Today, host Eitan Koter brings a relaxed conversation with Sarah Carusona, an e-commerce growth consultant known for her work with top D2C brands. Sarah’s experience spans from her time at OluKai—where she played a key role in shaping marketing strategies—to her current work as an independent consultant.
Sarah has managed large media budgets for a variety of brands, including Alpha Lion, Sunny Within, and more. In her talk with Eitan, she explains that success isn’t about pouring money into ads. Instead, it’s about focusing on a few key performance numbers that really move the needle. She shows how a balanced mix of organic content and smart paid advertising can lead to real improvements.
Throughout the episode, Sarah talks about setting up simple yet effective systems that guide customers from the first click to the final purchase. She covers topics like tracking the right metrics and understanding customer behavior without getting lost in the details.
Eitan and Sarah keep the conversation friendly and easy to follow, much like two friends sharing what has worked for them. Listeners will walk away with clear tips to boost their online store’s performance and manage marketing channels more efficiently.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
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Eitan Koter’s LinkedIn: https://www.linkedin.com/in/eitankoter/
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YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Sarah Carusona, eCommerce Consultant
Sarah Carusona’s LinkedIn: https://www.linkedin.com/in/sarah-carusona-531b35126/
Watch the full Youtube video here:
Takeaways:
- Sarah transitioned to consulting to have more control over the marketing ecosystem.
- Fractional CMOs can provide significant value to brands by offering expertise without the cost of a full-time hire.
- Content creation is becoming more important than ever in driving marketing success.
- Key performance indicators like AMER and repeat purchase rate are crucial for measuring success.
- Attribution in marketing is complex, and brands should use a combination of methods to understand their performance.
- Managing larger budgets requires a logical approach to decision-making and measurement.
- The landscape of E-commerce marketing is shifting towards storytelling and engaging content.
- Brands need to focus on their unique value propositions to stand out in a crowded market.
- Understanding consumer behavior is essential for effective marketing strategies.
- Continuous learning and adaptation are key to thriving in the digital marketing space. Multi-Touch Attribution (MTA) allows for daily analysis of marketing effectiveness.
- Focusing on organic growth can provide valuable insights for future paid strategies.
- Customer retention should prioritize relationship building over loyalty programs.
- Brands should diversify their marketing channels beyond just Meta.
- A marketing calendar is essential for planning and achieving revenue goals.
Chapters:
00:00 Introduction to E-commerce Growth Strategies
01:39 Transitioning to Consulting: Sarah’s Journey
04:10 The Value of Fractional CMOs
07:39 Shifting Focus: Content Over Numbers
10:39 Key Performance Indicators for Success
24:49 Understanding Attribution in Marketing
30:12 Managing Large Budgets in E-commerce
33:50 Understanding Multi-Touch Attribution and Marketing Mix Modeling
36:33 Balancing Organic and Paid Media Strategies
40:59 Building Effective Customer Retention Plans
44:39 Exploring Underrated Marketing Channels
48:11 Optimizing Conversion Rate Processes
50:21 The Importance of a Marketing Calendar
