Using Market Share Data to Improve Your Amazon Sales
0 likes1,017 views
Using market share data to improve Amazon sales. The presentation discusses how brands can go beyond just looking at share of voice (SOV) and instead examine their "presence" across a category on Amazon. Presence considers where a brand appears in search results and how visible those placements are to shoppers. It provides a case study of how one CPG brand increased its presence on a major retailer's site by 13% and improved ROI by focusing additional advertising spend on the most important keywords identified through presence metrics. The presentation emphasizes optimizing brands' organic and paid placement across search terms and product pages to maximize visibility and drive more sales.
Using Market Share Data to Improve Your Amazon Sales
- 1. Using Market Share Data To Improve Your Amazon Sales
- 2. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox by Friday Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 5. Our Speakers DANI NATIONS Associate, Marketplaces HARMAN SODHI Head of Sales, Insights
- 6. Agenda ● Utilizing – and going beyond – Share of Voice (SOV) ● How one of our clients has seen success with SOV ● Q&A 6
- 7. How much are you using SOV to inform your marketing & advertising work? ● Regularly ● Every now and then ● Rarely ● Never POLL
- 8. What is Share of Voice (SOV)? Measures how much the percentage of search results a brand owns compared to competing brands. Think of the Amazon’s search results as a shopping aisle and this metric gives insight into how much of a digital shelf your brand owns
- 9. Go beyond SOV with a metric that reveals future performance Presence is a Gradient metric that captures your brand’s visibility within weighted shopper experience surrounding a retailer’s category. Presence, a primary feature of the online performance flywheel, is a breadcrumb revealing which products might have strong sales performance in the future. Presence is a metric capturing your brand’s visible SOV across a category
- 10. Presence is a nuanced metric capturing your brand’s weighted SOV Share of Search Results typically refers to the share of products a brand occupies for keyword search results Gradient Presence weighs more important elements for a set of keyword search results that map to a retailer category
- 11. Presence as a leading indicator of sales performance High SOV ● Does not mean that occupied slots are visible to shoppers ● Does not mean that occupied slots are in competitive positions High Gradient Presence ● Occupied slots are visible to shoppers ● Occupied slots are in competitive positions SOV can be misleading as metric can be high but shoppers may not find your products = increased bottom line sales ≠ Sales performance
- 12. How to improve SOV + Presence for your Brand SOV INSIGHTS OFFER METRICS BEYOND TYPICAL ADVERTISING REPORTING DIGITAL SHELF Provides additional context to client’s presence on the digital shelf to adapt strategy COMPETITORS Identify new players, competitors and category rank to level out loss of share KEYWORDS Identify what brand terms competitors are bidding after to increase efficiency of bids ORGANIC AND PAID Analyze across organic results and paid advertising to increase ROAS and optimize campaigns INSIGHTS
- 13. Optimize based on your understanding of keyword search popularity for the category Gradient presence for keywords tells you how much traffic a keyword is driving to the category, going beyond common media metrics
- 14. Always dissect holistic presence to strategically boost performance Looking at both organic & paid presence to boost online performance Blended Presence Paid Presence Organic Presence SKUs occupying paid & organic placements SKUs occupying organic inventory
- 15. Focus on SKUs and placements capturing the most category presence 1. SKUs in search term results 2. SKUs on product detail pages (PDPs) Optimize your targeting strategies, aiming at products and pages driving the most traffic
- 16. Using insights to boost CPG brand’s presence on a major retailer Weekly incremental investment into ‘Baby Formula’ will result in Brand Presence increase on major retailer Allow Similac to easily identify most valuable opportunities to stay on top of competition, further improve its online business performance and increase brand visibility. GOAL PROCESS ● Utilized the high potential keywords to target that Gradient identified ● Create new campaign focusing solely on the term ‘baby formula’. Allocate additional spend over test period, with additional investment if available in the budget. RESULTS ● Increased presence by +13% and efficiency by +313pp, concentrating media budget on most strategic and profitable opportunities. ● Gave Abbott the ability to understand the competitive landscape for Similac. ● Avg. Brand Presence increased to 7% during the test period. Presence during 30 day testing period ROAS during 30 day testing period +13% RESULTS +313pp 16 CASE STUDY
- 17. Using insights to boost CPG brand’s presence on a major retailer Presence during 30 day testing period ROAS during 30 day testing period +13% RESULTS +313pp 17 CASE STUDY
- 18. Winning on Amazon today requires a whole lot more than just advertising. Schedule Your Consultation with an Amazon Expert
- 19. Q&A DANI NATIONS Associate, Marketplaces HARMAN SODHI Head of Sales, Insights
- 20. 20 Stay informed on the future of digital marketing Visit our new content hub ➜
- 21. Thank you!
- 22. 2022 Amazon & Retail Media Virtual Summit WEDNESDAY, FEBRUARY 16TH How to Leverage the Latest Data Trends in Amazon Advertising 10AM PT | 1PM ET The Most Pressing Amazon Operations Challenges — and How to Address Them 10:35AM PT | 01:35PM ET Using Market Share Data to Improve Your Amazon Sales 11:10AM PT | 02:10PM ET Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon Posts, Stores, Video, and Streaming 11:45AM PT | 02:45PM ET How to Successfully Forecast on Amazon — Even During Year Three of Ecommerce Disruptions 12:20PM PT | 03:20PM ET THURSDAY, FEBRUARY 17TH The Time for Execution in Retail Media Is Now: Priorities for 2022 10AM PT | 1PM ET Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad Strategy 10:35 AM PT | 01:35 PM ET Scaling Growth Across Digital Grocery Marketplaces 11:10AM PT | 02:10PM ET Getting Your Products on (and then off) the Shelf: Working with Brokers and Creating Winning Advertising 11:45AM PT | 02:45PM ET
- 23. We’re on a break! We’re on a break! Thanks for joining the 2022 Amazon & Retail Media Virtual Summit! We’ll be back at 11:45AM PT | 02:45PM ET