Gathering data in the DTC world differs from those selling through traditional retailers. How do DTC companies benefit from their business model and how does it put them at a disadvantage? What information do they collect? In this episode of The Insights Factory, Ian sits down with Crystal Lee, Vice President of Data and Analytics at The Wild Alaskan company, to discuss in depth. They discuss the various methods employed by the Wild Alaskan Company to gather data and how they link this data to their overall business KPIs.
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Key Quotes:
“We get involved and say, okay, do I think that what we're building and what we're saying we want to measure, number one, is that possible to measure? And secondly, will that give you an answer to say yes or no to your hypothesis?”
“The numbers are almost nothing without the story behind it.”
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Show Timestamps:
(03:17) Understanding environmental impact
(04:21) How do you know when data has made an impact?
(06:26) Gaining an understanding of the business question
(07:56) Thinking about data presentation
(09:24) Example of a successful data project
(13:15) Collaborating across the company
(14:38) Collecting and buying data in DTC
(21:38) Using data to inform the overall company strategy
(26:43) Presenting data to leadership daily
(29:52) Cooking show data
(35:48) Hiring for business understanding
(37:38) Telling a story with the numbers
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Sponsor:
This podcast is proudly sponsored by Seek, the leader in cloud-based creation and delivery of industry-focused insights.
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Links:
Connect with Crystal Lee on LinkedIn
Connect with Host, Ian Cook, on LinkedIn
Follow Seek on LinkedIn
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