Klar

For the first time ever, we onboarded 100+ new brands in a single month. In July, peak vacation season. And because every brand at Klar goes through a personal onboarding with our team before the trial even starts, that's about 200+ real sessions. Two things stand out to me: 1️⃣ The team delivered. Every onboarding takes real work from our end and personal contact. Our top priority is that every account is set up cleanly and that people can actually work with their data - that we enable them properly. That's why we don't do self-serve onboarding. 2️⃣ The demand tells you where the market is heading. Brands are done guessing. They want to understand contribution margins, lifetime values and acquisition costs across all dimension. And they take measurement seriously enough to invest in a proper setup. One that gets their numbers as close to reality as possible. Good measurement is becoming a priority, not a nice-to-have. Good sign for eCom ✌️

Loop Earplugs didn't win one big market. They won 50 small ones. And stacked them into a 200m business. The team at Loop Earplugs are churning out 1.000+ new creatives every single month. Allowing them to scale to 200m in revenue per year with a product that cost as little as €20. Creative volume is important for any brand, but for them it is really crucial. Because they don’t have a high AOV and little repeat business, so their ads need to extremely efficient in converting customers. The only way to really do that is by being hyper specific - targeting a very narrow target group and addressing their unique pain point - eg. parents with young kids, people riding motor bikes etc. When I spoke with Jonas he told me that by being so specific, they found that CPMs drop, CTR and performance goes up. Now, to scale this to a >200m business you need to do three things. Start creating ads targeting more and more of these use case - Loop has over 50. Reach people everywhere to maximize the size of these groups - Loop sells worldwide and currently spends across 20+ channels. Measure what is working and optimize ruthlessly to protect profitability while scaling. So instead of winning one big market. They won in many smaller ones. And stacked them on top of each other to grow the brand.

This is the easiest way to increase your EBITDA by 30% as an eCom brand. Most brands try to increase their EBITDA by pumping up marketing. But here is a different approach. That most brands don't focus on. Look at all the other line items in your P&L. 5% better on every line of your P&L doesn't make you 5% more profitable. It makes you ~30% more profitable. Most operators treat the P&L as fixed. Marketing is the only lever anyone touches — because everyone's convinced that's where the leverage is. They're right. It is. But it's not always the easiest lever to pull. The easier points might be sitting in every other line. And since your P&L is a waterfall, those improvement compound. GMV − discounts − returns = net revenue − COGS − logistics & transaction fees − marketing − overhead = EBITDA Shave 5% off each — not 5 points, 5% relative. Discounts from 5% to 4.75%. COGS from 40% to 38%. Return rate down a fraction. No single one of those makes it into a board deck. But they are all very achievable. But because it's a waterfall, every improvement stacks on the one above it. A brand running 12% EBITDA lands closer to 16%. That's not 5% more profit. That's 30% more. You obviously can't do this forever. But most brands just never start.

This week, Meta invited me to speak at their Performance Agency Summit in London to a room of their biggest agency partners about how attribution and marketing measurement works. I covered all measurement instruments that we are using to create our Unified Attribution at Klar - multi-touch, post-purchase surveys, marketing mix modelling and incrementality testing. But my number 1 number take-away was this: Trust is more important than anything else. Because with marketing measurement there can never be truth. Therefore trust can only be build by understanding how something works which enables speed in decision making. To build that understanding, I spend over 40 hours to create a measurement course for eCom brands that we'll launch in around two weeks. If you want to get access to that, connect with me and comment "Trust" and I'll send it to you once it's live.

Getting messages like this from customers makes me extremely happy. From day one, we over-invested in the service we provide at Klar. Meaning every single person a customer interacts with has an eCom or marketing background so that they easily understand second order implications of what you are talking about. And sure, working with large >100m brands is more intellectually challenging and exciting on the surface. But being able to support smaller brands with can be just as, if not even more rewarding at times. Because with them a single call where you share knowledge, insights and learnings can be a pivotal experience for the brand that changes how they work and grow in the future.

🔥Diese KPIs waren SO gut, dass die Brand sie zuerst anonymisieren wollte🤫 Wie sprengt man als etablierte Medical-Brand die Skalierungsgrenze und erobert den Beauty-Markt? Die Story von Venen Engel (Pascal Deck), der Paid Social Agentur Divinely HQ GmbH (Kevin Kreutzberg) und natürlich uns, Klar als Datenplattform zeigt: Nicht mit blinde Budget-Increases, sondern mit chirurgischer Daten-Präzision. 💡 Der Hebel: Statt sich auf den Plattform-ROAS von Meta zu verlassen, wurde auf wahre Inkrementalität optimiert: - Kreative Trennung: Striktes Aufteilen von First-Touch- und Closing-Ads, damit der Funnel oben nicht austrocknet. Welche Creative Strategie dazu geführt hat erfahrt ihr unten. - Timelags meistern: Aussteuerung der Sales-Phasen basierend auf echten „Days-to-Conversion“ statt Bauchgefühl. - Wahrer Profit: Laserfokus auf CM3 (Deckungsbeitrag 3) und CAC statt auf irgendwelche Vanity-Metriken 📈 Die Ergebnisse: 🚀 + 55% Umsatzwachstum (YoY) 💰 + 70% Steigerung des CM3 (Der Profit wuchs deutlich schneller als der Umsatz!) 📉 - 27% Reduzierung der CAC Wer aufhört zu raten und anfängt, Daten richtig zu lesen, skaliert nicht nur den Umsatz, sondern den echten Profit. 👉 Zur kompletten Case Study: https://lnkd.in/dF2s3X-C #eCommerce #PerformanceMarketing #GrowthMarketing #DataDriven #CaseStudy #Profitability #profitfirst