How does failing fast in e-commerce relate to doing laundry? Domenic DiSiena, VP of E-Commerce at Nestlé Health Science, joins Destaney in our latest episode to break this down and explain how Nestlé is mastering adaptability by encouraging teams to fail fast. He outlines how large companies like Nestlé can compete with smaller, agile brands by stimulating innovation and maintaining a strong brand presence across multiple e-commerce platforms. Domenic also elaborates on how Nestlé leverages its diverse portfolio to engage with consumers at various life stages, particularly focusing on loyalty and building consumer trust. A few of their main points:The necessity of evolving e-commerce strategies to align with digital trends and consumer behavior shifts over the past six years.Building trust and loyalty is pivotal for brand success, emphasizing the need for dynamic content and personalized consumer engagement.The ability to move quickly to market demands is illustrated through the fast-paced development of the Vital Proteins Colostrum capsule.Successfully managing multiple e-commerce platforms requires clarity on what aspects are critical for each platform and maintaining focus amidst the complexities.Evangelism and consumer trust play vital roles, particularly in the context of incorporating new trends and innovations.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #071 - How can Amazon's path to purchase insights impact advertising strategies? Understanding customer behavior is pivotal for success, and in this episode, Justin and Austin break down all the details of Amazon's new path to purchase data module. They offer their expertise on how this essential data not only aids advertisers in comprehending multi-step conversion paths but elevates the value of Amazon's multi-touch attribution model. A preview of their conversation: Amazon's path to purchase data provides insights into the top five conversion paths ensuring a comprehensive understanding of the customer journey.The episode emphasizes the limitations of Amazon's last-touch attribution model and the potential of multi-touch attribution for holistic strategy development.Discover how various ad types, from sponsored products to DSP ads, interact and contribute to effective conversions.Get familiar with navigating the path to purchase module to unlock detailed analytics, including sales, new-to-brand purchases, and previously untracked touchpoints.Learn how adjusting ad strategies based on path-to-purchase findings can optimize brand discovery and conversion rates.Connect with Justin on LinkedInConnect with Austin on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #070 - In this episode, Destaney is joined by Matt Zielinski, VP of Digital Strategy at H&H Group, to discuss how platforms such as Amazon and Walmart have shaped the evolution of the e-commerce landscape, and how to pair digital analytics with strategic planning to foster an engaging consumer experience. Matt also shares his journey from traditional brand marketing into the digital realm, emphasizing the necessity for convergence between brand building and performance marketing to drive sustainable growth in a highly competitive market.A glimpse into their conversation:The shift from traditional ROAS metrics to a more holistic view of brand and performance-driven marketing is essential for long-term success in eCommerce.Understanding the convergence of brand marketing and performance media, particularly with tools like Amazon DSP, can lead to better consumer engagement and increased profitability.Investment in upper-funnel marketing activities and the use of clean-room analytics are vital steps in building a robust digital brand presence.Effective brand strategies must prioritize understanding consumer behavior and demand creation over mere product selling.Brands should focus on adaptive strategies and test and learn approaches to navigate the dynamic advertising landscape effectively.Connect with Matt on LinkedInLearn more about H&H GroupConnect with Destaney on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #069 - Can brands harness adaptable advertising techniques to drive profitability while still cultivating a recognizable brand presence across digital marketplaces? In this episode, Justin welcomes Advertising Specialist Zach Bican to discuss a transformative advertising strategy for a boating brand. They talk about how Zach shifted the brand away from heavy reliance on branded spend towards a more category-driven approach, aligning with seasonal opportunities to boost RoAS and enhance market share."Allowing organic to cover that for us and reinvesting into the main category terms was key to becoming more profitable." – Zach BicanSome of their key takeaways: Shifting focus from branded to category targeting can drive incremental growth and outperform short-term RoAS-centric strategies.Educating clients about the long-term benefits of non-branded exposure is crucial in fostering understanding and patience during initial RoAS declines.Leveraging strong creatives, such as commercial-grade videos, can significantly enhance category targeting strategies and improve overall campaign effectiveness.Sustained advertising strategy adjustments with emphasis on top-of-search visibility can lead to significant organic sales growth and efficient spending.Brands ready to invest in top-of-funnel advertising can further capitalize on category dominance to expand market share and reinforce brand recognition.External marketing efforts, such as social media ads, can strengthen brand presence and drive both Amazon and direct-to-consumer sales.Connect with Justin on LinkedInConnect with Zach on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #068 - How can brands with premium pricing stand out? In this solo episode, Justin shares his strategic tactics and considerations that contribute to a brand's enduring success–emphasizing the importance of Amazon DSP and Amazon Marketing Cloud (AMC) in efficiently targeting and engaging audiences."The importance of DSP to get back in front of these customers after they discovered you...cannot be understated."Some of his main points: Utilizing Amazon DSP is vital for retargeting and engaging customers in a premium brand's sales funnel.The use of AMC is crucial in understanding consumer behavior, enabling brands to tailor advertising strategies for more extended sales cycles.Premium brands should use eye-catching creatives and influential content to differentiate themselves in the competitive e-commerce landscape.Storefronts are critical for providing a protected, comprehensive brand experience free from competitor ads.External marketing efforts, such as social media ads, can strengthen brand presence and drive both Amazon and direct-to-consumer sales.Connect with Justin on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #067 - Are you maximizing the potential of Amazon Marketing Cloud (AMC)? In this episode, Justin is joined by our Head of Product, Dustin Wassner as they discuss the latest developments in AMC, emphasizing the implementation of AI-driven query creators and the broader rollout of AMC functionalities for Sponsored Products. They talk about the impact of these recent updates and share their insights on leveraging AMC's newfound capabilities to fine-tune advertising funnels, enhance audience targeting, and manage campaign performance effectively."It's going to be one of the biggest releases we've seen in quite some time." - Dustin WassnerA few of their talking points: AMC's new AI-driven query creator allows advertisers to generate SQL reports without needing technical expertise, democratizing access to valuable data insights.Recent developments enable advertisers to utilize AMC with just Sponsored Ads, eliminating the previous necessity of using Amazon DSP.Optimizing sales funnels has become more precise, with AMC allowing advertisers to target specific audience segments more granularly.Performance reporting and audience adjustments in AMC enable advertisers to make data-driven decisions effectively.Connect with Justin on LinkedInConnect with Dustin on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #066 - How can remote companies maintain a vibrant company culture with team members spread all across the country? In this special episode, Adam Mellott joins Justin at our 2025 offsite in Jupiter, FL, to answer this question and break down how team-building, strategy sessions and culture development are all vital elements to BTR Media's success."Getting that buy-in, creating that trust, and that human connection allows people to kind of break barriers down and ask the tough questions." - Adam MellottA few points covered: Regular team meetups help foster relationships, build trust, and enhance collaboration among remote employees.A remote company thrives with intentional face-to-face interactions, leading to increased motivation and a sense of belonging.In-person meetings are excellent for training new hires and gaining fresh perspectives to improve company processes.Meeting clients and team members in person strengthens bonds, allows for shared experiences, and builds emotional buy-in.An emphasis on autonomy, mutual trust, and non-micromanagement cultivates a high-performance, competitive work atmosphere.Connect with Justin on LinkedInConnect with Adam on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #065 - Want to master the latest Amazon Ads update in the time it takes to make your morning coffee? In his first solo episode, Justin breaks down Amazon's new B2B targeting feature, emphasizing its potential benefits for brands with a significant B2B clientele. Brand owners can now identify what portion of their sales is driven by business buyers versus regular consumers with insights from Seller Central's business reports. Justin also provides applicable strategies for leveraging this data to effectively make informed decisions about targeting B2B customers.Some key takeaways: Amazon's new B2B bid multiplier can help brands effectively target business buyers, providing a new layer of advertising strategy on Amazon Ad Console.Brands can assess their B2B sales percentage via Amazon Seller Central to decide if targeting B2B customers is beneficial for their advertising campaigns.Regularly monitor campaign performance through Ad Console and adjust bidding strategies accordingly to ensure optimal reach.Engaging with this new feature can help brands incrementally increase their reach without dramatically overhauling existing advertising efforts.Connect with Justin on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #064 - What happens when brick-and-mortar strategies meet the digital shelf? In this episode, Destaney sits down with Serena Hopson from Nestlé Purina to unpack how traditional retail principles still hold power in an online-first setting — but only if they’re adapted, not copy-pasted. From the idea that search results are today’s planogram to the challenge of getting leadership buy-in for online investments, this conversation includes real-world examples and actionable insights.A few topics we will cover: The Digital Planogram: Why search results mirror physical shelf placement and how it impacts sales.Leadership Buy-In: Educating traditional retail leadership about the nuances of eCommerce.Content and Visibility: Why tailored content strategies per platform are non-negotiable.Career Growth in eCommerce: Building flexibility and resilience in a fast-changing industry.Future Trends: The role of AI and operational efficiency in shaping strategies.Connect with Serena on LinkedIn Connect with Destaney on LinkedIn Learn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #063 - In their last episode of 2024, Destaney and Justin reflect on the company's evolution over the past year, highlighting the strides in Amazon advertising, the role of AI in creative development, and the importance of data analytics in shaping modern advertising strategies. How have company culture and value creation helped fuel the growth and transformation of BTR Media post-rebranding?"The rebrand wasn't just a name change; it's about better trust, better transparency, better results, and better relationships."A few topics covered in their recap:The company has significantly grown over the past year, transitioning from BetterAMS to BTR Media and embracing a full-funnel approach to retail media and advertising.The role of content creation and the sharing of industry knowledge as the primary growth strategy for BTR Media.Significant advancements in AI's role in creative development and AMC data analytics have transformed how brands strategize and reach audiences.The ongoing convergence of performance and brand budgets as retail media networks evolve and consolidate offers new opportunities for middle-market brands.Connect with JustinConnect with DestaneyLearn more about BTR MediaRead Unreasonable HospitalitySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.