Omnichannel Metrics
The Challenge
GO has a health & wellness client that is always looking to gather more data to better understand how their Amazon ads impact both Amazon and non-Amazon sales.
Like so many others, the brand’s marketing team has historically relied on Marketing Mix Reports alone to understand the impact of their campaigns across marketplaces. Though these reports pointed them in a general direction, they…
had a 6–9-month lag time and…
the report could only measure a possible intent to purchase but nothing more.
The brand was hungry for a tool that could provide fast and highly measurable insights that they could act on in real time.
Our Solution
Our gut has always told us that Amazon media impacts not just Amazon sales but non-Amazon sales as well. When Omnichannel Metrics (OCM) launched, we knew it would verify our gut and help brands better plan their advertising to positively impact both online and brick-and-mortar performance.
We began utilizing OCM for our client to measure which campaigns led to the best return, distributing the tool’s capabilities across 4 of the brand’s products and their 4 unique key audiences.
We used a media mix that included Sponsored Ads, DSP, and STV for each product and their corresponding target audiences.
We analyzed ad attribution for each product’s sales—on- and off-Amazon—in 3 ways:
Tactic
Device
Placement
Results
Because OCM insights supplement the brand’s broader Marketing Mix Reports and the data is gathered speedily, our team was able to enact ad optimizations for the client while their campaigns were still mid-flight.
