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Marketing Strategy | Data Viz | Analytics & Experimentation | Entrepreneurship 💡Founder of beautydupes.xyz | Blog: goodmarketing.club

Ecommerce

The pandemic accelerated the digital transformation of many industries. But beauty brands have started selling products online long before last year. The skincare brand that caught even non-beauty buyers’ attention due to its recent Unilever acquisition, Paula’s Choice, has started using ecommerce and digital content to sell skincare products as early as 1995, a year after the first-ever secure online transaction.

Beauty is a category that should heavily rely on in-store try-on and beauty advisors’ guidance. The emergence of the new technology in the past decades, however, makes ecommerce not only a possibility but also a cost-effective sales channel for…


Career

Photo by Brendan Church on Unsplash

Someone asked on Reddit the other day, “what makes a bad analyst?”. When I saw it I immediately started typing up my response, all took about only 30 seconds. Then I realized, I could think of what to say so fast because those were all the mistakes I’ve made working in analytics!

Surprisingly, none of my most memorable mistakes are technical-related.

The focus of an analytics career tends to be around tools, how to master SQL, Python, Tableau, etc. …


I will spare you a paragraph on why you should read more, the wiser have elaborated on this. I consider reading as a shortcut in one’s life and career. I have benefited greatly from it.

Unlike engineers and scientists, marketers don’t have a set list of books we read (although there are a few I personally think are). Maybe that is why I’ve come across many marketers asking for book recommendations. So I thought it would be helpful to share my personal library, and only those I think are great, with anyone that is interested.

This Notion list covers books…


Visualization

And how to collect feedback to improve them.

A man looking down at a dashboard.

“You cannot manage what you cannot measure. “

— Peter F. Drucker

Analysts spend a good chunk of time building dashboards. The goal is to make basic insights discovery as self-serving and as automated as possible to avoid too many ad-hoc analysis. However, while the impact of other parts of the job (e.g. experimentation, modeling, strategic recommendations, etc.) can be easily shown afterward; the success of dashboards is often harder to measure. There are just so many questions to ask when considering if a dashboard works or not, so often people don’t ask them at all.

But the danger of…


Analytics

Make your teams fall in love with A/B testing

I will spare you an entire post on why running controlled experiments is the gold standard for data-driven decision making or how to run them (so many books and posts on this). If you are reading this, you would already know that controlled experiments (or A/B testing, multivariate testing) are one of the most effective ways to make causal inferences, to scientifically validate most ideas.

In the early stage of a business, it is okay to base decisions on HiPPO (Highest paid person’s opinion) and past experiences, given the lack of data. …


Learn from everyone, copy no one.

This post will be a regularly updated (on goodmarketing.club) collection of good email campaigns for you to find inspiration. I decided to create this (also a Pinterest board) because:

  • As cookies crumble, the importance of email campaigns to engage with your audience will surely rise by many orders of magnitude.
  • I find these examples helpful and imagine other people would too.
  • I need to save them somewhere so why not share them with everyone.
  • Other similar communities like marketing examples and swipe files focus more on sharing deep-dive analysis vs. examples.
  • Surprise, surprise, an…


#Dupealert is a series highlighting our favorite beauty dupes at beautydupes.xyz (my side-hustle and passion project). These are products comparable in results but differ in prices and other features. We are giving you all the info, but you should go for whatever suits your preferences.

It’s no pure luck that Tower 28 Beauty has risen to mass fandom in just 2 years since its launch in 2019. The brand entered the market with blushes and lip glosses with hundreds of alternatives already in the market, what made the brand really stood out was that it’s one of the first cosmetics…


more skin, less makeup

#Dupealert is a series highlighting our favorite beauty dupes at beautydupes.xyz (my side-hustle and passion project). These are products comparable in results but differ in prices and other features. We are giving you all the info, but you should go for whatever suits your preferences.

Many don’t get the Glossier Perfecting Skin Tint ($26). Is it on my face or not? Why bother putting it on if one cannot tell. But for those with almost perfect skin or prefer to let the skin show through, the Glossier skin tint was the holy grail product that didn’t exist when it launched…


#Dupealert is a series highlighting our favorite beauty dupes at beautydupes.xyz (my side-hustle and passion project). These are products comparable in results but differ in prices and other features. We are giving you all the info, but you should go for whatever suits your preferences.

It’s no pure luck that Tower 28 Beauty has risen to mass fandom in just 2 years since its launch in 2019. The brand entered the market with blushes and lip glosses with hundreds of alternatives already in the market, what made the brand really stood out was that it’s one of the first cosmetics…


If you don’t know yet, I have another side hustle building a beauty dupes community. I was researching for a post on dupes for Becca Cosmetics, a well-known beauty brand that is closing down soon, and their ecommerce site surprised me with some of the best ecommerce UX designs.

Content meets commerce is not a new concept, but few ecommerce sites integrate the two well enough to create a smooth, uninterrupted experience. …

Chi

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