Oli Spark, Sweet Analytics | How to use customer data effectively to drive performance in eCommerce Ep.1

Infinity Nation | Growth Conversations That Matter

In this episode of Infinity Nation and Beyond, Founder and CEO of Infinity Nation Al Keck speaks to Oli Spark, founder of marketing and analytics platform, Sweet Analytics, to explore the critical role of customer data in driving sustainable growth for direct-to-consumer (D2C) businesses. They delve deep into how businesses can harness data to understand customer acquisition, retention, and lifetime value, and discuss practical strategies for making marketing more effective and personalised.

About the Guest:

Oli Spark has nearly two decades of experience as a CEO in retail brands such as The White Company and Multiyork. Sweet Analytics helps D2C brands unlock actionable insights from their customer data to improve acquisition, retention, and overall business growth.

Key Topics Discussed:

• The vital importance of data in modern business decision-making, especially for D2C brands.
• Common pitfalls businesses face in understanding acquisition vs. retention.
• The challenge of forecasting growth based on customer metrics.
• The significance of knowing the Cost of Acquiring a Customer (CAC) and Customer Lifetime Value (LTV).
• Why many companies focus too heavily on acquisition instead of building loyalty and retention.
• Behavioral changes needed in marketing to fully leverage customer data.
• The critical role of integrating customer data with product data for smarter marketing decisions.
• The concept of "show me that you know me" in segmented and personalised marketing.
• Practical use cases such as predictive analytics in membership businesses.
• Tips for startups and young businesses with limited historical data.
• Using segmentation tools to build audiences and amplify marketing efforts across platforms like Facebook and Google.
• Overcoming barriers such as fear and inertia about data adoption by emphasising easy-to-implement technologies.

Useful Links:

• Find out more about Infinity Nation
• Learn more about Sweet Analytics: www.sweetanalytics.com
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

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