Alex Tait’s Post

Incremental is unique on the market because it allows you to measure incrementality at the campaign level. This is important because your keyword could be in more than 1 campaign. In an ideal 🌎, if you can see both keyword-level & campaign-level incrementality, you will gain a holistic understanding of your business. If you work with both Skai and Incremental, you can see your iRevenue, iROAS, & suggested budgets across Amazon, Walmart, Target, Instacart, Criteo, Epsilon, Kroger, Meijer, Sam’s Club, Shipt, FreshDirect, Costco, BJ’s, BestBuy, CVS, Walgreens, Macy’s, Bloomingdale’s, DermStore, ULTA Beauty, Staples, & more directly in Skai’s platform. #skai #incremental #skaipartnerships #ecommerce #incrementality

Granularity in incrementality measurement for Commerce is ESSENTIAL to both understand the true impact and to action against it. An example from one of our clients showcasing just how critical this is -> Total Amazon media iROI was 2.4 One layer deeper, SP iROI was 2.1 The real insights come at the campaign level. Their highest spending campaign (26% of budget) had reported ROAS of 2.5 but an actual iROI of 1.2. Meanwhile, their second lowest spending campaign (4% of budget) had a reported ROAS of 2.4 but an actual iROI of 3.6. Utilizing our optimization logic accounting for things like diminishing returns, decay rates etc the optimal allocation should be 11% & 13% respectively. Not having campaign level granularity is the equivalent of saying promotions at CVS have a 4.0 ROI for brand A without understanding the difference in performance of a BOGO 50 vs 20% off vs the old school $0.50 coupon ticket machines at shelf. It’s irrelevant without depth. *Note that budget allocation % was limited to top 10 campaigns for illustration

Exciting Insights from M19 Accounts: Early Results of Q4 2023 Amazon Ads Performance 🚀 The latest data from M19 accounts displays findings from the Q4 2023 performance analysis of Amazon Ads. Across various international markets, we gain valuable insights into both the maturity levels and potential growth opportunities. In European markets like the UK and Italy, while there's been a uptick in ad cost and sales, there's a slight dip in click-through rates. On the other hand, mature markets such as Canada and the US showcase remarkable growth in clicks. With Canada boasting a staggering 129% YoY increase and the US not far behind at 27% YoY, these numbers reflect not only a surge in ad spending—up by 198% YoY and 30% YoY, respectively—but also signify substantial expansion potential and robust advertising demand within these markets. Despite the varying degrees of market maturity, the stable ACOS across these regions underscores a harmonious balance between advertising expenditure and revenue. 👉 Swipe left for more ad insights from the Q4 Amazon Marketing Performance Report 👉 #AmazonAds #AmazonAdvertising #Digitalmarketing #Dataanalysis #amazonppc #amazonmarket

Retail Media is a misleading naming convention that belittles the complexity and the opportunity in this fast growing segment. Retail Media is being embraced by the Industrial Media Complex. That is the good news. The annoying news is that they are using their “media only” lens to define it. Too often, the lens of Retail Media is one of media. When many talk about the opportunity on Amazon, they speak of PPC and DSP. This is because a) its familiar b) its straightforward and c) its familiar (did I say that already?). The reality is that this growing industry is really called Retail Media & Marketplaces because we must remember we are dealing with marketplaces. In that lens, we must be talking more about inventory management, refund management, pricing, A+ content, UGC, PDPs, SKU selection, vendor management, joint business planning and so much more. The issue is labor. To do Retail Media and Marketplaces right, there is just a lot of expertise needed to be brought to the table. Having Billy, pretend to be an Amazon expert when he was a google search person just 9 months ago helps nobody. But, that is the topic of my next post, not this one. Or is it?

🤩 Beyond ROAS: Embracing New Metrics for Retail Media Success 🆕 ➡ The shift away from ROAS (Return On Ad Spend) towards more nuanced metrics reflects the evolving landscape of retail media. ➡ Brands are advised to consider Marketing Efficiency Ratio (MER) for a holistic view of marketing performance, Detail Page View Rate (DPVR) for creative effectiveness, Incremental Profitability to measure true return considering profit margins, and New To Brand (NTB) for gauging new customer acquisition. ➡ These metrics offer a comprehensive understanding of campaign effectiveness beyond just profitability, focusing on growth, awareness, and market share. 👇👇Tap the link to read more about this update! https://buff.ly/3UPA0KK #amazon #sellercentral #amazonseller #amazonsellers #amazonfba #amazonbusiness #VendorCentral #amazonnews #dailyamazonnews

Seriously, want to find how to get more great traffic on digital commerce including #amazon We welcome one of the most innovative digital marketers in the industry Joshua Kreitzer Founder/CEO of Channel Bakers! He drops some massive Juicy Nuggets on Summer Jubelirer Hayley Brucker & I on how to get more traffic! - Is it simply who has the most money? - How to get inbound traffic to Amazon? - Where on Amazon can you lock out the competition? Much more & “What’s That Keyboard?” Have you listened to the “Smartless” of ecommerce/Retail? Link in comments: Name drops: Lauren Livak Gilbert Jeremy Dodge Chet Silverman Lena Moriarty Molly Kristick Ash McMullen PixelMe Carbon6 #peoplematter #laughandlearn

🆕 Beyond ROAS: Embracing New Metrics for Retail Media Success 🤓 🔶 The shift away from ROAS (Return On Ad Spend) towards more nuanced metrics reflects the evolving landscape of retail media. 🔶 Brands are advised to consider Marketing Efficiency Ratio (MER) for a holistic view of marketing performance, Detail Page View Rate (DPVR) for creative effectiveness, Incremental Profitability to measure true return considering profit margins, and New To Brand (NTB) for gauging new customer acquisition. 🔶 These metrics offer a comprehensive understanding of campaign effectiveness beyond just profitability, focusing on growth, awareness, and market share. 👇👇Tap the link to read more about this update! https://buff.ly/3UPA0KK #amazon #sellercentral #amazonseller #amazonsellers #amazonfba #amazonbusiness #VendorCentral #amazonnews #dailyamazonnews

😎 Beyond ROAS: Embracing New Metrics for Retail Media Success 🎊 🔷 The shift away from ROAS (Return On Ad Spend) towards more nuanced metrics reflects the evolving landscape of retail media. 🔷 Brands are advised to consider Marketing Efficiency Ratio (MER) for a holistic view of marketing performance, Detail Page View Rate (DPVR) for creative effectiveness, Incremental Profitability to measure true return considering profit margins, and New To Brand (NTB) for gauging new customer acquisition. 🔷These metrics offer a comprehensive understanding of campaign effectiveness beyond just profitability, focusing on growth, awareness, and market share. ⬇️Tap the link to read more about this update!✨ https://buff.ly/3UPA0KK #amazon #sellercentral #amazonseller #amazonsellers #amazonfba #amazonbusiness #VendorCentral #amazonnews #dailyamazonnews

I’m thrilled to share the newest Industry KPI report from PriceSpider. Based on millions of annual Where To Buy impressions it’s the definitive guide to Industry standards. Note how Amazon converts significantly higher than other Retailers. As a Brand how do you adjust your strategy based on actual conversion data? If your business is not getting actual sales data from your Where To Buy on your website or Shoppable Media, or your not exceeding the “average” – I mean who wants to be average, then DM me. #ecommerce #wheretobuy #amazoninsights #cgp #fmcg

It wouldn't be Q4 without an Amazon data issue... Heads up, we've identified that Amazon is understating Advertising Sales performance starting on Friday 11/8 at the Keyword and Search Term level. The issue is affecting both Vendors and Sellers, and appears to be contained within Sponsored Products and Sponsored Brands Ad Types. From what we've seen, Ad Sales understatements are north of -90%. Campaign & Ad Group level data does not appear to be affected. We've yet to see a notification from Amazon regarding the issue. I'm not sure if the issue is universal, but I've yet to find an account that hasn't been impacted. You can check this yourself by comparing your Ad Console data against the Ad console ST or KW exports. Hopefully Amazon gets this rectified quickly, but regardless... if you are running bid automation, might want to put those on pause before it destroys your settings ahead of peak season. Happy selling! #amazon #amazonagency #amazonadvertising #amazonvendor #amazonseller #amazonads #ecommerce #digitaladvertising Sam Hager Andy Thompson MixShift