Iona Silverman, Freeths | Greenwashing, what is it and what does it mean for your company? Ep.11

Understanding Conversion Rate Optimisation and Debunking Common CRO Myths | Adam Pearce

In this episode of the Growth Conversations that Matter Podcast by Infinity Nation, host Al Keck, CEO at Infinity Nation and Blend’s Adam Pearce discuss the most common CRO mistakes and share insights on how to attract and convert the right leads and customers. If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast. Interested in working with Infinity Nation to create a successful digital experience for your company or product? Get in touch to set up a meeting with our team. chat@infinitynation.com [%20chat@infinitynation.com]

James Ewens, Head of Ecommerce at Furniturebox UK | TACOS & Growth: E‑commerce Strategies After iOS 14 Ep.13

In this episode, host Al Keck sits down with James Ewens, Head of Ecommerce at Furniturebox UK to talk about how e‑commerce brands can sustain growth after iOS14 and rising privacy restrictions, specifically: shifting from channel-level tracking to TACoS/blended ROAS, prioritising customer lifetime value and repeat purchases, the limits of Android and desktop data, the importance of top-of-funnel spend, implications of GA4 and a cookie-less future, and emerging solutions like behavioral/fingerprint analytics and incentive-based cookie consent. Key Topics Discussed: * From granular channel tracking to blended measurement: why TACOS (Total Advertising Cost of Sale) / MER (Marketing Efficiency Ratio) matters now * Why retention and Customer Lifetime Value (CLV) are more important than ever * The limits of channel-level data after iOS 14 and risks of pulling spend too early * Top‑of‑funnel investment still drives downstream revenue even when attribution is weak * Using Android/desktop data, the pros and limits when sample sizes are small or cross‑device behavior skews results * The future: GA4, cookieless tracking, behavioural/fingerprint analysis and AI-driven attribution * Practical board-level advice: test pulling spend to prove impact (use cautiously) and run GA4 in parallel with Universal Analytics during transition This episode was recorded in 2022 Useful Links:  * Connect with James Ewens on LinkedIn [https://www.linkedin.com/in/james-ewens-268a84ba/] * Visit www.furniturebox.co.uk [https://www.furniturebox.co.uk/] * Find out more about Infinity Nation [https://www.infinitynation.com/]  * Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn [https://www.linkedin.com/company/infinity-nation] * Follow Infinity Nation on Instagram: Infinity Nation Instagram [https://www.instagram.com/infinitynation] If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast. Interested in working with Infinity Nation to create a successful digital experience for your company or product? Get in touch to set up a meeting with our team. chat@infinitynation.com [%20chat@infinitynation.com]

Ffion Kelly, Head of Digital, Infinity Nation | Success & Digital Marketing Ep.12

In this episode, host Al Keck sits down with Ffion Kelly, Head of Digital at Infinity Nation to dive into the evolving world of paid media and growth partnerships to discuss what separates a traditional agency from a true growth partner. Together, they explore how to think beyond the channel and see the bigger picture: aligning every campaign, every pound spent, and every data point with your brand’s ultimate growth goals. Key Topics Discussed: Agency vs. Growth Partner: Why mindset matters more than media spend and how treating a client’s budget “as if it’s your own” changes everything. Breaking the Silos: How integrating paid, organic, and performance channels delivers more dynamic, adaptable strategies. Performance Max & Automation: Is “set and forget” ever really a good idea? Ffion explains why data hygiene, creative quality, and audience strategy still matter more than ever. Avoiding Over-Reliance: The dangers of putting all your ad spend into one channel and how diversification protects your business from algorithm shifts. KPIs That Actually Matter: Why every campaign needs its own measure of success (and what football goalkeepers can teach us about performance marketing). Marketing in a Cookie-less World: How to thrive when data disappears — and why smarter partnerships will replace smarter pixels. Consumer Relevance vs. Privacy: Will ads get less relevant as cookies disappear? Ffion uses a supermarket analogy you won’t forget. This episode was recorded in September 2022 Useful Links:  * Connect with Ffion Kelly on LinkedIn [https://www.linkedin.com/in/ffion-kelly-8213a3153/] * Find out more about Infinity Nation [https://www.infinitynation.com/]  * Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn [https://www.linkedin.com/company/infinity-nation] * Follow Infinity Nation on Instagram: Infinity Nation Instagram [https://www.instagram.com/infinitynation] If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast. Interested in working with Infinity Nation to create a successful digital experience for your company or product? Get in touch to set up a meeting with our team. chat@infinitynation.com [%20chat@infinitynation.com]

Iona Silverman, Freeths | Greenwashing, what is it and what does it mean for your company? Ep.11

In this episode of Infinity Nation, Founder and CEO of Infinity Nation, Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths who specialises in Intellectual Property & Media. Iona explains why greenwashing is now a major regulatory and reputational risk for brands. As consumers demand greener products and legislation tightens, advertisers must be precise, transparent and evidence-backed when making environmental claims.  Key Topics Discussed: * Greenwashing and why it’s a hot regulatory and reputational issue * ASA (Advertising Standards Authority) enforcement: recent decisions and standards * What counts as a valid green claim: specificity required (e.g., % recycled content, recyclable components, energy source) * Evidence and substantiation: need for own data/documentation (supplier statements alone aren’t enough) * Bigger-picture consistency: product-level claims must align with overall business practices to avoid misleading consumers * Practical marketing guidance: be specific, have data, and consider the company-wide context * International perspective: EU (and many other jurisdictions) are as strict or stricter than the UK; new EU laws tightening requirements * Brand & commercial considerations: consumer demand for greener products, generational differences, cost vs. mainstream pricing trade-offs * PR and reputational risk: ASA rulings can cause significant brand damage even without fines This episode was recorded in July 2023. Useful Links:  * Connect with Iona Silverman [https://www.linkedin.com/in/iona-silverman-26770b2a/] on LinkedIn * Learn more about Freeths [https://www.freeths.co.uk/] * Find out more about Infinity Nation [https://www.infinitynation.com/]  * Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn [https://www.linkedin.com/company/infinity-nation] * Follow Infinity Nation on Instagram: Infinity Nation Instagram [https://www.instagram.com/infinitynation] If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast. Interested in working with Infinity Nation to create a successful digital experience for your company or product? Get in touch to set up a meeting with our team. chat@infinitynation.com [%20chat@infinitynation.com]

David Pascu, Head of Client Services at Littedata | Shopify with GA4 and simplify the tracking process Ep.10

In this episode, host Al Keck sits down with David Pascu from Littledata, to chat about Shopify with GA4 and how Littledata can simplify the tracking process. Littledata’s app tracks marketing channels, customer behavior, product sales performance, repeat purchases and customer lifetime value. Key Topics Discussed: * Shopify removed the direct Universal Analytics integration and why merchants must adopt new methods to send ecommerce data into GA4. * GA4 is a rebuilt analytics platform designed for a cookie-less future and includes many features that were previously in Google 360. * Universal Analytics stops processing new hits in July 2023 — start collecting GA4 data now to preserve year-on-year and historical comparisons. * Implementing complete GA4 ecommerce tracking via Google Tag Manager can be complex and requires ongoing maintenance. * LittleData provides an automated Shopify app combining client-side and server-side tracking to ensure full checkout and conversion capture with 100% throughput. Useful Links:  * Connect with David Pascue on LinkedIn [https://www.linkedin.com/in/david-rares-pascu-26b69aa9/] * Learn more about Littledata [https://www.littledata.io] * Find out more about Infinity Nation [https://www.infinitynation.com/]  * Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn [https://www.linkedin.com/company/infinity-nation] * Follow Infinity Nation on Instagram: Infinity Nation Instagram [https://www.instagram.com/infinitynation] This episode was recorded in November 2022 If you found this episode useful, please subscribe to the Infinity Nation's Growth Conversations that Matter podcast. Interested in working with Infinity Nation to create a successful digital experience for your company or product? Get in touch to set up a meeting with our team. chat@infinitynation.com [%20chat@infinitynation.com]