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
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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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