Digital Marketing Tactics

Brendan Hughes on Funnels & Attribution

Last week we launched the Optily Radio podcast 🎉
The very first episode of the show had Brendan Hughes, Optily’s CEO, on as our guest to chat about eCommerce marketing tactics. But before we get into the meat of the discussion we had, I just wanted to give a bit of background on why we started Optily Radio in the first place.

If you want to skip to the good stuff, just scroll down to the player or check out the teaser video. 😉

What’s the story with Optily Radio: Accelerate eCommerce Marketing?

2020 has been a wild year for everyone, but especially for eCommerce businesses. Because of the pandemic, tons of companies worldwide had to shift to online sales to make it through. As a result, there are a lot of newcomers to the field.

This podcast, subtitled Accelerate eCommerce Marketing, is here to provide resources for both newcomers to the field and also established small businesses who need to scale their online marketing in order to grow their business. The experts we have on this show will focus their attention on boiling down big market trends and tactics from larger enterprise-level companies to practical suggestions for SMBs.

From structuring your overall marketing strategy to tools available on Google, from launching Facebook Shops to ensuring you’ve got the best Shopify plugins–Optily Radio will cover off everything you need in order to grow your online business fast!

Now that I’ve laid the groundwork, let’s give you a taster of the chat I had with Brendan. And if you want to skip all these words, then just have a listen below 👇


Untangling the “attribution spaghetti junction”

Figuring out where traffic is really coming from is something Brendan, like many others, struggled with in the past as a marketer. The big platforms simply don’t talk to each other. That means it’s up to marketers to make sense of the oftentimes conflicting data coming out of the platforms themselves. Big agencies and the like have huge teams of data scientists with dashboards and all the bells and whistles to help them make sense of all this. SMBs simply don’t have the bandwidth to handle all these calculations. They do, however, generally have tighter budgets and a higher need for accurate attribution data.

Coming to Bionic (Optily’s predecessor), Brendan saw the Universal Marketing Bridge solution as an answer to the jumbled mess that attribution can be. This agency-level software evolved into what is now Optily, the software-as-a-service, plug-and-play platform for instant ad optimization across Facebook and Google.

The budget optimization Optily provides is a really simple and elegant solution. It enables marketers to easily see what campaigns across Google and Facebook are working. It also provides instant recommendations on optimal budget reallocation and allows these recommendations to be applied with a single click.

Accelerate eCommerce Growth with Digital Advertising

Moving on to discussing the upcoming eBook guide for scaling eCommerce businesses with digital advertising, Brendan focuses on big-picture business strategy. He discusses sales funnel structures, whether this 100-year-old construction is even still valid, and what kind of a framework can help a lean marketing team (read: one-person marketing department!) excel.

He gives an overview of some of the key points and how to apply them, but the book really gets at the meat of the structure and will serve as a powerful guide for marketers and business owners alike. So be sure to add your email to the waitlist for Brendan’s free eBook: Accelerate eCommerce Growth with Digital Advertising.

Download your copy here


eCommerce marketing is all about the data–but which data?

When you boil digital marketing down to its core, it’s about the information you’re pulling out from how people are interacting with your ads and your site. None of the platforms are lying about the data they’re providing advertisers with, they simply only see a small portion of the truth.

Figuring out which information is telling you the most accurate story about your marketing is the trick. This is where a solution like Optily’s can really come in handy. It can save a small business a ton of money and time that can better be spent in a million other ways!

Want more?

To hear more about these topics and more–make sure to check out the Optily Radio episode with Brendan Hughes. If you like what you hear, subscribe to the show on Spotify, Google, or Apple podcasts, or check out the videocast on our Youtube channel!

Leave your thoughts on social media in the comments. So stay tuned every other Thursday for new episodes to help you grow your eCommerce business!

Optily Radio is available on:

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