Welcome to Episode 2. of  Growing ecommerce. Today, we are  joined by Scott Kennedy. He's a senior director at Franklin Sports where he's responsible for ecommerce analytics and tech capabilities. In the US, Franklin is synonymous with baseball and baseball for many is synonymous with stats. It is a numbers game, so it's only fitting that Franklin is a remarkably data driven organization and Scott is at the forefront of that. We discussed that data culture in quite some detail, getting into employee mentoring and we discussed Amazon advertising, the amazon data landscape, and the balance of retail and direct to consumer at franklin with advice for smaller brands too.  Effective stock management- 12:30How to build a data driven organization  - 15:05Amazon for direct to consumer ecommerce businesses - 23:01How to build competitive advantage in online retail  - 29:45