The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure.
Andrew Waber is the director of insights at retail optimization platform (ROP) provider Teikametrics. In his current role, Andrew manages the analysis, editorial direction and strategy for Teikametrics' reporting on online retail advertising and the larger online retail marketplace. Prior to his time at Teikametrics, Andrew served as the manager of data insights and media relations at Salsify, the manager of market insights and media relations for advertising automation software provider Nanigans, and as the market analyst and lead author of reports for Chitika Insights, the research arm of the Chitika online ad network. Andrew's commentary on online trends has been quoted by the New York Times, Re/Code and The Guardian, among other outlets.
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure.
Andrew Waber | Mar 6, 2020 at 1:23 pm ETThe five-day stretch from Thanksgiving to Cyber Monday was record-breaking for ecommerce but brands still have more time for profitable sales on Amazon.
Andrew Waber | Dec 12, 2019 at 2:38 pm ETYou need to gain a thorough understanding of search terms for Sponsored Products and Sponsored Brands from a volume and margin perspective to bid to value effectively on Amazon.
Andrew Waber | Oct 11, 2019 at 2:35 pm ETSellers focusing budget and discount efforts on specific, strategic product lines, rather than an entire catalog, are likely to see the biggest sales bumps.
Andrew Waber | Aug 29, 2019 at 12:03 pm ETBy spreading your budget across too many keywords, gathering data to intelligently shift budget towards terms that convert to meaningful sales is nearly impossible.
Andrew Waber | Aug 2, 2019 at 12:56 pm ETTraditional ad formats on social channels will face a shakeup as Facebook and others aggressively test new ad experiences to make purchases without ever leaving the platform.
Andrew Waber | May 29, 2019 at 9:25 am ETMarketers can gain a meaningful advantage over competitors by taking a retailer-specific approach on particular product page elements.
Andrew Waber | Apr 16, 2019 at 8:00 am ETConsumers shopping on Amazon, and other online retailers, want more information on product pages, including multiple photos and videos.
Andrew Waber | Mar 15, 2019 at 10:28 am ETDriving sales requires moving beyond product shots and giving consumers a deeper context throughout the product page.
Andrew Waber | Feb 7, 2019 at 8:00 am ETAsk hard questions about your product assortment and get yourself ready for the 'One Vendor' change on the Brand Registry.
Andrew Waber | Jan 8, 2019 at 8:00 am ETCapture customers with product titles that address nuanced needs and wants rather than sacrificing margins to win sales.
Andrew Waber | Dec 11, 2018 at 10:05 am ETWhat drives consumers to add personal care products to their Amazon carts? Here are four unique ways to motivate consumers to shop this burgeoning category on Amazon.
Andrew Waber | Sep 12, 2018 at 11:59 pm ETCollaboration between brand and trade marketing teams is critical for long-term success, says contributor Andrew Waber. Here's how to make this tactical and strategic alignment a reality.
Andrew Waber | Aug 23, 2018 at 4:04 pm ETContributor Andrew Waber suggests marketers looking for a senior leadership role should address the gaps and opportunities present in their ecommerce practice as a way to stand out.
Andrew Waber | Jul 18, 2018 at 2:02 pm ETIf you're still hanging onto best practices from years gone by, contributor Andrew Waber says it's time to let go if you want to improve your performance.
Andrew Waber | Jun 22, 2018 at 3:49 pm ETWith Amazon's site the first stop for so many shoppers, it makes sense to take advantage of its ad offerings. Contributor Andrew Waber shares important landing page optimization practices for those using AMS.
Andrew Waber | May 23, 2018 at 4:52 pm ETWhat helps product pages stand out and spur conversions in this competitive category? Contributor Andrew Waber lays out the results of a recent analysis.
Andrew Waber | Apr 25, 2018 at 1:29 pm ETInnovators like Amazon keep upping the ante in online retail. Contributor Andrew Waber helps retail marketers catch up with insights into what consumers want.
Andrew Waber | Mar 28, 2018 at 2:41 pm ETThe environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today.
Andrew Waber | Mar 2, 2018 at 9:13 am ETBig brands are taking a page from smaller upstarts and looking to better understand their customers. Columnist Andrew Waber says the upshot is a shift in ad dollars to Amazon Marketing Services and similar ad products.
Andrew Waber | Jan 31, 2018 at 10:13 am ET