Matthew Strelitz, Director of Performance Marketing at the Miami HEAT, explains how the HEAT’S ecommerce model differs from other sports franchises. Their DTC approach has scored big in terms of securing a robust revenue stream in the face of a pandemic-induced sales slump, as well as rewarding internal innovation, enabling agile product launches to capture the latest on-court heroics, strengthening a commitment to inclusivity, and allowing a lifestyle brand expansion.
About Smarter Ecommerce (smec):
Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.
The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.
As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.
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