Meeting Title: Kim <> Brainforge - Marketing-Weekly-Meeting Date: 2024-09-05 Meeting participants: Kim Todaro, Nicolas Sucari, Uttam Kumaran
WEBVTT
1 00:01:40.330 ⇒ 00:01:41.070 Uttam Kumaran: Hey! Kim!
2 00:01:43.180 ⇒ 00:01:44.080 kim todaro: Hey!
3 00:01:44.650 ⇒ 00:01:45.130 Nicolas Sucari: I came.
4 00:01:45.130 ⇒ 00:01:46.220 Uttam Kumaran: Hey? How’s it going.
5 00:01:46.220 ⇒ 00:01:47.020 kim todaro: You guys?
6 00:01:51.230 ⇒ 00:01:56.159 kim todaro: Good. Good. I’m actually getting brands tomorrow. So I think.
7 00:01:56.210 ⇒ 00:01:59.216 kim todaro: yeah, next week I won’t be able to meet
8 00:02:00.880 ⇒ 00:02:03.810 kim todaro: So I’m just gonna decline that calendar, invite.
9 00:02:03.990 ⇒ 00:02:05.070 Uttam Kumaran: Okay. Okay?
10 00:02:07.680 ⇒ 00:02:12.099 Uttam Kumaran: Then, yeah, for next week we can probably just send stuff on slack. And then whenever you’re back.
11 00:02:13.620 ⇒ 00:02:14.649 kim todaro: Sounds good.
12 00:02:15.040 ⇒ 00:02:17.010 Uttam Kumaran: That’s awesome. How long are you there for.
13 00:02:18.230 ⇒ 00:02:22.020 kim todaro: I’m just there for a week. My friend is getting married. So
14 00:02:22.240 ⇒ 00:02:26.609 kim todaro: he rented like a chateau in Provence, so.
15 00:02:26.900 ⇒ 00:02:28.559 Uttam Kumaran: No way. That’s amazing.
16 00:02:28.560 ⇒ 00:02:30.079 kim todaro: Will be, fine. Yeah.
17 00:02:30.080 ⇒ 00:02:30.910 Uttam Kumaran: Fancy!
18 00:02:31.180 ⇒ 00:02:32.310 kim todaro: It’ll be chill.
19 00:02:33.720 ⇒ 00:02:34.889 kim todaro: I hope so.
20 00:02:34.890 ⇒ 00:02:36.750 Uttam Kumaran: It sounds not that chill.
21 00:02:38.950 ⇒ 00:02:42.329 kim todaro: Extra. I’m not like that, but him and his fiance are like
22 00:02:43.000 ⇒ 00:02:44.370 kim todaro: super extra.
23 00:02:44.630 ⇒ 00:02:45.495 Uttam Kumaran: Okay.
24 00:02:46.750 ⇒ 00:02:48.950 Uttam Kumaran: that sounds like a movie wedding.
25 00:02:49.130 ⇒ 00:02:50.658 kim todaro: I know it does.
26 00:02:51.640 ⇒ 00:02:54.549 Uttam Kumaran: Well, it’s a good excuse to get there to go to Europe, so.
27 00:02:54.550 ⇒ 00:02:55.959 kim todaro: Yes, exactly.
28 00:02:58.700 ⇒ 00:03:00.840 Uttam Kumaran: Cool Nico, you wanna go ahead.
29 00:03:01.990 ⇒ 00:03:17.649 Nicolas Sucari: Yeah, so, Kim, we don’t have like a lot of updates today. We were, we were just working on identifying these conversion stuff that we are. We were working for the past weeks. We already get from from post pilot.
30 00:03:17.954 ⇒ 00:03:38.950 Nicolas Sucari: An answer on what’s happening with the conversion list that we have on the overview report that we are getting. The issue was, as we spoke, last week with you. There was a confusion between the postcard date and the conversion date, so we managed to get the postcard date into the conversion. This report, too, so we have, like all of the information clear in the conversion list
31 00:03:39.020 ⇒ 00:03:45.699 Nicolas Sucari: where we are getting the well. I obviously the campaign id the campaign name the conversion amount
32 00:03:46.001 ⇒ 00:04:14.179 Nicolas Sucari: the conversion date, but also, we are tracking in the same table the postcard id now. So what we are trying to do with the team is figure out what information we need from each of the 2 reports that we are getting, and maybe what we are. What we are gonna do is get the conversions value from the conversion list report, the one that we can see in the post pilot platform, and from the other one we just are trying to get the cost of each of the campaigns and the and the return on ad spend.
33 00:04:14.631 ⇒ 00:04:29.380 Nicolas Sucari: That’s how we are trying to manage and how we are trying to organize different information coming through both of the reports, so that we can have, like clear measures on revenue, on roas, on cost per conversion and everything. Okay.
34 00:04:29.380 ⇒ 00:04:30.160 kim todaro: Awesome.
35 00:04:31.740 ⇒ 00:04:36.759 Nicolas Sucari: But yeah, it was kind of a misunderstanding between the 2 dates that we have and the 2 reports and.
36 00:04:36.760 ⇒ 00:04:37.090 kim todaro: Yeah.
37 00:04:37.090 ⇒ 00:04:45.580 Nicolas Sucari: Because one of the reports, it’s not on their platform. It’s just like, said, Yeah, configure it directly by them and send it directly by email.
38 00:04:46.830 ⇒ 00:04:50.330 kim todaro: Yeah, it’s confusing even for me. In there.
39 00:04:51.270 ⇒ 00:04:52.280 kim todaro: Dashboard. Yeah.
40 00:04:52.280 ⇒ 00:04:58.269 Nicolas Sucari: Perfect. Yeah, exactly. So we, I think we are. We. We understood now,
41 00:04:59.120 ⇒ 00:05:14.390 Nicolas Sucari: all of the different information that we have there. And we can. Yeah, move forward, trying to organize a little bit better how the measures are taken from each of the reports, and we will be working on that. And then we were talking with Sureash and utam
42 00:05:14.390 ⇒ 00:05:44.289 Nicolas Sucari: about organizing a little bit different. The dashboards in real. We’re not gonna do any change yet. But we are trying to find a way on organizing a little bit different. And like specifically what is marketing split. The Daily Kpis report that we have into into having one report that is, Kpis for marketing. And we can add, like all of the dimensions that you need in that report, and you’re trying to match that with the paid performance marketing so that we
43 00:05:44.741 ⇒ 00:05:52.930 Nicolas Sucari: so that you have, like all the information needed for you to do every analysis on, on campaigns, on different platforms, on anything? Okay?
44 00:05:53.360 ⇒ 00:05:57.309 kim todaro: Great. And I saw that you guys put lifetime value in. So that’s helpful, too.
45 00:05:57.892 ⇒ 00:06:01.199 kim todaro: Into the other report, which is great.
46 00:06:01.920 ⇒ 00:06:12.929 Nicolas Sucari: Yeah, yeah, we added, Yeah, customer life and value to the shopify customers report. So you can check that there. But yeah, we’re trying to separate what we have in real for
47 00:06:12.930 ⇒ 00:06:33.929 Nicolas Sucari: for you to one side, like everything regarding marketing should be in one report or 2 reports, maybe and then splitting everything for chuck 2 and for Ben, and then more kind of a sales and and different measures. So that’s how what we’re trying to to organize, so that we can have like clear information on on each side.
48 00:06:34.902 ⇒ 00:06:37.299 kim todaro: Let me ask you, this is the
49 00:06:37.320 ⇒ 00:06:44.389 kim todaro: do for Ben and Dan. What’s the most important report? Is it the Daily Kpis, or another one.
50 00:06:44.390 ⇒ 00:06:46.510 Uttam Kumaran: Gets that, and the all orders.
51 00:06:46.510 ⇒ 00:06:47.299 kim todaro: That’s your base. Yeah.
52 00:06:47.300 ⇒ 00:06:59.670 Uttam Kumaran: Looking at like, what are all the figures? But because daily Kps are like all by marketing and stuff. You can’t do like a lot of breakouts. Yeah, all orders is really like has basically all the pro, all the sales data.
53 00:07:00.080 ⇒ 00:07:04.110 Uttam Kumaran: And they’re mainly looking at like top line sales. And then
54 00:07:04.200 ⇒ 00:07:09.810 Uttam Kumaran: the shipping costs, because we’ve been doing a ton of stuff with like the new, with chuck on the shipping side.
55 00:07:10.580 ⇒ 00:07:15.369 kim todaro: Yeah, that makes sense. The the daily Kpis is like very high level, and then
56 00:07:16.530 ⇒ 00:07:16.850 Nicolas Sucari: Yeah.
57 00:07:16.850 ⇒ 00:07:25.310 kim todaro: They can drill down more, so that makes perfect sense, and that those numbers are up to date and correct, like the profit and and revenue.
58 00:07:25.310 ⇒ 00:07:32.030 Uttam Kumaran: Yes, yeah. The only thing it doesn’t include is it doesn’t include like people or expenses. We really can’t see.
59 00:07:32.030 ⇒ 00:07:32.350 kim todaro: Yeah.
60 00:07:32.350 ⇒ 00:07:34.740 Uttam Kumaran: Kind of like e-commerce profit, which is
61 00:07:35.501 ⇒ 00:07:39.260 Uttam Kumaran: like revenue, minus discounts, refunds.
62 00:07:39.430 ⇒ 00:07:40.960 Uttam Kumaran: warranties.
63 00:07:41.100 ⇒ 00:07:42.250 Uttam Kumaran: cogs.
64 00:07:42.280 ⇒ 00:07:43.480 Uttam Kumaran: shipping
65 00:07:43.888 ⇒ 00:07:47.219 Uttam Kumaran: and then marketing spend. And then we kind of get we get the profit.
66 00:07:47.450 ⇒ 00:07:48.390 kim todaro: That’s awesome.
67 00:07:48.500 ⇒ 00:07:49.310 kim todaro: Great.
68 00:07:51.450 ⇒ 00:07:52.380 Uttam Kumaran: Yeah.
69 00:07:53.689 ⇒ 00:07:58.999 Nicolas Sucari: Perfect. So yeah, we’re working on on that stuff. Is there anything you
70 00:07:59.210 ⇒ 00:08:03.789 Nicolas Sucari: want to ask us? Or do you have any requests on any data that you want.
71 00:08:04.110 ⇒ 00:08:05.798 kim todaro: No, this is helpful.
72 00:08:06.940 ⇒ 00:08:12.799 kim todaro: I think just, you know, when you get the direct mail stuff sorted out. Officially.
73 00:08:13.304 ⇒ 00:08:17.705 kim todaro: Just let me know, and I can start using that a little bit more.
74 00:08:18.020 ⇒ 00:08:18.710 Nicolas Sucari: Okay.
75 00:08:19.140 ⇒ 00:08:24.449 kim todaro: I know Ben and Dan and I were supposed to meet this week about direct mail, but I think that’s going to get pushed a little bit.
76 00:08:24.852 ⇒ 00:08:28.917 kim todaro: So I could always open that up and answer some questions for them.
77 00:08:29.230 ⇒ 00:08:29.690 Uttam Kumaran: Nice. Okay.
78 00:08:29.690 ⇒ 00:08:30.850 kim todaro: That might be helpful.
79 00:08:32.360 ⇒ 00:08:38.589 Uttam Kumaran: Okay, cool. Yeah, we just like, I think, well, we had the long weekend, and their whole team was like out of office site.
80 00:08:38.620 ⇒ 00:08:42.569 Uttam Kumaran: So basically, just like we’re waiting on them to fix a report for us.
81 00:08:42.959 ⇒ 00:08:46.979 Uttam Kumaran: and we got that fixed in. And then we’re basically consolidating it now.
82 00:08:47.238 ⇒ 00:08:52.269 Uttam Kumaran: So maybe we like, if if you’re going to share that with them, I think what we could do is just like
83 00:08:52.410 ⇒ 00:08:58.400 Uttam Kumaran: once we have that all in. Maybe we can hop on or just verify like what you’re going to go through and just make sure that everything’s there.
84 00:08:58.510 ⇒ 00:09:00.530 Uttam Kumaran: Okay? But like we’re again
85 00:09:00.600 ⇒ 00:09:06.699 Uttam Kumaran: postcard date. And like the conversion, it’s just a bunch of date issues that we’re kind of like what is going on.
86 00:09:07.140 ⇒ 00:09:07.580 kim todaro: Yeah.
87 00:09:07.580 ⇒ 00:09:11.969 Uttam Kumaran: Kind of wrapped her head around it. Because this is it’s not like digital. Where.
88 00:09:12.090 ⇒ 00:09:18.330 Uttam Kumaran: like you, the place that you spend the money. The placement happens and the stuff comes in. It’s like there’s all this lag.
89 00:09:18.330 ⇒ 00:09:19.940 kim todaro: There’s so much delay, there’s so much.
90 00:09:19.940 ⇒ 00:09:24.609 Uttam Kumaran: Yeah. And it’s really, I mean, like, it makes sense when it’s male. But
91 00:09:24.740 ⇒ 00:09:27.260 Uttam Kumaran: it’s a lot like other data. So.
92 00:09:27.440 ⇒ 00:09:30.170 kim todaro: I know I totally get it. No, I I appreciate it.
93 00:09:33.670 ⇒ 00:09:34.380 Nicolas Sucari: Okay.
94 00:09:34.984 ⇒ 00:09:40.080 Nicolas Sucari: I don’t have anything else from my side. I don’t know which I’m working.
95 00:09:40.600 ⇒ 00:09:42.199 Nicolas Sucari: Do you guys have anything else.
96 00:09:43.505 ⇒ 00:09:45.429 kim todaro: I think I’m all set for now.
97 00:09:46.230 ⇒ 00:09:56.449 Uttam Kumaran: Yeah, I think the biggest thing we’re trying to figure out is you know, from each of the, from each of the different platforms. We’re trying to get the revenue and conversions.
98 00:09:56.868 ⇒ 00:10:03.339 Uttam Kumaran: And I think that’s the biggest thing we’re working through now. I am not sure yet what we’re gonna end up
99 00:10:03.755 ⇒ 00:10:08.429 Uttam Kumaran: making it out with, because some of the platforms are a little bit harder to get that
100 00:10:10.650 ⇒ 00:10:14.609 Uttam Kumaran: especially because the conversions in the platform may not match.
101 00:10:14.710 ⇒ 00:10:23.449 Uttam Kumaran: Like, for example, a lot of the platforms are going to over report, basically versus like what we’re seeing on the sales side, like different platforms will claim
102 00:10:23.670 ⇒ 00:10:25.559 Uttam Kumaran: ownership over the conversion.
103 00:10:26.030 ⇒ 00:10:26.510 kim todaro: Yeah.
104 00:10:26.510 ⇒ 00:10:29.179 Uttam Kumaran: So that’s the biggest thing we’re trying to like nail right now.
105 00:10:31.464 ⇒ 00:10:34.029 kim todaro: You. So you mean, like, like, if someone
106 00:10:34.260 ⇒ 00:10:38.769 kim todaro: sees a Facebook ad, and then they check out via like a Google shopping link.
107 00:10:39.060 ⇒ 00:10:39.800 Uttam Kumaran: Yes.
108 00:10:39.800 ⇒ 00:10:40.770 kim todaro: Take credit.
109 00:10:40.900 ⇒ 00:10:44.490 Uttam Kumaran: Exactly. Yeah. So that’s the, you know. That’s the problem with
110 00:10:44.570 ⇒ 00:10:46.570 Uttam Kumaran: like trying to consolidate
111 00:10:46.690 ⇒ 00:10:53.229 Uttam Kumaran: the conversion reporting from each of the different platforms with, like what we see on sales. There’s going to be some inflation.
112 00:10:53.590 ⇒ 00:10:54.650 kim todaro: Oh, yeah, like.
113 00:10:54.970 ⇒ 00:10:55.810 Uttam Kumaran: You’re
114 00:10:56.050 ⇒ 00:11:01.880 Uttam Kumaran: the goal here is really just trying to kind of like, get everything you’re going to see in the platforms in one place, because
115 00:11:02.400 ⇒ 00:11:10.980 Uttam Kumaran: for us to do that like attribution, it’s gonna be difficult as well. So as long as we get you what you’re seeing in the platforms, and if it’s a little bit different in the sales, and we just don’t
116 00:11:11.030 ⇒ 00:11:18.459 Uttam Kumaran: we? We’re not like trying to really like match those. It’s more like directional because you’re already leveraging that.
117 00:11:19.380 ⇒ 00:11:26.969 kim todaro: Yeah, I mean, we used to use wicked reports for that. And there was like some tracking script and some utms that we had to
118 00:11:27.430 ⇒ 00:11:29.945 kim todaro: to put on all of our our links.
119 00:11:30.350 ⇒ 00:11:32.609 kim todaro: but it was like too expensive to really like.
120 00:11:33.912 ⇒ 00:11:35.660 kim todaro: keep that going.
121 00:11:36.047 ⇒ 00:11:49.582 kim todaro: But yeah, it’s it’s a hard. It’s a hard task to do like all those 3rd party tools that that provide that like last click attribution, or whatever linear. It’s just like they’re also. So they’re all so expensive.
122 00:11:49.930 ⇒ 00:11:54.150 Uttam Kumaran: I have. I. I have, like some friends that are using this this tool called North Beam. Have you heard of that?
123 00:11:54.500 ⇒ 00:11:55.389 kim todaro: I haven’t.
124 00:11:56.250 ⇒ 00:11:58.410 Uttam Kumaran: Yeah, check out north beam.
125 00:12:00.420 ⇒ 00:12:02.049 Uttam Kumaran: I don’t know
126 00:12:04.080 ⇒ 00:12:08.769 Uttam Kumaran: what the cost is. Okay, yeah. It’s like.
127 00:12:09.350 ⇒ 00:12:13.530 Uttam Kumaran: I’ve heard really good things about Northbeam. I know some big e-commerce stores that I’m aware of.
128 00:12:14.044 ⇒ 00:12:16.599 Uttam Kumaran: That we’ve engaged with that are using north theme.
129 00:12:17.296 ⇒ 00:12:19.589 Uttam Kumaran: Have you? Have you heard of triple oil.
130 00:12:20.060 ⇒ 00:12:24.399 kim todaro: Yeah, triple. Well, I’ve heard of. I’ve I just had a call like a few months ago. But again.
131 00:12:24.400 ⇒ 00:12:34.849 Uttam Kumaran: This is like a triple whale competitor, but I don’t know whether these guys are cheaper. But I’ve heard a lot of really great things about these guys. But also, I don’t know. I feel like
132 00:12:35.000 ⇒ 00:12:40.166 Uttam Kumaran: they’re all really expensive for some e-commerce brands they’re spending, like, you know, like hundreds of thousands,
133 00:12:40.500 ⇒ 00:12:42.920 Uttam Kumaran: or like, yeah, like a million dollars a month.
134 00:12:43.290 ⇒ 00:12:46.769 Uttam Kumaran: It kind of makes sense. But I don’t know. Maybe worth checking out.
135 00:12:47.550 ⇒ 00:13:00.790 kim todaro: Yeah, I still yeah. If you, when we hang up, if you could just send me the link to it, I’ll definitely check it out. I still use wicked reports for another client and I’ve also tried Hi Rose.
136 00:13:01.560 ⇒ 00:13:05.023 kim todaro: which we got rid of. We tested out both at
137 00:13:05.570 ⇒ 00:13:06.919 kim todaro: and I I
138 00:13:07.040 ⇒ 00:13:09.120 kim todaro: I do like wicked they are.
139 00:13:09.280 ⇒ 00:13:11.274 kim todaro: I thought they did a good job.
140 00:13:11.780 ⇒ 00:13:19.838 kim todaro: And they added some more features since we since we dropped them. I think we were paying like $800 a month, which I still think is cheaper than triple whale.
141 00:13:20.120 ⇒ 00:13:21.860 kim todaro: but I do feel like there’s room for negotiation.
142 00:13:21.860 ⇒ 00:13:26.169 Uttam Kumaran: Yeah, looks like the intro pricing for north beam is like a thousand a month.
143 00:13:26.170 ⇒ 00:13:26.750 kim todaro: Yeah.
144 00:13:26.750 ⇒ 00:13:29.050 Uttam Kumaran: And they have like integrations with shopify.
145 00:13:30.630 ⇒ 00:13:32.930 Uttam Kumaran: I mean again. I’ll send it to you. And then
146 00:13:33.050 ⇒ 00:13:38.479 Uttam Kumaran: again, if we’re we could try to chat with them, and I’m sure they’d consider bringing it down.
147 00:13:38.710 ⇒ 00:13:39.295 Uttam Kumaran: Yeah,
148 00:13:42.390 ⇒ 00:13:45.420 Uttam Kumaran: I just found that like for attribution.
149 00:13:45.640 ⇒ 00:13:49.169 Uttam Kumaran: It’s really hard for like, it’s almost like.
150 00:13:49.390 ⇒ 00:13:53.009 Uttam Kumaran: it’s not really important to leverage it. For.
151 00:13:53.070 ⇒ 00:14:03.780 Uttam Kumaran: like the financial reporting side, it’s more of like to give you a signal of like, okay, what creative or what platforms are doing well, and I can optimize the spend. But it’s almost like its own thing.
152 00:14:04.840 ⇒ 00:14:08.569 Uttam Kumaran: But I don’t know North theme. In the last year. I’ve heard a lot about
153 00:14:08.600 ⇒ 00:14:10.780 Uttam Kumaran: okay. So maybe worth talking to them.
154 00:14:11.920 ⇒ 00:14:15.448 kim todaro: Yeah, for sure. I’ll and I’ll definitely check them out, too.
155 00:14:16.500 ⇒ 00:14:18.919 kim todaro: What do you call it? I
156 00:14:20.260 ⇒ 00:14:22.129 kim todaro: trying to think what I was going to say, I forgot.
157 00:14:22.810 ⇒ 00:14:30.890 kim todaro: But yeah, I I know something that I struggled with wicked reports is every time I looked in there. Facebook like
158 00:14:31.060 ⇒ 00:14:35.979 kim todaro: had like a 1 return on ad spend, and then, like in real life, I would see like a 12 in the dashboard
159 00:14:36.210 ⇒ 00:14:39.429 kim todaro: at the time. They didn’t count any view throughs.
160 00:14:40.610 ⇒ 00:14:48.330 kim todaro: So that was part of it, and for that purpose at the time it made it like very hard to use, and like it wasn’t telling the same story, so
161 00:14:48.400 ⇒ 00:14:49.933 kim todaro: we got rid of it.
162 00:14:51.580 ⇒ 00:15:01.719 kim todaro: And I never like tried to renegotiate with them, but they did offer like, oh, do you want to talk and get us, and a look at a lower price. But since then they did. They did add the view through conversions, and which has been helpful.
163 00:15:02.250 ⇒ 00:15:03.529 Uttam Kumaran: Hmm, okay, okay.
164 00:15:06.110 ⇒ 00:15:07.860 Uttam Kumaran: okay. I’ll shoot that over in slack.
165 00:15:08.410 ⇒ 00:15:09.840 kim todaro: Alright, sounds good.
166 00:15:10.370 ⇒ 00:15:13.679 Uttam Kumaran: Okay? Well, if we don’t talk before then, enjoy the trip.
167 00:15:14.040 ⇒ 00:15:14.800 kim todaro: Thank you.
168 00:15:14.800 ⇒ 00:15:15.460 Nicolas Sucari: Yeah.
169 00:15:15.760 ⇒ 00:15:16.859 Nicolas Sucari: have fun.
170 00:15:17.440 ⇒ 00:15:18.440 kim todaro: Thanks. Guys, yeah.
171 00:15:18.880 ⇒ 00:15:19.540 kim todaro: talk to you.
172 00:15:19.540 ⇒ 00:15:20.240 Nicolas Sucari: Bye, mate.