as this will create a strong foundation for trust and collaboration.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Kashif Zafar is the CEO of Xmars, an AI-powered platform for advertising on Amazon. With over 25 years of eCommerce and digital marketing experience, he has built and guided high-performing teams across the Americas, Asia, Europe, and the Middle East. Kashif has worked in several industries, including CPG, retail, outsourcing, technology, and blockchain. 

Here’s a glimpse of what you’ll learn:

• [1:06] Kashif Zafar discusses the evolution of Amazon agencies and his involvement in the space
• [5:05] The importance of creative content in Amazon advertising strategies — and how AI is elevating content creation
• [11:51] Do brands need an Amazon agency?
• [18:09] Leveraging Amazon Marketing Cloud as an untapped advertising resource
• [22:45] Xmars’ trajectory and its adoption of AI
• [27:06] Kashif describes AI’s role in retail media and ad tech
• [37:58] How brands should approach the evolving retail media landscape
• [41:18] The emphasis on profitability and tech stack rationalization

In this episode…

With digital marketing and eCommerce strategies evolving rapidly, businesses are constantly seeking ways to stay competitive. From choosing the right technology to launching effective campaigns, the stakes are higher than ever. How can brands navigate this complex digital terrain to maximize growth?

As AI becomes a widespread presence in eCommerce, digital marketing maven Kashif Zafar advises Amazon brands to adopt various AI tools for content creation and innovation. This includes investing in AI-driven ad tech platforms to streamline and optimize advertising campaigns while minimizing hands-on involvement. Generative AI can also be used to create compelling PDPs that influence the Amazon algorithm and drive conversions. For a more supportive approach, invest in an Amazon agency that specializes in retail media and advertising, allowing you to gain insights into profitable strategies.

In today’s episode of The Digital Deep Dive, Aaron Conant speaks with Kashif Zafar, the CEO of Xmars, about the role of AI in advertising. Kashif talks about the untapped potential of Amazon Marketing Cloud, the newfound emphasis on tech stack rationalization, and his involvement in the Amazon advertising landscape.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Kashif Zafar on LinkedIn
• Xmars

Quotable Moments:

• "It's fun to see now where we're at full-funnel advertising, looking at data that we've never had before."
• "The advantage of smaller companies, or smaller brands, is that they can be nimble."
• "You have so many things in your toolbox to win on Amazon... That's where an agency in today's world still can be very valuable."
• "AI in the ad tech space, it's the lowest hanging fruit. That's easy."
• "We're just scratching the surface of what [AI] really means for us."

Action Steps:

1. Embrace full-funnel advertising: Start employing a full-funnel approach to leverage multiple touchpoints in the customer journey for more conversions. This ensures no opportunity for engagement or conversion is missed across different marketing channels.
2. Leverage Amazon Marketing Cloud: Utilize AMC to gather rich consumer behavior insights to enhance targeting and personalization. This enables brands to understand their audience more deeply, tailoring marketing efforts for higher ROI.
3. Incorporate AI into sponsored ads: Integrate AI technology in advertising strategies for real-time optimization and higher efficiency. This improves ad performance through machine learning, reducing the need for constant manual adjustments.
4. Adopt an agile mindset: Maintain flexibility to test new technologies and pivot strategies, which is vital for staying competitive. This enables brands to adapt swiftly to new market conditions and emerging opportunities, keeping them ahead of the curve.
5. Secure a tech stack audit: Regularly evaluate and potentially rationalize the current stack to streamline operations and bolster profitability. A streamlined tech stack minimizes costs, simplifies operations, and focuses on tools that truly drive KPIs.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Andrew Schydlowsky is the Founder and CEO of TrackStreet, a cutting-edge SaaS platform that empowers brands by leveraging eCommerce data. He has been involved in eCommerce since 1998, starting with an innovative idea to sell sports nutrition products online. As a serial entrepreneur, Andrew founded Performance Unlimited, Inc., Soma Distribution, Inc., and Kala International, Ltd. He also established Soma Internacional, S.A. in Peru. His diverse experience includes roles as Chief Growth Officer for a retail chain and Corporate Trainer for Unisys in Beijing.

Here’s a glimpse of what you’ll learn:

• [2:24] How the digital landscape has evolved from grassroots marketing to tech-driven businesses
• [8:23] Andrew Schydlowsky’s transition from selling physical products to developing software solutions
• [11:27] Andrew shares his cautious approach to AI and its implications for technology-first brands
• [19:43] How TrackStreet transforms brand management with a unified data platform
• [24:26] Unifying data streams and automating key decisions with AI
• [33:53] The risks of AI and what brands should consider for the future
• [44:16] Creative SEO strategies for launching a new brand online

In this episode…

With the digital landscape evolving and new technologies emerging, brands must navigate rapid eCommerce growth and AI integrations. Where should businesses focus their energy to avoid being misled by shiny objects or overwhelmed by an influx of data? 

With over 25 years at the helm of eCommerce, Andrew Schydlowsky affirms that brands can leverage technology and AI to make strategic business decisions but must recognize their risks and potential to derail progress. Before adopting any new tool or software, systemize your data and assess your tech stack regularly to ensure responsible use and long-term stability. By maintaining a clear vision for your business, you can evolve it with the market while staying savvy about the implications and pitfalls of trends.

Tune in to the latest episode of The Digital Deep Dive as Aaron Conant speaks with Andrew Schydlowsky, the Founder and CEO of TrackStreet, about the intricacies of eCommerce, technology, and AI. Andrew talks about leveraging AI to automate data and decision-making, the evolution of the digital landscape, and TrackStreet’s mission. 

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Andrew Schydlowsky on LinkedIn 
• TrackStreet 
• Meghan Corroon on LinkedIn
• Clerdata
• “Measuring Incremental Retail Media ROI” with Meghan Corroon on The Digital Deep Dive
• Lauren Livak on LinkedIn
• Digital Shelf Institute
• SmartCommerce

Quotable Moments:

• "We're so early in what the internet's going to be for brands and commerce and consumers."
• "If you don't know what's happening on the internet with your products, you can't make decisions on anything like strategy."
• "I built early Flash animations. I built my infrastructure websites. I've always gotten in and done stuff."
• "AI doesn't always tell you the truth, and it doesn't have a tell. It doesn’t wink, it doesn't grimace; it'll just make stuff up."
• "The dream state is, you come to us in the morning, and the system says, 'Here's what's happened and what we think is about to happen. What do you want to do about it?'"

Action Steps:

1. Embrace an entrepreneurial mindset by starting with a clear vision and evolving your business with market changes: Andrew Schydlowsky’s journey from 1998 to creating TrackStreet shows that adaptability and foresight are key to staying relevant.
2. Leverage technology strategically, understanding its full scope and limitations: Andrew discusses the need to carefully control AI to avoid making uninformed decisions based on skewed data.
3. Build data consistency for AI to work effectively: Andrew mentions the importance of organized data, implying that the cleaner the data input, the better the AI results.
4. Diversitize and secure your online product presence: Brands should have strategies in place to protect and differentiate their offerings in a crowded digital marketplace.
5. Keep a keen eye on tech stack rationalization: Brands should regularly assess the efficacy and longevity of their tech partnerships to ensure long-term growth and stability.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Matt Snyder is the Founder and CEO of Brands Excel, where he helps brands scale on Amazon. As a revenue generator, he has over 15 years of experience growing DTC, B2C, and B2B companies within the eCommerce space and Amazon’s marketplace. Matt focuses on building long-term growth by developing alternative sales channels and product lines that complement overarching omnichannel strategies. Before Brands Excel, he was the Vice President of Online Retail at Vari.

 

Here’s a glimpse of what you’ll learn:

• [1:03] Matt Snyder’s trajectory from managing Woot.com’s eCommerce accounts to becoming immersed in Seller Fulfilled Prime
• [8:26] Why Amazon reinstated the Seller Fulfilled Prime program and how it benefits sellers
• [16:16] What are the requirements for Amazon's SFP program
• [19:09] How SFP reduces inventory costs
• [26:42] Profitable Seller Fulfilled Prime strategies
• [29:24] The impact of shipping control on customer experience, returns, and damage rates
• [32:35] How Amazon Marketing Cloud and AI will influence eCommerce marketing

In this episode…

With eCommerce competition intensifying, brands are scrambling to fulfill customer requests and manage inventory costs. How can Amazon’s Seller Fulfilled Prime enable operational and cost efficiency?

Seasoned eCommerce leader Matt Snyder leverages SFP in his business to streamline logistics, reduce costs, and improve the customer experience. Before investing in this fulfillment method, conduct a self-audit to ensure SFP aligns with your product types and business model. Seller Fulfilled Prime requires brands to meet specific performance metrics, including 93% on-time deliveries and precise product tracking, to maintain Prime status and customer trust. Matt suggests cultivating partnerships with SFP 3PL partners to manage logistics and complex fulfillment requirements.

Tune in to the latest installment of The Digital Deep Dive as Aaron Conant meets with Matt Snyder, the Founder and CEO of Brands Excel, who shares the ins and outs of Seller Fulfilled Prime. Matt explains the impact of Amazon Marketing Cloud and AI on future eCommerce strategies, how to maintain profitability with SFP, and the benefits of inventory control.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Matt Snyder on LinkedIn
• Brands Excel 
• Corey Apirian on LinkedIn
• Davinci Micro Fulfillment

Quotable Moments:

• "Seller Fulfilled Prime is not just another added cost; it's an investment towards greater profitability and control over your inventory." 
• "Amazon is evolving, and we as brands need to evolve our strategies accordingly to stay competitive." 
• "It's not about letting AI control your business; it's about using AI to gain insights and make better strategic decisions." 
• "The right SFP strategy could mean the difference between staying stagnant and experiencing exponential eCommerce growth." 
• "You don't have to be at the mercy of Amazon's storage limits; Seller Fulfilled Prime can offer a powerful alternative for the right brands." 

Action Steps:

1. Conduct an internal audit to see if your product catalog aligns with SFP requirements: This step builds a strong foundation for considering the SFP program by assessing product value, seasonal demand, and variation complexity.
2. Partner with a reputable 3PL service that supports Seller Fulfilled Prime: Leveraging a 3PL service experienced in SFP can mitigate logistical challenges and set you up for success. 
3. Perform a cost-benefit analysis before transitioning to SFP: Analyses help brands understand potential savings and the true impact on profitability.
4. Experiment with SFP on a small scale before fully committing: Trials with select products allow brands to mitigate risk and gather valuable insights.
5. Explore and train on Amazon Marketing Cloud to understand your customer funnel better: Learning to use AMC can help brands pinpoint effective strategies.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Mandar Shinde is the CEO of Blotout, a Y Combinator restoring identity and data accuracy in a cookieless era. He also volunteers with ProductNation/iSPIRT, a nonprofit sourcing public goods for Indian product startups. In this role, Mandar helps enable data democratization with zero trust. As a data-driven entrepreneur, he has experience in privacy, analytics, blockchain, advertising, compliance, and cloud computing.  

Here’s a glimpse of what you’ll learn:

• [1:28] Mandar Shinde shares the genesis and iterations of Blotout
• [6:48] How to navigate a post third-party cookies landscape
• [12:42] Why customer data platforms (CDPs) must evolve to address the latest data storage issues
• [16:02] The roadmap to sustainable, compliant, and effective digital data management 
• [24:53] How dynamic data scoring can improve advertising API performance
• [29:06] What is the connection between unified data and marketing outcomes?
• [37:05] Mandar talks about the shift toward data decentralization
• [42:17] Predictions on how major platforms will adapt to data fragmentation

In this episode…

The deprecation of third-party cookies threatens the stability of targeted marketing, and businesses are navigating uncharted territories. With the cornerstone of personalized advertising crumbling, how can companies navigate the landscape without relying on third-party data?

Apple’s aggressive stance on data privacy has placed limitations on digital advertising, specifically after the advent of iOS 14, which allows users to opt out of third-party tracking. Data-driven eCommerce entrepreneur Mandar Shinde emphasizes adjusting your lifecycle and performance marketing strategies to align with the shifts in data regulations and online tracking. This involves conducting an internal assessment of your customer data collection, storage, and processing systems to ensure compliance and effective adaptation. Transitioning to first-party data collection by adopting CDPs and server-side tracking is a viable solution to privacy concerns in a cookieless environment.

In today’s episode of The Digital Deep Dive, Mandar Shinde, the CEO of Blotout, joins Aaron Conant for a discussion about adapting to a cookieless landscape. Mandar talks about the imminent shifts and the necessary actions brands must take to ensure their digital presence and customer relationships remain strong.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Mandar Shinde on LinkedIn 
• Blotout 
• “Navigating the Sunset of 3rd Party Cookies With David Cost” on The Digital Deep Dive

Quotable Moments:

• "The world is coming to an end where only the device might remain as the attribution of choice for unifying data."
• "You have lost the third-party cookie, but when the first-party cookie gets deprecated, you're dealing with a multidimensional problem."
• "Brands must become the source of truth and take charge of the data because, in a couple of years, somebody could be asking, 'How did my data end up there?'"
• "We play the game theory chess board every day, trying to evaluate feeding the monsters or moving towards data decentralization."
• "The next few years will be interesting, but once the right tools are in place, owning and compliantly managing data will create a path to success."

Action Steps:

1. Analyze the dependency on third-party cookies within your current digital marketing strategy: This step is essential as it prepares marketers for the shift away from a method that has been foundational, addressing the immediate need to innovate.
2. Develop a robust first-party data collection and management system: By focusing on first-party data, brands can gain control and reduce future risks related to data privacy and compliance issues.
3. Implement server-side tracking to improve data accuracy and speed: Server-side tracking can offer precise and real-time data that significantly enhances marketing performance.
4. Establish unified identifiers for reliable cross-channel marketing outcomes: Using a common identifier ensures all marketing channels work harmoniously, leading to improved segmentation, targeting, and personalization.
5. Stay educated on the latest data privacy laws and technological advancements in the digital marketing space: Continuous learning in this rapidly evolving field is critical for staying compliant and seizing opportunities driven by innovation.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Mandar Shinde is the CEO of Blotout, a Y Combinator restoring identity and data accuracy in a cookieless era. He also volunteers with ProductNation/iSPIRT, a nonprofit sourcing public goods for Indian product startups. In this role, Mandar helps enable data democratization with zero trust. As a data-driven entrepreneur, he has experience in privacy, analytics, blockchain, advertising, compliance, and cloud computing.  

Here’s a glimpse of what you’ll learn:

• [1:28] Mandar Shinde shares the genesis and iterations of Blotout
• [6:48] How to navigate a post third-party cookies landscape
• [12:42] Why customer data platforms (CDPs) must evolve to address the latest data storage issues
• [16:02] The roadmap to sustainable, compliant, and effective digital data management 
• [24:53] How dynamic data scoring can improve advertising API performance
• [29:06] What is the connection between unified data and marketing outcomes?
• [37:05] Mandar talks about the shift toward data decentralization
• [42:17] Predictions on how major platforms will adapt to data fragmentation

In this episode…

The deprecation of third-party cookies threatens the stability of targeted marketing, and businesses are navigating uncharted territories. With the cornerstone of personalized advertising crumbling, how can companies navigate the landscape without relying on third-party data?

Apple’s aggressive stance on data privacy has placed limitations on digital advertising, specifically after the advent of iOS 14, which allows users to opt out of third-party tracking. Data-driven eCommerce entrepreneur Mandar Shinde emphasizes adjusting your lifecycle and performance marketing strategies to align with the shifts in data regulations and online tracking. This involves conducting an internal assessment of your customer data collection, storage, and processing systems to ensure compliance and effective adaptation. Transitioning to first-party data collection by adopting CDPs and server-side tracking is a viable solution to privacy concerns in a cookieless environment.

In today’s episode of The Digital Deep Dive, Mandar Shinde, the CEO of Blotout, joins Aaron Conant for a discussion about adapting to a cookieless landscape. Mandar talks about the imminent shifts and the necessary actions brands must take to ensure their digital presence and customer relationships remain strong.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Mandar Shinde on LinkedIn 
• Blotout 
• “Navigating the Sunset of 3rd Party Cookies With David Cost” on The Digital Deep Dive

Quotable Moments:

• "The world is coming to an end where only the device might remain as the attribution of choice for unifying data."
• "You have lost the third-party cookie, but when the first-party cookie gets deprecated, you're dealing with a multidimensional problem."
• "Brands must become the source of truth and take charge of the data because, in a couple of years, somebody could be asking, 'How did my data end up there?'"
• "We play the game theory chess board every day, trying to evaluate feeding the monsters or moving towards data decentralization."
• "The next few years will be interesting, but once the right tools are in place, owning and compliantly managing data will create a path to success."

Action Steps:

1. Analyze the dependency on third-party cookies within your current digital marketing strategy: This step is essential as it prepares marketers for the shift away from a method that has been foundational, addressing the immediate need to innovate.
2. Develop a robust first-party data collection and management system: By focusing on first-party data, brands can gain control and reduce future risks related to data privacy and compliance issues.
3. Implement server-side tracking to improve data accuracy and speed: Server-side tracking can offer precise and real-time data that significantly enhances marketing performance.
4. Establish unified identifiers for reliable cross-channel marketing outcomes: Using a common identifier ensures all marketing channels work harmoniously, leading to improved segmentation, targeting, and personalization.
5. Stay educated on the latest data privacy laws and technological advancements in the digital marketing space: Continuous learning in this rapidly evolving field is critical for staying compliant and seizing opportunities driven by innovation.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.