Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce, talks to Gordon and Ger about the potentially unholy marriage between data and advertising automation that can erode your control of your ecommerce performance. Specifically, Mike takes the boys through how to manage ecommerce marketing tools like Google's Pmax, which, left unchecked, can give unintended or unwanted results. How do you tame it and make sure it delivers in line with your strategic business goals? Inevitably, it comes down to what data you feed it. But that's not always easy when tools like Pmax seem to be shifting to automated, unstructured data inputs and the ability to source data themselves. Is control slipping from our hands? If it is, maybe critical analysis of our KPIs will help us get our hands on the levers again? But which KPIs? ROAS? MER? CPC? KFC? And just when Mike and the boys seem to be heading into calmer waters, the big 800lb Gorilla that is Temu beats its chest into the discussion. But Mike is ready and shows how Temu's seemingly bottomless ad spend is actually benefiting online advertisers in some ways. Join Mike, Gordon and Ger on an epic rollercoaster of a quest into the realm of ecommerce marketing.