Michael Mallazzo's Profile
Michael Mallazzo
Recent Messages
#amazon - January 30, 2025 at 06:59 PM
tangentially, did a pretty big test a few years back in the commerce media space on CVR that found pretty conclusively that adding a second button (i.e. an option to buy on a DTC website + Walmart) increased CVR on the first in a vacuum even if very few people selected the second button option.
some behavioral economics food for thought
#general-chat - January 29, 2025 at 03:52 AM
(gonna try @Ben Hirschβs titanium pans FWIW-- might as well give the new brand who hustles a shot!)
#general-chat - January 29, 2025 at 12:34 AM
lol, well this thread made things...... harder?
good microcosm of why all these years later, product search is still a fundamentally unsolved problem π
#general-chat - January 28, 2025 at 04:43 PM
unless they are blatantly lying, Caraway is PFAS free-- that's a pre-req for me
#general-chat - January 28, 2025 at 04:40 PM
feel like this group will have opinions on this-- in market for a couple of nonstick pans. I'm generally a stainless steel diehard but kid eats a lot of eggs these days and its just more practical
leaning Caraway but any other brands I should know about-- feel free to shoot your shot if you have a brand in the space or just rec a product you love
#the-welcome-mat - January 28, 2025 at 04:35 PM
fuckkkkkk I love this-- I make my own limoncello and usually use about 1/3 of the sugar of a standard batch and dilute to about 80 proof. cannot wait to try. will send you a connect
#everything-marketing - December 09, 2024 at 08:41 PM
did anybody see any volume from Flip this BFCM? we did <$1,000 (lol) after it being a pretty meaningful contributor to BFCM 2023, good for a >99% drop in volume.
anyone see solid numbers there/volume comparable to last year?
#everything-marketing - November 22, 2024 at 08:07 PM
Sean and the Jones Road guy are all that's left of marketing/DTC twitter- lol
#paid-media - November 18, 2024 at 04:39 PM
their two VPs are doing the deals themselves- lol. gotta admire the hustle honestly
#paid-media - November 14, 2024 at 03:51 PM
will DM!
#paid-media - November 13, 2024 at 01:55 PM
I have a contact-- had a chance to get in early when they were testing the waters in eComm but didn't move fast enough. but was told directly that unless we're spending $600K/mo on meta (at individual brand level), their demand is off the charts best they can do is the 2025 waitlist.
#paid-media - November 12, 2024 at 04:22 PM
anybody here in on the AppLovin craze? was told given all their demand, $600k/mo (!) Meta budget was minimum right now to get foot in the door
#amazon - October 25, 2024 at 06:31 PM
any last minute AMZ Innovate tickets floating around?
would love to send someone on my team (largely to evaluate new SaaS in the space) but out of events budget for the year π
curious if there are any of the last min event tickets you sometimes see out in the ether.......
#amazon - October 25, 2024 at 06:29 PM
idk about Envision specifically in apparel but Laura is one of the best!
#tech-talk - July 24, 2024 at 01:47 PM
heard good things about Proxima but FWIW, I generally view Obvi case studies as a negative signal because they have that massive pay to play media/social post empire for SaaS vendors
#amazon - July 19, 2024 at 03:32 PM
you both are the best...and this is basically where we've landed. dialing back brand but keeping nonbrand rolling (and maybe even more aggressive) makes sense.
we all have our conspiracy theories on where Amazon gives bonus organic rank/BSR boosts but I feel like what they'd love to see most is a brand sending them a ton of offsite traffic AND continuing to crank their PPC because......well that's what's best for Amazon π
luckily (for my sanity), this time around these boosts were on very Amazon/wholesale centric brands with sparse DTC storefronts/paid efforts. can't wait til it happens on a brand with both massive Amazon and Shopify operations.....
#jobs-and-talent - July 18, 2024 at 03:35 PM
caught my attention because I think the next generation of growth people will have to be excellent at community (admittedly not a space I'm super deep)
#amazon - July 18, 2024 at 03:17 PM
does anyone in this group who does a lot of affiliate volume to Amazon have a good framework for how to dial up/down PPC when an offsite placement is driving a lot of action for a given product.
sorta two competing schools of thought in my head:
- dial back PPC on these products when affiliate is cranking to preserve efficiency-- you're getting a ton of offsite goodness so don't overspend
- let it ride--- customers coming from affiliate will rarely click a sponsored ad since they go right to PDP so keep both channels cranking if you're within a comfortable TACOS / profitability range attribution lag makes this all harder but...our offsite and PPC efforts are still living too much in silos and I wanna fix this
#jobs-and-talent - July 18, 2024 at 03:07 PM
growth and community bundled under one role is cool
#amazon - July 17, 2024 at 02:13 PM
we had a strong day but almost more illogical than it's been in years past-- lots of our midtail ASINs blowing up vs our usual hero products.
part of that I think is due to some things we are doing in offsite/affiliate traffic but part of it just the randomness of the beast
#amazon - July 17, 2024 at 02:23 AM
lol whole Amazon ads console is down now it seems.....
#amazon - July 17, 2024 at 02:10 AM
aye, but what's happening now looks odd-- some data was flowing in this morning....stopped about 11am (8am PST) and then dash went blank. curious if others saw that patterns...
in any event, resolved to it being a mystery until Thursday-- keeps things fun I suppose
#amazon - July 17, 2024 at 01:29 AM
is the Amazon attribution dash still broken/stripped of data for other folks? we're just out here flying blind on affiliate/offsite traffic during Prime Day?
#general-chat - July 15, 2024 at 04:30 PM
is anybody here still seeing profitable growth from FLIP/generally doing well on the platform?
we had a really nice Q4 with them last year when their ponzinomics were on full blast on both the organic and early paid ads side. but now, organic sales have slowed to a trickle and paid campaigns (while we're only testing very small) are not profitable.
curious if/how that tracks with what other brands are seeing.
#everything-marketing - July 03, 2024 at 01:17 PM
sure--- would love to take a look:
generally, agree with you-- any of these audience products should be flat fee and I have a lot of skepticism of everything in this space (as pretty much anyone in commerce does I think)
but in theory, if there's some incrementality in say, being able to push an offer for our brands in different parts of the Checkmate flow, I'd test it on a pretty conservative affiliate commission to a point.
#everything-marketing - July 02, 2024 at 08:29 PM
any brand side folks here worth with Checkmate, either on the affiliate side or for their new Checked Audience engine product? got the pitch and it's interesting but would be keen to talk to someone who has tested it out.....
#general-chat - May 26, 2024 at 02:12 PM
@Kuljit Rakhra --just seeing this now-- mind DM'ing me or shooting an email at so I can fire this over when back at work next week?
#meetups-events - May 21, 2024 at 04:38 PM
gonna throw some serendipity out there since it is 70 degrees and sunny in NYC right now.
anybody in this group in NY that loosely leads or works on growth/BD for a CPG brand want to grab a beer today at Torch and Crown in Union Square at 4PM? I'll buy!
#general-chat - May 21, 2024 at 02:27 PM
can DM you a spreadsheet with a few and how ugly unit economics are for each. have had to do that side quest before and it sucks so happy to help if I can!
#paid-media - May 12, 2024 at 05:13 PM
#paid-media - May 03, 2024 at 01:21 AM
oh I misread, Prescient's new offering is for trying to understand halo impact of DTC advertising on Amazon sales, not offsite traffic to Amazon. You doing the Buy With Prime integration on the FB ads to Amazon?
#paid-media - May 02, 2024 at 09:24 PM
super early but this is first MMM/attribution company I've seen trying to purpose build for Amazon halo-- was reasonably impressed when they demo'd to us
#paid-media - May 02, 2024 at 09:24 PM
#paid-media - April 26, 2024 at 03:24 PM
Re: FB is absolutely ripping on growth-- inventory and ad pricing up. lots more Chinese cash coming inbound soon from the longtail of Chinese operations that are all over Amazon. Myopic Street just punished them mostly for sneaking in another little $3B of longer term investment--- Zuck and the squad will be just fine
#paid-media - April 26, 2024 at 03:21 PM
tweet deleted-- Eric is generally great but his analysis was just kinda wrong here (largely for reasons Wyatt mentioned)
#general-chat - April 25, 2024 at 04:06 PM
I got u/ will DM- actually going back and forth with GiddyUp right now
#amazon - April 23, 2024 at 08:06 PM
sure wherever you think it best fit-- myopic goal though is to get a few brands to go in on collab Amazon affiliate stuff with me? could marketing be the channel for that?
#general-chat - April 19, 2024 at 03:37 PM
good meme to keep handy for last couple weeks of Meta performance...
#the-welcome-mat - April 19, 2024 at 12:37 AM
well hello friend
#meetups-events - April 10, 2024 at 02:46 AM
yessir. too old for the parties but will be at the event tm π
#cx-retention - April 05, 2024 at 05:28 PM
we're in process of getting started with GiddyUp and a couple other things in this world-- feel free to DM or if you wanna talk about it
#everything-marketing - April 05, 2024 at 02:24 AM
all three of the above are often in play at any given time, sometimes within the same article-- this is probably the best piece on state of commerce media in 2024....
#paid-media - April 03, 2024 at 08:34 PM
I don't actually think so either, it's just the most fun theory-- anecdotally from friends at big agencies, I haven't heard enterprise marketers nearly as impacted but that may be a function of their KPIs being fluffy/ top of funnel as much as anything else.
#paid-media - April 03, 2024 at 08:27 PM
yea but within a particular market segment? DTC is still a relatively small share of the overall FB pie but one that models (sorta) how Temu and other big Chinese advertisers would spend. Not sure it would ruin things for credit card or hotels advertising on FB but Temu as a relative share of overall eCommerce spend is decently significant
#paid-media - April 03, 2024 at 05:27 PM
my light conspiracy theory is that the ungodly sum of money Temu and other Chinese commerce entities pumped in broke everything over the last few months as FB optimized to spend as much of their cash as possible and it caused collateral damage all over the DTC ecosystem
#amazon - April 03, 2024 at 02:05 PM
ya, been working with Ian and Rob since Levanta was just an idea. think it's a good fit for most folks dipping their toe in Amazon-centric affiliate.
Also worth looking at Perch+ for a more managed service model
#everything-marketing - April 02, 2024 at 06:05 PM
most of my background is content to commerce so I've tried to force a couple things with lower AOV products with mixed results-- happy to chat more on some social arb stuff that has worked decently for some of our our cheaper pet products (splash mat, slow feed bowls etc. etc.). feel free to DM or !
#everything-marketing - April 02, 2024 at 05:54 PM
Lauren / Dreamday is great. I'd be careful with a lot of their cheaper impersonators though. Grapevine is decent on cheaper end of market
AOV obviously has to be pretty high / purchase funnel has to be complex enough for this to make sense (hence entities like Farmer's Dog pumping a ton into this kinda stuff...)
#paid-media - March 25, 2024 at 07:55 PM
anybody here done GMA / NBC steals and deals or one of the daytime talk show product segments (not the local news PR pay to play things) and willing to chat for 15 about the pros/cons? ideally in the last 12 months or so?
I know these things can move inventory but it's a logistical beast with Amazon reseller risk so would love to talk it out
#general-chat - March 18, 2024 at 02:56 PM
mind firing me an email at ? we have a couple brands that might fit the bill for this