Cracking the Code of Data Mastery with Feifan Wang of SourceMedium

[00:01] all right folks we’re back for the double header I believe the game is going on right now so we might be on a short clock because John has some money and he wants to go see it work lot of

[00:09] and he wants to go see it work lot of money but we have one of the smartest humans on the planet in data why wouldn’t we do a potty so Fei go ahead introduce yourself let us know

[00:21] ahead introduce yourself let us know what’s up hey thank you Roba thank you what’s up hey thank you Roba thank you John and it’s an honor to be on this John and it’s an honor to be on this podcast my name is Fei I’m the founder podcast my name is Fei I’m the founder of SourceMedium sour medium.com you

[00:31] of SourceMedium sour medium.com you heard it you know if you ever use GA you heard it you know if you ever use GA you probably know what it is we do data probably know what it is we do data infrastructure for Brands we provide infrastructure for Brands we provide them with very high quality data to make

[00:41] them with very high quality data to make decisions and everybody has Source decisions and everybody has SourceMedium codes oh yeah so tell me about medium codes oh yeah so tell me about your background take us through how your background take us through how SourceMedium came to be how you got SourceMedium came to be how you got your start in e-commerce and data thank

[00:54] your start in e-commerce and data thank you yeah so I actually started my career you yeah so I actually started my career I was a business major coming out of I was a business major coming out of college failed all my computer science classes failed all my computer science classes where’ you go school University of

[01:05] where’ you go school University of Illinois oh Midwest boy I mean you guys Illinois oh Midwest boy I mean you guys there’s so much that’s exactly right but there’s so much that’s exactly right but there’s so much alignment with like the there’s so much alignment with like the Bloomington like everything the stadiums Bloomington like everything the stadiums are called the same it’s so interesting

[01:15] are called the same it’s so interesting that’s a really interesting campus that’s a really interesting campus actually I pared there a few times it’s actually I pared there a few times it’s it’s a very interesting campus okay so it’s a very interesting campus okay so you’re like partying then yeah oh dude you’re like partying then yeah oh dude we were a party school that’s I rage my

[01:24] we were a party school that’s I rage my face off in mind yeah can see different face off in mind yeah can see different life old life old life yeah a life old life old life yeah a few a few rings around the tree trunk few a few rings around the tree trunk there theyy you know I was not one to

[01:34] there theyy you know I was not one to shy away from a good time but that shy away from a good time but that doesn’t imped me from loving why D is so doesn’t imped me from loving why D is so important thank you thank you yeah so I important thank you thank you yeah so I know you know that better than anyone to

[01:43] know you know that better than anyone to be honest yeah so I actually started be honest yeah so I actually started my career at Google I was a analytical my career at Google I was a analytical lead slac account strategist whatever lead slac account strategist whatever the title is now you know for the title is now you know for midmarket Business Industrial sector so

[01:57] midmarket Business Industrial sector so I looked at you know a lot of Google ads I looked at you know a lot of Google ads data you know for companies that were you know for companies that were spending a lot of money on Google but spending a lot of money on Google but wasting a third of it generally speaking

[02:08] wasting a third of it generally speaking so that’s where I had my first so that’s where I had my first experience with data and understanding experience with data and understanding all of the opportunities that is within all of the opportunities that is within the ability to understand and look at the ability to understand and look at data 100% and then after that I

[02:22] data 100% and then after that I actually went to the very first coding actually went to the very first coding boot camp in San Francisco called Dev boot camp in San Francisco called Dev boot camp let’s go what was the language boot camp let’s go what was the language what were you coding Ruby on Rails wow

[02:33] what were you coding Ruby on Rails wow it was what year was this would it was what year was this would have been like TW I left Google have been like TW I left Google after a year and a half which was a after a year and a half which was a little bit regrettable that was before

[02:43] little bit regrettable that was before the stock the stock split sometimes you get the bear split sometimes you get the bear sometimes the bear gets you it is what sometimes the bear gets you it is what it is exactly but this would have been it is exactly but this would have been in 20 probably 13 or 14ish back in

[02:56] in 20 probably 13 or 14ish back in those years yeah so learn how to code in those years yeah so learn how to code in 12 weeks supposedly 12 weeks supposedly and became technical but my so you and became technical but my so you were not originally technical no you were not originally technical no you weren’t nerdy at all or nothing business

[03:08] weren’t nerdy at all or nothing business student yeah I could barely do sequel to student yeah I could barely do sequel to be honest with you yeah wow yeah be honest with you yeah wow yeah selftaught dude those are the G’s selftaught dude those are the G’s yeah I can only self te school

[03:20] yeah I can only self te school never work I’m the same way I would never work I’m the same way I would never go to class I would just study on never go to class I would just study on my own I’m the ex like not to derail my own I’m the ex like not to derail things but I’m the exact same way where

[03:27] things but I’m the exact same way where like everything I went to school for like everything I went to school for [ __ ] econom like I wanted to be an [ __ ] econom like I wanted to be an investment banker and now I’m running investment banker and now I’m running marketing so it’s you’re buying marketing so it’s you’re buying calls don’t even don’t even get I lost

[03:37] calls don’t even don’t even get I lost on that back end of that didn’t take any on that back end of that didn’t take any gme action but no it was the same gme action but no it was the same because I got in a photography I got in because I got in a photography I got in the AWS bills I got in a super nerdy

[03:45] the AWS bills I got in a super nerdy stuff but to your point it was just all stuff but to your point it was just all selftaught and I think there’s there’s a selftaught and I think there’s there’s a certain magic to that because you certain magic to that because you learn what you need to learn yeah

[03:53] learn what you need to learn yeah and you go through all like the mental and you go through all like the mental gymnastics to figure [ __ ] out 100% man I gymnastics to figure [ __ ] out 100% man I mean this that’s how you learn right mean this that’s how you learn right it’s exactly how you learn and like you

[04:02] it’s exactly how you learn and like you know again not to derail things but I know again not to derail things but I think this is the best time to be think this is the best time to be extraordinary and the worst time to be extraordinary and the worst time to be average so true like if you want to

[04:10] average so true like if you want to you know back in the day you could just you know back in the day you could just go to your job do the factory get the go to your job do the factory get the house the kid the wife the car house the kid the wife the car yeah now it’s like man dude you can just

[04:18] yeah now it’s like man dude you can just go on YouTube and pretty much get to a go on YouTube and pretty much get to a really high level of something or like a really high level of something or like a maven course or whatever so and sorry maven course or whatever so and sorry back to you f i got no kids no cars and

[04:27] back to you f i got no kids no cars and no wife but incredible no wife but incredible taste pants yeah thank you yeah my taste pants yeah thank you yeah my social anxiety pants yeah anyway so you know I didn’t know anything about Ecom you know didn’t know anything about Ecom you know don’t ask me what conversion rate was

[04:42] don’t ask me what conversion rate was but my best friend started working but my best friend started working with this mattress company you know and with this mattress company you know and they were scaling and they were scaling they were scaling and they were scaling very fast and they needed somebody very fast and they needed somebody that could work with an Israeli

[04:57] that could work with an Israeli engineering team and for some reason I engineering team and for some reason I guess I’m able to work with them for guess I’m able to work with them for whatever reason not easy not an easy whatever reason not easy not an easy task there’s a joke about his raes task there’s a joke about his raes there’s two israelies and four opinions

[05:10] there’s two israelies and four opinions yeah it’s so might be eight it might be yeah it’s so might be eight it might be exctly exactly but they do respect exctly exactly but they do respect competency which I 100% very competency which I 100% very meritocratic 100% yeah so next thing you meritocratic 100% yeah so next thing you know I became VP of product and

[05:22] know I became VP of product and analytics over there while we were analytics over there while we were essentially scaling from seven to nine essentially scaling from seven to nine figures in run rate in 2018 we went from figures in run rate in 2018 we went from 7 to 9 one year hold on so you go from

[05:33] 7 to 9 one year hold on so you go from non-technical to VP yeah that’s a non-technical to VP yeah that’s a [ __ ] acceler this little mattress [ __ ] acceler this little mattress company that many of you might know yeah company that many of you might know yeah we just exited for a billion

[05:43] yeah we just exited for a billion dollars billion exit cool flew under the dollars billion exit cool flew under the radar too like how did that F that’s radar too like how did that F that’s incredible yeah and this incredible yeah and this company’s name was and we’re not allow company’s name was and we’re not allow about it look at that right who want a

[05:54] about it look at that right who want a th yeah it’s called resident home that’s th yeah it’s called resident home that’s incredible dude thank you thank you yeah incredible dude thank you thank you yeah so in so you literally just did the boot so in so you literally just did the boot camp and then just started Skilling up

[06:03] camp and then just started Skilling up no I did a bunch of other things in no I did a bunch of other things in between and I won’t waste your yeah we between and I won’t waste your yeah we don’t have to get into it but that’s don’t have to get into it but that’s still incredible though so the boot camp

[06:10] still incredible though so the boot camp laid the foundation and then that sprung laid the foundation and then that sprung board you into well the foundation was board you into well the foundation was actually working at a Innovation agency actually working at a Innovation agency where we were essentially working with where we were essentially working with Fortune 500s to help them validate new

[06:23] Fortune 500s to help them validate new ideas using the Lean Startup method if ideas using the Lean Startup method if anybody still knows what that is Eric anybody still knows what that is Eric Reese right Eric Reese was on our board Reese right Eric Reese was on our board so you know the one thing that I

[06:33] so you know the one thing that I could claim is this same best friend could claim is this same best friend Scott McLoud shout out he’s a he’s the G Scott McLoud shout out he’s a he’s the G he yeah or not periphery like I know he yeah or not periphery like I know of him but not him

[06:45] of him but not him personally you got to bring him on the P personally you got to bring him on the P next you’re he’s introverted these days after you’re he’s introverted these days after the exit you the exit you know do that I’m actually visiting I’m know do that I’m actually visiting I’m visiting him in Seattle he got a

[06:58] visiting him in Seattle he got a spot in Seattle spot in Seattle so Miami I’m going next week no he’s so Miami I’m going next week no he’s going to still stay got the Seattle pad going to still stay got the Seattle pad and the Miami oh say you do the co but and the Miami oh say you do the co but he’s he’s I don’t I don’t want to I

[07:10] he’s he’s I don’t I don’t want to I don’t he’s a private person I don’t want don’t he’s a private person I don’t want to put up his story yeah to one4 to put up his story yeah to one4 yeah so yeah so we actually met yeah so yeah so we actually met through this Innovation agency where you

[07:23] through this Innovation agency where you know somebody like a product manager know somebody like a product manager that went to Stanford or whatever that went to Stanford or whatever that works at Adobe this is the literal works at Adobe this is the literal project he came to us and said I want to project he came to us and said I want to make an infographics maker this is going

[07:34] make an infographics maker this is going to be the future of adobe you know using to be the future of adobe you know using my dchool experiences or whatever and we my dchool experiences or whatever and we actually would go out interview people actually would go out interview people understand the demand so the very first understand the demand so the very first project that we did together was we ran

[07:49] project that we did together was we ran ads that prompted people to give us ads that prompted people to give us what they wanted to create from an asset what they wanted to create from an asset generation perspective okay and Scott generation perspective okay and Scott would actually make them in SK if would actually make them in SK if anybody knows what that is the kids

[08:01] anybody knows what that is the kids won’t get it but we get it and then we won’t get it but we get it and then we would zapier to Trello to Google Sheets would zapier to Trello to Google Sheets fourways to heaven and come back send it fourways to heaven and come back send it back to them the next day so you know we

[08:13] back to them the next day so you know we made it essentially asset generation AI made it essentially asset generation AI Bop do things that don’t scale yeah Bop do things that don’t scale yeah so from there we you know discovered so from there we you know discovered upon something in terms of social media

[08:24] upon something in terms of social media image generation and that eventually image generation and that eventually turned into Adobe spark which is their turned into Adobe spark which is their most popular mobile app [ __ ] yeah no most popular mobile app [ __ ] yeah no credit given but that’s okay but I’m credit given but that’s okay but I’m going to say it wow you know yeah Bad

[08:37] going to say it wow you know yeah Bad Boys moving silence so anyway so Boys moving silence so anyway so after that so I’ve done we’ve we did after that so I’ve done we’ve we did a lot of these kind of projects right 0o a lot of these kind of projects right 0o to one 0 to one 0 to1 and that kind of

[08:46] to one 0 to one 0 to1 and that kind of got my muscle going around that and got my muscle going around that and he developed a particular expertise he developed a particular expertise around growth you know I used to call around growth you know I used to call him the dark wizard it of growth

[09:01] him the dark wizard it of growth and so he started working with the and so he started working with the co-founders at resident he’s considered co-founders at resident he’s considered a co-founder there and he you know he a co-founder there and he you know he needed someone that could actually needed someone that could actually understood technology so I was just

[09:14] understood technology so I was just looking for honestly like something to looking for honestly like something to do so I job just over broke where he do so I job just over broke where he just like hey let me do something baby just like hey let me do something baby cuz I was traveling out of a duffel bag

[09:25] cuz I was traveling out of a duffel bag for like two years I didn’t have any for like two years I didn’t have any money left so I was down to do anything money left so I was down to do anything but you know I obviously I anything but you know I obviously I got lucky so in 2018 I joined in

[09:35] I got lucky so in 2018 I joined in 2017 2018 we scaled to n figures in 2017 2018 we scaled to n figures in run rating one year love that we were run rating one year love that we were the fastest growing online mattress we the fastest growing online mattress we till America you came in and what were

[09:45] till America you came in and what were you charged with so I was charged with you charged with so I was charged with initiating our AB testing program initiating our AB testing program okay with a AB testing okay with a AB testing agency and I didn’t know anything about agency and I didn’t know anything about you know St got sick or you know really

[10:01] you know St got sick or you know really anything at all but the business was anything at all but the business was growing like wildfire and we never spent growing like wildfire and we never spent a penny at that time on awareness a penny at that time on awareness campaigns while our competitors like campaigns while our competitors like caspers of the world were essentially

[10:15] caspers of the world were essentially like subway ads that’s Telltale sign I’m like subway ads that’s Telltale sign I’m like out of home have you yeah so like out of home have you yeah so you know so I had the opportunity to you know so I had the opportunity to essentially learn just because I

[10:29] to essentially learn just because I could actually Implement yeah what was could actually Implement yeah what was being done because one thing about being done because one thing about Resident is that we built our own Resident is that we built our own Shopify we built our own source Shopify we built our own source everything was custom there everything

[10:38] everything was custom there everything was built in house and it takes a lot was built in house and it takes a lot of technical knoow to really make of technical knoow to really make anything happen right so of course like anything happen right so of course like with formont like that’s the whole point with formont like that’s the whole point of not needing that but at this

[10:51] of not needing that but at this beautiful human give me the shame of beautiful human give me the shame of course man I got you all day so but course man I got you all day so but you know if you wanted to make a landing you know if you wanted to make a landing page like we had to code it you know and

[11:02] page like we had to code it you know and really understand the intricacies around really understand the intricacies around the performance hits and everything else the performance hits and everything else I mean I had to you know hand Implement I mean I had to you know hand Implement like the L our blot out yeah of the like the L our blot out yeah of the world you know and so anyway so but

[11:17] world you know and so anyway so but we were just scaling really we were just scaling really fast and we went really fast and we went multibrand Omni Channel and multi- multibrand Omni Channel and multi- region at the same time in one year region at the same time in one year so we launched in the UK we launched

[11:29] so we launched in the UK we launched dreamcloud at that time so we have dreamcloud at that time so we have nectar dreamcloud aora you know and nectar dreamcloud aora you know and many other brands and we went many other brands and we went Amazon and Retail like so everything was Amazon and Retail like so everything was happening and of course not having good

[11:43] happening and of course not having good data and making decisions on bad data and making decisions on bad data was left and death yeah there was really was left and death yeah there was really no room for at that level of AD yeah so no room for at that level of AD yeah so at one point we were in the top five

[11:55] at one point we were in the top five Spenders on Facebook like globally not Spenders on Facebook like globally not nothing no nothing so how did this nothing no nothing so how did this transition into SourceMedium Yeah so transition into SourceMedium Yeah so basically you know we had this basically you know we had this Infamous spreadsheet Google sheet

[12:09] Infamous spreadsheet Google sheet dashboard called Master Dash and it was dashboard called Master Dash and it was all you know just whatever right Google all you know just whatever right Google Sheets you know how it is but of course Sheets you know how it is but of course you start breaking and people start you start breaking and people start accidentally hitting enter on a cell and

[12:23] accidentally hitting enter on a cell and mess up that one formul breaks whole is mess up that one formul breaks whole is gone braa you did what and ref and ref gone braa you did what and ref and ref on days and you know but also there’s on days and you know but also there’s there’s a lot of different things you

[12:34] there’s a lot of different things you know there’s like the data isn’t deep know there’s like the data isn’t deep enough for you to actually understand enough for you to actually understand and explain what’s happening right and explain what’s happening right and you don’t trust the data and all kinds you don’t trust the data and all kinds of things so we knew that we needed to

[12:45] of things so we knew that we needed to upgrade our data story there and so upgrade our data story there and so then all we knew was like oh looker like then all we knew was like oh looker like that’s legit that’s what legit people that’s legit that’s what legit people use so what do we need to do to have

[12:56] use so what do we need to do to have looker then of course like I went down looker then of course like I went down this rabbit hole and next thing you know this rabbit hole and next thing you know is like four vendors that’s like you is like four vendors that’s like you know 50 to 100K each you know we

[13:08] know 50 to 100K each you know we hired a hired a data agency that was like $2,000 a data agency that was like $2,000 a day jeez you know day a day yeah it’s day jeez you know day a day yeah it’s real money yeah that’s how much real money yeah that’s how much they cost that’s how much they cost so

[13:21] they cost that’s how much they cost so after two months we had some basic aov after two months we had some basic aov dashboard on looker and like nobody dashboard on looker and like nobody trusted the data nobody knows how to use trusted the data nobody knows how to use looker if you don’t trust the data the

[13:30] looker if you don’t trust the data the data is meaningless do no and get bad data is meaningless do no and get bad data is worse than no data exactly right data is worse than no data exactly right yeah so you know long story short like yeah so you know long story short like basically I just got to see how

[13:42] basically I just got to see how expensive time consuming and felt the expensive time consuming and felt the pain yeah and difficult it was and risky pain yeah and difficult it was and risky really overall you know I try to hire really overall you know I try to hire our first head of data from Amazon which

[13:53] our first head of data from Amazon which who didn’t work out and of course like who didn’t work out and of course like how do you reverse that back that takes how do you reverse that back that takes time as well so how do you take all the time as well so how do you take all the time back yes that you have already

[14:02] time back yes that you have already wasted in terms of AD spend you know so wasted in terms of AD spend you know so but what I also do understand is what but what I also do understand is what that journey is like from Seven all the that journey is like from Seven all the way to 10 figures in sales in terms of

[14:14] way to 10 figures in sales in terms of what infest dat a proper data what infest dat a proper data infrastructure can do what the infrastructure can do what the investment model is like and what the investment model is like and what the value it can provide you know and I value it can provide you know and I think to this day my last Shameless

[14:24] think to this day my last Shameless plug about Resident is I do believe we plug about Resident is I do believe we are the textbook of DTC like in Harvard are the textbook of DTC like in Harvard Business School there has been a case Business School there has been a case that follows us till this day powerful

[14:36] that follows us till this day powerful HP for scaling consumer HP for scaling consumer Ventures so you know yeah I think that’s Ventures so you know yeah I think that’s that’s pretty good proof that’s pretty good proof that definitely a feather in the Hat so who definitely a feather in the Hat so who is sour medium right for right yeah

[14:49] is sour medium right for right yeah great question so after so anyways great question so after so anyways before we get to that give us like the before we get to that give us like the oneliner elevator pitch of what source oneliner elevator pitch of what SourceMedium does for people that haven’t medium does for people that haven’t followed along so far

[15:00] followed along so far sorry so yeah SourceMedium you know we sorry so yeah SourceMedium you know we do two things we help you save money do two things we help you save money yeah by essentially gaining access to yeah by essentially gaining access to the most advanced data infrastructure the most advanced data infrastructure that has supported the 10 Xing journey

[15:13] that has supported the 10 Xing journey of Brands like ult overnight of Brands like ult overnight ollipop element proven skin care you know I can element proven skin care you know I can keep going yeah and it doesn’t take a keep going yeah and it doesn’t take a year it doesn’t take three months it

[15:26] year it doesn’t take three months it takes a couple weeks yep right and you takes a couple weeks yep right and you don’t need to have a whole bi team in don’t need to have a whole bi team in house you don’t need to pay for five house you don’t need to pay for five Trend to Trend to snowflake a do it for you solution right

[15:36] snowflake a do it for you solution right for data you’re a brand you want to for data you’re a brand you want to extract all the data from the different extract all the data from the different platforms Facebook Google analytics platforms Facebook Google analytics Google ads Tik Tok right you have a Google ads Tik Tok right you have a firmat Commerce has an integration integ

[15:47] firmat Commerce has an integration integ so you’re extracting the data but then so you’re extracting the data but then you’re transforming it you’re some you’re transforming it you’re some engineering you’re cleaning the data engineering you’re cleaning the data getting rid of all the draft orders getting rid of all the draft orders everything that’s conflating potential everything that’s conflating potential average order value or lifetime value

[15:58] average order value or lifetime value and then you’re going visualize it in a and then you’re going visualize it in a looker right in a yeah so I like to say looker right in a yeah so I like to say that I believe we have the highest that I believe we have the highest quality data in e-commerce and I have a

[16:07] quality data in e-commerce and I have a open Pepsi challenge for anybody that open Pepsi challenge for anybody that want to challenge me on that kids won’t want to challenge me on that kids won’t get that but I did I’m ready to go so get that but I did I’m ready to go so you know but that’s not enough you know

[16:16] you know but that’s not enough you know so what do you do with that data so what so what do you do with that data so what we focus a lot on is really embedding we focus a lot on is really embedding with our customers gaining empathy with our customers gaining empathy understanding their underlying business understanding their underlying business objectives and making sure that we’re

[16:28] objectives and making sure that we’re scaling with them you know so you scaling with them you know so you know so ultimately the way that would know so ultimately the way that would help you make money is the ability to help you make money is the ability to make very important decisions make very important decisions confidently yeah 100% now we use Source

[16:45] confidently yeah 100% now we use SourceMedium for our agency we literally built medium for our agency we literally built our whole dashboarding infrastructure our whole dashboarding infrastructure off of SourceMedium it and it’s been off of SourceMedium it and it’s been a game changer the second I saw his data a game changer the second I saw his data he came into my office introduced by

[16:55] he came into my office introduced by Mike true we just had on and he pulled Mike true we just had on and he pulled up this dashbo and I was my mind was up this dashbo and I was my mind was blown I started my career buying my own blown I started my career buying my own media and this was the exact solution

[17:04] media and this was the exact solution that I needed that I wish existed and that I needed that I wish existed and didn’t even know it exist until he didn’t even know it exist until he pulled out this dashboard and I was you pulled out this dashboard and I was you could look at LTV from organic Facebook

[17:13] could look at LTV from organic Facebook traffic you could LTV from Facebook paid traffic you could LTV from Facebook paid traffic LTV from Google search you know traffic LTV from Google search you know branded non-branded it was wild if you branded non-branded it was wild if you used a discount code XYZ you said I used a discount code XYZ you said I heard it from you from TV based on the

[17:26] heard it from you from TV based on the discount code you can see which sales discount code you can see which sales are driving low quality high value are driving low quality high value customers right and you can iterate LTV customers right and you can iterate LTV based on the cohort month they were based on the cohort month they were Acquired and so essentially Source

[17:35] Acquired and so essentially SourceMedium we’ve used as a centralized medium we’ve used as a centralized dashboard that every team in our dashboard that every team in our business can log into and see what’s business can log into and see what’s going on every single client the going on every single client the email marketing team can go in and see

[17:45] email marketing team can go in and see oh how much is AD spend this month right oh how much is AD spend this month right the creative team we have a nice the creative team we have a nice creative performance dashboard across creative performance dashboard across all channels we can see which creatives all channels we can see which creatives are performing best and profitability so

[17:55] are performing best and profitability so finan goes in there marketing teams go finan goes in there marketing teams go in there retention acquisition in there retention acquisition and it’s just that One-Stop shop that and it’s just that One-Stop shop that I’m a business I don’t know how you I’m a business I don’t know how you could operate out of solely Facebook

[18:06] could operate out of solely Facebook Google clay dashboards and everyone is Google clay dashboards and everyone is totally siloed and nothing connects yeah totally siloed and nothing connects yeah thank you for that I appreciate yeah thank you for that I appreciate that yeah yep so who’s the ICP for that yeah yep so who’s the ICP for SourceMedium yeah so we

[18:16] SourceMedium yeah so we typically so we have gone through a typically so we have gone through a pretty major transition recently you pretty major transition recently you know we started out as a dashboard know we started out as a dashboard company we worked with you know company we worked with you know typically smaller clients but now that

[18:28] typically smaller clients but now that we’ transition into a full we’ transition into a full infrastructure company we typically work infrastructure company we typically work with brands that are making between 30 with brands that are making between 30 million up to a billion dollars in million up to a billion dollars in annual sales across other annual sales across other channels you know typically the main

[18:43] channels you know typically the main reason people come to us is because reason people come to us is because there is a level of complexity in the there is a level of complexity in the business that actually business that actually justifies somewhat of a more Advanced justifies somewhat of a more Advanced Data infrastructure setup so you know

[18:54] Data infrastructure setup so you know if you have Shopify Amazon right if you have Shopify Amazon right if you have some retail data and you need you have some retail data and you need to be able to look at that in one UniFi to be able to look at that in one UniFi metrics framework in one unified

[19:04] metrics framework in one unified decision- making framework like that’s decision- making framework like that’s where we come in I love it we’re where we come in I love it we’re getting heckled by the peanut gallery so getting heckled by the peanut gallery so let’s maybe do one or two more questions let’s maybe do one or two more questions John and let’s wrap it up I think the

[19:14] John and let’s wrap it up I think the Celtics game is on and people are the Celtics game is on and people are getting angry yeah for sure getting angry yeah for sure yeah stics are blowing them out though yeah stics are blowing them out though that game but I got I got plus seven on

[19:21] that game but I got I got plus seven on the Maverick still never miss I mean if the Maverick still never miss I mean if you had one prediction for the rest of you had one prediction for the rest of the year where you think actually before the year where you think actually before we get into the prediction maybe there’s

[19:29] we get into the prediction maybe there’s two questions what is the difference and two questions what is the difference and this is like common sense to us but I this is like common sense to us but I can’t tell you the diff every time I can’t tell you the diff every time I talk to a new client or a new brand

[19:38] talk to a new client or a new brand that’s you know a prospect like what do that’s you know a prospect like what do you have for your data and they throw at you have for your data and they throw at me an attribution solution what is the me an attribution solution what is the difference between attribution software

[19:48] difference between attribution software and data and analytics software yeah I and data and analytics software yeah I mean I think a data software really is mean I think a data software really is about having visibility on numbers that about having visibility on numbers that you can trust to make decisions as an you can trust to make decisions as an organization not just as an

[20:02] organization not just as an individualized team you know so in that individualized team you know so in that sense you it’s like looking at your sense you it’s like looking at your speedometer on your car yeah right if speedometer on your car yeah right if you can’t trust that you’re actually you can’t trust that you’re actually going 80 miles an hour you could die

[20:16] going 80 miles an hour you could die right so that’s what I typically right so that’s what I typically say is you know if you’re going 20 miles say is you know if you’re going 20 miles an hour your numbers are 20% off it’s an hour your numbers are 20% off it’s really not that big of a deal stick with

[20:24] really not that big of a deal stick with what you’re doing but if you’re going what you’re doing but if you’re going 150 20% off either direction could be 150 20% off either direction could be very dangerous but you know I think very dangerous but you know I think attribution is one of those things that

[20:35] attribution is one of those things that is very useful from a data point is very useful from a data point perspective but it’s very specific perspective but it’s very specific to a function so understanding where to a function so understanding where orders are coming from understanding orders are coming from understanding you know how you’re acquiring users and

[20:51] you know how you’re acquiring users and growing your business is very and growing your business is very important but that’s not the whole important but that’s not the whole picture right how do you how can you picture right how do you how can you make sure that you’re allocating your make sure that you’re allocating your inventory correctly across Amazon and

[20:59] inventory correctly across Amazon and Shopify right how can you actually Shopify right how can you actually understand that at a blended basis when understand that at a blended basis when you have a big Good Morning America you have a big Good Morning America appearance that your Rass is actually appearance that your Rass is actually increasing exactly right you know and

[21:10] increasing exactly right you know and those are not the kind of things that an those are not the kind of things that an attribution software could solve but attribution software could solve but you know obviously attribution has a lot you know obviously attribution has a lot of using and of itself yeah right yeah I of using and of itself yeah right yeah I mean with the data you could just cut

[21:22] mean with the data you could just cut the proper analytics solution your the proper analytics solution your proper name convention we slice and dice proper name convention we slice and dice the data in ways like I remember there the data in ways like I remember there was for some reason Blended CAC just was for some reason Blended CAC just skyrocketed on this one huge cent of

[21:33] skyrocketed on this one huge cent of ours and we had to look back at all the ours and we had to look back at all the data thank God we had proper naming data thank God we had proper naming conventions we could slice and dice to conventions we could slice and dice to that and we realized we had a major

[21:40] that and we realized we had a major shift in spend towards Advantage Plus shift in spend towards Advantage Plus shopping campaigns a frequency shopping campaigns a frequency skyrocketed and so return on ad spend skyrocketed and so return on ad spend and attribution looked great but because and attribution looked great but because we had that stacked bar chart on our

[21:51] we had that stacked bar chart on our spend allocation on the campaign tactic spend allocation on the campaign tactic we identified as soon as we went from we identified as soon as we went from like 25% ASC to 50 % ASC that’s when like 25% ASC to 50 % ASC that’s when Blended CAC went up attribution doesn’t

[22:02] Blended CAC went up attribution doesn’t do that right but if you have that do that right but if you have that was our aha moment where it was like was our aha moment where it was like this is so useful I couldn’t have think this is so useful I couldn’t have think of another way that we would have

[22:10] of another way that we would have identified that without all the identified that without all the different views that we built that’s why different views that we built that’s why we do what we do yeah another example we do what we do yeah another example that I could bring is with ults that I could bring is with ults overnight this case study is actually

[22:18] overnight this case study is actually live on our website you know they live on our website you know they probably have one of the biggest probably have one of the biggest subscription programs that I’ve ever subscription programs that I’ve ever seen yep and they had a big introductory seen yep and they had a big introductory skew that was you know a single

[22:29] skew that was you know a single flavor and they needed to understand but flavor and they needed to understand but there was signals that Subs new there was signals that Subs new subscribers prefer more of a sample pack subscribers prefer more of a sample pack right so they needed to make sure that

[22:41] right so they needed to make sure that they had the data points that they could they had the data points that they could trust to be able to transition trust to be able to transition that introductory skew over to more of a that introductory skew over to more of a sample pack and like that’s where the

[22:52] sample pack and like that’s where the data really becomes you know that data really becomes you know that’s where it really matters because that’s where it really matters because you know if you make the wrong choice you know if you make the wrong choice there you know you could tank the there you know you could tank the business very quickly it’s business

[23:00] business very quickly it’s business decisions Beyond just the ad platforms decisions Beyond just the ad platforms it’s a bar absolutely it’s that’s two it’s a bar absolutely it’s that’s two bars now oh topping bars now oh topping bars yeah we just came up with two on the all yeah we just came up with two on the all right F they’re going to kick us out

[23:11] right F they’re going to kick us out because I’m not buying the $2 million because I’m not buying the $2 million baseball card but hey maybe next year baseball card but hey maybe next year Fei how can people sign up for Source Fei how can people sign up for SourceMedium where can they follow you this medium where can they follow you this time’s yours my friend yeah sourc

[23:22] time’s yours my friend yeah sourc medium.com and follow me on Twitter I medium.com and follow me on Twitter I guess I’m not really on social we got to get him we got smart people out there and no one knows where to find out there and no one knows where to find them so they got to get active get the

[23:36] them so they got to get active get the word out there somebody who is active on word out there somebody who is active on Twitter is my man Jon Snow Jon Snow Twitter is my man Jon Snow Jon Snow times yours Dr Jonathan snow on Twitter times yours Dr Jonathan snow on Twitter follow me on LinkedIn as well and I got

[23:46] follow me on LinkedIn as well and I got the Weekly Newsletter now just weekly the Weekly Newsletter now just weekly Insight talking about great folks like Insight talking about great folks like social media thank thanate that all social media thank thanate that all right folks we’re fir Out commerce.com right folks we’re fir Out commerce.com book a demo we also have a great

[23:55] book a demo we also have a great newsletter goes out every Monday called newsletter goes out every Monday called the geomet your growth go grab it right the geomet your growth go grab it right on our website you can subscribe there F on our website you can subscribe there F dude thank you for coming on you crushed

[24:04] dude thank you for coming on you crushed it you’re the you’re the second seat for it you’re the you’re the second seat for you’re just the best all right folks you’re just the best all right folks that’s all we got for you today in New that’s all we got for you today in New York City we’re going to go hit the town

[24:13] York City we’re going to go hit the town so thanks for join in bye