From Dashboards to Decisions: Analytics, Attribution, and AI Inside Klaviyo

From Dashboards to Decisions: Analytics, Attribution, and AI Inside Klaviyo

In this episode of The Orita Podcast, Aaron Schwartz sits down with Kelsey Capps, MarTech Product Leader at Klaviyo. Kelsey has been working on consumer data and analytics since 2010, across AdTech, MarTech, CDPs, Square, and now Klaviyo, where she leads product for analytics, personalization, and AI. She also has a story about building a feature that every customer asked for, everyone loved for three days, and then nobody knew what to do with. That story alone is worth the watch. This episode goes deep on what it actually takes to turn data into decisions, why dashboards are not going away no matter how good AI gets, and what the best brands on Klaviyo are doing differently before they ever touch the advanced analytics suite. • Why the most valuable thing you can do for your analytics is close the last mile from insight to action, and why most tools still skip it • How Kelsey thinks about getting engineers close to customers and why not every engineer wants to be and that is fine • What Klaviyo Composer is actually building toward and why every team at Klaviyo is now working on tools and sub-agents to support it • The cohort analysis lesson: building what customers ask for versus building what they can actually use • Why customers want to be understood and not just targeted, and what that means for how you collect data in the first place • How one cosmetics brand used Klaviyo funnel analysis to find and retarget shoppers who came in through ChatGPT and never checked out 👥 Meet the guest Kelsey Capps, MarTech Product Leader at Klaviyo 🎙 Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai Daniel Brady, Co-Founder and Co-CEO at Orita.ai 🎧 Chapters [00:00] Kelsey Capps: Fifteen Years in Consumer Data Now Building Analytics at Klaviyo [02:15] How Do You Actually Get Customer Feedback at Scale [05:17] Using Glean and AI to Turn Support Tickets Into Feature Requests [08:01] Should You Train Your CSMs to Do Discovery [11:04] How to Bring Engineers Closer to the Customer Without Forcing It [14:00] What Kelsey Expected Walking Into Klaviyo and What Surprised Her [16:09] Why Klaviyo Was Sitting on Data It Was Only Tapping the Surface Of [18:00] From Dashboards to Action: How Klaviyo Thinks About Actionability [21:00] What Klaviyo Composer Actually Is and Why Every Team Is Building Toward It [22:00] Dashboards Are Not Dead: Why Push and Pull Both Still Matter [27:07] Where to Start in Klaviyo Analytics If You Have Never Gone Deep [34:00] Live Demo: RFM Customer Insights Funnels and Audience Performance [44:00] The Most Obsessed-Over Page in Klaviyo Analytics Is Not What You Think [45:00] Finding Agentic Commerce Traffic From ChatGPT and Perplexity [51:33] The Feature Everyone Asked For That Nobody Knew How to Use 🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when. 🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai 🎧 Listen on Spotify & Apple 📩 Subscribe for more founder‑grade retention intel

Partnerships Unlocked: Building Scalable Alliances at Klaviyo and Beyond

In this episode of The Orita Podcast, Aaron Schwartz sits down with Dan Caldwell, Technology Partnerships at Klaviyo and Chris Lavoie, Founder & CEO at Partnership Mastermind. Most partnership programs have too many partners, too little focus, and one overworked manager trying to make all of it move at once. Dan and Chris have both been on every side of that problem. • Why leading with customer value before the sale is the only partnership motion that actually scales • How to find the right person inside a massive platform when your main contact has a hundred other priorities • What Chris learned from asking Klaviyo's senior team about their three biggest rocks for the year and building every partnership activity around those • Why only 28% of partners in a typical book of business are actively producing anything in the last 180 days and what to do about it • How AI is changing the partner manager role from reactive relationship maintenance to proactive signal detection • The super IC model emerging inside partnership orgs and why the flat partner manager structure is going away 👥 Meet the guests Dan Caldwell, Team Lead of Technology Partnerships at Klaviyo Chris Lavoie, Founder and CEO at Partnership Mastermind 🎙 Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai 🎧 Chapters [00:00] Two Partnership Experts Walk Into a Phone Booth [00:57] Chris Lavoie: From Organic Chemistry PhD to Partnership Mastermind [02:05] Who Partnership Mastermind Is Actually Built For [04:02] Dan Caldwell: Ten Years in Tech Partnerships at Klaviyo [05:43] How Dan Became the Gatekeeper Nobody Could Crack [07:07] What Actually Gets a Partner Taken Seriously at Klaviyo [10:29] The Gorgeous and Klaviyo Story: Why Nothing Happened at First [15:39] How to Find the Team That Actually Cares Inside a Big Platform [19:28] What Still Works in the Old Partnership Playbook [21:58] When to Go Wide and When to Go Deep on Partner Types [28:17] Brands as the Forcing Factor: Getting Integrations Done in Two Months [32:08] Are You a Doer or a Puppet Master as a Partner Manager [42:30] How AI Is Changing the Partnership Role Right Now [45:30] The Super IC Model: What Partnership Teams Look Like Next 🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when. 🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai 🎧 Listen on Spotify & Apple 📩 Subscribe for more founder‑grade retention intel

Pore Over the Data: Running Ecommerce at Dermalogica in the AI Era

In this episode of The Orita Podcast, Aaron Schwartz sits down with Courtney Wallace, Head of Ecommerce at Dermalogica. Courtney has held almost every marketing title that exists across brands as different as Hot Topic, Unique Vintage, Too Faced, Pink Lily, and now Dermalogica. She has thoughts on what that actually teaches you. • Why being a generalist is a leadership strategy, not a liability, and how knowing every job on your team changes the way you lead it • The Harry Potter scavenger hunt that tanked conversion rate and what it taught her about channel alignment and shared goals • How Dermalogica runs hundreds of experiments across six global sites and how they decide which friction points are worth testing first • Why incrementality is non-negotiable at Dermalogica and how their CEO runs cohort analysis for fun • The build versus buy calculus at a brand with its own digital disruption department, and the bar a vendor now has to clear to earn a yes • How Dermalogica is trying to bring the personalization of the treatment room to the website, and where they are still figuring it out 👥 Meet the guest Courtney Wallace, Head of Ecommerce at Dermalogica 🎙 Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai 🎧 Chapters [00:00] Friends Who Keep Running Into Each Other at Ecommerce Events [00:32] From Hot Topic to Dermalogica: The Career No One Plans [01:28] Did You Meet Tom From MySpace? Paramore, Bruno Mars, and Social Before Social [03:45] How a Facebook Message to a Brand CEO Became a Career Defining Role [05:25] Being a Generalist Is a Leadership Strategy Not a Fallback [07:06] Data Are the Tea Leaves: How Courtney Actually Reads the Numbers [09:10] Making Any Spreadsheet Dance and Why That Is the Problem [13:24] The Harry Potter Scavenger Hunt That Tanked Conversion Rate [15:00] How Do You Fund a Bet That Has No Proof Yet [18:37] Flexibility Has Always Been Needed. AI Just Made It Urgent. [21:34] Testing Budgets, Experimental Buckets, and Breaking Things on Purpose [25:35] Head of Marketing and Head of Ecom Should Be Best Friends [29:58] Build Versus Buy: The Bar a Vendor Has to Clear at Dermalogica [42:26] Customer Expectations Keep Going Up and the Treatment Room Has to Come Online [47:20] The Marketing Engineer Role and Why Pure Analysts Are at Risk 🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when. 🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai 🎧 Listen on Spotify & Apple 📩 Subscribe for more founder‑grade retention intel

Carry On, Naturally: Peak Design's craft, community, and climate-minded commerce

In this episode of The Orita Podcast, Aaron Schwartz sits down with Peter Dering, Founder & CEO at Peak Design. Peter built Peak Design for 14 years on instinct alone, then nearly lost it all in a single financial review. • How a Kickstarter accident became Peak Design's most powerful go-to-market strategy and community-building tool • The moment Peter realized gut instinct alone couldn't run a company past a certain scale and what he calls the Numbers Era • Why Peak Design expanded from camera gear into everyday carry without losing the core audience that made the brand credible • How climate impact went from a side initiative to a core operating decision, including the rebrand from Climate Neutral to The Climate Label • What contribution margin visibility unlocked for a 900-SKU business that had been flying blind on profitability • Why Peak Design retains people for decades and what Peter thinks actually keeps the band together 👥 Meet the guest Peter Dering, Founder and CEO at Peak Design 🎙 Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai 🎧 Chapters [00:00] From Construction Engineer to Camera Clip Inventor [02:19] Burning the Boats: $20K, No Plan, and a Baby on the Way [03:35] Why Kickstarter Was Dumb Luck at the Perfect Moment [04:57] Community Over Capital: What Kickstarter Really Unlocked [06:32] Building Word of Mouth Today vs Fifteen Years Ago [07:49] Sustainability Before It Was a Strategy: The Origin Story [13:14] Climate Neutral Is Now The Climate Label: What Changed and Why [16:25] From Camera Clip to Everyday Carry: Expanding Without Losing the Core [21:07] The Intuition Era Ends: Heading for a Loss in Year Fourteen [25:00] The Numbers Era: Contribution Margin, Monthly Close, and Cleaning House [29:32] Balancing Intuition and Data: The Juice to Squeeze Machine [32:22] Customer Journey, Email Performance, and What Orita Found [39:09] Why Peak Design Keeps People for Decades [41:19] Where to Find Peak Design and Final Reflections 🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when. 🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai 🎧 Listen on Spotify & Apple 📩 Subscribe for more founder‑grade retention intel

Same Scent, Different Story: Building Dossier for a New Era of Fragrance

In this episode of The Orita Podcast, Aaron Schwartz sits down with Sergio Tache, CEO at Dossier. Sergio shut down a skincare company, nearly deleted an email from Walmart, and built Dossier into the number one perfume brand there anyway. His advice: boring works, basics work, and if you don't make money it's a hobby. • Why Sergio went from banking to hair extensions to a failed skincare brand before landing on fragrance, and what the quick failure taught him about knowing when to stop • How a $45 AOV almost killed Dossier and why a buy-more-save-more test that moved it to $75 saved the company • The Walmart email that almost got deleted and every wholesale mistake a DTC brand can make, including packaging that does nothing on a shelf • Why selling fragrance online is really a question of trust, not smell, and what a 30-day no-questions return policy did for early conversion • The difference between individual AI and enterprise AI, and why your output is still your output no matter what generated it • Why Sergio opens his bank account every single day and thinks cash management is 80% of a CEO's job 👥 Meet the guest Sergio Tache, CEO at Dossier 🎙 Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai 🎧 Chapters [00:00] From Banking to Beauty: How Sergio Got Into Entrepreneurship [02:46] The Skincare Failure and How to Know When to Stop [06:34] The Aha Moment: Why Fragrance Made Sense [09:06] Launching Fast vs. Launching Perfect [11:13] How Dossier Kept Speed as It Scaled [13:56] The Basics That Still Work: Unit Economics and AOV [16:59] Price Testing Was the Unlock Nobody Talks About [20:04] Same Bottle, 150 Perfumes: The COGS Logic Behind the Decision [21:33] The Walmart Email That Almost Got Deleted [23:06] Every Wholesale Mistake a DTC Brand Can Make [27:05] DTC vs. Wholesale: Where the Channels Reinforce Each Other [29:56] Selling Scent Online: Trust Over Smell [34:32] How Dossier Handles Complex Customer Questions at Scale [39:17] Individual AI vs. Enterprise AI: A Framework That Actually Holds Up [46:35] Cash Is Not a Finance Team Problem. Its a CEO Problem. 🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when. 🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai 🎧 Listen on Spotify & Apple 📩 Subscribe for more founder‑grade retention intel