September 12, 2023
August 5, 2022
After all, if we know what they’ve bought in the past, it’s a good indication of what they’ll buy next – and not only similar products, but complementary products.
If we know what they’re interested in and their opinions, then we can predict the products and services that someone of similar interests would buy.
If we know their location at all times, then we likely know where they shop.
And if we know who they are, we can price appropriately, take into account local products, local skews and further infer their preferences based on deep demographic information.
It’s incredibly powerful information, and agencies and publishers alike (especially Google and Facebook) have spent fortunes on gathering this information and stitching it all together. Indeed, agency groups such as Dentsu and IPG have invested billions in data-driven marketing companies who specialize in layering all of this, down to a PII (personally identifiable information such as physical address, email, phone number) level.
Amazon has built an ecosystem that has all of that, but so much more. It truly has the most accurate and comprehensive profile on 51% of American households (according to Morgan Stanley / Alphawise), which are paying Prime members and likely using the included music, books, movies, amongst other services. What you choose to consume also says a lot about who you are and what you are interested in.
Of course Amazon has also confirmed that over 100 million Alexa devices have been sold globally, of which it is estimated that there is 30% penetration in the USA (Voicebot.ai). That’s a lot of unobtrusive microphones listening to us and gleaning a lot about our intentions and behavior beyond what we buy through an Echo (which is reportedly quite low). When and where I’m going out (e.g., Uber skill), when and where I’m travelling (e.g., Kayak), what I like to eat, what I drink, who I bank with and so much more.
And then there’s Amazon’s many other properties like Whole Foods, IMDb, DPReview, Kindle, and the list goes on.
All of this data is gold for marketers.
It’s beautifully created to be holistic and integrated. It’s not like asking Google to blend the data from Gmail with Maps, with Chrome and Google Home, which they won’t or simply cannot do.
While Amazon has only been in the digital advertising game for a small number of years compared to two decades like competitors such as Google, it’s easy to see how formidable it is in terms of data.
Admittedly, Amazon’s execution platforms are less sophisticated today than those of its competitors, but Amazon is catching up fast.
It will take experts to drive the competitive edges of Amazon and leverage the undeniable potential that it provides.
Whether the objective is sales on Amazon, or off Amazon, Podean is the agency to make the most of these advantages.
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September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.