In this episode, Eitan Koter interviews Jack Lindberg, Director of Analytics at the Mars Agency. Jack shares his personal journey from being a musician to entering the analytics profession. He explains the role of Amazon Marketing Cloud and how it provides valuable data for brands.
The key performance indicators (KPIs) that brands focus on include incrementality, profitability, and market share growth.
Jack discusses the importance of analytics teams working closely with business stakeholders and translating their data needs. He also explores the future of retail media, the impact of AI and machine learning, and the challenges of sponsored placements in LLMs.
In this conversation, Jack discusses the challenges faced by new brands and startups in competing with giants like Amazon. He highlights the importance of finding a niche in the ad tech space and providing connective tissue between different advertising platforms. Lindberg also emphasizes the opportunity for technology entrepreneurs to offer ad tech infrastructure to retailers, such as shoppable video solutions.
Additionally, he shares a fun fact about his involvement in NFL punting analytics and provides information on where to find him and the Mars Agency.
Takeaways
- New brands and startups can compete with giants by finding a niche in the ad tech space and providing connective tissue between different advertising platforms.
- Technology entrepreneurs have the opportunity to offer ad tech infrastructure to retailers, such as shoppable video solutions.
- Understanding and leveraging unique and niche areas, like NFL punting analytics, can lead to becoming an expert in a specific field.
- To connect with Jack Lindberg and learn more about the Mars Agency, LinkedIn is the best platform to find him, and the Mars Agency’s website is the best source of information.
Chapters
00:00 Introduction and Personal Journey
03:00 Role at Mars Agency and Amazon Marketing Cloud
09:25 Functionality of Amazon Marketing Cloud
11:51 Key Performance Indicators (KPIs) for Brands
17:50 Post-Analysis Phase and Recommendations
26:00 The Future of Retail Media and AI
35:16 Role of AI and Machine Learning in the Sector
38:36 The Impact of LLMs and Sponsored Placements
39:30 Competition with Giants
40:14 Connective Tissue in Ad Tech
41:12 Tech Infrastructure for Retailers
42:26 Shameless Plug: Mars Agency
43:35 Fun Fact: NFL Punting
44:45 Where to Find Jack Lindberg and Mars Agency
Jack’s LinkedIn – https://www.linkedin.com/in/jack-lindberg1/
Looking to elevate your e-commerce game? visit Vimmi at www.vimmi.net
