Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 272 63 mins

Why DTC brands need a single source of truth for their data

About the guests

Michael Vadini

Kunle Campbell

Michael Vadini is the Co-founder and CEO of Glew.io, based in Charlotte, North Carolina. With more than 30 years of experience in the software industry, Michael has founded several successful companies, including Prima Consulting, TITAN Technology Partners Limited, SignUpGenius and InfoCenter. During his career, he has led development of strategy and solutions for Fortune 500 firms as well as small to midsize businesses across all areas of business, including business intelligence and analytics.

On today’s episode, Kunle is joined by Michael Vadini, Founder & CEO of Glew.io – an eCommerce Analytics and Business Intelligence platform founded in 2014. Glew makes it easy to analyse key data points and make decisions that positively impact your bottom line.


Almost every interaction of an online business generates a data point. It is also possible to get your hands on all this data. You are looking at data from your products, traffic, ads, social media, cart, blogs and accounting apps to name a few. It is said that the average online business has no fewer than 26 sources of data. Even for a seasoned data analyst, getting actionable insights from such disparate data is no easy task. As a result, (too) many businesses don’t leverage the data they have to make more informed decisions.


Almost every business owner or marketer knows of terms like Average Order Value (AOV), Lifetime Value (LTV) and Cost of Acquisition (CAC). These are the buzzwords that dictate business strategy and ultimately success or failure. Getting accurate reports on these metrics is easier said than done. This is where platforms like Glew come in. With over 95 integrations (and counting), you can harness the power of all your data and boost profitability of your business.


In today’s episode Kunle and Michael discuss the evolution of Glew and how it helps businesses solve the riddle of their data. This is a great episode for businesses of all sizes!


Here is a summary of some of the most important points made,

    • You must be able to trust your data to make key decisions
    • Real-time information helps you be proactive rather than reactive
    • You should consider time frame, customer cohort and product data for arriving at LTV
    • Reliable Cost of Goods Sold (COGS) data is a gamechanger

Covered Topics:

On today’s interview Kunle and Michael discuss,

  • Data Goals
  • Calculating key metrics
  • Integration across all data sources
  • How to use Data
  • Building attribution models


  • 10:05 – Evolution of Glew
    • Founded in 2014
    • Goal was to be the best eCommerce analytics and BI platform in the world
    • “In every aspect of the platform, there is never-ending development”
    • Adding 4-5 integrations per quarter
  • 13:40 – Progression
  • 17:00 – Data goals:
    • Getting trust in your data
    • Integrity, Refreshes timely
    • Standard form and easy accessibility for decision makers
  • 18:30 – Why eCommerce?
    • Brick-and-mortar has too many exceptions
    • Digital is the future
  • 25:40 – Glew Functionality
    • All calculations are created using domain expertise
    • First-order acquisition is a real focus
    • Regular releases account for newly available data points
  • 31:25 – Advice for arriving at Customer Lifetime Value (LTV)
    • Very nuanced based on product
    • Time frame
    • Customer base Cohort
    • Products
    • Glew automatically calculates LTV out-of-the-box
  • 38:00 – Focusing on data on products
    • Look at metrics like Net profit by channel / orders
    • Reliable COGs data is a gamechanger
  • 42:20 – How can BI help optimise Cost of Shipping
    • Segment data by order / discount / country
    • Real-time information helps you be proactive rather than reactive
  • 46:50 – Handling attributions
    • Leverage multiple data sources
  • 49:15 – BI Tunnel
    • Integrates custom reports from other platforms
    • Refreshes data hourly
  • 55:45 – Which traffic data source to trust?
    • Data from Shopify and Google Analytics are both crucial


  • Real-time information helps you be proactive rather than reactive
  • Getting your key metrics right is critical for success in a data driven world

Links & Resources

Tweetable Quotes:

“The Average online seller has 26 external data sources.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses.
Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind.io,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like