MikMak Customer Connect: How Garrison Brothers Use eCommerce Data

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As brands navigate an increasingly complex digital commerce landscape, real-time data, AI-driven insights, and evolving consumer behaviors are shaping the future. In MikMak’s recent Customer Connect Q1 Webinar, Founder and CEO Rachel Tipograph, alongside product leaders Mahesh Nair and Christian Trapp, unveiled MikMak’s latest innovations designed to help brands drive profitable growth, optimize media spend, and enhance consumer engagement. The conversation featured Rob Cordes, Head Marketing Dude at Garrison Brothers Distillery, who provided a firsthand look at how brands can leverage data to make smarter marketing and sales decisions.

Here’s a breakdown of the most critical insights and takeaways for brands looking to thrive in 2025.

1. Adapt to a Rapidly Changing Commerce Landscape

As the digital commerce landscape evolves, brands are navigating several pivotal shifts influencing their strategies. With Gen Z reaching their 30s, there's a pronounced demand for authenticity, diversity, and flexible shopping experiences, reshaping the commerce environment. Simultaneously, Meta's recent policy changes, including the discontinuation of third-party fact-checking in favor of a community-driven approach, have raised concerns among advertisers about brand safety and the potential spread of misinformation. Additionally, the introduction of tariffs on imports from major trade partners such as China, Mexico, and Canada is contributing to market volatility, compelling brands to reassess their supply chains and pricing strategies to maintain profitability. These developments underscore the necessity for brands to remain agile and data-driven, enabling them to adapt effectively to the dynamic market conditions of 2025.

📌 Actionable Tip: Stay agile by diversifying media investments to protect brand reputation amid platform shifts. Monitor policy changes and trade developments to proactively adjust marketing strategies and pricing. Leverage data-driven insights to remain competitive in an evolving market.

2. Use Data to Gain a Competitive Edge in Retail

For brands without direct-to-consumer models, such as those in the alcohol, CPG, and other regulated industries, leveraging data is essential for driving demand through retail partners. Understanding which retailers resonate most with consumers allows brands to optimize product availability and refine media investments. Garrison Brothers, for example, tracks consumer interest through Purchase Intent Clicks, helping them allocate budget strategically based on where demand is highest. Their sales team further strengthens retailer relationships by presenting retailer-specific demand data, securing more shelf space, and driving sales growth. By using data to align with retail partners, brands can make smarter decisions that enhance both visibility and profitability.

📌 Actionable Tip: Use real-time data to create customized sales strategies and build stronger relationships with retail partners.

3. Leverage AI and APIs for Smarter, More Profitable Marketing

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Artificial intelligence and API-driven insights are transforming how brands optimize marketing and sales performance. With AI-powered analytics, brands can predict consumer demand shifts and adjust media spend in real time, making data-driven decision-making more precise than ever. Meanwhile, shoppable ad units are streamlining the purchase journey, reducing friction across platforms, and increasing conversion rates. In our webinar, we hear how Garrison Brothers takes this a step further by integrating marketing and sales data into a Looker Studio dashboard, enabling real-time tracking of cost per click, conversion trends, and retailer performance. By embracing AI and automation, brands can enhance efficiency, improve profitability, and stay ahead in an increasingly competitive marketplace.

📌 Actionable Tip: Unlock real-time insights at scale by integrating APIs into your marketing stack. APIs automate data flow between platforms, eliminating manual reporting delays and enabling brands to optimize media spend, track conversions, and refine retail strategies with precision.

4. Align Sales & Marketing to Drive Growth

For brands selling through retail partners, closing the data loop between marketing and sales is essential for driving growth. Garrison Brothers ensures transparency across teams by sharing real-time campaign data, allowing sales and marketing to align retail media investments with in-store demand. Their sales team uses MikMak data to highlight retailer-specific demand trends at major partners like Total Wine & More, strengthening relationships and securing better placements. By going beyond click-based metrics to track actual purchase behavior, they optimize marketing spend for true incremental growth. When sales and marketing work in sync, brands can maximize both retail opportunities and overall performance.

📌 Actionable Tip: Ensure sales and marketing teams collaborate closely by using shared data dashboards to align on retail priorities and media effectiveness. Learn more about how brands can bridge gaps and break silos in our DSI and MikMak Report.

Bridging Gaps and Breaking Silos, MikMak x DSI IT Report

Your 2025 Growth Checklist

This conversation highlights how brands can stay ahead by prioritizing these strategic imperatives.

✔ Leverage real-time data and AI to predict trends and optimize campaigns
✔ Rebalance your media mix, with a focus on upper-funnel investments
✔ Align your marketing and sales teams to maximize retail opportunities
✔ Develop retailer-specific strategies using consumer demand insights
✔ Automate analytics and reporting to eliminate inefficiencies and drive smarter decisions