[DECODED] You Get What You Measure

This season on Decoded, brought to you by BigCommerce, we're going to break down the ways that winning brands build and launch new products, how decisions are made, how goals are set, and how an entire organization collaborates effectively to bring a new product to life.

We've all heard the idioms before. "You are what you eat." "You get what you pay for." Or "You reap what you sow." But when it comes to eCommerce, the idiom of choice might just be "You get what you measure." As eCommerce has grown, the world of analytics has become much more fragmented. Aside from measurement, the analysis of customer behavior has fallen into multiple camps of solutions, from attribution to segmentation and even intuition. In this episode, hear from industry experts Ingrid Milman Cordy, Sean Larkin, and Ian Leslie as they share their insights on this and more.

Context, Confidence, & Conviction

• {00:01:56} - “Context is important when a brand is launching a new product or a new subbrand because it can be dangerous to not have a context and a goal when you're doing something new with your business.” - Aaron
• {00:03:42} - “You need to be very careful about what you choose to measure because that changes the reality of your perception of your business and may change your product strategy depending on what you're measuring.” - Aaron
• {00:08:28} - “There are always the big goals and then the smaller goals, those tend to be really clear and people understand them. It's the goals in the middle, the departmental goals that I think don't get as much air time as as needed.” - Ingrid
• {00:15:17} - “The problem is merchants aren't collecting the data and they don't actually know how to operationalize it, and so as soon as I can pivot the conversation there with merchants, that's when things get exciting.” - Sean
• {00:24:14} - “We're typically launching product for both sides of the company and then the few times that we are maybe a little bit more granular in where we think we're going with the product, it ends up being maybe even more popular on the other side anyway.” - Ian
• {00:25:37} - “Having confidence in your plan requires a lot of conviction. And especially in the modern analytics and attribution software ecosystem, that's really all you have is confidence in attribution.” - Phillip
• {00:29:06} - “If you are going to launch a product, assuming that there's going to be failure, budgeting it out to begin with so that you can test and experiment logically.” - Sean

Associated Links:

• Learn more about Ingrid Milman Cordy and Nestlé Health Science
• Learn more about Sean Larkin and Fueled
• Learn more about Ian Leslie and Industry West
• Grab your copy of The Multiplayer Brand here
• Have you checked out our YouTube channel yet?
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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