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| This one is brought to you by our friends at Triple Whale. |  |
In this very special episode, I sit down with Locke Fitzpatrick, Ecommerce Growth Manager at LSKD, and Anthony DelPizzo, VP of Marketing at Triple Whale. It's our second episode with Triple Whale this year. Last time we covered the data and analytics basics with Bared. This time we're getting data fit with LSKD. You may have heard of them.
LSKD broke Shopify's APAC record last Black Friday. They did around $10 million in sixty minutes. I had so many questions around all the planning and prep they did to get there.
The first thing Locke told me is that they didn't really have a BFCM plan, they just moved fast... which ruined all the other questions I had lined up for him. It explains a lot.
But loose on the plan doesn't mean loose on the numbers. Having control over the numbers is what allows them to go fast. Every cost goes into the platform. Moby has full context over their goals. And their media buying is about to be handed to a machine. We dive into how they use data to take the shackles off.
I'm still a little second-hand nervous for Locke this BFCM. But I get it now.
| Watch the episode |
| Chapters worth skipping to |
| Compare attribution models to find each channel's job | 11:24 |
| Shift from retention to paying for new customers | 12:41 |
| Give your AI your twelve-month plan, not just your data | 14:57 |
| Automate switching off dud ads first | 25:40 |
| Let every ad compete no matter how old it is | 30:04 |
| Capture community and event data with QR codes | 32:10 |
| Audit your affiliates for brand-term bidding | 37:06 |
| Run the business on contribution margin per visit | 42:53 |
| Put everything into Black Friday night one | 44:29 |
| Lock your decision rules, not your Black Friday plan | 46:50 |
HOW LSKD USED ANALYTICS TO FIND $100K OF FRAUD
| $100K | of affiliate sales looked fraudulent. |
Every month, Locke has Moby run a cross-channel audit. It compares what each channel claims under every attribution model, then explains what the differences mean. One month it came back with a warning. Roughly $100k of affiliate sales looked fraudulent. 37:06
LSKD's head of technology dug in. A partner was bidding on LSKD's brand name in Google, catching customers who were already on their way and taking a cut. The giveaway was a platform claiming orders from a store that only ships to Australia. When Locke got them on a call, their pitch deck was being rebuilt by AI live as he asked questions. 38:41
Run the same audit on your store:
Once a month, compare what each channel claims under different attribution models.
Look hardest where two systems claim the same sale. Brand search, retargeting and affiliates are the usual suspects.
Check for sales that can't be true, like orders from places you don't ship to.
Look past the averages. Creative fatigue and one ad overspending can hide inside healthy totals.
Let a tool like Triple Whale flag anomalies. Get a person to prove it before you act.
We focus on the community, not the competition.
LOCKE FITZPATRICK, LSKD
YOUR (LOOSE) BLACK FRIDAY CHECKLIST FROM LSKD
Nine things to do before the biggest week of the year, straight from a brand that did $10 million in an hour.
BEFORE THE SALE
☐ Write down last year's hype-week traffic, sign-ups and conversion. That's your new benchmark to beat. 47:36
☐ Lock your decision rules, not your daily plan. Set your testing window and who approves budgets, creative and alerts. 46:50
☐ Set an auto-off rule. Once spend passes $X over Y days with ROAS below Z, the ad goes off. 25:40
☐ Set a scale rule. For example, when ROAS holds above 3, add 10-20% spend. 18:45
☐ Load every cost into one place so you read profit, not just revenue. 42:12
☐ Match your offer across stores and online. 47:36
☐ Keep 20% of your creative for experiments. 31:02
ON THE DAY
☐ Go big on night one, then let the result decide day two. 44:29
☐ Don't wait to see anyone else's launch date. Back your own numbers. 50:12
QUICK POLL
How much of LSKD's Black Friday ad budget is spent before the sale even goes live?
HOW LSKD USES TRIPLE WHALE
01
Judge every channel by its customer intent.
Switching attribution models showed Google finishing off demand that already existed. Other channels were doing the discovery. 11:24
02
Put all your costs in one analysis.
Locke and the CFO load everything into Triple Whale, including events and agency costs, to get total marketing spend. The team runs on contribution margin per visit. A good month is around $1.80. 43:18
03
Hand over the clean-up.
Their automated media buyer switches off ads that break the rules across five or six regions. It was finishing the week we recorded. It's moving from analytics to insights to automated actions. 25:40
SEE IT ON YOUR OWN NUMBERS
If any of those three moments sound like a problem you've got, the quickest way to know is to look at your own data through it. Triple Whale runs demos with their team here in Australia.
FIVE POWER TIPS FOR TRIPLE WHALE USERS
1 Load your plan, not just your data. Budgets, targets and the strategy for each region. Moby's recommendations then focus on what you are trying to achieve. 14:57
2 Check the benchmarks filter. It's in the attribution dashboard and compares you to brands your size, region and vertical. Locke didn't know it was there. 23:39
3 Stop asking the same question every day. If you run a report daily, automate it and have Moby send it to Slack each morning. 19:19
4 Turn your best ad into fifty. Get Moby to build variants of your top performer, ship them from Triple Whale and scale what works. Anthony says it takes under ten minutes to set up. 28:59
5 Add an AI search question to your post-purchase survey. It catches the ChatGPT influence your click data misses. 34:48
If you want to have a poke around, Triple Whale is at triplewhale.com, and a demo routes to their Aussie team so you're not stuck on US time.
A big thank you to Triple Whale for making this episode possible. And to Locke for being far more honest about the chaos inside of a $10 million hour than he needed to be.
CHEERS
BUSHY
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