Episode #051 - In this episode of the Better Advertising with Better Media, Destaney sits down with Julian Fenn, an e-commerce expert with a deep background in Amazon strategy and data-driven decision-making. Julian shares his insights on the importance of setting clear success metrics and how data can be a powerful tool in driving growth. He highlights the challenges brands face when managing multiple product categories on Amazon and offers practical advice on when to build in-house capabilities versus relying on external agencies or SaaS tools.

A key takeaway from the episode is Julian’s emphasis on the need for expertise in navigating Amazon's complex ecosystem. He notes that while tools like PacVue can be incredibly powerful, they require a deep understanding of Amazon advertising to be truly effective. Julian also discusses the future of Amazon Marketing Cloud (AMC) and how it can provide deeper insights into customer behavior and advertising performance, helping brands make more informed decisions.

Throughout the conversation, Julian and Destaney explore the overall landscape of e-commerce, touching on the rise of new competitors like Temu and Shein and what these changes mean for established brands. Julian expresses excitement about the potential of AMC to unlock new levels of performance and data integration, while also cautioning brands to be strategic about their investments in both upper and lower funnel marketing efforts.

Key Points Mentioned:

• Importance of Expertise: Understanding Amazon's advertising ecosystem is crucial for making the most of tools like PacVue.
• Data-Driven Decisions: Setting clear metrics and goals is essential for leveraging data to drive e-commerce growth.
• In-House vs. Outsourcing: Julian discusses when it's beneficial to manage e-commerce efforts internally versus partnering with agencies or using SaaS tools.
• Future of AMC: Amazon Marketing Cloud offers powerful insights into customer behavior and ad performance, helping brands optimize their strategies.
• Impact of New Competitors: The entry of brands like Temu and Shein is changing the e-commerce landscape, requiring established brands to adapt their strategies.

Interested in discussing how to optimize your Amazon strategy? ⬇️

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