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PODCAST

Blue Sense Podcast

Scott Wilkinson, Nathan Perdriau & Sebastian Bensch

The Blue Sense Podcast explores how 7, 8, and 9-figure eCommerce brands scale profitably through the intersection of finance, creative strategy, and performance media.Hosted by Scott Wilkinson, Head of Growth at Blue Sense Digital, the podcast features insights from co-founders, strategists, and industry operators on how to master attribution, creative velocity, forecasting, and operational efficiency in a changing marketing landscape.Expect unfiltered discussions on financial-led marketing,

business marketing

All Episodes

53:47

AI Isn't Your Moat, Taste Is: '26 Predictions with...

Blue Sense Podcast ·

2025/12/17

Scott and Nathan sit down with Angus from MKTG to make clear predictions for eCommerce in 2026. Key themes discussed: • Why organic content will be more important than paid in 2026 • The real role of influencers versus in house creators • Why AI lowers the floor but does not raise the ceiling • What happens to agencies as media buying gets commoditised • When in house teams make sense and when they do not • Why finance led marketing is still rare and still a moat • Which brands will win and ...

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31:32

Stop Blaming Seasonality: How To Win Q1 - BSD Pod Ep 8

Blue Sense Podcast ·

2025/12/10

In this episode, Scott and Nathan unpack why Q1 feels so difficult and how brands can create momentum instead of blaming seasonality. We cover: • Why demand drops and returns spike after Black Friday • Messaging and offers that work when customers feel wallet fatigue • How to use Q1 as the highest-signal creative testing window • Media buying shifts that rebuild the funnel for Feb and March • How simple product launches or campaigns can create artificial revenue peaks A fast overview of h...

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40:23

BFCM Winners + Losers - BSD Pod Episode 7

Blue Sense Podcast ·

2025/12/04

In this episode Scott, Gaby, and Ibra unpack what actually drove a record-breaking Black Friday across the Blue Sense portfolio. We break down why 26 brands hit all-time highs, how evergreen ads outperformed expectations, and why scalable structures built across Q1–Q3 made the biggest difference in November. Over the weekend our portfolio saw: • Multiple brands hit their first million-dollar months • One brand hit its first $2M month • 26 accounts reach record Black Friday performance We ...

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25:11

Don't Panic on BFCM! - BSD Pod Episode 6

Blue Sense Podcast ·

2025/11/26

In this episode, Scott and Nathan break down how to stay calm when BFCM isn’t pacing to plan. We walk through the key decisions operators should make when revenue, efficiency, or creative performance begins to fall behind target. You’ll hear us cover: • How to tell if the issue is forecasting or execution • Why pacing by hour matters more than reacting in real time • How to use clean decision checkpoints throughout the day • Why discount codes hurt conversion rates and...

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27:19

BSD Pod Ep 5: The Creative Process Behind a new 8...

Blue Sense Podcast ·

2025/11/19

In this episode, Scott and Gaby break down how a women’s fashion brand hit eight figures without increasing ad spend. The win came from a cleaner creative process, better iteration, and a tighter link between data and production. Over the first 90 days the brand saw: • 50 percent growth in acquisition MER • 72 percent growth in new customer revenue • 29 percent drop in new customer acquisition costs • 168 percent lift in contribution margin Gaby walks us through how ...

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69:25

BSD Pod Episode 4: Strategy Leads Debate 2025

Blue Sense Podcast ·

2025/11/13

Episode four from Cape Town brings Nathan and Ibra together for one of our most direct strategy sessions. No fluff, just hard truths on what actually drives growth for ecommerce brands. In this episode they break down: • Why most one to five million dollar brands are not ready for an agency • How to tell if your issue is the offer, the creative, or the product • Why attribution is misunderstood and often useless • The real link between profitability, scale, and cash f...

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29:18

BSD Pod Episode 3: Creative Strategy for 2025-26

Blue Sense Podcast ·

2025/11/05

Scott sits down with Gaby to unpack the creative systems that drive scale. They discuss the biggest testing mistakes brands make, how to set velocity without sacrificing quality, the formats that consistently win across industries, and how to turn a single founder video into a scalable creative engine. They also dive into Meta’s new diversity and fatigue metrics, planning output via a marketing calendar, what to do when peak season hits, and where AI genuinely fits into modern creative workfl...

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29:57

BSD Pod Episode 2: Testing for Profit - Strategy...

Blue Sense Podcast ·

2025/10/29

In this episode of @Blue-Sense-Podcast, our host and Head of Growth Scott sits down with Ibra, Lead Strategist at Blue Sense Digital, to unpack the fundamentals of testing, measurement, and strategic decision-making in eCommerce growth. Together, they tackle one of the industry’s biggest challenges: attribution. Ibra shares how brands can move beyond unreliable data and platform metrics to focus on what truly drives incremental growth. From isolating variables and running meaningful ex...

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28:21

Roundtable on The State of eCommerce - Episode 1 Blue...

Blue Sense Podcast ·

2025/10/26

In the first episode of the newly relaunched Blue Sense Podcast‬ , filmed in October 2025 while the team got together in Cape Town, South Africa, Scott (Head of Growth) hosts Nathan (Co-Founder), Ibra (Lead Strategist), and Gaby (Creative Strategist) to unpack what’s really changing in eCommerce marketing heading into 2026. From declining attribution accuracy to creative fatigue, shrinking margins, and the rise of “back to fundamentals” marketing, this conversation dives deep into: • Why me...

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29:27

The Hidden Death Spiral in eCommerce

Blue Sense Podcast ·

2024/10/29

In this podcast episode, Nathan discusses the prevalent issue of the 'death spiral' that many e-commerce brands are facing in 2024. He explains how rising customer acquisition costs, coupled with a reliance on returning customers, can mask underlying financial problems. The conversation delves into the importance of cohort analysis, understanding customer acquisition costs, and the impact of attrition on revenue. Nathan emphasises the need for brands to track key metrics to identify potential...

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43:49

Navigating Agency Accountability & Black Friday...

Blue Sense Podcast ·

2024/10/02

In this episode, Nathan and Josh Tay discuss the importance of accountability in agency relationships, the challenges of forecasting retention and sales, and the necessity of setting realistic goals. They delve into financial transparency, especially during Black Friday, and the impact of offer structures on consumer behaviour. The conversation highlights the significance of profitability over revenue and the complexities of branding in a competitive market.TakeawaysAccountability is essentia...

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62:45

Round 2 Live eCommerce P&L Teardown with Valentin...

Blue Sense Podcast ·

2024/09/04

In this episode, Nathan and Val dive into a P&L teardown of a business that operates multiple D2C brands. They discuss the importance of accurately structuring the P&L to understand the business's activities and potential to generate profit. They highlight the need to separate and track components of net revenue, such as gross revenue, discounts, returns, and shipping collected. They also emphasise the importance of transitioning from cash accounting to accrual accounting and the chal...

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24:02

Lessons Learnt Over The Past 6 Months in eCommerce

Blue Sense Podcast ·

2024/08/14

In this episode, Nathan shares nine lessons learned from working with brands and running a digital marketing agency. The lessons include the importance of cost of delivery, marketing, and operational efficiency, the value of omni-channel distribution for brands approaching $10 million, the ability to fix P&L exports in accounting software, the effectiveness of Meta (Facebook) as a platform compared to Google, the challenges of measuring incremental return on ad spend for small brands, the...

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39:54

Live eCommerce P&L Teardown with Valentin Kuznetcov

Blue Sense Podcast ·

2024/08/07

In this episode, Nathan and Valentin dive into a real P&L and discuss the importance of understanding accounting principles and how to read a P&L. They highlight the limitations of a basic P&L structure and the need for a more comprehensive breakdown of revenue and costs. They discuss the impact of discounts and refunds on the business's profitability and the importance of optimising contribution margin. They also touch on the significance of OPEX and the potential for reducing co...

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59:44

Do Email & SMS Create Incremental Profit with Josh Tay

Blue Sense Podcast ·

2024/07/31

In this episode, Nathan and Josh discuss the incremental revenue available through email and SMS marketing. They emphasise that while email and SMS are important communication channels, the true drivers of retention and revenue are merchandising and operations. They explore the concept of purchase intent and how it affects the effectiveness of email and SMS campaigns. They also delve into the importance of understanding the customer journey, leveraging reviews mining for messaging, and creati...

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28:05

10 Brutal Truths of eCommerce

Blue Sense Podcast ·

2024/07/24

In this episode, Nathan discusses 10 brutal truths of e-commerce for DTC brand owners. The first truth is that reducing ad spend is not the solution to higher operating expenses. Understanding how the P&L works and the flow of revenue is crucial. The second truth is that most accounts are either overspending or underspending, and finding the right balance is key. Attribution tends to overattribute bottom-of-funnel actions and underattribute top-of-funnel efforts. Customer repeat rates are...

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43:33

The Future of Marketing in a One-Click World with...

Blue Sense Podcast ·

2024/07/17

In this episode, Nathan and Caden discuss various topics related to Google Ads and agency land. Caden shares his background in marketing and how he got into the digital marketing industry. They dive into the concept of Google's Performance Max and its purpose in reducing the barrier of entry for small businesses. They also discuss the challenges and limitations of using Performance Max and how it can be used in conjunction with other channels. The conversation then shifts to the importance of...

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45:22

Enabling Profitable eCommerce Growth with Carla...

Blue Sense Podcast ·

2024/07/03

Carla Penn-Kahn shares her experience in the e-commerce space, from working in investments at Credit Suisse to starting her own e-commerce businesses. She discusses the challenges of launching perishables by delivery when delivery was primarily for letters, and the operational complexities involved. The conversation then shifts to the importance of financial operations and unit economics in e-commerce, with a focus on the changing landscape of paid media and the need for strong financial oper...

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32:23

When to Consider Outsourcing to a 3PL with Valentin...

Blue Sense Podcast ·

2024/06/26

In this podcast episode, Nathan and Val discuss the topic of 3PLs (third-party logistics providers). They cover the factors to consider when deciding whether to use a 3PL, such as cost, volume, and customer service. They also explore the differences between in-house fulfillment and outsourcing to a 3PL, and the considerations for brands with low volume and high ticket products. Val provides insights into the 3PL landscape in Australia and the United States, and emphasizes the importance of co...

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33:07

Q&A Answering Listeners Questions: LTV, Creative...

Blue Sense Podcast ·

2024/06/19

In this episode, Nathan answers questions from listeners about budget allocation for retention, the growth of BlueSense Digital, the effectiveness of Advantage Plus, TikTok advertising, server-side tracking, and the importance of creative testing. He emphasises the importance of merchandising in driving lifetime value and suggests that technical competence is key to agency growth. He also provides insights into the volume of creative testing required for effective advertising.TakeawaysLifetim...

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37 results

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