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This week on the Ecommerce Braintrust Podcast with Julie Spear & Jordan Ripley we have a very special episode, recorded live from Amazon unBoxed in Nashville. Jordan Ripley and I sat down with Christopher Conetta, Director of Omnichannel ADSP Supply, to dig into updates that are reshaping how brands plan, execute, and measure full-funnel media while also leveraging ADSP for brand-building. Here are 3 key takeaways from our conversation: 🔹 ADSP is becoming the “everything store” for advertisers. With expanded integrations (Roku, Disney, Netflix, Spotify, SiriusXM and more), deterministic signals, and authenticated reach, ADSP is increasingly positioned as a true enterprise-grade programmatic solution but built for accessibility. 🔹 Holistic measurement just took a leap forward. Between advancements in Amazon Marketing Cloud and the launch of the Ads Agent, brands can now get end-to-end visibility from first touch all the way to lower-funnel conversions on Amazon. And better yet: the tools are becoming usable for any advertiser, not just the SQL pros. 🔹 The democratization of creative and media is here. With the new Creative Agent and the unification of Sponsored Products and DSP in a single console, Amazon is breaking down barriers that kept smaller teams out of premium video and full-funnel strategies. Creative production at scale, and connected storytelling across STV, OLV, and retail media, is now achievable for everyone. If you're in the midst of planning where ADSP fits in your 2026 brand strategy, this is a great conversation to listen to! Search Ecommerce Braintrust in your favorite podcast app or click the link in the comments to give this episode a listen

In agentic systems, what counts as a “decision”? That can be a hard question to answer in regards to humans, let alone agents. By some estimates, adult humans make around 35,000 decisions a day. Other estimates put our food-related decisions alone at over two-hundred per day. (Links in comments). It comes down to what kind of cognition you’re modeling. Are we talking about conscious deliberation? Or the automatic, procedural choices we make to keep moving through the world? This kind of question is foundational when designing agentic systems. We don’t try to model every micro-fluctuation in user behavior as a “decision.” Instead, we draw a boundary around actionable choices — moments where our agents must commit to one option over another, and where outcomes are observable. For every interaction each dedicated agent has with its assigned user, the agent makes five distinct classes of decisions: 1️⃣ Go/No-Go. Should we send something now? Agents evaluate timing: time of day, day of week, recency of prior messages, etc. 2️⃣ Context. What is the user doing? First app open, abandoned cart, wishlist edit — context filters the set of eligible content. 3️⃣ Creative Policy. Agents form a ranked policy across creative dimensions: category, value prop, incentive, CTA, tone, visuals. These aren't “templates” — they’re compositional decisions from primitives. 4️⃣ Item Recommendation. When catalogs are large, agents call a recommender — but only after creative policy is set, so the recommendation aligns with the core message (not the other way around). 5️⃣ Freshness. Even within a valid set, agents prioritize content the user hasn’t seen before, to avoid repetition and keep interactions from feeling stale. Each of these is a point of real choice — measurable, consequential, and improvable. That’s where agentic systems need to focus: not on simulating every twitch of user behavior, but on choosing well when choice matters. Want to learn how you can leverage Agentic AI to improve decisioning? Book a free strategy session with one of Aampe's experts. 👉 https://lnkd.in/eCeZgi_b

Our Creative Director (Alejandra) just did a class internally on ImageGen with AI & prompts we use etc. Drop a 'AI' comment below & I can send you the deck. We might even open it to the public & hold a short learning session via LinkedIn Live, dropping a comment below also puts you on the list to be the first to know about that. Alejandra doesn't know I am doing this, so with enough names, I might be able to convince her.

We’ve made a small but important change in the office recently. We’ve done away with the regular coffee runs and unhealthy snacks, and brought in the fruit bowls and salads. I worked out that on some afternoons, when the crisps and Haribo came out, I was easily snacking my way through 500 mindless calories. It sounds like a small thing, but I’ve genuinely noticed a change. I’ve had more energy in the afternoon, and there are no more 4 o’clock lulls. Whether or not the rest of the team agrees with our new healthy outlook is another matter!

This was taken the day I left money.co.uk back in 2019. It was an exciting and terrifying time. I had been there since the very beginning, and by the end, the business was unrecognisable from those early days. I was super proud of the part I played in building a successful business, but this was the moment I decided to strike out on my own. It was also the moment when the safety net disappeared. I no longer had the security of a guaranteed pay cheque or a boss and team of colleagues. Six years on, that photo still reminds me of what a massive leap it was, and why it was worth it. The Ed in the photo didn’t know how hard it would be to build a business, but he also had no idea how proud he’d be of what came next.

I’m not done roasting funnels. Startup Nights was just the warm-up, next month, I’m taking it to coffee tables around Zürich and video calls ( for those afraid to face me personally or being somewhere else than Zürich 😈 ) Free 1:1 sessions. Founders, CMOs, marketers, if you’ve got a funnel that’s confusing, messy, or just not converting. Show me your funnel, I’ll roast it. Here's the plan: Same format as the event: 1. We meet or grab a coffee. 2. You show me your funnel. 3. I tell you what’s wrong. Then I send you: – 3 quick fixes – a short execution plan – and a competitor teardown so you can see where the gap really is. Booking link below. Let’s roast. 👇 https://lnkd.in/epccqdaM #startuppositioning #funnelroasting #b2bsaas #b2btech A88Lab. SaaS Agency

Black Friday jitters? We promise to lower your sweat to skin ration by at least 64%. Results may vary. Jokes aside, every year, Black Friday/Cyber Monday feels less like a flash sale weekend -- and more like stepping into the digital Colosseum, where only the best-prepared survive. It’s not just about dropping prices. It’s about strategy, agility, and having your tech, team, and tactics locked in. Here’s how smart brands are setting themselves up to win: They’re expanding the calendar -- starting earlier and ending later. With 2024’s early shoppers driving a 45% jump in pre-BFCM sales, it’s no longer enough to go live Friday morning. Brands are warming up their audiences weeks ahead and riding the momentum long after. They’re leaning into data, not guesswork. Top sellers are analysing past sales, running ABC product analysis, and using tools like Shopify Reports to spotlight the real revenue drivers. Inventory planning? It starts months out. They’re obsessing over mobile. With 81% of shoppers hitting “buy” from their phones last year, if your mobile UX isn’t silky smooth… you’re going to have a bad time. Speed matters. A slow site loses the sale. Top brands are load-testing, securing their domains, and prepping for traffic surges like it’s Cyber Doomsday. Because, well, it is. They’re also thinking defensively. What if the site goes down? What if a shipping partner melts down mid-sale? Contingency plans aren’t nice to have—they’re essential to keeping momentum and ensuring better performance. And then there’s the marketing. An irresistible offer is step one, but what makes it work is the ecosystem around it: homepage refreshes, sharp email campaigns, retargeting past buyers, and doubling down on your highest-performing sales channels. This is the moment where average brands burn budget. And great brands make their quarter. If you’re treating BFCM like a weekend promotion, you’re already behind. Treat it like the revenue event of the year, and act accordingly. Having troubles with planning growth, launching sales or understanding your paid media in general? Let's talk! https://lnkd.in/ee7qvMGU https://94n.digital

Are you struggling to get all of your products into ad auctions and growing your eCom footprint? You’re not alone. One of our UK clients took their zero-click products from 84.1% down to 26.55%, with revenue going from -36% YoY to +37.2% YoY over a 9 month period after we took over their accounts. How’d we do it? Not through minor campaign tweaks — but through a complete structural rethink of how retail PPC accounts are built. This kind of turnaround isn’t just about big ideas — it’s about flawless fundamentals too. For clients aligning with our agency, we ensure every element is calibrated: rigorous conversion tracking audits, implementation of server-side tracking for maximum signal integrity, and a campaign structure designed to support both clarity and control at scale. It starts by following best practices, but it doesn’t stop there — the right structure is only powerful when it’s aligned with business strategy. Understanding which investments are truly winning and which are quietly draining performance is the baseline. Then it’s about rinse, repeat — refining, testing, scaling — with a data-first, margin-conscious mindset that keeps every ad pound, euro or dollar accountable. This wasn’t about spending more. It was about thinking deeper, consistent communication — and using data architecture to solve real business problems at scale. Are you facing a data-problem with your eCommerce business? Book some time with me, and let's see how we can help you see through the noise! https://lnkd.in/ee7qvMGU https://94n.digital/

🎁 ¿𝗥𝗲𝗴𝗮𝗹𝗮𝗿 𝗱ó𝗹𝗮𝗿𝗲𝘀 𝗲𝘀𝘁𝗮 𝗡𝗮𝘃𝗶𝗱𝗮𝗱? Sí, en Bolivia 2025 esta tendencia está creciendo más rápido de lo que muchos imaginan. Las empresas están buscando incentivos que tengan valor real, sean útiles y se adapten al contexto económico del país… y los dólares digitales en USDT se han convertido en una de las alternativas más comentadas del año. En nuestro último artículo analizo por qué esta tendencia está tomando fuerza y cómo las empresas están utilizándola en sus estrategias de fin de año. Lee aquí el artículo completo: https://lnkd.in/e5jdNCsz ROISense #USDTYA #USDTenBolivia #DólaresDigitales #IncentivosEnUSDT

How ValueTrack increased the retention rate for a large QSR brand by 30% among first-time customers and helped build long-term habits early. Most customers do not disappear all at once. They slow down first. They place an order, open an email, click an offer. And then nothing meaningful happens next. For a big QSR player, the challenge was clear: turn first-time customers into repeat users before early momentum disappeared. Because that is where lifecycle strategies often lose value. The customer looks active, but the next behaviour never happens. So we used ValueTrack to identify which actions moved customers forward and where the lifecycle needed to intervene earlier. This resulted in 30% more first-time customers moving into repeat behaviour, helping build long-term habits from the start. ValueTrack helps marketing teams see where momentum is created, where it stalls, and which behaviours need to happen earlier to turn first activity into lasting value. It gives lifecycle teams a clearer structure for moving customers through the moments that matter most. In this video, we show the process behind that 30% uplift, and how ValueTrack helped turn first-time customers into repeat behaviour earlier in the journey.

A lot of loyalty programs are just discount strategies with better branding. That is the uncomfortable reality behind many points, perks, tiers, member pricing and rewards. They look like loyalty, but too often they are just a more structured way to give margin away. McKinsey & Company found that around two thirds of established loyalty programs fail to deliver value and some even erode it. That doesn't come as a surprise to me. Because most brands are still measuring loyalty activity instead of customer value creation. Members joining. Points issued. Rewards redeemed. App engagement rising. Campaigns performing. These are useful signals, but not proof. The right questions that need to be asked are: • Did the customer buy more often than they would have? • Did they move into a more valuable lifecycle stage? • Did the reward protect margin or destroy it? • Did loyalty change behaviour, or just subsidise behaviour that already existed? That is where I see the strongest brands changing their approach. They start with the behaviour they want to shift, not with the reward they want to offer. Sometimes the right intervention is points. Sometimes it is recognition, access, relevance or simply a better timed message. Sometimes it is no reward at all. That is the real shift. Loyalty is no longer about making the program more attractive. It is about making better investment decisions across the customer base. Because participation is easy to create. Profitable loyalty is not.

A founder asked me what works best for MSMEs - hire a salesperson or groom their technical team to also handle sales? I was working with a client’s lean team of product engineers, along with our training partner Anshuman Bhuchar from Unlock More. The client have an industry event coming up, where they're going to be at the stall talking to potential clients. We spent the session shifting from leading with “what” they do, to leading with “why” it matters to the person standing in front of them. Around that, we built out the supporting behaviours - how to hold a stall presence that invites conversation, how to structure a pitch that's short but conveys all the relevant points a client needs to know, how to handle a tough question and how to close a conversation with a committed next step. Technical teams handle sales conversations very differently from trained salespeople. They genuinely know the product. They genuinely care about solving the problem. Clients feel that authenticity, and it builds trust faster than any rehearsed pitch. So back to that founder's question, my answer was this: Before you hire, invest in the people you already have. Give them the tools, the structure, and the confidence. 👉🏻 Are you an MSME founder figuring out how to build a sales function from scratch? Reach out to us at 26Tech or book a consultation with me. #smallbusinessmarketing #strategicmarketing #msme #msmemarketing

A ideia de um funil linear é uma abordagem simplista para uma jornada fragmentada e multicanal como ocorre no B2B de alto ticket. Muitas interações são invisíveis: grupos de WhatsApp, conversas privadas, pesquisas de referências, consumo de conteúdos. Então o objetivo é aparecer muito antes de identificarmos o lead. Em vez de apenas otimizar gatilhos de conversão final, invista em presença e conteúdos que gerem confiança e autoridade, e crie métricas que capturem sinais antecipados de consideração e intenção. Não é possível controlar a jornada de compra. O marketing deve priorizar o mapeamento de sinais sobre onde o decisor está se aproximando, quem influencia e quando agir.

Se você ainda espera capturar leads por anúncios ou cold call, está chegando tarde demais na conversa – e isso tem custado caro no marketing B2B. As mudanças geracionais, tecnológicas e de comportamento tiveram impacto gigantesco no marketing B2B, e a jornada de compra agora começa muito antes da empresa começar a falar com possíveis fornecedores. Os decisores estão mais céticos, querem autonomia para aprender, são influenciados por pares. Este novo cenário exige que se comece antes para poder estar no radar (ser conhecido, confiável e lembrado), ser percebido como referência no seu nicho de atuação (autoridade) e influenciar os critérios de decisão (educação). A resposta é uma estratégia de geração de demanda – um processo contínuo e integrado de marketing e vendas.