#572: Online marketplace advertising with Regina Ye, Topsort

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 6 September 2024

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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Summary

Welcome to today’s episode, we are discussing online marketplace advertising with Regina Ye, Co-Founder & CEO of Topsort. We’ll explore the challenges and strategies for running effective ad campaigns, the shift towards first-party data, and methods for improving ad spend efficiency. Regina, is a Gen-Z entrepreneur and former small vendor. In college, she founded the beauty ecommerce brand, Zirui, and spent many tireless nights trying to understand Facebook and Amazon Ads. Today, her sights are set on demystifying the advertising industry for all. RESOURCES Register for the Medallia CX Day webinar: Building Loyalty: How Top Brands Create Forever Customers with CX - https://bit.ly/3M7dkQM Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile Brand.
0:02.0	Welcome to season 6 of the Agile Brand, where we discuss marketing technology and customer experience trends, insights, and ideas with enterprise and technology platform leaders.
0:18.0	We focus on the people, processes, data, and platforms that make brands successful, scalable, customer-focused and
0:25.0	sustainable. This is what makes an agile brand. I'm your host, Greg Kielstrom,
0:29.5	advising Fortune 1000 brands on Martek, marketing operations, and CX, best-selling author and speaker.
0:36.2	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology
0:41.4	services, talent services, and real world application.
0:45.0	For more information go to T.E.K systems.com.
0:49.0	Now let's get on to the show.
0:58.8	Today we're going to talk about online marketplace advertising with Regina Yea, co-founder and CEO of Top Sort.
1:00.8	We're going to explore the challenges and strategies for running effective ad campaigns, the shift towards first-party data, and methods for improving ad spend efficiency.
1:10.0	Regina, welcome to the show.
1:12.0	Thank you. Thanks for having me. Yeah, looking forward show. Thank you.
1:13.0	Thanks for having me.
1:14.0	Yeah, looking forward to talking with you.
1:16.0	Why don't we get started with you, telling us a little bit about your journey to co-founding
1:20.7	top sword and what kind of inspired you to focus on
1:24.2	advertising technologies for online marketplaces. Yeah for sure so I study
1:31.2	computer science in school and then I actually took this class called entrepreneurship and as a fun little experiment to see if I could push an idea of just an idea and see if I can turn into something more real beyond an idea and then that's how my first business ever Zare got started in school and it's a travel case where I had a as a shopify store and at the same time I had some wholesale distribution channel set up.
2:00.0	And the thing that was the hardest for me to figure out in the journey of setting up that business and selling the product is that online advertising, performance-based marketing.
2:11.0	It was very difficult for me to learn and it was quite confusing to
2:16.6	navigate all these different platforms and pay-per-click campaigns. So I saw this very sharp contrast between what you experience as a brand in the wholesale and retail world, which is lots of volume, very little data, and zero ways to really influence the sell through
	...

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