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Katia Beauchamp, AI everywhere, and signing 1 million subscribers – VB Engage

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This week, Travis and Stewart continue their Web Summit series of interviews with the fascinating Katia Beauchamp of Birchbox, the original box subscription service. We find out how the company has signed more than one million subscribers, and four million customers, in such a short time. We also hear how mobile has changed everything, and why it is so important now.

In the news segment, we reveal a new breed of marketing tool powered by AI and machine learning and find out why that technology is going to be transformative in 2017. If that wasn’t enough, we attempt some really bad Arnold Schwarzenegger impressions.


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By listening to this episode of the VB Engage podcast, you will hear:

  • Welcome to Episode 35 of VB Engage! [00:04]
  • Stewart Rogers is the Denzel Washington of marketing technology [00:50]
  • Arnold Schwarzenegger took over for Trump on Celebrity Apprentice [01:45]
  • Stewart and Travis do their best Arnold impressions [02:05]
  • Stewart wants enough money to have Morgan Freeman narrate his life [03:40]
  • In Episode 37, Joseph Gordon-Levitt joins us on VB Engage [04:45]
  • At least tune in for the little sing-song we had with JGL, as we now call him [06:05]
  • In 2017, we are going to augment VB Engage with more AI conversations [06:50]
  • FollowAnalytics launches its AI-powered mobile optimization suite [07:15]
  • Travis has some CRO skills [07:30]
  • Let’s remake The Crow, call it CRO and star Talia Wolf, from Episode 008 [07:45]
  • The problem with split-testing [08:00]
  • Generalization is the enemy of the marketer [08:35]
  • FollowAnalytics uses artificial intelligence to segment all of your audiences [08:50]
  • Split-testing with content changes to each segment: Winning! [09:05]
  • Digital natives want a personalized experience [09:35]
  • AI and machine learning will force marketers to uplevel their skills [10:20]
  • The holy grail for marketers: self-driving campaigns [11:10]
  • Marketers will worry less about the technology and more about the creativity [12:05]
  • Stewart’s off-topic PR pitches [12:35]
  • Trends that will reshape marketing in 2017 [14:05]
  • Chatbots and AI will be increasingly important this year [14:10]
  • Nordstrom came out with a chatbot on Kik, right demographic? [14:45]
  • Mall of America released a chatbot as a mobile concierge, E.L.F. [15:25]
  • Video is going to make up 82% of all internet traffic by 2020 [16:15]
  • Personalized video & video advertising are also coming [16:30]
  • A startup called Whatsin.video that adds a layer of information on in-video products [17:35]
  • CEOs and CFOs need to wake up and smell the coffee on 2017 marketing [19:10]
  • This week’s guest is Katia Beauchamp, CEO of Birchbox [21:10]
  • Stewart gives Katia advice for dealing with jetlag [21:40]
  • How did Birchbox gets started and grow to over 1 million subscribers? [22:25]
  • Tremendous opportunity to take the beauty industry online [22:45]
  • They took what was working great with the internet and used it to their advantage [23:20]
  • Birchbox curates great products, personalizes them for its customers, and delivers them at a cadence that is delightful [23:50]
  • They use the “Try. Learn. Buy.” model [24:00]
  • Birchbox hit its five-year revenue goals in seven months [25:05]
  • The beauty industry was extremely inefficient, and they pounced [26:10]
  • Love where you’re deploying your capital. Eliminate waste of money, wherever possible [26:15]
  • Use that money for customer acquisition [26:55]
  • Targeted trials are an essential part of the process [27:30]
  • Different model than the advertising model traditionally used by the beauty industry [27:55]
  • The massive scale at which Birchbox trials its products provides important data and allows for personalized products. [28:40]
  • Over 70% of Birchbox’s traffic from customers is via mobile [29:05]
  • Birchbox delivered a mobile experience a year late [29:30]
  • The new mobile web experience for Birchbox is their best user experience [30:10]
  • A recent report shows apps are a favorite place for engagement: 4X that of the mobile web [31:55]
  • An app could be a playground for people who know you best, your brand loyalty program [32:15]
  • At first, Birchbox only served women; now it has the best men’s beauty product catalog in the world [33:50]
  • Men were ignored in the beauty products space [34:45]
  • Birchbox personalize the products for each person [35:30]
  • If someone has an attribution model that you like, send it to Katia [35:45]
  • If you focus on last click, you will always get the wrong answer [36:25]
  • You need to concentrate on the intent, where it began, where it built, and how much money you spent at that stage [37:45]

This episode was fascinating — how do we know that? Because Travis said “fascinating” at least 12 times in this episode. That’s what happens when we record this podcast at 2 a.m. CST.

Thanks again for tuning in this week. We are just getting started with this year’s content! Season 2, Episode 2. S02E02, which is better known as episode 35.

Next week, we talk with Stephane Kasriel, CEO of Upwork, which is the result of the Odesk and Elance acquisition. We chat about working in the 21st century and how Upwork uses mobile to engage its over 12 million freelancers. That’s a great interview from our continuing Web Summit Series. You’ll want to join us for that one!

robertscobleIf you missed the first episode of 2017 with the one and only Robert Scoble, you can listen to it right here.

And to start 2017 off right, you should subscribe to VB Engage below and give our podcast a big five-star rating like you give out tips at a five-star restaurant. Boom!

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About Ms. A. C. Kennedy

Ms. A. C. Kennedy
My name is Ms A C Kennedy and I am a Health practitioner and Consultant by day and a serial blogger by night. I luv family, life and learning new things. I especially luv learning how to improve my business. I also luv helping and sharing my information with others. Don't forget to ask me anything!

Check Also

What’s on TV: ‘The Walking Dead,’ ‘Gran Turismo Sport,’ NBA

The fall TV heavyweights are back, and this week that includes AMC's The Walking Dead, returning for season number eight. Sports fans can get ready for NBA action, while gamers can finally get a fresh taste of Gran Turismo. South Park's long-awaited game is finally arriving as well, while Spider-Man Homecoming tops the 4K Blu-ray list and Netflix premieres season two of Miranda Sings' Haters Back Off. Look after the break to check out each day's highlights, including trailers and let us know what you think (or what we missed).

Blu-ray & Games & Streaming

  • Annabelle Creation (VOD)
  • The Dark Tower (VOD)
  • Spider-Man: Homecoming (4K, 3D)
  • Girls Trip
  • Samurai Jack: The Complete Series
  • Serenity (4K)
  • Twin Peaks: Fire Walk With Me
  • Apollo 13 (4K)
  • Barry Lyndon
  • American Gods (S1)
  • Stranger Things (S1)
  • Gran Turismo Sport (PS4)
  • The Jackbox Party Pack 4 (PS4, Xbox One, PC, Switch)
  • Life is Strange: Before the Storm - Episode 2 (PS4, PC, Switch)
  • Let's Sing 2018 (PS4, Wii)
  • South Park: The Fractured But Whole (Xbox One, PS4)
  • Elex (Xbox One, PS4)
  • Dungeons 3 (Xbox One, PS4)
  • Megaton Rainfall (PS VR)
  • Rogue Troper Redux (PS4, Xbox One)
  • WWE 2K18 (Xbox One, PS4)

Monday

  • Colts/Titans, ESPN, 8:15 PM
  • Lucifer, Fox, 8 PM
  • The Big Bang Theory, CBS, 8 PM
  • The Voice, NBC, 8 PM
  • 9jkl, CBS, 8:30 PM
  • Dancing with the Stars, ABC, 8 PM
  • WWE Raw, USA, 8 PM
  • Supergirl, CW, 8 PM
  • 3 Hikers, Starz, 9 PM
  • Valor, CW, 9 PM
  • The Gifted, Fox, 9 PM
  • Kevin Can Wait, CBS, 9 PM
  • Me, Myself & I, CBS, 9:30 PM
  • Scorpion, CBS, 10 PM
  • The Brave, NBC, 10 PM
  • The Good Doctor, ABC, 10 PM
  • Desus & Mero, Viceland, 11 PM

Tuesday

  • The Mindy Project, Hulu, 3 AM
  • Patton Oswalt: Annihilation, Netflix, 3 AM
  • Slasher (S2), Netflix 3 AM
  • Celtics/Cavaliers, TNT, 8 PM
  • Rockets/Warriors, TNT, 10:30 PM
  • The Flash, CW, 8 PM
  • Finding Your Roots, PBS, 8 PM
  • The Voice, NBC, 8 PM
  • Lethal Weapon, Fox, 8 PM
  • NCIS, CBS, 8 PM
  • WWE Smackdown, USA, 8 PM
  • The Middle, ABC, 8 PM
  • Fresh Off the Boat, ABC, 8:30 PM
  • DC's Legends of Tomorrow, CW, 9 PM
  • Black-ish, ABC, 9 PM
  • Bull, CBS, 9 PM
  • The Mick, Fox, 9 PM
  • This is Us, NBC, 9 PM
  • Inside the NFL, Showtime, 9 PM
  • Fantomworks, Velocity, 9 PM
  • The Mayor, ABC, 9:30 PM
  • Brooklyn Nine-nine, Fox, 9:30 PM
  • The Mane Event (series premiere), BET, 10 PM
  • Undercover High, A&E, 10 PM
  • Cyberwar, Viceland, 10 PM
  • Kevin (Probably) Saves the World, ABC, 10 PM
  • Law & Order: True Crime, NBC, 10 PM
  • NCIS: NO, CBS, 10 PM
  • American Horror Story, FX, 10 PM
  • The Challenge, MTV, 10 PM
  • Tosh.0, Comedy Central, 10 PM
  • Weediquette (season premiere), Viceland, 10:30 PM
  • 90s House, MTV, 11 PM
  • Desus & Mero, Viceland, 11 PM

Wednesday

  • Chance, Hulu, 3 AM
  • Freakish (season premiere), Hulu, 3 AM
  • 76ers/Wizards, ESPN, 7 PM
  • The Blacklist, NBC, 8 PM
  • Empire, Fox, 8 PM
  • The Goldbergs, ABC, 8 PM
  • Survivor, CBS, 8 PM
  • Lucha Underground (season finale), El Rey, 8 PM
  • Riverdale, CW, 8 PM
  • Speechless, ABC, 8:30 PM
  • Dynasty, CW, 9 PM
  • Modern Family, ABC, 9 PM
  • Law & Order: SVU, NBC, 9 PM
  • Seal Team, CBS, 9 PM
  • Star, Fox, 9 PM
  • American Housewife, ABC, 9:30 PM
  • Timberwolves/Spurs, ESPN, 9:30 PM
  • Mr. Robot, USA, 10 PM
  • Shannara Chronicles, Spike TV, 10 PM
  • Criminal Minds, CBS, 10 PM
  • Chicago PD, NBC, 10 PM
  • Designated Survivor, ABC, 10 PM
  • Liar, Sundance, 10 PM
  • Are You the One, MTV, 10 PM
  • Channel Zero, Syfy, 10 PM
  • You're the Worst, FXX, 10 PM
  • Garage Squad, Velocity, 10 PM
  • South Park, Comedy Central, 10 PM
  • Broad City, Comedy Central, 10:30 PM
  • Rosehaven (season finale), Sundance, 11 PM
  • Desus & Mero, Viceland, 11 PM

Thursday

  • Bomb Scared, Netflix, 3 AM
  • I Love You America, Hulu, 3 AM
  • Grey's Anatomy, ABC, 8 PM
  • Superstore, NBC, 8 PM
  • Gotham, Fox, 8 PM
  • Supernatural, CW, 8 PM
  • Chiefs/Raiders, CBS, 8:30 PM
  • The Good Place, NBC, 8:30 PM
  • The Eleven (series premiere), A&E, 9 PM
  • Arrow, CW, 9 PM
  • Scandal, ABC, 9 PM
  • Van Helsing, Syfy, 9 PM
  • The Orville, Fox, 9 PM
  • Will & Grace, NBC, 9 PM
  • Great News, NBC, 9:30 PM
  • The Walking Dead: Behind the Dead, AMC, 10 PM
  • Chicago Fire, NBC, 10 PM
  • Better Things, FX, 10 PM
  • The Mist, Spike TV, 10 PM
  • Bong Appetit, Viceland, 10:30 PM
  • The Rundown with Robin Thede, BET, 11 PM
  • The Timeline, NFL Network, 11 PM
  • Desus & Mero, Viceland, 11 PM

Friday

  • Haters Back Off (S2), Netflix, 3 AM
  • Wheelman, Netflix, 3 AM
  • The Day I Met El Chapo (Episodes 1 - 3), Netflix, 3 AM
  • Red Oaks (S3), Amazon Prime, 3 AM
  • Crazy Ex-Girlfriend, CW, 8 PM
  • Macgyver, CBS, 8 PM
  • Once Upon a Time, ABC, 8 PM
  • Tackle My Ride, NFL Network, 8 PM
  • Jane the Virgin, CW, 9 PM
  • Marvel's Inhumans, ABC, 9 PM
  • Active Shooter, Showtime, 9 PM
  • Z Nation, Syfy, 9 PM
  • The Exorcist, Fox, 9 PM
  • A Football Life: Sam Mills, NFL Network, 9 PM
  • Tough Guys, Showtime, 9 PM
  • Superstition (series premiere), Syfy, 10 PM
  • The Walking Dead: Walker World, AMC, 10 PM
  • Mike Judge Presents: Tales from the Tour Bus, Cinemax, 10 PM
  • Superstition, Syfy, 10 PM
  • Tracey Ullman's Show (season premiere), HBO, 11 PM
  • Comedy Central Stand-Up Presents, Comedy Central, 12 AM

Saturday

  • Too Funny to Fail, Hulu, 3 AM
  • Dirk Gently's Holistic Detective Agency, BBC America, 9 PM
  • The Walking Dead: The Journey So Far, AMC, 9 PM

Sunday

  • The Toy Box, ABC, 7 PM
  • Outlander, Starz, 8 PM
  • Shark Tank, ABC, 8 PM
  • The Simpsons, Fox, 8 PM
  • Falcons/Patriots, NBC 8:20 PM
  • Star Trek: Discovery, CBS All Access, 8:30 PM
  • Ghosted, Fox, 8:30 PM
  • Wisdom of the Crowd, CBS, 8 PM
  • Outlander, Starz, 8 PM
  • The Walking Dead (season premiere), AMC, 9 PM
  • Family Guy, Fox, 9 PM
  • Anthony Bourdain: Parts Unknown, CNN, 9 PM
  • Poldark, PBS, 9 PM
  • Ray Donovan, Showtime, 9 PM
  • The Deuce, HBO, 9 PM
  • The Last Man on Earth, Fox, 9:30 PM
  • NCIS: LA, CBS, 9 PM
  • Talking Dead (Season premiere), AMC, 10 PM
  • Good Behavior, TNT, 10 PM
  • Madam Secretary, CBS, 10 PM
  • Curb Your Enthusiasm, HBO, 10 PM
  • Ten Days in the Valley, ABC, 10 PM
  • This is Life with Lisa Ling, CNN, 10 PM
  • Unsung Hollywood, TV One, 10 PM
  • Vice Principals, HBO, 10:30 PM

[All times listed are in ET]

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