In this episode, host Al Keck sits down with Steve Robinson, founder and CEO of Omnicommerce, to delve deep into marketing spend strategies, focusing on optimising long-term value through customer lifetime value and insightful data analytics.

Key Topics Discussed:

• Introduction to Omnicommerce
• The Importance of Customer Lifetime Value (CLV) - why focusing solely on short-term metrics or new customer acquisition is risky
• Challenges for E-commerce Businesses
• Accurate Modeling of Customer Behaviour - how businesses can use a 5-year CLV trajectory within months of data collection, even with just a few months of trading data
• Marketing Spend Strategy: Acquisition vs Retention - the importance of balancing spend between acquiring new customers and encouraging repeat purchases is highlighted
• Navigating Data Privacy Changes - The impact of iOS updates on data tracking and advertising efficiency, mentioning the creative use of geographic control groups to measure marketing impact objectively

Useful Links:

• Visit Omnicommerce's website for blog posts and white papers: omnicommerce.co.uk
• Contact Steve to find out more: steve@omnicommerce.co.uk
• Find out more about Infinity Nation
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

This episode was recorded in March 2022.

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