Always Be Testing Podcast Episode #93: The Future of E-commerce Marketing? It’s a Blend of AI, Attribution—and Human Connection

Release Date: July 15, 2025

Hosts and Guests

• Host: Ty DeGrange
• Guest: Bryant Garvin

Introduction

In Episode #93 of the Always Be Testing podcast, host Ty DeGrange welcomes longtime industry expert Bryant Garvin to discuss the evolving landscape of e-commerce marketing. Their conversation delves into the integration of AI, the complexities of attribution, and the enduring importance of human connection in marketing strategies.

Exciting News: Bryant Joins Triple Whale

Bryant Garvin shares his latest career milestone, announcing his new role at Triple Whale as an Operator in Residence.

Bryant Garvin [01:59]: "I just started very first day at Triple Whale as Operator in Residence. I'm going to be working closely with the product engineering team, the marketing team, customer service support to help build and engineer a product designed for actual marketers, e-commerce operators, and more."

Bryant elaborates on Triple Whale's impressive reach, working with over 35,000 stores and managing over $55 billion in GMP annually. He expresses excitement about leveraging this vast data reservoir to benefit the marketing community.

Bryant Garvin [03:07]: "Triple Whale isn't just about attribution or dashboards; it's about bundling all data for brands and building AI on top of that. Being able to access and analyze this data to give back to the community is really exciting."

The Evolution of Attribution in Marketing

The discussion transitions to the role of attribution in modern marketing. Bryant reflects on his journey from viewing attribution skeptically to embracing it as a vital tool.

Bryant Garvin [04:05]: "Attribution used to be a four-letter word for me because marketers expect it to be absolutist. But Triple Whale is changing that perspective by integrating comprehensive data analysis with AI-driven insights."

Bryant underscores the importance of multi-touch attribution (MTA) and how Triple Whale aims to provide a more nuanced understanding of marketing effectiveness beyond traditional dashboards.

Building an Operating Center for DTC Brands

Bryant introduces Triple Whale's vision of creating an "operating center for DTC," which goes beyond conventional analytics to integrate various data sources seamlessly.

Bryant Garvin [07:00]: "We're building an operating system where all your data—from Shopify, Amazon, Google, Meta, to Klaviyo emails—is integrated. We're also developing MMM models and incrementality to provide deeper insights."

He highlights a real-world application during his time at Oslo, where Triple Whale's tools enabled precise analysis of advertising pauses and their impact on sales.

Bryant Garvin [09:10]: "When we paused advertising due to tariffs, Triple Whale allowed us to measure the immediate and long-term impacts accurately, demonstrating the true value of each marketing channel."

The Power of YouTube in E-commerce Marketing

Bryant shares his favorite marketing channel: YouTube. He explains why YouTube remains underutilized yet highly effective for targeting and engaging audiences.

Bryant Garvin [19:53]: "YouTube is my favorite because it's the most underutilized yet impactful channel. You can target users based on specific keyword searches, similar to Google, but with the added benefit of emotional engagement through video content."

He emphasizes YouTube's ability to connect with consumers on an emotional level, driving higher purchase intent compared to other platforms.

Embracing AI Without Losing Human Touch

The conversation shifts to the integration of AI in marketing. Bryant envisions AI as an amplifier that enhances human capabilities rather than replacing them.

Bryant Garvin [25:43]: "AI shouldn't replace human interaction but should amplify what we do. At Triple Whale, we're building AI that understands your brand's unique data and tone, providing personalized insights without losing authenticity."

He cautions against over-reliance on AI-generated content, advocating for genuine human interactions to maintain trust and authenticity in brand communications.

Maintaining Authenticity in a Digital Age

Bryant discusses the critical role of authenticity in marketing, especially as digital interactions become more prevalent.

Bryant Garvin [29:10]: "Brands often lose their humanity when they go too premium. Authenticity never goes out of style. Being transparent, owning mistakes, and speaking like a real person are key to building genuine trust with customers."

Ty and Bryant agree that storytelling and emotional connections are fundamental to effective marketing, transcending mere data-driven strategies.

Personal Insights and Closing Thoughts

In a light-hearted exchange, Bryant shares a personal anecdote about his childhood aspiration to be a paleontologist and how his love for dinosaurs is still reflected in his vibrant wardrobe choices.

Bryant Garvin [30:57]: "I wanted to be a paleontologist as a kid, but I switched paths for the lure of making money. I still love dinosaurs, though—my neon rainbow dinosaur shirt gets compliments everywhere!"

The episode concludes with Bryant offering a heartfelt "pro dad tip," emphasizing the importance of humility, admitting mistakes, and fostering a supportive environment for his children.

Bryant Garvin [33:18]: "When you recognize you've overreacted, get down to their level, apologize, and let them know it's okay to make mistakes. Focus on the mistake, not the person."

Notable Quotes

• Bryant Garvin [01:59]: "I'm going to be working closely with the product engineering team, the marketing team, customer service support to help build and engineer a product designed for actual marketers, e-commerce operators, and more."

• Bryant Garvin [04:05]: "Attribution used to be a four-letter word for me because marketers expect it to be absolutist. But Triple Whale is changing that perspective by integrating comprehensive data analysis with AI-driven insights."

• Bryant Garvin [19:53]: "YouTube is my favorite because it's the most underutilized yet impactful channel. You can target users based on specific keyword searches, similar to Google, but with the added benefit of emotional engagement through video content."

• Bryant Garvin [25:43]: "AI shouldn't replace human interaction but should amplify what we do. At Triple Whale, we're building AI that understands your brand's unique data and tone, providing personalized insights without losing authenticity."

• Bryant Garvin [29:10]: "Brands often lose their humanity when they go too premium. Authenticity never goes out of style. Being transparent, owning mistakes, and speaking like a real person are key to building genuine trust with customers."

Conclusion

Episode #93 of Always Be Testing offers a deep dive into the future of e-commerce marketing, highlighting the synergistic blend of AI, sophisticated attribution models, and the indispensable human element. Bryant Garvin's insights provide valuable guidance for marketers aiming to navigate the complexities of the digital landscape while maintaining authenticity and fostering genuine customer relationships.

For more episodes and insights on growth, performance marketing, customer acquisition, and more, subscribe to the Always Be Testing podcast.