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
James Ewens, Head of Ecommerce at Furniturebox UK | TACOS & Growth: E‑commerce Strategies After iOS 14 Ep.13
In this episode, host Al Keck sits down with James Ewens, Head of Ecommerce at Furniturebox UK to talk about how e‑commerce brands can sustain growth after iOS14 and rising privacy restrictions, specifically: shifting from channel-level tracking to TACoS/blended ROAS, prioritising customer lifetime value and repeat purchases, the limits of Android and desktop data, the importance of top-of-funnel spend, implications of GA4 and a cookie-less future, and emerging solutions like behavioral/fingerprint analytics and incentive-based cookie consent.
Key Topics Discussed:
- From granular channel tracking to blended measurement: why TACOS (Total Advertising Cost of Sale) / MER (Marketing Efficiency Ratio) matters now
- Why retention and Customer Lifetime Value (CLV) are more important than ever
- The limits of channel-level data after iOS 14 and risks of pulling spend too early
- Top‑of‑funnel investment still drives downstream revenue even when attribution is weak
- Using Android/desktop data, the pros and limits when sample sizes are small or cross‑device behavior skews results
- The future: GA4, cookieless tracking, behavioural/fingerprint analysis and AI-driven attribution
- Practical board-level advice: test pulling spend to prove impact (use cautiously) and run GA4 in parallel with Universal Analytics during transition
This episode was recorded in 2022
Useful Links:
- Connect with James Ewens on LinkedIn
- Visit www.furniturebox.co.uk
- Find out more about Infinity Nation
- Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
- Follow Infinity Nation on Instagram: Infinity Nation Instagram
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