74. Data-Driven Marketing with Katy Katz of Basic Fun!

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Hello listeners and welcome to today’s episode of our eCom Pulse podcast! I’m thrilled to have Katy Katz, a digital marketing expert with nearly 20 years of experience, joining us. Katy heads Digital Marketing & E-Commerce at Basic Fun!, a company known for its beloved toy brands like Care Bears, Tonka, and Littlest Pet Shop.

In this episode, Katy shares her journey from starting in Facebook marketing for an art gallery to becoming a leader in the e-commerce and digital marketing space. She discusses the challenges and opportunities of marketing in the toy industry, the evolution of digital marketing strategies, and the importance of data-driven decision-making.

You’ll hear about the critical role of combining organic and paid strategies on platforms like Amazon, the power of influencer marketing, and how to maintain a cohesive brand presence across multiple channels. Katy also offers insights into creating engaging customer experiences, the significance of internal marketing, and the necessity of continuous learning and adaptation in the fast-paced world of digital marketing.

Whether you’re a seasoned marketer or just starting, this episode is packed with valuable takeaways that you won’t want to miss. Let’s dive in!

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Guest: Katy Katz, Head of Digital Marketing & E-Commerce at Basic Fun!

LinkedIn: https://www.linkedin.com/in/katykatztx/

Basic Fun! – http://www.basicfun.com


  • Data-driven decision-making is crucial in digital marketing, especially in the e-commerce space.
  • Influencers play a significant role in spreading brand messages and building trust with consumers.
  • Attribution can be challenging, but tools like ChannelSight can help track campaign performance.
  • Continuous learning and networking within the industry are essential for marketers to stay up-to-date and find joy in their work.
  • Multi-channel marketing strategies are necessary to reach and engage consumers in a rapidly changing digital landscape.


00:00 Introduction and Background

02:20 The Excitement of Marketing and Passion for the Toy Industry

04:13 The Changing Landscape of Marketing and the Barrier to Entry

05:35 Marketing Activities on Amazon

06:39 The Relationship Between Organic and Paid Marketing on Amazon

09:15 The Importance of Inbound Marketing for Paid Media Success

11:00 Marketing to Kids and the Role of Influencers

12:07 Managing Partnerships with Amazon and Other Retailers

15:06 Creating Unique Brand Storefronts and Customized Landing Pages

16:21 Managing Multi-Channel Activities and Decision-Making

21:46 The Role of the CMO in E-commerce

23:32 Tips for Digital Marketing Leaders

31:59 Fun Fact and Conclusion

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