e110 GANNON HALL, Chief Product Officer, Spring “The key metric that everyone looks at from a financial growth perspective is lifetime value as a ratio over customer acquisition cost. At the end of the day, that’s the metric that drives all commerce. All metrics point to that. From a product perspective, we have first principles that are very much based on user-centered design. We focus on both meeting unmet user needs — i.e., the things that users can describe that they want that don’t exist today — as well as latent user needs. Those are the things that don’t exist in the market today, but we see solving a very specific problem.” e109 ADAM KAHLER, Digital Director, Spotix “As an e-commerce business, we pretty much sunk all of our efforts into paid channels, primarily Google and Bing. When I started in late 2015, the efforts were pretty dismal in terms of a turnkey, well-rounded marketing platform. I’ve since expanded that with partnerships. Prior to we weren’t really tracking a whole lot on the conversion side other than the paid channel. Now it’s a completely different story.” e102 MOLLY HARTNEY, Vice President of Marketing and Merchandising, The Mine “We went from having 4 million products, culling it down to a little over a million products — really thinking about quality over quantity. That’s happened just in the last year-and-a-half. Now that we have this killer selection, how are we going to inspire people? Being able to market in a new way, we looked at a different media mix. Thinking about influencers, roughly 50 percent of them are influenced by micro-influencers. So if you think about your Instagram, Pinterest, Facebook, how do you tap into that demographic to ensure that you have evergreen content that inspires people with the products you actually have on your site.” e104 PETER FRANCIS, Vice President of Digital Growth and Acquisition, TMobile “There are two critical dimensions people consider when determining where to shop. One is how complex is the product I’m shopping for and, two, how important is the product I’m shopping for to my life. That turned into a massive a-ha moment for us: There’s no way we’re going to be able disintermediate the expert, the human touch from the equation of buying wireless. This has turned into a massive, complicated, really important product for consumers. And the investment in stores made sense. At a time when everyone else is shrinking, the importance and complexity of wireless is rising, and we’re investing in retail stores.”
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