Nicholas Delgado (CEO of TNA Associates) joins Mikael for the premiere episode of Funnel Vision's new season to break down how he scaled a D2C skincare brand from $5,000 to $1 million per month in revenue within a year using data science and AI-driven marketing strategies.

Nicholas specializes in quantitative modeling and business analytics, helping e-commerce brands make faster decisions through data science combined with strategic ad spend.

The skincare brand he scaled had only 3-4 organic, vegan products with a $30 average order value when he started. His approach focused on three customer types: first-time buyers, repeat customers, and subscription users, with a 90-day conversion timeline rather than immediate sales pressure.

Key strategies included splitting male and female audiences due to different lifetime values, using view content and add-to-cart campaigns instead of direct conversion ads, and implementing strategic landing pages with targeted popups.

Nicholas emphasized the importance of lifetime value over immediate ROAS, knowing that customers would spend $180+ over 90-120 days and $250+ as subscribers.

The breakthrough came from viral TikTok content, including a post from Kylie Jenner's makeup artist, which allowed them to scale aggressively and dominate competitors through "blitzkrieg" marketing tactics.

Tune into the full episode to learn how data science, AI tools, and strategic patience can transform e-commerce growth!

HIGHLIGHTS:
0:00 Intro
1:11 Nicholas's bragging rights - $5K to $1M monthly scaling
2:08 The D2C skincare business model breakdown
3:13 Early testing strategy with Facebook ads
5:28 Product positioning and male skincare market penetration
7:07 Evolution from homepage to strategic landing pages
8:22 Customer segmentation and 90-day conversion strategy
10:19 The three customer types and lifetime value focus
12:59 Lead collection through targeted popups
15:12 Scaling strategy and budget allocation philosophy
17:39 Add-to-cart campaigns vs immediate conversions
20:34 TikTok Shop early adoption and viral success
23:05 Three core lessons: data science, financials, and AI
24:13 How Funnel Alytics provided team clarity

Connect with Mikael - / mikaeldia

Connect with Nicholas - / nicholasdelgado-analyst