Blue Sense Digital

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it's important to understand:

→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:

· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We'd encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Co-Founder & Head of Paid Media

Blues Brothers Podcast

Co Host

Scaling eCommerce Brands Through Profitable Acquisition

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it’s important to understand:
→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:
· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We’d encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: 

https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Nathan Perdriau

Found out our Youtube videos are the training programs at two other AU agencies... 👀 

Honestly, stoked about it – if our free content is how your team learns, that’s a pretty good endorsement.

But it also says a lot about the gap in founder-led expertise at most agencies.

Our team gets the YouTube content plus all the IP that never makes it to socials, our internal SaaS, team-wide trainings, pod trainings, 1-1 trainings and the list goes on...

If you’re working at an agency but consuming our content. Reach out to us and work at the source - would love to chat.

Producing Better Financial Outcomes for 8-9 Figure Brands

In ecom, the biggest lie is: “just spend more on ads, and you’ll become more profitable.”

That only works if your operating expenses stay flat – and in real life, they almost never do.

As revenue grows, most brands add people, agencies, software and warehousing, so OpEx climbs with it.

At the same time, paid media gets less efficient the harder you push it, so extra spend ≠ extra profit.

This is one of my favourite videos that we've made this year. You can watch it in the comments below.

Most CFOs understand cash flow better than any agency ever will.

But I keep seeing one mistake.

Some CFOs still treat paid media like a cost centre, rather than a revenue driver.

I think that mindset comes from traditional advertising.
Radio and TV were hard to link to sales.
But, e-commerce is different.

For many brands, paid media drives the majority of revenue.

So, CFO's meet you halfway by basing budgets around ROAS.

But, chasing a ROAS target is an outdated model.
ROAS can be “hit” with mostly returning customers.
You get a nice dashboard, but no real growth.

If you want growth, you need your paid agency to be modelling the return of each new incremental dollar spent.

Unfortunately, most agencies have no idea where to start - or their modelling is too inaccurate to be helpful.

The solution:

→ Your agency provides forecasted spend level that maximise profit contribution
→ CFO tests the model & challenges the assumptions built in
→ You get a budget forecast that's grounded in a quantitative analysis, and qualitatively referenced against the CFO's experience

AI helps drive record $11.8 billion in BFCM sales, despite order volume falling by 1%.

Temple & Webster have lost $1B+ on their market cap is the past month...

Most AU ecom brands get humbled when they launch into the US.

Their winning ads are propped up by years of brand equity in AU, so when they hit a cold US market, ROAS falls off a cliff.

In the video below, I unpack why your winners aren’t as good as you think, how to use Q1 as a stress-test, and the 3 other levers that make or break international launches.

If you’re doing $5M+ and eyeing the US in the next year or two, this is the playbook I’d be using.

3 reasons you death spiral as a large business & how marketing should be involved:

If growth feels slow, what if the answer is simpler than you think?

I audited a brand that's destined to lose. It was because their P&L was fundamentally broken...

How you should be checking spend pacing this weekend across BFCM:

Just did the math... our average 8-figure client was up 58.8% this Black Friday year on year. 

Crazy results.

- 4 brands hit their first $1M month
- 1 brand hit their first $2M month
- 3 brands hit their first $1M day

Full podcast in comments below that breaks down all the learnings from the weekend.

95% of Black Friday purchasers were financed...

Well, not really.

~11% of all Black Friday spending was via BNPL (Klarna, etc).
~ 84% of purchases were made with a credit card.

What's concerning is:

67% of those credit-card users said they did not expect to pay the balance off within 30 days.

For reference:

Typically 4-7% of transactions are via BNPL and ~40%+ are via credit.

Black Friday always pushes credit use to it's extremes, so that's not much of a surprise. BUT, majority of that debt won’t be cleared next month.

Q4 ruins most people's Q1...

Because all your focus goes to Q4.
Then, you just accept that Q1 is a poor quarter.

This doesn't have to be the case.

We had a client this year who had their biggest revenue peak in March.
It was due to a product drop, that was hyped up in Q4.

Here's another example...

LEO LIN drops a Zodiac collection each year (e.g. Year of The Snake).

It crushes because:
→ It's relevant to the season
→ It's a limited-time drop (that won't come back for 12yrs)
→ It capitalises on driving repeat purchasing from the November cohort

But, this all requires planning.

Planning well in advance to manufacture a revenue peak.

A bad way to approach Black Friday (on the day):

The best ads right now are not selling products. They are selling the whole category. Want to see why this works so well?

Don't launch with a coupon code tomorrow without doing this:

I used to think marketing calendars were useless. Then I realised most brands are doing them wrong. Here is what they should be instead.

One launch changed their whole year. It was all in the planning. What would happen if you did the same?

Revenue dips in Q1 due to 3 key reasons...

Dore & Rose

Lead Creative Strategist

In my role as a Senior Performance Marketer & Team Leader at Blue Sense Digital, I successfully managed a diverse portfolio of 30 clients, implementing growth strategies and media buying to drive performance marketing initiatives. I led a team in client communications, training, and development, with a strong focus on optimising unit economics for sustainable growth.

Working with directors to hit company and personal growth targets. Building KPI's and new processes for the company. Building the creative process and department as well as up-skilling the team here to be looking to hire our 3rd Graphic designer

Senior Performance Marketer & Team Leader

Megaphone Marketing

Working closely with business owners to develop tailored digital marketing strategies to help them grow and scale their businesses! With a focus on creating successful campaigns and generating positive returns, we focus on the long-term partnership and support of their business through our experience and expertise

Executive Marketing Strategist (Team Leader)

As a Digital Strategist, my task was to grow Megaphone with new business and hit growth targets. New customer acquisition strategies were tailored to each new client and were custom-built to each client. 

Working at AU's #1 Digital Marketing agency allowed for a lot of growth and learnings across the whole suite of digital services including SEO, Creative, Tiktok, Meta, Google, Youtube, Email marketing and across in Amazon marketing.

During my time at Megaphone, I progressed across the digital strategy team quite quickly and during me time in just over a year was promoted to a Senior Digital Strategist meant larger targets and speaking/building larger strategies for brands in the 7,8 figure annual revenue tier. 

During my time in this role it became apparent that my understanding of paid media allowed me to troubleshoot and support problems and I was offered to transfer over into the performance marketing department. This change meant stepping away from building original growth plans and into the day-to-day actionable of the accounts. This also came with a "Pod Leader" or Team leader title to support 3 performance marketers underneath me with an additional creative strategist and a data strategist which bought our pod to 5 people under my management. 

After 2.5 Years in the position at Megaphone I felt that I had reached a strong point to move into another role and further expand my knowledge and test a new agency for further progression.

Senior Digital Strategist

Place Estate Agents

Working closely with Meagan Muir in the region off Cannon Hill. Meagan Muir was voted #1 Agent in Cannon Hill 4 years running. This was a high tempo team that had anywhere between 25-35 properties listed at any given time. 

The approach Meagan or "Megsy" as she preffered clients and team to call her was brilliant. She was steadfast on premium and genuine service delivery. The experience gained during this time was brilliant. 

We had the goal of hitting "Black Status" at Place Estate agents which was a commission target and top performers club. We hit that goal within the first quarter of my working with Megsy and the team which was a proud achievement. 

The skills learnt and fast-paced natured place me perfectly for my next step into Digital Marketing.

Sales associate 

Lion

Front of House 

As a Tour Guide for one of Australia's most iconic beverage brands XXXX, my role was to educate and create an experience for the participants. 

Spending 1.5 hours directly with the consumers, this was the best time for creating word of mouth and an experience that even if you weren't a XXXX customer - you still took something away from the day. 

The rich history and size of the operation taught me a load of skills. The number 1 was public speaking and managing up to 25 guests at a time on a 1.5 hour tour of loads of public speaking, Q&A and marketing materials.

Tour Guide

Australian Catholic University

Marketing Graduate

WIN Agencies

Win agencies is a retail wholesale agency that has represented brands such as: Palsonic, Tefal, Black & Decker, Kuvings and many more. 
As an intern I learnt skills such as communication, Sales and relationship management.

Intern

Senior Creative Strategist | Team Leader 

Moving to Amsterdam May 1st from Melbourne, Australia

Anthony Green

Watching the DR team hit (BACK 2 BACK) record days that eclipsed last years BF revenue total. This years hard work is really paying off now!

Incredible to see the team all pulling together to create a special moment for the  brand 💕

The leadership of the boys Nick Nijhof & Bob Verlaat to help build such a team of A-players has helped us get here 💪🏻

But....we aren't even close to being done yet!

Cyber Monday - you're up next 😈

Head Of Performance | Dore & Rose | 8 Figure Growth strategies

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