Marketing in the Madness

How to measure ecommerce marketing performance across channels

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 quickly02:00 Elissa’s role at AppsFlyer & what brands are struggling with05:00 Why measurement is becoming the most important capability08:30 How consumer buying journeys have fundamentally shifted11:30 The role of AI and LLMs in purchase decisions15:00 Why last-click attribution is no longer enough18:30 The reality of omnichannel behaviour today22:00 Why mobile apps are driving higher value customers26:00 The biggest mistakes brands are still making30:00 What high-performing brands are doing differently35:00 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=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Elissa BrownLinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
AppsFlyer AppsFlyer for e-com: https://bit.ly/4t9nELP Omnichannel guide: https://bit.ly/4mMxGQV
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
#ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution

The trust era: Why CEOs matter more than ads in 2026

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 Luxe01:00 Inside a $7B value retail empire with 2,500+ stores03:00 Blending value with premium in-store experiences06:30 How Landmark built a 50M+ member loyalty ecosystem09:30 Why loyalty today is about behaviour, not just rewards10:50 What the Edelman Trust Barometer reveals about trust today12:30 Why CEOs and leaders are becoming the new marketing channel15:00 The decline of trust in traditional media17:30 What makes brand communication feel human and believable18:30 What “reputation” really means in modern retail20:00 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=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Ahmed Al DeraziLinkedIn: 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 Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
#luxuryretail #customerexperience #brandtrust  #loyalty

How Monica Vinader built an accessible luxury brand women actually buy for themselves

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 sourcingDesign that feels like wearable artCreating emotional connection through personalisationAnd 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=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Colleen ConklingLinkedIn: 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 Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

The AI strategy behind one of the world’s most iconic luxury hotel brands

Artificial intelligence is transforming hospitality but how can luxury brands use AI without losing the human touch?
In this episode recorded live at Shoptalk Luxe in Abu Dhabi, Katie Street sits down with Sean Sear, SVP of Strategy, Technology & Innovation at Langham Hospitality Group, to explore how one of the world’s most historic luxury hotel brands is embracing AI to create better guest experiences.
From AI-powered booking assistants to staff training tools and data-driven strategy platforms, Sean shares how Langham is building a “family of AIs” designed to increase bookings, empower hotel staff and deliver truly personalised luxury hospitality.
They also discuss why successful AI adoption starts with defining the right business problem, how to balance startup innovation with enterprise technology, and why data is the foundation of any effective AI strategy.
If you’re interested in AI in hospitality, luxury hotel innovation, digital transformation or how brands can implement AI across large organisations, this conversation is packed with insights.
00:00 - Introduction from Shoptalk Luxe01:15 - The history and innovation legacy of Langham Hospitality Group02:25 - Why Langham is investing heavily in AI03:10 - Meet the “family of AIs”: Sam, Jarvis and Zoe05:45 - How to identify the right problems for AI to solve07:30 - Building an AI-first culture across a global organisation09:20 - Choosing the right AI technology partners11:20 - Why data quality matters for AI success13:30 - Sean’s advice for businesses starting their AI journey
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
 
Don't forget to like, comment and follow so you don't miss the rest of the series 🔔
Connect with us:Sean SeahLinkedIn
Katie Street LinkedInInstagram
Marketing in the Madness LinkedInInstagram
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Why second-hand luxury is booming on eBay

Recommerce, resale, circular fashion… whatever you call it, the way we buy luxury is changing!
In this episode recorded live at Shoptalk Luxe in Abu Dhabi, Katie Street sits down with Kirsty Keoghan, GM of Fashion & Luxury at eBay, to talk about the explosion of pre-loved luxury, the changing psychology of luxury buyers and why trust is everything in resale marketplaces.
From authentication technology to Love Island partnerships and the rise of live shopping, this conversation explores how eBay is shaping the future of luxury recommerce!
If you enjoyed this episode, make sure to like, comment and subscribe for more conversations with the people shaping the future of retail.
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=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Kristy KeoghanLinkedIn: https://www.linkedin.com/in/kirsty-keoghan-05464517/
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 Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Luxury travel trends in 2026: Why are we choosing quiet luxury

We're continuing our Marketing in the Madness series recorded live at Shoptalk Luxe Abu Dhabi and this one is for anyone obsessed with luxury travel!!!
In this episode, Katie Street sits down with Candice D'Cruz, VP of Luxury Brands at Hilton for Asia Pacific, based out of Singapore and overseeing some of the world's most iconic hotel brands including Waldorf Astoria and Conrad. 
Candice brings a rare mix of commercial sharpness and genuine passion for hospitality and this conversation is packed with insight around quiet luxury, wellness travel, multi-generational holidays and the role of TikTok in high-end hospitality marketing.
Here's what they cover:- From revenge travel to intentional travel: what's changed- Quiet luxury explained and why it means something different to everyone- Personalisation over perfection: the new luxury standard- How F&B and dining are now driving destination decisions- TikTok, storytelling and marketing luxury to a younger audience- The rise of solo female travel and what hotels need to rethink- Multi-generational travel and the "Beta Babies" trend- What Hilton is doing differently to stay ahead
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
Don't forget to like, comment and subscribe so you don't miss the rest of the series 🔔

How AI can really transform your luxury retail strategy

We’re kicking off a brand new Marketing in the Madness series recorded live at Shoptalk Luxe Abu Dhabi.
Picture this: a podcast studio on the beach at Emirates Palace, sunshine and some of the sharpest minds in luxury retail talking candidly about AI, loyalty programmes, omnichannel and what the future of commerce actually looks like.
Over the next few weeks, we’ll be sharing short, sharp, insight-packed conversations with senior leaders from brands including eBay, Monica Vinader, Hilton and more - basically, the people genuinely shaping what’s next across luxury, retail and tech.
And we’re starting strong.
In our first episode of this series, Katie Street sits down with Amit Keswani Manghnani, Chief Omnichannel & AI Officer at Chalhoub Group, a 70+ year luxury powerhouse operating across the GCC, Europe and beyond.
Here’s what they cover:
00:00 - Welcome to Shoptalk Luxe Abu Dhabi01:12 - Introducing the new Marketing in the Madness series02:05 - Meet Amit Kawani & the scale of Chalhoub Group04:30 - What it really takes to make AI work in retail08:15 - Building predictive models & “next best action” strategies11:40 - AI in action: Meet Layla, the beauty chatbot driving 2x basket uplift15:20 - Loyalty, payments & creating stickier customer relationships19:10 - Why seamless omnichannel is now table stakes22:45 - The future of commerce over the next 3–5 years
And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas, 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
 
Don’t forget to like, comment and subscribe so you don’t miss the rest of the series.
 
Connect with us:Amit Keswani Manghnanihttps://www.linkedin.com/in/amitkeswanim/
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 Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How Karl Lagerfeld built a human-centred, iconic personal brand

White ponytail, black sunglasses and fingerless gloves. You immediately think of Karl Lagerfeld. That's the power of a strong personal brand.
Mirjam Schuele, SVP of Marketing at Karl Lagerfeld and our host Katie Street explore how one of fashion’s most iconic personal brands became a global house built on accessibility, authenticity and cultural relevance.
From reinventing Chanel and Fendi to launching his own label, Karl built more than collections - he built a recognisable identity and a world people wanted to be part of.
Here’s what we cover:
Karl Lagerfeld: The man who became the brand
Why he chose to build his own label after Chanel & Fendi
“Masstige”: Making luxury more accessible without losing prestige
The H&M collaboration that changed fashion forever
Authenticity, provocation and why people gravitated to Karl
Building a personal brand before building a business
What happened after Karl passed away
Protecting a legacy while evolving for a new generation
Why community and emotional connection now matter more than polish
This conversation explores how luxury can be inclusive without losing its edge and what today’s brands can learn from a man (and legend) who understood identity, accessibility and cultural timing long before they became marketing buzzwords.
If you’re interested in brand building, personal branding at scale, luxury marketing, or community-driven growth then this conversation is for you.
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Mirjam SchueleLinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/
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/

What marketers can learn from Karl Lagerfeld’s personal brand

Karl Lagerfeld didn’t just design fashion, he was the brand.
Katie Street sits down with Mirjam Schuele, SVP of Marketing at Karl Lagerfeld, live from the brand’s Amsterdam headquarters, to unpack how Karl built one of the most iconic personal brands in history, long before “personal branding” was even a concept.
Together, they explore:
How Karl Lagerfeld deliberately built an unmistakable personal brand
Why accessibility and “masstige” were central to his vision
How the brand has evolved since Karl’s passing and how his legacy lives on
What modern marketers can learn from Karl’s fearless authenticity
The role of people, culture and community in marketing today
Why authenticity will matter even more in an AI-driven future
As Karl himself famously said: “Embrace the present and invent the future.”
Listen now and learn how one man became larger than life and how you can apply those lessons to your own brand.Connect with us: Mirjam Schuele LinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/ 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/

What Guinness teaches us about how people really decide

Some of the most effective marketing in history didn’t come from chasing attention, but from understanding people. 
In this mini episode, Katie Street sits down with behavioural scientist (still one of the best job titles out there) and author Richard Shotton to unpack why that Guinness decision worked so well, and what it reveals about how people really make decisions.
Setup of the Guinness story: brand heritage, long period without advertising, and why their marketing became interesting
Introduction of “Good things come to those who wait” and the idea of leaning into a product flaw (waiting for a pint)
Explanation of the pratfall effect, including Elliot Aronson’s 1966 experiment and why admitting flaws increases appeal.
Discussion of the stolen thunder effect and how admitting weaknesses builds trust and persuasion. 
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Connect with us:Richard ShottonLinkedIn: https://www.linkedin.com/in/richard-shotton/
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/