[STEP BY STEP] Stop Chasing Vanity Metrics

Future Commerce Podcast: eCommerce, DTC and Retail Strategy

Jack Kavanagh of Shopanova joins us to share his unique perspective on cutting through the noise of marketing fads and focusing on strategies that truly drive growth. From balancing trends with long term strategies to harnessing the power of tools like Triple Whale’s Sonar for precise ad targeting, we dive deep into the realities of scaling eCommerce businesses in 2024. Discover how agility, better data segmentation, and a holistic approach to metrics can revolutionize your business.

Don’t Miss the Forest for the Trees

Key takeaways:

• Not all data points deserve attention—focus on those tied to measurable outcomes, like revenue and customer growth, rather than vanity metrics.
• Tools like Sonar by Triple Whale empower businesses to manage data and ad performance efficiently without expensive expertise.
• [05:50] "Sometimes you miss the forest for the trees. Focus on connecting people with a product that improves their lives." – Jack
• [13:30] "Brand owners have been burnt by marketing gurus just like Facebook moms have been burnt by fad supplements." – Jack
• "[00:24:14] People go after their biceps hard, but by the time they've got them, it's over. It's all about calves now. What really matters is a healthy body." – Brian
• [34:30] "The allure of tools like Sonar is they solve complex problems hands-free. That’s where advertising is now." – Jack

Associated Links:

• Learn more about Sonar, Triple Whale’s Meta integration
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!