Attribution & Analysis

Digital marketing veteran Vlad Zhovtenko reveals why data ownership has become the biggest competitive advantage in e-commerce. As platforms change algorithms and new search behaviours emerge through TikTok and AI, businesses that control their own customer data can adapt quickly while competitors struggle. Learn his practical framework for identifying the 1-2 metrics that actually drive growth, avoiding the AI analysis trap, and building sustainable data advantages that compound over time.

William shares specific insights on measuring influencer ROI, including the challenge of tracking halo effects, understanding that 60-70% of direct traffic may come from unmeasurable referrals, and how influencers drive incremental sales growth.

Most e-commerce brands unknowingly destroy customer trust by displaying perfect 5-star ratings that appear manipulated when customers research across multiple platforms. DJ Sprague reveals how two-thirds of adults check multiple review sources, and authentic reputation management requires systematic collection and distribution of genuine reviews across the web. Learn the psychology behind customer trust, why platforms like Trustpilot often fail businesses, and the strategic framework for becoming the "reputation king" in your space through authentic multi-platform presence.

Discusses Amazon Attribution and how to measure the impact of external traffic sources on Amazon performance, including strategies for directing Google and Meta traffic to Amazon to boost organic rankings through the halo effect.

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Jo Davis from Sweet Analytics reveals how eCommerce brands can move beyond gut-feel decisions to data-driven growth strategies. Learn the Growth Model Framework that transforms vague growth goals into specific customer acquisition targets, discover why discount codes actually improve customer lifetime value, and understand how AI will revolutionise personalised shopping experiences. This practical guide shows how to focus on the metrics that truly matter rather than drowning in data overwhelm.

The cookieless future isn't a crisis—it's a return to fundamental marketing principles that successful brands used for decades. Jeff Greenfield reveals why shifting focus from clicks to impressions, embracing delayed attribution effects, and building broad awareness campaigns will help eCommerce businesses thrive when third-party cookies disappear. Learn practical steps for implementing old-school marketing wisdom in the digital age.

Kristians Sikora reveals that only two out of hundreds of Google Ads accounts he's audited have proper conversion tracking—a fundamental flaw costing eCommerce brands thousands. Discover why Performance Max cannibalises other channels at scale, how standard shopping campaigns outperform automated solutions, and the attribution strategies sophisticated advertisers use to achieve profitable growth whilst competitors struggle with corrupted data and black-box systems.

Discover what separates multimillion-dollar eCommerce brands from those stuck in hustle mode. Nirav Sheth reveals why successful brands focus on 1-2 channels instead of diversifying early, how they build strategic teams beyond pure hustle, and the retention insights that transform acquisition. Learn the systematic approach behind brands like Athletic Greens and Rothy's that achieved explosive growth through strategic focus rather than scattered efforts.

Phil Byrne shares battle-tested PPC strategies from 25 years in digital marketing, revealing why the 80/20 rule transforms campaign performance, how Performance Max really works, and where to find Wild West opportunities in today's competitive landscape. Discover his unique commission-based agency model and actionable steps for competing with Amazon whilst building profitable PPC campaigns that scale.

Digital marketing platforms promise precision targeting but deliver diluted audiences that waste budgets and corrupt analytics. Jason Wood reveals how contextual data layering builds high-conversion audiences outside platform ecosystems, using device IDs and conversion insights to achieve targeting precision that traditional methods cannot match. Discover why successful marketers are abandoning platform dependency in favour of audience-centric strategies.

Most eCommerce brands struggle with marketing spend because they chase attribution perfection instead of focusing on blended ROAS. Matt Putra reveals his systematic framework using contribution margins and traffic light systems that helped one client generate £300,000 in additional profit within two weeks. Discover how to calculate your target ROAS, coordinate multiple agencies effectively, and scale profitably without getting lost in vanity metrics.

Damon Didier reveals how email marketing has evolved into the ultimate first-party data goldmine, sharing his framework for 800% growth through strategic Black Friday preparation, AI integration, and understanding attribution reality. Learn why treating email as data ownership rather than just marketing creates competitive advantages, plus practical implementation strategies for maximising November and December sales through systematic VIP targeting and SMS integration.

Google's Chief Measurement Strategist Neil Hoyne reveals five marketing personas that sabotage eCommerce success, from the "bar persona" that rushes customers into immediate commitments to the perfectionist paralysed by imperfect attribution. His shocking revelation about one customer's 260-interaction journey to buy shoes demonstrates why traditional attribution is impossible, challenging marketers to focus on relationship building and ecosystem performance rather than perfect measurement. This framework helps eCommerce businesses identify their destructive marketing patterns and transform them into sustainable, customer-centric approaches.

Most eCommerce businesses set vague growth targets like "grow by 20%" without understanding what that means in customer acquisition terms. Sadaf Beynon shares insights from Oliver Spark's transformative workshop that reverse-engineers growth targets into specific customer numbers, focusing on three critical metrics: new customer acquisition, average order value, and customer order frequency. This customer-centric approach transforms abstract revenue goals into actionable marketing strategies with clear budgets and measurable outcomes.

Discover why YouTube advertising is finally having its moment and how it can transform your entire marketing portfolio. Brett Curry reveals how brands spending £30,000+ monthly on YouTube see 30-40% lifts across all other campaigns, why longer-form video content outperforms short clips, and how Google Performance Max is making YouTube accessible to smaller budgets. Learn the portfolio effect framework that treats YouTube as a multiplier rather than standalone channel, plus practical steps to get started without breaking the bank.

Tom Kulzer, AWeber's founder and CEO, reveals why "your emails are not special" yet email marketing still delivers £34 return per £1 invested. Discover the ENGAGE framework for building genuine customer relationships, upcoming innovations like in-email purchasing and dynamic content, and why treating email as two-way communication dramatically improves deliverability. Learn practical strategies from a 24-year email marketing veteran who's sent hundreds of billions of permission-based emails.

Discover how generative AI is transforming eCommerce content creation through the insights of Max Sinclair, former Amazon insider turned AI entrepreneur. Learn the difference between traditional and generative AI, explore practical applications you can implement today using ChatGPT, and understand why businesses that embrace AI-powered content creation gain significant competitive advantages. From infinite product photography to dynamic website generation, explore the revolutionary possibilities reshaping how online businesses create and personalise customer experiences.

Discover how growth driven advertising on Amazon leverages the extreme Pareto principle where just 2% of products generate 98% of revenue. Ryan Flannagan reveals why most sellers measure success incorrectly using ACOS instead of TACOS, shares his COMPETE framework for systematic optimisation, and explains how segment analysis provides competitive intelligence. Learn practical strategies for focusing resources on hero products whilst most competitors spread efforts ineffectively across entire catalogues.

Discover why traffic optimization is the most important skill for eCommerce growth, with insights from Chloe Thomas who reveals how three core marketing methods—SEO, search advertising, and email marketing—drive 75% of eCommerce traffic. Learn the granular approach to Google Ads that reduces costs whilst increasing conversions, why batch-and-blast email marketing no longer works, and practical steps to audit and improve your traffic sources. This comprehensive guide transforms traffic from a numbers game into a strategic advantage for sustainable business growth.