Kate Crowley and Luke Sebire of LEGO on customer loyalty, media mix marketing, and upward funnel opportunities
BRAVE COMMERCE
00:00
E-Commerce
My passion alongside changing MMM is to have people internally at companies think differently about e-commerce. I am far more tolerant of an offline customer spent taking a month to give me sales data than I am of Amazon's API delivering a data report a day late. We have a very high tolerance for offline media being what we might define as slow or perhaps you have to ask multiple times to get the same things, but when e-commerce performs like that, we write it off. Reframing that as a more of a, you should say, they can assist the process. It's just to loosen the expectation that e-commerce is so measurable and everything is easy...I love this
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