Infinity Nation | Growth Conversations That Matter
The Infinity Nation Podcast, hosted by Al Keck of growth marketing agency Infinity Nation, dives into the current digital landscape, especially e-commerce and B2B marketing and explores how these trends impact business growth and profitability
It features conversations with e-commerce professionals and industry partners, offering marketing insights and practical hacks that help businesses scale and adapt in the evolving digital space.
Infinity Nation | Growth Conversations That Matter
Steve Robinson, Omnicommerce | The Secrets of Marketing Spending Ep.6
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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