Sign in to view Holland’s full profile
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
San Francisco, California, United States
Contact Info
Sign in to view Holland’s full profile
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
1K followers
500+ connections
Sign in to view Holland’s full profile
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
View mutual connections with Holland
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
View mutual connections with Holland
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
Sign in to view Holland’s full profile
Welcome back
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
or
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
View Holland’s full profile
Sign in
Stay updated on your professional world
By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement, Privacy Policy, and Cookie Policy.
New to LinkedIn? Join now
People also viewed
-
Alane Cruz
San Francisco, CAConnect -
Heather Mezzetta
San Francisco Bay AreaConnect -
Renee Girard
Milwaukee, WIConnect -
Jackie Chu
San Francisco, CAConnect -
Brendan Cottam
Boston, MAConnect -
Randall Comstock
Director of SEO www.comstockseo.com
Imperial Beach, CAConnect -
Cody Cahill
San Francisco, CAConnect -
Dave W.
New York City Metropolitan AreaConnect -
Kali Schwimmer
Greater Seattle AreaConnect -
Jeff Gammon
New York, NYConnect -
Arnau Sala Soler
San Francisco, CAConnect -
Chris Steele
Charlotte, NCConnect -
Angelique Robinson
Cleveland, OHConnect -
Margaret Walters
Greater Chicago AreaConnect -
Ankush Tandon
San Francisco, CAConnect -
Brian Owens
Williamsburg, VAConnect -
Shelly Yang
Boston, MAConnect -
Brandon Schakola
Los Angeles, CAConnect -
Jackson Lo
New York City Metropolitan AreaConnect -
Rachel Daniel
Greater OrlandoConnect
Explore more posts
-
Dylan Jones
Instacart not having negative keywords as an option is the best example of what "machine learning" actually costs brands to support. The best solution I've found? Take their auto applied keywords and make their bid the lowest possible (30 cents). I built a really solid ads structure supporting each of our Target sku's and woke up to us bidding on "Ben and Jerry's" as a "optimized auto applied suggesition" for our Vanilla Ice Cream Whey. Gee, I wonder what sophisticated dev team decided "auto bid on product title". Yeah, in the world of CPG there could neeevvverrr be issues with that. Who leads this team and how much do you make. (Hint: too much). Happy Friday to everyone except overpaid leadership that don't actually understand what they're building and get paid boat loads of money for it.
12
4 Comments -
Hrvoje Karalic
The simplest AOV boosters I've seen work for most DTC brands with multiple similar products: Pack your products in a bundle Increase variety by increasing the bundle size (E.g. flavor) Name the bundle a special name (E.g. Ultimate KETO bundle) Test the quantity/discounts to hit the sweet spot for max Revenue per User
5
-
Kyle Lelli
Google set the stage for the success of Google Ads a long time ago when it created Google Analytics and set the default attribution as last-click in both Google Analytics and Google Ads. Last-click attribution is the default model for click attribution across the web, and us marketers have gone along with it for the longest time because it’s, well, the default. One of the biggest problems I see is that it disproportionately favors Google Ads as the source of conversion when many times (maybe even most), Google Ads wasn’t actually the driving factor in purchase. A lot of marketers I follow have been leaning into the concept that current attribution models are flawed, and that the very idea of attribution is something that works mediocre at best, and is misleading at worst. Unfortunately, most of us don’t have the luxury (or trust) to throw our hands up and say “no more attribution for us, we’re just going to focus on inputs and top-line.” So what can we do? Well, at an individual level, we can… 🔸 Create models that take into account the full marketing mix, assigning a weight channels based on different factors like budget inputs, time inputs. 🔸 Assign weights to channels that drive traffic, but not necessarily purchase to better account for multi-touch. 🔸 Survey customers to understand which channels most impacted their purchase and extrapolate the data out. 🔸 Educate our clients, our teams, our executives about where we’re getting eyeballs and mindshare, because even if these things don’t drive the last click, they play an important part in the funnel. 🔸 Understand that sometimes, we need to take the long view and take action on channels because we know our audience is there, regardless of what the data today tells us, or whether it attributes directly to the end purchase. Google has made some functional changes to conversion attribution (key events), introducing 3 new default models in GA4: 🔹 Data-driven attribution - Uses account data to determine the distribution. 🔹 Paid and organic last click - Last click attribution that ignores any direct traffic. 🔹 Google paid channels last click - Last click attribution to Google paid channels no matter where it fell in the journey. This leaves a lot to be desired, especially considering that Google deprecated models that were seemingly more robust. As usual, it’s up to us to create our own models that make sense for our business, because it doesn't look like last-click is going anywhere anytime soon.
-
Arnaud Lacroix
Beware, SGE is here! Good news or bad news? Google has been developing & testing Generative Experience on Search for a while now, and all SEOs I know have been trying to decrypt its future impact on Organic Traffic. Google is now officially launching AI Overviews on Search in the US. Should you be worried? Or is it just snippets on steroïds? Our favorite answer in SEO: "it depends". If your site is heavily relying on informational traffic, then yes it can lower your CTRs. But it can also be a source of opportunities. Identifying your share of traffic at risk, the potential impact on your business, and monitoring your organic traffic evolution is now more important than ever. At Labelium, we are developing an SGE readiness framework to help our clients navigate those waters, and take advantage of this AI-powered search landscape. Reach out if you want to learn more! More information here: https://lnkd.in/egbC9jVv #seo #sge #searchgenerativeexperience #ai #DontPanicWeAreHere
8
-
Adam Cartlidge
SEO is Evolving: From Ranking to Recommendation (and a New Opportunity!?) The way we search for information is on the cusp of a major shift, with large language models (LLMs) taking centre stage. A recent study by Harvard (I’ll share the link in the comments) explored how LLMs can be influenced by strategically crafted text sequences (STS). Here's the key takeaway: By adding the right STS to a product page, you can significantly boost its ranking in LLM recommendations! This might sound scary for SEOs – is expertise becoming obsolete as Google pushes organic results further down the page? and LLMs come into play? The good news is, there appears opportunity to become a first mover in a brand new field: LLMO (Large Language Model Optimisation). Think of LLMOs as the potential future SEOs, guiding businesses on how to thrive in this new search landscape, building out from what has been a shift towards a more technical direction SEO has taken around site performance & user UX. Or so the study would suggest. Here's why this shift is exciting: LLMs personalise search: Imagine search results tailored to each user's specific needs and preferences. LLMOs can help businesses craft content that resonates with these unique user journeys. Focus on user intent: Ranking high won't be enough. LLMOs will ensure content truly addresses user queries and pain points. The future of search is about providing the best possible answer, not just a list of link results. Is becoming an LLMO expert the future? Or just another temporary hype title while we all figure this new coming world out. #SEO #FutureofSearch #Marketing
19
1 Comment -
Pankaj Jain
The advertising market, if we have to do demarcation, is divided between 3 channels - Direct Publishers (Twitter, Facebook, YouTube, Amazon, Snap, OTT’s etc), Tech platforms (aggregators like Ogury, Taboola, etc) and last being affiliate companies. For a brand advertiser, the ideal fund distribution shall be, around 60-70% with publishers (even using a programmatic platform, most spends are using PG with publishers), 20-25% with tech platforms and rest with affiliates. While these percentages will be different for different businesses based on the stage of evolution they are in..
17
-
Rahi Jain
Economies of scale don't work in DTC. In fact, they work against you. That's the hard truth. I have been in projection meetings countless times where the economics of scale magically improve everything. Like a magic wand. Loss/low profits at a smaller scale but once we hit high numbers, everything will start making money. Reality is the complete opposite. I made the same mistake with my earlier ecommerce venture. We were decently profitable at $1M, but once we passed $10M everything went south. In some way, you are already getting the advantage of the economics of scale - - Manufacturing is already passing you the benefit of scale. - 3PL providers are already passing you the benefit of scale. - Payment gateways are mostly passing the benefit of scale. So with scale, the only benefit is the OPEX percentage. The downside is marketing costs. In DTC, marketing costs at scale alone will kill you. That's the problem of niche but also how ad platforms work. They will give you profitable demand under a certain threshold. Post that, the new marketing dollars will start making a loss. That's where aMER (Acquisition Marketing Efficiency Ratio) becomes really important. In numbers shared by Paul Jauregui based on his journey building BK Beauty If you look closely - Cost Of Delivery (COGs + Delivery Cost + Payment Gateway) remains the same at 24 / 25 / 27 / 24 percent. The only benefit is the OPEX percentage, but that does not offset the increase in Marketing Costs. Eventually, marketing is eating into profits. It's fine but most brands don't have 39% profits under $1Mn to begin with. If you do, then your brand can scale profitably. Otherwise, work on fundamentals before scaling. Taylor Holiday from Common Thread Collective has great articles on profitability and understanding aMER. A thought leader in this space. Eventually every business is not a billion-dollar business. Don't chase growth at all costs. #ecommerce #dtc Looking to achieve profitable growth. Yes, it's possible! Follow Rahi Jain to grow your store profitably.
16
18 Comments -
Stephanie Balaconis
This summary of the DOJ's closing deck during Google's trial *really* hits home how much more expensive Search has gotten over time and how YoY metrics might not be the best comparison (esp since they've raised their floor pricing UP TO 15% HIGHER for some searches over time) 🤯 . MoM comparisons and average increases or decreases between months could be something to compare against. The DOJ calls out the missing search terms from search term reports, but there's a lot of other unknowns in the Google blackbox (i.e a list of their search partners, where your PMax ads show, etc) that they could have included. Read more: https://lnkd.in/e9XQMNwA
5
-
Hari Shankar
A wave of nostalgia descends - and also a lot of pride - while reading through the latest AI-aided advancements in the area of SEM; specifically in the area of "Brand search". As early as circa 2010, I had developed a Non-brand to Brand funnel strategy, which was put to astoundingly effective results for our multi-million dollar SEM client campaigns, at Performics APAC excellence center in Singapore which I had built between 2010 - 2015. One of the key cornerstones was the breakdown of Brand searches into finer, well-defined buckets - core brand, brand misspell, brand + product, brand + non-brand extensions - painstakingly (and to a large extent, manually) with exclusions defined manually, such that each bucket existed for a specific "role" in the customer journey on the bottom half of the funnel. Even before getting down to that was the constant scouring of actual kw queries, and constant induction of new queries & negatives/ exclusions. Now with AI, not only is the concept we developed is being used by Google, but also being simplified to a mind-boggling extent. Stuff that used to be executed with excruciating efforts by fellow architects and comrades Sankalp Bala Vineeth Kallarakkal Neelima Agsibagil Pankaj Dambhare Nisha Desai. Time to feel pride within for the exemplary & unmatched work that was done those days. Read on...
18
-
Kunal Parekh
Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite
27
1 Comment -
Sajal Gupta
Discussing Google's plan to phase out cookies on afaqs!. As the regulators have identified gaps in the solution being proposed, Google has delayed the cookie depreciation until these gaps are addressed. Some more time to prepare for the inevitable. #cookielessfuture #privacysandbox Ubaid Zargar, Tejinder Gill, Rajiv Dingra
12
-
Eric Martindale
Retail Media is passive income. When you hire us to do it. :) Kidding, been in all seriousness. It is probably the most MEASURABLE velocity tool. It is probably the most FLEXIBLE velocity tool. Here’s your go-to retail media platform list: -Kroger: 8451 -Ulta: UB Media -Target: Roundel -Costco: Costco Media -Best Buy: Best Buy Ads -Most Grocery: Instacart -Convenience: DoorDash -CVS: CVS Media Xchange -Walmart: Walmart Connect -Macy’s: Macy’s Media Network -Dollar Tree: Chesapeake Media -Sam’s Club: Sam’s Member Access -Home Depot: Home Depot Ad Center -Ahold (Food Lion, etal): AD Retail Media -Albertsons: Albertsons Media Collective -Walgreens: Walgreens Advertising Group -Chew.com: Chewy Retail Media (dotcom bonus) Citrus and Criteo can give you access to almost any other major retailers. There you have it. There’s your cheat sheet. Now, if you want it to be passive income… Or you want it to be passive velocity… Hit me up. :) ——— 🔹 We grow brands on Amazon. 🔹 We grow brands in Whole Foods, Walmart, Target, CVS, Macy’s, Instacart, etc. #ecommerce #retailmedia #retailmedianetworks #cpg #cpgbrands #retailstrategy #founderlife #instacart #ShopperMarketing #walmart #wholefoods
18
7 Comments -
Ben Dutter
Hot take: selling in B2B is actually easier than DTC. (My B2B team is probably rolling their eyes right now). In DTC, the brand is selling and communicating to the buyer directly. That buyer's decision making is non-linear and subjective: • Do I want this thing • Do I even need this thing? • What about these 5 other things? • Will it actually make me feel better / happy? This is where a lot of the concept of "brand" comes from. There's a status association with certain products and the network effect of that individual buyer's psychology with all of their other "inputs." In B2B, it's actually super simple. A product or service needs to do one of two things: 1. Make the company money 2. Save the company money Really highly valuable products do both. If you -- as a seller in a B2B context -- can demonstrate to your prospective client justification for why it will do one or both of those things (make or save money), then it's an "easy" decision. The difficulty in B2B comes in from the nature of the buying committee, high contract values, budgets, and long decision cycles. You have to do the convincing at multiple points of the organization, and those stakeholders might have different priorities, might not believe you, etc etc. But again, if your pitch is clear and credible, and the scenario that you present is pretty undeniable, why would any organization refuse you? (Note: this doesn't really apply to true enterprise sales because enterprise is more like dealing with a small country than an actually functional and coherent organization). But if you're, like me, selling services for 5-6 figures a month to brands that are sub $1 billion in revenue, it's straight forward: "Here's how I'm going to make you more money than I cost." "Here's how I'm going to save you more money than I cost." If you want to see my pitch first hand -- reach out and I'll show you how we can pay for ourselves easily. #b2b #sales #revenue
42
16 Comments -
Jacob Rokeach
🚀 Scaling an eCommerce business isn’t about luck. It's about strategic actions. 𝟭𝟬 𝗔𝗰𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗶𝗹𝗲 𝘀𝗰𝗮𝗹𝗶𝗻𝗴: 1️⃣ Dare to pivot. If your current model isn't working, change it. Don't cling to a sinking ship. 2️⃣ Automate, automate, automate. Time saved is money earned. 3️⃣ Experiment with pricing. Your price tags aren't sacred. 4️⃣ Leverage user-generated content. It's free and often more effective than polished ads. 5️⃣ Implement a loyalty program. Reward repeat customers. 6️⃣ Invest in mobile. Mobile commerce is no longer optional. 7️⃣ Optimize for voice search. It's not the future. It's the present. 8️⃣ Use AI to personalize. It's not creepy. It's customer-centric. 9️⃣ Partner with influencers. But not just any influencer. Find those who align with your brand. 🔟 Embrace sustainability. It's not just a trend. It's a necessity. Scaling is a journey. It's about taking risks, making mistakes, and learning. It's about challenging the status quo and daring to be different. How are you approaching scaling your business?? 💪🚀
10
-
Laksh Sehgal
DTC brands, stop switching agencies every month. Here is why I'm saying this. Onboarded an apparel brand. First full month in - just 5% revenue increase & same ROAS. They trusted us & stayed. Its 4 months now, 75% increase in quarterly revenue, 11% increase in ROAS as well. Sometimes you'll just have to trust. Learning has its own curve and takes time to reflect. Quick lessons: - Don't fall for unrealistic predictions trap - Trust your agency based on trends & insights. If trends are too negative, then you must move on!
18
2 Comments -
Mike Rome
If you’re in ecommerce, there’s only 3 metrics and 1 question that matter for growth - 3 metrics - 1. Customers 2. AOV 3. Frequency Why these 3? B/c Customers * AOV * Frequency = Revenue 1 question - - What are the most profitable, scalable ways to improve customers, AOV, & frequency? Sometimes there’s a tradeoff on scalability & profitability. So use a framework like ICE (impact, confidence, & effort) to prioritize. And then align your team so everyone’s contributing & running together around top opps. Growth is hard, but the roadmap is simple. #ecommerce
18
11 Comments -
Hayes Minor Hereau
This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇
1
1 Comment -
Chris Westmeyer
⚡ No, it is not just you - the cost per click (CPC) for Google Ads continues to 📈rise! ✏ There is a great new study covering 4 billion in media spend posted on Media Post showing: ➡ COSTS ARE UP - 13% increases in CPC costs year-on-year in the first quarter of 2024 (compared with a 9% increase YoY in Q4 2023) ➡ COMPETITION IS GROWING - 17% increase in gross search spend year-on-year in the first quarter of 2024 ➡ TRAFFIC GROWTH FROM ADS IS SLOWING DOWN - 4% click growth YoY in first quarter of 2024 (compared with an 8% increase in YoY in Q4 2023) ➡ AVERAGE VALUE OF ORDERS IS NOT INCREASING - 1% increase in AOV (just a slight increase from roughly flat growth in Q4 2023) What does this all mean for you 🤷♀️? It means you should have a 📢 FULL FUNNEL digital marketing strategy. Relying on one or two channels puts your business at a disadvantage going forward. You can learn more here -
19
Explore collaborative articles
We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.
Explore More