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...

taplio