Project Description

Amazon Growth Drivers

Ecommerce & Amazon Performance Strategies

The Challenge

With an external agency managing investment, there was not a clear understanding of the performance drivers, sell through and effectiveness of AMS investment spending & related activity driving sales & profitability of top ASINs.

The Solution

A deep dive analysis was conducted, overlaying several points of data including:

  • Revenue, investment & 3 year historic sales data
  • Cumulative weekly reports from Vendor Central to isolate key promotional activity & time periods
  • Third party analytics tools such as Helium 10 to understand keywords, impact of out of stocks and to support other interpretations of results
  • Investment KPIs including ACOS, CPC, Conversion rate, SERP
  • Promotions, events & investment off-Amazon/p>

The Results

Clear understanding of cross-channel dynamics emerged. We recommended and implemented a refined investment strategy with refined targets for KPIs at significantly reduced investment levels, more closely connected to business objectives. This strategy with lower, more targeted spending combined with more strategic product assortment and thoughtful promotions cross channel is returning healthy business increases year over year while saving ~$250k.

Endorsements

I would highly recommend Mary Ann for any organization looking to transform and take the next step toward digital transformation.

Rich Lyons , Capgemini

Mary Ann’s expertise, marketing acumen and ability to work hands-on helped foster success— by building cross divisional teams within the organization, validating the multi-channel marketing approach, and providing the long term strategic and product vision.

Bryan Janeczko, Loeb.nyc

Mary Ann was both the visionary and the operating executive who delivered on new growth platforms and future-oriented businesses for the company.

Mike Docherty, NextBig

If you want a no-nonsense approach with a truly forward-thinking consultant, Mary Ann is best in class!

Jessica Bolger, Director Product Insights, Drinkworks (an ABInbev & Keurig JV)

Mary Ann expertly and consistently inspired the team to expand their thinking about the brands and helped guide us on the journey to clearly define ownable foundations for what they stood for, what needs they served and their unrealized potential.

Lisa Cody , Twin-Star International

Mary Ann helped to orchestrate the launch of 26 independent brands, with new creative, on a new e-Commerce platform, in just 9 months – an incredible demonstration of leadership and vision.

Rich Lyons , Capgemini

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