The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- The use of artificial intelligence in digital advertising
- How machine learning and data-intelligence can help increase advertising campaign ROIs
- Predicting conversions
- The use of “Smart” ads ( personalized creative and messaging)
Episode Title: Enhancing Digital Marketing with AI and Smart Ads with Yang Han
Guest: Yang Han, Co-Founder of Stack Adapt
Host: Arlen Robinson
In this episode of the eCommerce Marketing Podcast, Arlen Robinson interviews Yang Han, co-founder and chief technology officer of Stack Adapt, an award-winning advertising technology platform. Yang shares insights on the role of artificial intelligence (AI) in digital marketing and how e-commerce businesses can leverage smart ads to improve targeting and conversions. He also discusses the evolution of Stack Adapt, the benefits of dynamic retargeting, and practical tips for e-commerce businesses to start with analytics and improve their marketing strategies.
Key Takeaways:
- Introduction to Yang Han and Stack Adapt (00:00:30)
- Overview of Stack Adapt and its services in targeted advertising (00:01:00).
- Yang’s background in financial software and real-time trading environments (00:03:00).
- Role of AI in Digital Marketing (00:05:00)
- How AI optimizes clicks, time spent on site, and conversions (00:06:00).
- Benefits of AI in predicting user behavior and improving ROI (00:07:00).
- Application of AI for E-commerce Businesses (00:08:30)
- How predictive analytics help e-commerce sites target the right users (00:09:00).
- Importance of leveraging data to make informed marketing decisions (00:10:00).
- Understanding Smart Ads (00:12:00)
- Definition and benefits of smart ads in digital marketing (00:12:30).
- Use of dynamic retargeting to personalize ads based on user behavior (00:13:30).
- Example of dynamic retargeting for airlines (00:14:30).
- Getting Started with Analytics for New E-commerce Businesses (00:16:00)
- Starting with basic analytics tools like Google Analytics (00:16:30).
- Importance of cross-device analytics providers for accurate tracking (00:17:30).
- Challenges of Cross-Device Tracking (00:19:00)
- Issues with cookie-based tracking in a multi-device environment (00:19:30).
- Statistical models and partnerships for better cross-device tracking (00:20:30).
- Future of Tracking and Data Utilization (00:22:00)
- The role of machine learning in improving data accuracy and tracking (00:23:00).
- Industry trends and improvements in cross-device analytics (00:24:00).
- Practical Tips for E-commerce Businesses (00:25:30)
- Starting with simple advertising methods like retargeting (00:26:00).
- Scaling efforts with lookalike targeting and intent-based targeting (00:26:30).
- Adjusting product positioning if initial advertising efforts are not successful (00:27:30).
Guest Information: Yang Han
- Co-Founder, Stack Adapt
- Email: [email protected]
- Website: Stack Adapt
Links and Resources:
- Download the six-month guide to marketing your e-commerce store: Get OSI Guide
- Subscribe to the eCommerce Marketing Podcast on iTunes and leave a rating and review.
