Marketing budgets are under pressure… but most brands still don’t know what’s actually working.

In this episode of Marketing in the Madness, Katie Street sits down with Elissa Brown, Ecommerce Lead at AppsFlyer North America, recorded in Las Vegas.

They unpack what’s really changing in ecommerce right now and why measurement has become one of the biggest competitive advantages a brand can have.

Because the way people buy has changed… fast.

From social discovery to AI validation, to mobile apps and back again, the customer journey is no longer something you can neatly track.

And most brands are still trying to.

Chapters: 00:00 Introduction & why ecommerce is changing so quickly 02:00 Elissa’s role at AppsFlyer & what brands are struggling with 05:00 Why measurement is becoming the most important capability 08:30 How consumer buying journeys have fundamentally shifted 11:30 The role of AI and LLMs in purchase decisions 15:00 Why last-click attribution is no longer enough 18:30 The reality of omnichannel behaviour today 22:00 Why mobile apps are driving higher value customers 26:00 The biggest mistakes brands are still making 30:00 What high-performing brands are doing differently 35:00 Where ecommerce and measurement are heading next

Customer journeys aren’t just multi-channel anymore. They’re unpredictable.

And if you can’t measure them properly… you can’t optimise them.

In a world where AI is reshaping discovery, and attention is fragmented across platforms, the brands that win will be the ones that understand the full picture.

Not just the last click.

Listen now to understand what’s actually driving performance in modern ecommerce.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Elissa Brown LinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

AppsFlyer https://www.appsflyer.com/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

#ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution

Luxury brands talk about loyalty... but what does it actually take to earn it?

In this episode of Marketing in the Madness, recorded live at Shoptalk Luxe, Katie Street sits down with Ahmed Al Derazi, VP & Head of Corporate Communications at Landmark Group, a $7B retail business operating across 15 countries with over 50 million loyalty members.

They unpack what most brands still get wrong about loyalty, trust and customer experience and why the rules are changing fast.

Because loyalty isn’t just about points or perks anymore. It’s about how brands show up.

Chapters:

00:00 Introduction to Landmark Group and why they’re at Shoptalk Luxe 01:00 Inside a $7B value retail empire with 2,500+ stores 03:00 Blending value with premium in-store experiences 06:30 How Landmark built a 50M+ member loyalty ecosystem 09:30 Why loyalty today is about behaviour, not just rewards 10:50 What the Edelman Trust Barometer reveals about trust today 12:30 Why CEOs and leaders are becoming the new marketing channel 15:00 The decline of trust in traditional media 17:30 What makes brand communication feel human and believable 18:30 What “reputation” really means in modern retail 20:00 Strategic priorities for 2026 and building a “tomorrow company”

The big shift?

Trust is no longer built through campaigns.

It’s built through people, consistency and experience.

And in a world of AI, content overload and declining trust in media… that matters more than ever.

And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!

Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Ahmed Al Derazi LinkedIn: https://www.linkedin.com/in/ahmedalderazi/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

#luxuryretail #customerexperience #brandtrust #loyalty

What happens when luxury stops being reserved for special occasions… and becomes something you can wear every day?

In this episode of Marketing in the Madness, recorded live at Shoptalk Luxe in Abu Dhabi, Katie Street sits down with Colleen Conkling, SVP of Brand at Monica Vinader, to unpack how the brand helped redefine an entire category: accessible luxury.

From its beginnings in 2008, Monica Vinader challenged the idea that fine jewellery had to be expensive, gifted, or saved for “big moments.” Instead, it created something different - high-quality, beautifully crafted pieces that women could buy for themselves, wear daily and feel connected to.

But building a brand in this space isn’t just about price point.

It’s about: Craftsmanship and responsible sourcing Design that feels like wearable art Creating emotional connection through personalisation And staying culturally relevant without chasing every trend

Colleen shares how the brand balances aspiration with accessibility, why values matter more than ever in a crowded market, and how partnerships - like their recent collaboration with rising artist Sienna Spiro - are chosen with intention, not just reach.

The conversation also explores a bigger shift happening in luxury right now.

As AI accelerates content and production, brands are being pushed to stand out in more human ways - through tactility, authenticity, and meaning. Because when everything can be generated, what people value most is what feels real.

If you’re building a brand, working in marketing, or trying to stay relevant in a fast-moving industry, this episode offers a clear reminder:

And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!

Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Colleen Conkling LinkedIn: https://www.linkedin.com/in/colleengarganconkling/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/