Brainforge Knowledge

Data calls with key stakeholders

3 min read

Wholesale (Laura & Madison)

  • Wholesale program (13k customers; most are re-selling LMNT)
    • Segments:
      • Trusted health (gym & chiropractors)
      • Bulk Buyers: manufacturing plant, universities (providing to employees) where there are minimum order qualities
      • Specialty retail (small grocery chain)
    • Examples of BI questions we’d like to have answered easily:
      • When are folks making their 1st purchase? 3rd purchase?
      • Who are our top wholesalers?
      • How we do things now? Shopify → Filter things out
      • Active partner: purchased in last 18 months
    • Next steps:
      • [Laura to create test account for wholesale]
      • [Play around with Guru: internal database of FAQs and responses
      • [Gorgias] CX platform
    • Data sources:
      • Fulfillment View (Stord) - every order going out the door; where are people in the journey
      • Shopify -
      • Google Sheets - CRM
      • Follow-up with Steve to understand tags

eCommerce (Carlos)

Shopify Revenue Reporting Integration

  • Shopify = 5–15% of total revenue, but receives 40–50% of paid media spend.
  • Need to better connect spend and performance across channels.
  • Agreed to continue tracking subscriptions, email revenue, and other sources while implementing new dashboards and reporting tools.

Media Spend Reporting Enhancement

  • Carlos showed the Shopify blended report and growth dashboard, which track:
    • Revenue and spend by product type and sales channel.
    • Progress toward OKRs.
  • Shivani to review monthly reports and Carlos’s section for deeper understanding.

Marketplace Tracking System

  • Tracks Amazon and Shopify sales separately: total sales, “other” sales, and Subscribe & Save.
  • Subscriber count = proxy for retention; concern that repeat revenue is trending down.
  • Data rolls up into OKRs with metrics on sales, spend, and performance.

Buy Box Strategy

  • Winning the Buy Box → up to 90% impact on listing sales.
  • Amazon allows multiple sellers to encourage competition; LMNT focuses on maintaining Buy Box ownership rather than trying to delist resellers.
  • Current rate: 94%.

E-Commerce Data Automation Strategy

  • Need to automate tracking across Shopify, Amazon, and Walmart for better pacing and weekly reviews.
  • Until automation is live, data will be manually updated in a daily tracker.
  • Discussed working with a data consultancy to build automation pipelines and unify reporting.

Next Steps

Carlos

  • Link exact report sources in each column of the daily tracker.
  • Share the Growth Dashboard document with Shivani.
  • Provide Loom recordings for CXA showing how to locate key numbers.

Shivani

  • Follow up with Carlos for a bullet-point list of all data sources being used.
  • Review the daily tracker and monthly reporting flow.
  • Explore external data consultancy options for e-commerce automation.

Carlos’s CXA

  • Update the daily tracker manually every other day.

Graph View