Leaders of Change: Spencer Millerberg

SPENCER MILLERBERG is the Founder and CEO of One Click Retail (now part of Edge by Ascential?) a market leader in eCommerce data measurement and search optimization for brand manufacturers globally. The company provides eCommerce market share and SEO for over 100+ of the world’s best brands, such as Procter & Gamble, Panasonic, Nestle, Hamilton Beach and HP. One Click Retail was recently acquired by Ascential plc.

Prior to One Click Retail, Spencer worked for Black and Decker, Walmart and Amazon. He is a mediocre golfer, a good Samaritan and an exceptionally gifted napper. Spencer holds a BA and MBA from BYU.

Why did you choose to pursue eCommerce in your career? I was working for Walmart and on a market trip and saw firsthand the inefficiencies of brick & mortar commerce. I went back to the hotel and applied for a job at Amazon (on my Walmart computer!).

What is your biggest strength, and how have you used it for your success in eCommerce? I’m awful at baseball – awful. My father was running the local baseball field and I was too awful to play. And so he put me on spreadsheets when I was 8 years old to log and analyze the snack shack sales. Since then, analytics and spreadsheets have become by business superpower. Yea… it comes in pretty handy here and there. 

What is the weirdest skill or talent to come in handy in your eCommerce experience? I grew up in a family that worked REALLY hard and really long. Especially in ranching, that meant long hours and working until the work was done. Period. Cattle don’t care if the sun goes down. Starting a company has been pretty similar as that type of work ethic is needed whether you’re feeding cattle or getting data to clients. 

How have you most successfully influenced change within your organization (or with your clients)? Sam Walton said, “Start with the customer and work backwards,” and that is really true. The more time I spend with my clients, the better the product becomes as we can adapt it to be exactly what they need. When you can give real examples of real people and real problems, the change can seat much faster. 

What was your most “valuable” career failure, and why? I think I failed in nearly every job I had at Walmart and Amazon. I was just looking back on some of my annual reviews. I was an awful employee. Year after year, I got a review that said something like, “Has a hard time following directions. Invents his own priorities. Instead of using established ways to make the work happen, he tries to create different ways, often taking longer to implement.” What was a significant detriment in Corporate America proved to be the saving grace in entrepreneurship, and particularly, in eCommerce. 

In the last five years, what new belief, behavior or habit has most improved your life? People are fundamentally good. They WANT to do the right thing. My job is to ensure the goals are clear, the obstacles are removed from their path and the resources are abundant. Then encourage like crazy.

What are you learning right now? SPSS and SQL

What are the 1-3 songs that would make up your career soundtrack today?

• Good to Be Alive by Andy Grammer

What are the 1-3 books you’ve gifted the most or that have greatly influenced your life, and why? 

• Innovator's Solution by Clayton Christensen and Michael Raynor: Because innovation is critical, especially in large companies.
• The 4-Hour Workweek by Tim Ferriss: Because it's ridiculous and thought-provoking all at the same time. 

What are the worst recommendations or advice you have heard related to eCommerce? Just get new products moving into your mix. New takes care of everything. 

What advice would you give to a future leader of change about to enter business, or specifically the eCommerce field? Data triggers are what drive every movement online. You need far more wall street analysts and far fewer people who can sell to people.

What specific, industry-related change do you believe will happen that few others seem to see? eCommerce (ex Amazon) is on the rise, especially internationally and domestically with Walmart. Other players are punching back in a major way – and I’m not seeing Amazon adapt as fast as they need to. 

What is the last thing you bought online, and why? A new tail light lens for my Honda Accord. I broke it backing into a garbage can, and it was 1/3 of the dealer's price on Amazon! 

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Leaders of Change is a weekly interview series featuring select industry pioneers who are driving the evolution of commerce, the consumer and everything in between. If you would like to recommend a Leader of Change for consideration, please reach out to me on LinkedIn.