The Summary
A leading global media agency, in partnership with a large global consumer goods company, needed a solution to boost media performance via Amazon Demand Side Platform (DSP) and Amazon Marketing Cloud (AMC) and reduce time spent on manual execution.
Due to the rich campaign insights, enhanced performance, and significant time savings offered by Pacvue’s connected commerce platform, the agency began to manage and execute campaigns within Pacvue’s solution for Amazon DSP and AMC. As a result, they achieved an overall 9% uplift in sales revenue along with improved conversion rates, higher ROAS, increased new-to-brand (NTB) purchases and a time savings of 9 hours per week.
Together, they achieved:
- 13% higher conversion rate
- 34% increase in detail page view rate (DPVR)
- 39% higher ROAS
- 9% growth in sales revenue
The Challenge
A well-known global media agency sought to improve the performance of Amazon marketing campaigns for their client, a massive global consumer goods company. Most importantly, they strove to enhance media performance (as measured by DPVR, ROAS, conversion rate uplift and increase in NTB sales), unlock richer campaign insights, and improve workflows to open up more capacity for strategic initiatives.
To begin, the agency implementing the following key features within Pacvue’s platform:
- Amazon Marketing Cloud Audiences: DSP segments utilizing AMC audiences (as well as search data) to reach more relevant potential customers.
- Audience Library Research: Net-new audiences at the ASIN & keyword level.
- Automated Rules: Site: Removed low performing sites from offsite initiatives.
- Automated Rules – Audiences: Added/removed segment initiatives based on KPI performance.
Throughout the year, the agency team began leveraging Pacvue’s solution for DSP and AMC more and more, adding additional market-leading capabilities, including:
- Custom-Built Pacing Dashboard
- Order and Line-Item Templates
- Campaign Management: Bids, Budgets, and Creative Edits
The Results
Pacvue’s Audience Planning Tool enabled creation of AMC Audience and Reports without the need for SQL queries. By leveraging the Audience Planning Tool, the team powered:
- 15% lower (estimated cost per detail page view (eCPDV)
- 340% increase in %NTB DPV
- 30% increase in DPVR
- 48% increase in product sales
Beyond the improved campaign performance, the agency team saved 9 hours per week or 468 hours (about 3 weeks) per year. This allowed them to focus on key strategic initiatives that would help with growing market share.
The agency plans to continue using Pacvue’s Amazon DSP solution for activation in 2024 and expand usage to A/B testing for creative and multi-touch attribution to inform their multi-channel strategies.
