Mastering Metail: Recent Episodes
Ascential Digital Commerce
Want to learn everything there is to learn about ecommerce and have fun at the same time? Then look no further. Mastering Metail is a podcast masterclass series brought to you by Ascential Digital Commerce that will provide the knowledge needed to win across three of the largest ecommerce platforms - Amazon, Walmart, and Instacart. Our host, Emma Irwin, will guide you through the most important areas of focus with an emphasis on retail and media functions … hence the name, Mastering Metail. This series is suited for anyone looking to learn more about ecommerce as well as manufacturers looking to grow their business on Amazon, Walmart and Instacart. To learn more about Ascential, visit Ascential.com for more information about our digital commerce brands.The editor for this podcast is Claus Cancel and sound designer is Ines Cetenji.Season 1: This season we focus on Amazon. You’ll get to hear suggestions for how to win and explanations of those foundational ecommerce concepts from leaders across Ascential’s brands. We’ll cover common ecommerce mistakes, media (search/display and DSP), retail, building a digital commerce team, content, supply chain, and retail/media data.COMING IN AUGUST - Season 2: For season 2, we cover winning on Walmart. Our experts at Whytespyder, an Ascential Company, guide us through understanding Walmart as on omnichannel retailer, how to think about catalog management, differences between paid and organic search and what needs to be done on the supplier side, and how to navigate Walmart Marketplace, all recorded in Walmart Country in NW Arkansas.COMING IN SEPTEMBER - Season 3: For season 3 of Mastering Metail, we cover everything you need to know in order to win on Instacart. We’ll dive into how Instacart works, how Instacart disrupted traditional grocery shopping, the impact of COVID-19 on shopping behaviors, advertising, content, and more. Instacart isn’t just for grocers - so tune into this season to get up to speed on Instacart and leave ready to win on this ecommerce giant.
In this episode, Emma and Patrick dive into OpenAI’s new instant checkout feature with Etsy, discussing how AI-powered commerce is reshaping product discovery and the shopper journey. They additionally further unpack the recent streaming partnerships news and what it means for advertisers, and wrap up discussing new tools for sellers coming out of Amazon Accelerate.
Gabe Fishbein, Flywheel's VP of Product, sat down with Alan Lewis (Director of Product, AMC, Amazon Ads) at Amazon Accelerate 2025 to discuss AMC’s expanded accessibility, new user-friendly features, and how brands of all sizes can use AMC for actionable insights. Listen in to learn how the platform is evolving and walk away with creative use cases, and what’s next for AMC.
Product detail pages (PDPs) are back in the spotlight, and for good reason. In this episode, Emma welcomes back Russ Dieringer, founder of Stratably, to dig into the state of the PDP in 2025, what brands are actually doing with their PDP content to win on Amazon, and how AI is changing the rules for content, search, and discovery.
Register for Stratably's webinar, "From SEO to GEO: Mastering the New Rules of AI-Driven Commerce" with Flywheel's Mike O'Donnell here: https://register.gotowebinar.com/register/804566983527944792?source=fly
What does the modern omnichannel organization really need to succeed? Emma sits down with Lauren Livak Gilbert, executive director of the Digital Shelf Institute, to unpack the findings from DSI’s “Reinventing for Omnichannel Success” report. Lauren shares why old org structures fall short, the urgent capabilities brands must build, and how cross-functional collaboration and mindset shifts are key to driving change. Read the report here.
In this episode, Emma and Patrick break down Walmart ending its exclusive partnership with The Trade Desk and explore what that means for DSPs and advertisers. Next, they tackle the end of the de minimis tax exemption, unpacking the impact for global marketplaces, sellers, and small businesses. Finally, they debate whether agentic AI is truly the future of commerce or just the latest tech mirage.
What is AWS, and why should retailers, brands, and marketers care? In this candid conversation, Amazon’s Justin Honaman joins the show to demystify Amazon Web Services and its growing role in commerce. From cloud infrastructure and clean rooms to AI-powered analytics and real-world case studies, Justin explains how AWS is transforming legacy tech stacks, powering business agility, and unlocking innovation for companies of all sizes.
In this episode, Patrick & Emma cover high-level Prime Day observations, what Amazon and The New York Times really get out of their new AI deal, and what Amazon pulling out of Google PLAs means for Amazon, Google, and brands.
In this episode, Emma and Danny Hoffman (Head of Global Amazon Strategy, Flywheel) dig into the power of Amazon Marketing Cloud (AMC) for brands looking to unlock a deeper understanding of their business. Discover how AMC helps you measure long-term value (LTV), new-to-brand (NTB) acquisition, and the true point of market entry (POME). Hear real-world examples of how these metrics can shape smarter strategies, build brand loyalty, and drive sustainable growth.
Flywheel's annual whitepaper, The Big Shift, is back! In this episode, Patrick and Emma (co-authors of the paper) explore how forward-thinking brands are leveraging SKU+CID data to maximize their return on consumer across each retailer, every campaign, and the entire portfolio. Listen in to discover why the future belongs to brands that verticalize ROI, treat CIDs like annuities, and use real behavioral signals to fuel long-term growth. Download the full paper here: https://www.flywheeldigital.com/guides/the-big-shift-redefining-roi-with-return-on-consumer
Flywheel Retail Insight's "Future Retail Disruption" report is live, and Hannah Donoghue (SVP, Consulting) and Emma are here to break it all down. They cover what’s driving change across the industry, exploring the biggest forces shaping retail, the assumptions you should make about the future, and the capabilities brands need to build or enhance to stay ahead. Hear how this year’s trends compare to past editions, and get practical insights to help your organization win in a rapidly evolving landscape.
Subscribe to Retail Insights here.
In this episode Patrick and Emma start by covering how Flywheel's recently launched CLTV Dashboard helps brands turn insights from AMC's 5 years of purchase data into impact. Next, they touch on the key themes from LUMA's State of Digital 2025 report as well as Ben Evans' annual predictions presentation, "AI Eats the World."
Register for the "Future Retail Disruption" webinar presented by the Flywheel Retail Insights team here: https://register.gotowebinar.com/register/7664520082946280029
Megan Harbold, VP Marketing Strategy at Ampd joins the show to reveal why connecting Google and Meta ads directly to retailer shelves is the smarter way to drive sales, optimize media, and finally move beyond clicks, impressions, and the limitations of chasing first-party data.
In this month's episode, Patrick and Emma cover how recent tariffs are affecting retail inventory and consumer behavior, plus the impact of Gen AI on product discovery and search. We're seeing retailers pull forward inventory and consumers showing surprising resilience, while AI is reshaping traditional purchase funnels - though as Patrick notes, successful brand building remains "same as it ever was."
The Commerce Collective podcast traveled to the land down under for this episode to cover all of the need-to-knows of Australian commerce. Mo HeidariFar, Managing Director of Flywheel ANZ joins the show to talk through what makes Australian shoppers and the Australian economy unique, who the major retail media players are, and how Australia has acted as the testing ground for extended deal events for major retailers like Amazon.
In this episode, Patrick and Emma start with diving into the impact of AMC Audiences for Sponsored Ads and what Flywheel has built to maximize precision and efficiency with this extended capability. Next, they cover a recent article on JBPs that's all about RMN efficacy and how brands and retailers need to solve issues in order for JBPs to reach their potential. Last up, how to make sure advertiser's dollars are reaching human eyes vs. bots through closed-loop, deterministic measurement.
In this episode Keith Legro, VP of Key Accounts at Fender covers what it takes to be successful online while selling musical instruments - a category where the feel and sound of the products is often critical. Tune in for lessons on who is shopping for instruments online vs. in-store and how Fender works to reach consumers at every stage of the purchasing journey.
In this episode Patrick and Emma first cover what a zero-click shopping world driven by generative AI and LLMs means for shoppers, advertisers, and retailers. This is followed by a discussion on what consumers in 2025 want out of ecommerce deliveries (hint: it's not always speed) and then quick coverage of the impending tariffs.
In this episode Jamie Williams, Retail Media Lead at Glanbia walks through two specific AMC analyses conducted in partnership with the Flywheel team. We start with using AMC to help answer questions around how top items in the portfolio drive NTB, profitability, and loyalty and conclude with talking through a tentpole analysis done to dig into how the brand performs across different tentpole events in order to evaluate future investments. From the objective to the analysis to the results and following actions to drive growth, this episode has it all.
The year is off to a booming start and Emma and Patrick cover it all. This episode first touches on Flywheel's first-to-market agreement with Amazon to extend the AMC purchase data lookback window to 5 years and of course what this actually means and unlocks for brands. Next, they cover Amazon selling its adtech to other retailers and where it makes sense for brands to test and learn. And lastly, they cover the buzz around AI agents and the impact there may or may not be on the future of commerce.
Hannah Donoghue, SVP Consulting at Flywheel breaks down everything that’s going to shape the commerce landscape in 2025. From supply chain transformation to social commerce to retail media to AI, listening to this episode will leave you prepared for what’s to come.
In this episode (our last episode of the year!), Patrick & Emma cover what happened during BFCM 2024 and what it means for brands and retailers - think personalization vs. discovery, low-cost marketplaces, and the competition between the biggest retailer players. You'll want to stick around for the end - where we get into a rapid-fire style, full-year recap.
Happy holidays and we'll see you next year!
Matt Leigh, VP Retail Operations at Syndigo breaks down the current state of digital content in this episode - looking at increasing regulatory pressures and how brands need to adapt, what motivates retailer data upload methods and requirements, and the need for sophisticated and specialized content data management and expertise.
You might hear "retailer earnings" and think about investors, but you shouldn't underestimate the power of understanding the important pieces of a retailer earnings report and how each quarter's performance can impact your business. In this episode, Eamon Kelly of Edgewater Research Company joins us to teach us how to decode the critical elements of these reports as a brand or agency and understand what actually drives share prices for retailers.
This month’s episode is continued coverage on the competitive low-cost marketplace environment. Patrick and Emma discuss Shein’s struggles to IPO, Temu’s mission to sign on as many merchants as possible while navigating a potential end to the De Minimus tax exemption, and Amazon’s shadowboxing to stay in the game. But with prices so low sellers will have to determine when it’s time to invest in growing as a brand (or not).
In this episode recorded live from unBoxed 2024, Gabe Fishbein, VP Product at Flywheel covers the power of Sponsored Ads across the full funnel, which has come to life in new ways due to changes in how Amazon calculates advertising eligibility. This change forces advertisers to re-evaluate their profitability matrix and ad type mix, which overall provides an opportunity to further seek deterministic measurement all the way down the funnel.
Recorded live at Amazon unBoxed 2024, this episode features Kiersten Smith, Director of Marketing at Megababe who covers how Flywheel helped strategize a full funnel approach to increase NTB sales, marketshare, and brand awareness utilizing a variety of Amazon Ads products. Listen in for how this challenger brand, in a tough category, with finite resources was able to meet its goals.
In this quick episode of the Commerce Collective Podcast’s unBoxed coverage, Donte McCrary-McClain gives us a speedy overview of multiple new product launches related to AMC, some of which Flywheel had the opportunity to beta test prior to the conference. We’ll cover bid boosting for SP and SB with the help of AMC and a variety of measurement enhancements to AMC itself. Tune in to learn more about what these products are, how to strategically use them, and how Flywheel has been able to bring these to life for a few advertisers via our early testing access.
Recorded live from unBoxed 2024 in Austin, we talk to Kelly MacLean, VP Amazon DSP at Amazon Ads about finding relevant audiences with ADSP, what we mean by relevance, and the power that exists for advertisers when AMC audiences and APC signals overlay - and we’ll even touch on all of that in relation to CTV buys. You won’t want to miss listening in to this episode, and be sure to check out every episode we publish from unBoxed 2024!
eB2B is one of the fastest-growing ecommerce channels - currently growing faster than eB2C itself! This means that now is the time to research this channel, seek out opportunities, and begin investing in test and learn opportunities. Nick Everitt, Director of Consulting at Flywheel teaches us about the foundations of eB2B, the main platforms, and how brands should be approaching their eB2B channel strategy.
This month’s episode is a brief yet deep dive into a critical element of advertising measurement that everyone in commerce should have their heads wrapped around - and that is determinism vs. probabilism. How do these two concepts differ, and what approach is the best for a multifaceted enterprise brand? Tune in for your monthly dose of topical ecommerce insights and walk away ready to impress your colleagues with this new and/or enhanced knowledge.
Sri Rajagopalan - who you might know from The CPG Guys - joins the Commerce Collective podcast to talk about the trend of ecomm investment slowdown that he has been observing from brands, specifically across retail media. What is causing brands to pull back and shift who leads the retail media charge? And is this a mistake? Listen in to hear Sri’s take on the matter and his advice for brands considering what could be a significant missed opportunity. Pulling back investments is easy, but recovering missed progress can be hard.
In this exciting episode, Aaron Jones, VP of eCommerce and media at Liquid I.V.® (a Unilever brand) discusses the origins of Liquid I.V.® and how growing up in the digital sphere has allowed the brand to invent and continue to own the powdered hydration category. Aaron also highlights what has led to incredibly successful Prime Days the past two years (Liquid I.V.® had the 3rd highest-selling product on Amazon in terms of units sold this past Prime Day), and provides insight into treating each deal event as a unique way to reach customers where they are. Every brand should listen in for a story about innovation, agility, and CPG boundary-pushing.
Fall is almost here and it’s M&A season. This month Patrick and Emma dig into three proposed mergers and/or acquisitions - Mars and Kellanova, Instacart and Uber, and two Amazon aggregators - Branded and Heyday. Why have these acquisitions come into the spotlight and what could these outcomes could mean for the retail industry?
With TikTok Shop, shoppers can now go from inspiration to purchase within seconds. This emerging marketplace unlocks a huge opportunity to drive incremental growth. In this episode, Molly O’Bryen and Deren Baker discuss what sets TikTok Shop apart from other marketplaces and the creator economy. Plus they share tips on how to build a winning strategy.
Recorded during the Cannes Lions International Festival of Creativity, Jacquelyn covers how brands, retailers, and agencies should best work together to solve the needs of the customer - who at the end of the day is the start of it all.
In this episode Kelly Miller, VP Commerce, EMEA at Flywheel highlights her research on declining POs and decreased weeks of cover in the EU and what it means for vendors adjusting to Amazon’s rebalancing now that stable profitability has been reached for the first time since the pandemic.
This month Patrick and Emma dig into Flywheel’s findings from Prime Day and what questions brand should really be asking to determine investments into future deal events. Additionally, Google’s announcement that it will not part ways with cookies is touched on.
The ecommerce industry usually dreads the process of AVNs, but in this episode, Russ Dieringer of Stratably provides a counterpoint on how AVNs can actually be a good thing when you’re prepared. Listen in to learn more about the purpose and significance of AVNs, what Stratably’s research uncovered from this past year, and recommendations for how brands should approach the next round of AVNs.
Read Stratably’s report here: https://stratably.com/deep-dive-2024-amazon-avn-wrap-up/
This month’s episode of Above the Fold is a special edition covering Flywheel’s recently published whitepaper titled “The Big Shift.” Patrick and Emma cover the inspiration for the report, highlight key points, and discuss recent announcements that tie back to the paper. You can download the paper here (but be sure to listen to the episode for additional insights!).
https://www.flywheeldigital.com/guides/the-big-shift-retail-power-dynamics?utm_medium=announcementemail&utm_source=slack&utm_campaign=the-big-shift-whitepaper&utm_content=deckworthy&internal_company_id=2021A1
The Commerce Collective Podcast is back in Cannes and is excited to launch this episode featuring Brian Tomasette - Director of Product, DSP, Amazon Ads that covers the future of addressability. We break it down into three segments, creating relevancy in a cookiesless world, simplification of controls for transparency, and upper funnel solutions for an increasingly fragmented landscape.
Andrea Lennon, Chief Client Officer at Omnicom joins the podcast to discuss what clients want, what clients need, and how clients and agencies can best work together to achieve their shared goals. What clients want can be broken down into three key themes, and Andrea educates us on how Omnicom approaches large client relationships at the holding company level.
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important eCommerce headlines each month broken down by none other than Patrick Miller, co-founder of Flywheel. For May 2024 we cover Instacart partnering with Uber Eats for restaurant delivery, SKU sharing across marketplaces, and the fate of TV advertising.
Jill Smith, VP of Sales at Kroger Precision Marketing joins us to educate on the power of Kroger's unique dataset, KPM's advancements within the offsite/programmatic space, and KPM's ambitions to eliminate ad waste for a more sustainable future.
What makes understanding the opportunity of ecommerce so difficult is that finding a global single source of truth can be incredibly difficult, but we think we have the closest answer. In this episode, Michael Rogosa of Flywheel Consulting joins us to showcase how Flywheel’s Consulting team approaches helping clients understand the opportunities that await and how to set ambitious enough goals that will drive their businesses forward.
Welcome back to the commerce collective - a podcast brought to you by Flywheel. You’re listening to This Month Above the Fold, a monthly series on the commerce collective feed where Patrick Miller, co founder of flywheel covers the most important ecommerce stories each month, and this is your April 2024 recap. I’m Emma Irwin, Senior Editor and Specialist at Flywheel, and lets get into it.
In the second episode from the Commerce Collective’s trip to Europe, James Hanscomb, EMEA DSP & Omnichannel Lead, educates us on omnichannel media strategies across the EU. The fragmented retailer ecosystem in Europe means it can be tough to understand where it makes the most sense to invest in the developing retail media networks especially considering the differences in consumer behavior and shopping options throughout the EU (think smaller format grocery stores vs. Walmart and how a media strategy needs to be different based on both physical inventory and retailer capabilities).
The Commerce Collective podcast is off to Europe for two special episodes featuring our EU digital commerce experts, and in this episode Mark James, Senior Director EMEA, covers the nuances and strategies for success for brands when looking specifically at Amazon’s place in this regional ecommerce landscape. The EU market is complex and both regulatory and consumer behavior differences must all be considered when determining the level of investment to attach to an Amazon strategy.
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by none other than Patrick Miller. For March 2024 we cover what we’re working on to solve for MFA junk inventory, Google’s offsite retail media capabilities, & retail media from the Wall Street perspective.
The Commerce Collective Podcast is back at Shoptalk for another year of live recordings! In this episode, we jump into how fragmentation is impacting the commerce media landscape with a special focus on implications for retailers. With the number of retail media networks on the rise and the desire for standardization and efficient measurement alongside it, this episode will touch on the importance of a more unified retail media approach.
The Commerce Collective Podcast is back at Shoptalk for another year of live recordings! In this episode we discuss how consumer journeys are more complex than ever and are increasingly difficult to measure and target efficiently. Walmart, a true omnichannel retailer, has a unique advantage when it comes to understanding the consumer path to purchase based on their owned touchpoints and full-funnel media capabilities - but how should brands be thinking about their media strategies on Walmart.com knowing that the consumer journey interacts with multiple channels?
The Commerce Collective Podcast is back at Shoptalk for another year of live recordings! In this episode we talk about advancements in Instacart’s technologies for retailers and how Instacart is empowering retailers to embrace the opportunity of an owned retail media platform - which then opens up the door to growth for advertisers.
Be sure to tune into all of our podcast content from Shoptalk!
It wouldn’t be the Commerce Collective podcast if we didn’t bring you a new episode on incrementality in 2024. Incrementality is still a made-up word, but in the year since we last covered incrementality we have decided to rephrase how we think about the concept - shifting away from funny estimation math to a true academic exercise looking at the long-term value of net new to channel customers and how much it costs to acquire these customers utilizing none other than clean room technology. You’ll have to listen in for Gabe Fishbein, VP of Product at Flywheel’s take on the future of incrementality as a business-driving factor.
REGISTER FOR FLYWHEEL RETAIL INSIGHTS' "FUTURE RETAIL DISRUPTION" WEBINAR ON APRIL 9TH HERE: https://events.bizzabo.com/587928?utm_medium=referral&utm_source=podcast&utm_campaign=future_retail_disruption_webinar&internal_company_id=1929A1
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by none other than Patrick Miller. For February 2024, Patrick covers Walmart’s acquisition of Vizio, the state of the ad market and its appeal, and current happenings and outlooks across Alibaba and Amazon’s share of Chinese sellers.
In this episode, Flywheel's Amber Chen, SVP Strategic Partnerships & Global Account Development, APAC, is back to catch up on key ecommerce topics relating to both China & China’s influence on the West. Head back to our APAC Masterclass to learn more about China’s key marketplaces and listen in here to discuss how China’s marketplaces differ from Amazon in terms of data sharing (think AMC) and how Chinese manufacturers like Shein and Temu have taken the US market by storm.
If you aren’t prepared for the shift from third-party observability to operating within walled gardens when measuring advertising efficiency, you’re falling behind. In this episode, our Chief Technology Officer, Keerat Sharma shares his perspective on the upgrade we’re seeing in how we measure advertising efforts, embracing the walled gardens and utilizing clean rooms to tie marketing efforts more closely to sales. Tune in to learn about how the industry got to this point, how to understand what is happening now, and how to prepare for the future (with the help of Flywheel of course) of the movement to first-party walled gardens.
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by none other than Patrick Miller. For January 2024, Patrick covers Omnicom’s acquisition of Flywheel and what the future of marketing holds, Prime Video officially launching ads, & updates on global marketplaces seeing growth such as Temu.
It's 2024 and Flywheel Retail Insights has all of the predictions for the year that your brand needs to know. In this episode we deep dive into three of the 8 predictions, those being omnichannel as a key player, generative AI, and social commerce. Listen in to see where we predict these key elements of commerce to go this year and how your brand can stay caught up in the quickly changing landscape.
Get in touch with the Flywheel Retail Insights team here! https://www.flywheeldigital.com/contact-us
Bill Hildebolt, Co-Founder & Executive Chairman of Influencer Marketing agency gen.video shares his insights on the landscape of influencer marketing and the intricate process of developing efficient campaigns across retailers. Where does a brand begin? Where is performance tracked and what metrics matter? How does influencer marketing tie into a larger media strategy? All of this and more (such as who could influence you to buy Dove soap) will be answered in this episode so be sure to listen in and walk away with a deeper understanding of this exploding segment of commerce.
Streaming TV - or more commonly referred to as STV, is a growing area of ecommerce and for a good reason. In this episode, Gloria Steiner and Kim Reisin of Perpetua teach us about the logistics of STV, when to know if investing in STV makes sense for your brand, and how to measure the success of your STV campaigns when looking at full funnel performance measurement.
Peter Bond, Partnership Acceleration Lead at Flywheel (and, of course, co-host of the famed CPG Guys Podcast) joins The Commerce Collective Podcast to discuss what he’s seeing - as one of the most “in tune” people in the industry - as the major points of discussion and elements of change in the fast-paced ecommerce landscape for large manufacturers. Peter will also share what the purpose of our Partnership Acceleration Team is at Flywheel - a must-listen episode!
Retail media is a well known concept to all of us in ecommerce, but we usually go straight to thinking about digital retail media. What about retail media within the stores that we walk into every day and the future opportunity that the digitization of these stores might hold? Andrew Lipsman, former Principal Analyst at Insider Intelligence educates us on how in-store advertising is no new concept, but the potential for in-store retail media to be the next reach medium driving both branding and performance is immense should retailers and advertisers be able to close the loop with measurement.
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by Flywheel’s experts. For November 2023, Patrick Miller, Co-Founder and Co-President at Flywheel covers the largest shopping event of the year, Black Friday / Cyber Monday. How did the event turn out? Did it meet expectations? How did the longer lead-in impact the overall event and did we see any deal fatigue? Tune in to hear it all!
Retail media can be complex and shows no signs of slowing down, but Criteo’s experts are at the forefront of retail media growth - educating brands, retailers, and podcasts with their expertise. In this episode, Ryan Britton, VP of Sales at Criteo, discusses the next wave of retail media growth and how advertisers should be organizing internally, budgeting, and measuring success.
In this episode of The Commerce Collective Podcast, we’re continuing our Amazon unBoxed coverage and getting the rundown from three of Flywheel’s speakers at Amazon unBoxed, Joe Rideout (Chief Product Officer, Perpetua), Gloria Steiner (Director, Data Intelligence, Perpetua), and Rob Kearns (Senior Director of Programmatic, Flywheel) who will be covering their sessions and digging deeper into AMC and upper funnel advertising all around. Tune in to hear Joe cover how to reach your audience at the right time, Gloria discussing the hands-on-keyboard AMC experience at unBoxed, Rob covering all things upper funnel/programmatic, plus a bit of coverage of Amazon’s new product launches related to AMC and DSP.
The Commerce Collective Podcast’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For October 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers the three most important product launches he has from one of the industry’s largest events that took place this month, Amazon unBoxed.
In Part 2 of our Amazon unBoxed Partner Podcast Junket Series recorded live from Amazon unBoxed, we talk to Kelly McLean (VP Amazon DSP) and Miranda Chen (Director of AMC Monetization & Growth) about product launches related to DSP and AMC such as the Amazon Publisher Cloud, Cross-Channel Planner, AMC Lookalike Audiences, & AMC Template Analytics.
The Commerce Collective podcast is excited to bring you two special episodes recorded live at the Amazon unBoxed Partner Podcast Junket - a round robin-style interview series with 5 Amazon executives covering the event and the new product launches announced. In this first part, we hear from Jeff Cohen (Tech Evangelist, Amazon Ads) for an overview of the product launches, Teresa Uthurralt (Director Partner Development, Amazon Ads) on key partner priorities in the now & near future, and and Ruslana Zbagerska (VP of Technology and Product Development Amazon Ads) about product innovation, development, and Sponsored TV. Make sure to listen to Part 2 for DSP & AMC!
In sync with the release of this episode, Flywheel has announced to the world the coming together of the Ascential Digital Commerce brands as one unified, more powerful Flywheel. Tune into CEO Duncan Painter explaining the rationale behind this initiative and how the unification of our brands & launch of the Commerce Cloud sets us up for unparalleled capabilities and services for all of our customers and clients.
Everything good needs a tune up here and there, and Mastering Metail is no different. Flywheel is excited to announce the renaming of Mastering Metail to The Commerce Collective Podcast by Flywheel. You’ll have to listen in for the details, but we are excited for where our ecommerce education and thought leadership content goes from here! But don’t worry, we’ll still always be a little bit “Mastering Metail.”
In this episode of Mastering Metail Sravanthi Muppidi, VP of Engineering at Albertsons Media Collective educates us on the process of building Albertsons Retail Media Network and the importance of standardization across retail media. Albertsons Media Collective launched a first of its kind, four-part standardization framework at Cannes 2023 which is broken down in depth in this episode and provides the industry with a call to action for standardization for the benefit of us all.
Mastering Metail’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For September 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers the FTC’s lawsuit against Amazon, Prime Video introducing limited ads in 2024, & Walmart Marketplace reaching 100,000 active sellers.
Welcome back to Mastering Metail - a podcast brought to you by Flywheel Digital. You’re listening to This Month Above the Fold, a monthly series on the Mastering Metail feed where one of our digital commerce experts covers the most important ecommerce stories each month, and this is your September 2023 recap. I’m Emma Irwin, Senior Editor and Specialist at Flywheel, and I have Patrick Miller here, Co-founder and Co-President of Flywheel Digital here with me.
Mastering Metail presents a special episode featuring Samantha Hensch, Senior Director at Walmart Fulfillment Services, recorded live from Walmart Marketplace’s Let’s Grow Seller Summit.
Samantha educates the audience on the building of WFS, offerings, benefits, and opportunities for Walmart Sellers who utilize WFS, the logistics of setting WFS, and of course Samantha tells us about the exciting launches from WFS that were announced at the Summit (you’ll have to listen in to hear them for yourself!).
In this episode of Mastering Metail, Ryan Monigan, VP, Walmart Client Services at Flywheel Digital teaches us about the three types of relationships that can exist between sellers, suppliers, and Walmart when talking about the marketplace.
Walmart Marketplace is a significant initiative for Walmart, and sellers and suppliers alike will not want to miss out on the opportunity to enter, expand, or grow their business on the marketplace utilizing Walmart and Flywheel Digitals resources for success.
In the third episode of Mastering Metail’s Target Masterclass season, Toby Willse, Senior Director of Media at Flywheel Digital teaches us the foundations of media and advertising on Target.com, its nuances, and how to look at Target in your overall ecommerce strategy. You’ll learn about different ad types offered by Target throughout the funnel, their search providers, Target’s own media arm, Roundel, and how to build a winning media strategy while keeping the complexities of omnichannel in mind.
Introducing Mastering Metail’s Target Masterclass season, a five-episode deep dive into understanding Target.com and Flywheel Digital’s Target capabilities. In this first episode, Corey Hammond and Zach Toste of Flywheel’s Retail Enablement team introduce the landscape of Target.com as well as cover Flywheel Digital’s launch of full services on the platform.
In the second episode of Mastering Metail’s Target Masterclass season, Nikki Little and Ben Szanton cover the foundations of content on Target.com as well as what we know about the organic search algorithm. Listen in for tips on how to build the most effective PDPs and how critical attribution is when it comes to organic placements and high quality content.
In the fifth episode of Mastering Metail’s Target Masterclass season, Corey Hammond and Toby Willse tie everything together - from the foundations of retail & media to how we have built out our measurement and modeling capabilities utilizing Target’s data in order to tie retail & media data points together, helping clients visualize their long-term strategy while striving for profitability.
In the fourth episode of Mastering Metail’s Target Masterclass season, Corey Hammond and Amanda Kelly cover the complex nature of establishing our capabilities on Target.com via establishing an API connection as well as ingesting data into our software to provide the most necessary insights and models for our clients.
Mastering Metail’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For August 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers Instacart filing to go public on the Nasdaq, Walmart and Target’s Q2 earnings, and Amazon SP’s being offered for availability on sites such as Pinterest, Buzzfeed, and more.
In this episode of our APAC Masterclass, Jasper Knoben, CEO at Intrepid introduces us to ecommerce in the Southeast Asia region. In this first of two parts, we learn about the market anatomy, digital commerce trends in the region, and begin to understand how this region compares to both China and the West, as well as where it’s going and how quickly the landscape is changing. Be sure to listen to part two for a deeper dive into ecommerce nuances and tactics!
In Part 2 of our Southeast Asia coverage, Jasper Knoben, CEO at Intrepid is back to tell us about the specific nuances of ecommerce from the lens of comparing the East to the West, while also comparing Southeast Asia to China. We cover the competitive landscape, marketplace infrastructure, ad revenue and paid search to super apps and the overall management for brands of all the moving pieces - while providing the insights needed for enterprise brands looking to expand into or grow in the region.
Tomoyuki Maeda, Japan Market Representative at Flywheel Digital teaches us all about ecommerce in Japan - with a focus on Amazon - in this episode. He covers differences in consumer behavior and expectations across Japan, China, SEA, & the West, key players in the ecommerce market in the region, and, of course, the foundations of metail (media + retail) on Amazon in Japan.
Challenger brands spice up competition across western marketplaces, but what makes them successful and what are some of the common hurdles that Chinese challenger brands need to overcome? Robbie Zhang, Business Operations Director at 4kMiles teaches us about his work with Chinese brands selling in overseas markets, and how it’s not about replacing Enterprise brands, it’s about testing the opportunities that exist, similar to western brands entering the APAC marketplaces.
We’ve learned over the course of Mastering Metail the power of data - but do the structures that we understand and rely on carry across the globe? Tony Ren, CPO of APAC for Flywheel Digital helps us understand 1st, 2nd, and 3rd party data similarities and differences between the East and West - which teaches us about the expectations that enterprise brands should have when it comes to the data that can be retrieved and utilized from the different platforms and marketplaces.
In this episode of our APAC Masterclass, Amber Chen - SVP Strategic Partnerships & Global Account Development, China, at Flywheel Digital walks us through three of the 6 key marketplaces fueling digital commerce in China - Alibaba, Tmall, and Taobao. From retail elements such as consumer behavior & expectations, business models, and ways of working on-site to media elements through Alimama, you’ll leave this episode with a deeper understanding of how these marketplaces compare and contrast to those such as Amazon in North America & EMEA. Be sure to listen to part two for three more key Chinese marketplaces!
Amber Chen - SVP Strategic Partnerships & Global Account Development, China, Flywheel Digital, is back for another episode of our APAC Masterclass to walk us through the second three key marketplaces in China from a metail perspective - JD.com, Duoyin, and Pinduoduo. Amber helps us understand similarities and differences to Western platforms such as Amazon and TikTok and helps us understand Chinese consumer preferences and shopping experiences.
In the first episode of our APAC Masterclass season, Dan Cotton, EVP of Digital Commerce, APAC, guides us through an introduction to the APAC region - how the region has evolved to shape digital commerce, cultural differences and technological influences across the East and West, the different markets and their unique characteristics, and his ideas on what the future will look like in the region. After listening to this episode you will have the foundation to further understand what’s to come in the rest of the season - which you won’t want to miss!
Mastering Metail’s monthly series, This Month Above the Fold, covers the most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For July 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers Prime Day/Walmart+ Week/Target Circle Week performance and Amazon’s Q2 earnings.
Jason Del Rey, author of the new book, “Winner Sells All - Amazon, Walmart, and the Battle for Our Wallets” joins Mastering Metail to discuss his new book that tells the story of one of the greatest business rivalries of all time. This episode digs into the rivalry from a CPG lens, looking at the competition in the CPG space between the two retail behemoths and the future of CPG - will there be a winner who sells all?
We’re all on the same page in knowing that profit is the money that a company or brand actually gets to take home, but what do we mean when we talk about profitability in ecommerce, and why can it be so difficult to achieve? Andrea K. Leigh, Founder & CEO of the Allume Group sheds light in this episode on profitability as a whole while walking through common hurdles brands face and solutions that can be implemented.
Mastering Metail’s new monthly series, This Month Above the Fold, covers the three most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For June 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers
Welcome back to Mastering Metail - a podcast brought to you by Flywheel Digital. You’re listening to This Month Above the Fold, a new monthly series on the Mastering Metail feed where one of our digital commerce experts covers the three most important stories each month, and this is your June 2023 recap. I’m Emma Irwin, Senior Editor and Specialist at Flywheel, and I have Patrick Miller here, Co-founder and Co-President of Flywheel Digital here with me.
Our three stories this month consist of a book review of Jason Del Ray’s new book, winner sells all, Amazon excluding TEMU from competitive price checks, and some updates on the 3P seller landscape with the introduction of the inform act.
Mastering Metail presents “Cannes Sessions,” recorded live from the Cannes Lions International Festival of Creativity. In this episode, Simon Peel, VP of Global Media at Haleon and Alex Brownsell, Head of Content at WARC discuss the foundations of marketing effectiveness - clarifying effectiveness vs. efficiency, brand vs. performance marketing, and the long vs. the short of it all.
Mastering Metail presents “Cannes Sessions,” recorded live from the Cannes Lions International Festival of Creativity. In this episode, Megan Ramm, Global Director of CPG Partnerships for Uber's advertising division teaches us about the robust capabilities of Uber’s advertising platform and the opportunities that exist for CPG brands looking for innovative ways to advertise that deliver results.
Mastering Metail presents “Cannes Sessions,” recorded live from the Cannes Lions International Festival of Creativity. In this episode, Suzanne Skop, Head of Agency Partnerships at Instacart, introduces us to what’s new at Instacart in the spirit of innovation - from “Ask Instacart” to Instacart’s new partnership with Roku, and Instacart’s retail media opportunities and capabilities.
Mastering Metail presents “Cannes Sessions” recorded live from the Cannes Lions International Festival of Creativity in the south of France. In this episode, Diana Finster, Head of Agency & Tech Partnerships at Walmart Connect discusses the importance of impactful creative and how Walmart Connect is investing in this space with the recent announcement of introducing Creative Partners and the Walmart Connect Partner Network.
Mastering Metail’s new monthly series, This Month Above the Fold, covers the three most important ecommerce headlines each month broken down by Flywheel Digital’s experts. For May 2023, Patrick Miller, Co-Founder and Co-President at Flywheel Digital covers AMC’s audience builder announcement, Walmart opening its second in-store fulfillment center, and the ongoing issue of organized retail theft.
Every brand strives for incremental sales, but how is incrementality actually measured? And how granular can you get? Henry Reith, Technical Advisor at Flywheel Digital helps us understand the elements of measuring incrementality with a data science lens from what data is used, how search and display impact the model differently, considering New to Brand, and the importance of clicky vs. scrolly categories.
Building the Amazon Ads Developer Community is no small feat, but first, we need to understand: What and who is Amazon Ads? And who are the developers? Then, we can focus on the importance of building & strengthening the community through feedback and knowledge sharing. Thankfully Jeff Cohen, Principal Evangelist, Advertising APIs at Amazon Ads joined us to talk about his role and help us break down what he is doing and why. This episode is a must-listen for everyone involved in not only the Amazon ecosystem but ecommerce as a whole.
Building the right ecommerce capabilities as a brand is a bit vague. What are the capabilities? How does one form a decision as to what to choose? What does a brand actually need? Chris Perry, Chief Learning Officer & Co-Founder at firstmovr breaks down these three critical questions with support from his “Trilliant Value Scape” design. You’ll have to listen to find out more about that, and you might just walk away with a better understanding of a brand’s ecommerce ecosystem.
Working in ecommerce, you hear the word “partnerships” all of the time. Brand partners with agency, brand partners with retailer, retailer partners with agency, you get the jist. But what are these partnerships? How are these partnerships driving business forward for all parties involved? In this episode we talk with Bradley Haaland, Principal Partnerships & Sales Executive - Ads API, Creative Agency and Data at Instacart, who teaches us the importance of Instacart partnering with agencies to strengthen its position in the marketplace and the importance of agencies partnering with Instacart to continue to develop the capabilities and analysis needed to drive growth for the brands.
Mastering Metail brings you the “ShopTalk Series,” recorded live from ShopTalk 2023! In this episode David McIntosh, VP & GM, Connected Stores, at Instacart breaks down the concept of Connected Stores - from checkout and payment solutions to product discovery, personalization, & advertising and how all of these elements work to bring the best customer experience both online and offline.
Mastering Metail brings you the “ShopTalk Series,” recorded live from ShopTalk 2023! In this episode Diana Finster, Head of Agency & Partnerships at Walmart Connect helps us understand the presence of retail media networks at ShopTalk, teaches us about Walmart Connect’s capabilities, how to pick the best partners and solutions for your business, and gives us a peek into innovations in the pipeline.
Mastering Metail brings you the “ShopTalk Series” recorded live from ShopTalk 2023! In this episode Mike Balabanov, VP of Agency Development at Criteo discusses how retail media networks are no longer just for sponsored products. The media ecosystem is evolving with the open web which requires nuanced approaches to media planning, and Criteo’s Commerce Max (which you’ll have to tune in to learn more about) is at the forefront of upper funnel innovation.
Omnichannel is not a new concept on Mastering Metail, but how does a large manufacturer or brand tie everything together across its teams to provide the best consumer experience possible? That’s where someone like Todd Hassenfelt, eCommerce Director, Growth Strategy & Planning at Colgate-Palmolive, can help.This episode focuses on 3 key digital shelf management elements - PDP Content, retailer search, and ratings & reviews - to always be thinking about from an omnichannel perspective and we discuss how your brand can adopt this approach. The Digital Shelf should get as much attention as the physical shelf does since the consumer journey starts anywhere and finishes anywhere.
By pressing play on this episode, you’ll be entering a course led by Carolann McKay, VP of Customer Experience at MikMak who will guide you through understanding how to utilize eCommerce data to improve retailer relationships. Module 1 covers understanding what the consumer wants and where, and Module 2 covers understanding the journey to conversion via MikMak’s data to altogether help strengthen a brand’s critical retailer relationships.
Social commerce isn’t just a fad - through its development it has challenged advertisers to find new ways to interact with and inspire consumers to purchase. In this episode Patrick Quaggin-Smith, Emerging Channels Lead at Perpetua teaches us about the evolution of influencer marketing and the creator economy while providing insight into the future of the transactional elements of social commerce as well - with key tips for advertisers interested in learning more, experimenting, or growing their social commerce potential.
Whether you want to work in eCommerce, today is your first day, or you’ve been around for a while, where to take your career can be an overwhelming thought. In this episode we flip the roles of host and guest. Mark Mannino, Chief Operating Officer at Ascential Digital Commerce interviews Emma about starting and building an eCommerce career - what skills are needed? What does "Day 1" look like? After that, the roles flip back and Emma interviews Mark about accelerating a career and what a role in senior leadership looks like.
When we think about finding success in eCommerce, instinct leads us to the product and where it shows up on site - but what are some of the less obvious opportunities out there that can help drive efficiency, reduce fines, and create an additional brand experience? Look no further than packaging. In this episode, Scott Erickson, Sr Account Manager, Amazon, at 3M will teach us all about the back end logistics of those boxes or bags that end up on your porch, SIOC, and so much more.
You might think that this big tech event in Las Vegas is all about smart home gadgets and self-driving cars, but that’s not all. There is quite a lot to learn about ecommerce and adtech if you attend CES - that’s why Ascential Digital Commerce shows up in full force. In this episode, Hannah Donoghue, VP of Professional Services at Edge by Ascential will share what we learned at the event across commerce marketing, the battle for data, greater connectivity, and digital health. You’ll even hear her thoughts on robot strollers.
3PL - third party logistics - you’ve probably heard of this. In the world of eCommerce, manufacturers need to be nimble to keep up with consumer demands and the changing dynamics of supply chain. Mike O’Donnell, VP of Client Services at Flywheel Digital, explores the ways in which a 3PL can expand beyond a capabilities extension and become a true strategic competitive advantage for selling online.
AMC (Amazon Marketing Cloud) is not just another industry buzzword. With AMC, media insights can be discovered across multiple consumer insights with accuracy like never before. Andrew Fox, Head of Campaign Tech & Automation at Flywheel Digital will guide us along the path of understanding what AMC can unlock for your brand, how to access it, and how to effectively turn these insights into actionable strategies for your brand.
Retail Media…you’ve probably heard of it. And no, it’s not quite the same as our “Metail” approach to eCommerce. In this episode we have the privilege of sitting down with Elena Gulotta, Director of Account Strategy on the Retail Media team at Criteo. We cover the scope and technicalities of retail media, getting started and then scaling with Criteo, Criteo’s push towards Commerce Media, the Commerce Max launch, and what makes a successful partnership between brands and their Criteo team. Listen in for a light-hearted conversation packed with fundamental knowledge on one of the most relevant fields of digital commerce.
Mastering Metail doesn’t end with an understanding of winning on Amazon, Walmart, and Instacart - we’ll continue to explore the most relevant topics in digital commerce while educating you along the way. In this episode, Donte McCrary-McClain, Senior Manager of Client Services at Flywheel Digital, will share his journey of working across multiple brands with a focus on eCommerce to his transition to an agency, sharing everything he’s learned along the way. Brand-agency partnerships are complicated yet fuel the power of digital commerce - so listen in because you won’t want to miss this.
In this episode, we talk to Russ Dieringer, founder of Stratably, about a recent newsletter he published titled ‘What do we mean by “eCommerce”?’ In it, Russ challenges retail leaders to be more precise in how they think about eCommerce, as store-based omni retailers have a different set of growth levers and future growth potential than pureplay eTailers. We’ll also learn about writing an eCommerce newsletter aiming to increase brands’ digital IQ as well as Russ’ tips on finding trusted sources of information.
On this episode of Mastering Metail we bring back a guest from our Amazon season, Amanda Wolff, Chief Marketing Officer at OneSpace, to cover content on Instacart. We’ll learn about what type of content exists on Instacart, we’ll break down the components of the PDP, and we’ll get into how consumers and brands think about content on site when compared to Amazon and Walmart.
We’ve learned the basics of how Instacart works, and now Bernie Che, Associate Director of Omnichannel Platforms at Flywheel Digital, teaches us even more about advertising on Instacart - which is where so much of your power as a brand lies on the platform. We’ll cover strategy in more depth as well as metrics for success for brands looking to step up their game on Instacart. *In this episode we will refer to Instacart Plus as Instacart Express, which changed post-recording of this episode.
In our first episode of our Instacart Masterclass, Ellie Edwards, Product Designer at Perpetua teaches us all about Instacart - how it works and how brands can get set up with an advertising account to really get things rolling. We’ll cover logistics, ad units available, how to grow your brand, and so much more.
Are you an online seller looking to enter the Walmart ecosystem? Or maybe a 1P supplier that’s considering making the jump to Walmart Marketplace? Well, this episode is for you! Corey Hammond, VP of Product Strategy at WhyteSpyder, will break down Walmart Marketplace, Walmart’s motivations for its online retail platform, and how sellers and suppliers can find success on the marketplace while understanding the nuances specific to Walmart.com.
We’ve touched on the algorithm, but what goes into appearing on page one without the support of media dollars? This is where understanding organic search comes in, and Ryan Monigan, VP of Insights & Strategy at WhyteSpyder, will give us everything we need to know about, well, everything we know about the algorithm.
We couldn’t give you a Walmart ecommerce masterclass without touching on paid search, right? In this episode, Tim Jefferson, Director of Strategy & Insights at WhyteSpyder, will reveal what creates a successful paid search strategy on Walmart, how the rules of what works aren't set in stone, and what the term paid search really encompasses on Walmart.com.
Before you can do much of anything on Walmart.com, you’ll need to import a catalog of products. But that catalog will do you little good without best-in-class content and every product attribute the world’s largest retailer requires. That may seem like a lot to handle, but Lily Grant, VP of Account Services at WhyteSpyder, will guide us through everything we need to know about catalog management on Walmart.com and how suppliers can utilize every resource available to achieve success.
Omnichannel, omnichannel, omnichannel. Are you tired of the word yet? Well, you shouldn’t be! Understanding omnichannel retail is critical to your success with Walmart, requiring a very different approach than what works on Amazon. Scott Benedict, VP of Partnerships at WhyteSpyder, will help us uncover the logistics of omnichannel retail, outline the changing consumer behaviors accelerated by the pandemic, and share his top three strategies for omnichannel success.
Walmart, as one of the largest retailers in the entire world, is home to a complex blend of the physical and digital worlds of retail. Understanding Walmart’s position in the ecommerce landscape and what suppliers need to do to find success on the platform is not an easy task, but Eric Howerton, Founder & Chief Growth Officer at WhyteSpyder, is here to help. In this episode, Eric will provide an all-new perspective on Walmart that will set us up for success in the changing world of ecommerce. (And, of course, omnichannel!)
Should understanding Amazon’s motivations be part of your Amazon strategy? What about other industry insights, or category-level insights? The answer is yes to all of the above. In this episode with Xian Wang, VP Retail Insight at Edge Retail Insights, we’ll hear about Amazon’s positioning in the retail landscape, as well as how manufacturers can begin to understand Amazon’s motivations as well as competitive drivers within their own category. And we can’t forget about the importance of your marketshare on Amazon, either, so tune into this episode for a jam-packed lesson on retail data and research.
Without a thorough understanding of your advertising data, you won’t be able to interpret results and make necessary changes when building efficient and incremental campaigns. In this episode with Gloria Steiner, Business Intelligence Lead at Perpetua, we’ll cover basic available media metrics, as well as Amazon’s launch of the Amazon Marketing Cloud, which gives advertisers insights into the consumer path to purchase like never before.
Amazon revolutionized everything we knew about supply chain, and you might be wondering how products seem to be anywhere and everywhere at the speed of light. Maybe you want to know about the logistics of sending your products to Amazon. In this episode we’ll meet Mike O’Donnell, VP of Client Services (Retail) at Flywheel Digital, and one of Flywheel’s resident supply chain experts. We cover three suggestions that manufacturers should implement into their supply chain strategy in order to win on Amazon.
Think about how you make decisions about what to purchase online. You rely on the content that you see to tell you what you need to know about the product because you can’t physically touch it! In this episode we talk to Amanda Wolff, Chief Marketing Officer at OneSpace, an Ascential Company. Amanda will talk about the most important elements when it comes to ecommerce content, and she’ll tie in the importance of good content when it comes to your advertising strategy.
In this episode we talk to Alex Mccord, CEO of Enterprise Execution at Ascential Digital Commerce. Alex breaks down how to build a digital commerce team for both agencies and manufacturers while avoiding the common mistakes that can be made.
In this episode, we learn about Amazon’s DSP from Mark Mannino, Chief Operating Officer at Ascential Digital Commerce. Mark’s experience building the DSP at Amazon gives us unique insight into the goals of the platform, and he guides us through succeeding in programmatic advertising and other upper funnel tactics.
Ever wondered what is happening when you see that something is “Sponsored” on Amazon? In this episode we learn all about paid search with help from Kate Greubel, Associate Director, Media at Flywheel Digital. Kate walks us through the history of paid search, sponsored products, sponsored brands, sponsored brand videos, and sponsored display and leave us with her key takeaway for winning in search.
In this episode we’ll begin our deep dive into exactly how to win on Amazon.com. We’ll cover everything that goes into what we consider retail, or, everything that’s not paid search. We’ll cover managing your assortment, promotional planning, availability, and the Buy Box, and we’ll learn about Danny Hoffman, Associate Director of Client Services (Retail) at Flywheel Digital’s three core tenets of retail that need to be understood in order to maximize success on Amazon.
In this episode we’ll meet Patrick Miller, Co-President of Digital Commerce at Ascential Digital Commerce and Co-Founder of Flywheel Digital, an Ascential Company. Patrick kicks off this season by explaining three common mistakes that brands and manufacturers make when it comes to ecommerce and how to fix them.
During this podcast series you are going on a journey of understanding how to win and grow your business on Amazon, Walmart, and Instacart, three of the largest and most important digital platforms out there. Call it a masterclass in ecommerce!