In this webinar, we partnered with Amazon sales analytics platform, Jungle Scout, to unpack how to rethink your KPIs on Amazon, the impact of operations on advertising, and how to win with an integrated approach.

1. From Ads to
Warehouses to
Doorsteps
Unlocking End-to-End Success on
Amazon

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
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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
JEFF BANKS
Senior Strategist,
Marketplaces
CARRIE CERULLI
Senior Account Manager,
Retail Operations
CONNOR FOLLEY
General Manager and
co-founder of Downstream by
Jungle Scout

6. Agenda
● Retail Ready, or Not?
● The Harmony and Balance Between Operations and
Marketing
● Practical Strategies for Success on Amazon
● Key Takeaways
● Q&A
6

7. How do you currently measure
advertising success on Amazon?
ROAS
TACOS (Total ACoS)
New-to-Brand Orders
Ad Revenue
Something else - let us know in the chat!
POLL

8. Retail Ready, or Not?
8

9. 63%
Of consumers start their
search on Amazon when
shopping online

10. 10
Retail Readiness
Product Title
Description & Bullets
Images
Reviews & Star Ratings
Product Images
Inventory
Buy Box A+ Content

11. 11
2022 Amazon Advertising Report

12. 12
Amazon Seller Insights

13. 13
RoAS Is a Flawed Metric

14. 14
Return on Ad Spend (RoAS) Insights
Some sellers are experiencing
reduced returns on their advertising
spend, with the most significant
differences seen in Sponsored Brands
campaigns.

15. 15
Advertising Spend by Product Category

16. 16
RoAS by Product Category
CPC $0.79
CPC $0.44
CPC $0.90
CPC $1.27

17. The Harmony and Balance
Between Operations and
Marketing
17

18. 18
4
2
3
1
DSP / OTT / STV
● Awareness
● Consideration
● Retargeting / Loyalty
Creative
The Amazon Flywheel is powered
by your conversion rate so brands
need to always invest in their
content.
Amazon Advertising
● Sponsored Products
● Sponsored Brands
● Sponsored Display
● Sponsored Brands - Video
Operations
If you don’t have the
systems in place to meet
demand on Amazon, you
won’t be able to scale.
Building a Solid Foundation
Operational efficacy provides a strong base with
which to build on and use Amazon Advertising to
meet and exceed Brand growth goals.

19. Factors That Influence
AMAZON’S ORGANIC
RANK ALGORITHM
Operations and Advertising together drive
improvements in factors that influence
Ranking on Amazon.

20. Amazon Advertising Funnel
20
Awareness
Consideratio
n
Purchase intent
Purchase
experience
Purchase
Grow Brand
Awareness
Increase
Consideration
Drive Purchases
Retain
Loyalty
Purchase
• Upper-Funnel Tactics
• Goal is to increase visibility & Educate the consumer
• Attract attention to your brand
• Mid-Funnel Tactics
• Engagement focused
• Lower-Funnel Tactics
• Highest purchase intent from customers
• Goal is to drive the final purchase to your products
• Re-engage customers to win back the final sale
• Loyalty-driven campaigns aim to encourage repeat purchases & brand loyalty
• Goal is to draw in consumers from the category
• Consider your product over a competitor
Impressions
(eCPM)
Engagement
(DPVR, CTR)
ROAS
(eCPP)
Growth-focused Marketing Plans focus on reaching customers at all stages of the funnel.

21. Operations and Advertising: Better Together
21
Operations Advertising
Strategy
Best-in-Class
Performance

22. ROAS vs. Total Business Growth Approach
ROAS Approach Total Business
Approach
KPI(s) ROAS Total Sales,
ROI,
Glance Views
Objective Drive efficient Ad
Sales
Drive top-line
Revenue growth
Best For Brands with strict
profitability targets
Brands aiming to
achieve high growth
targets
22
A ROAS Approach to Advertising
does not account for important
operational factors that may
impact Total Sales growth for the
brand.
Product inventory, segment growth targets,
and profitability should be considered to
arrive at a marketing mix that is more
impactful to Total Sales growth.

23. Amazon Advertising Funnel: Examples
High-Growth
Emphasize driving brand-awareness
and consideration
Balanced Growth/Profit
Emphasize consideration and lower
funnel
High-Profit
Emphasize lower funnel conversions
23
Awareness
45%
Consideration
35%
Purchase
20%
Awareness
30%
Consideration
35%
Purchase
35%
Awareness
15%
Consideration
35%
Purchase
50%

24. Practical Strategies for
Success on Amazon
24

25. Operations Playbook
Constantly
Improve
Customer
Experience
Assortment
and
Productivity
Planning
Pricing &
Promotion
Optimize
Inventory and
Operations
Strategic Short
and Long Term
Planning
25

26. Marketing Actions For Planned Strategies
Strategy Marketing Action(s)
Improve Customer
Experience
Search term reporting holds customer search trend data that informs detail page copy updates
Assortment Planning
New products or product lines need to be researched to understand competitive landscape and inform budget
and targeting
Pricing & Promotions Include pricing and promotional strategy in media plan.
Inventory Planning
Review list of Advertised Products against current and planned inventory levels.
Create plan that leverages inventory levels as a factor when determining mix and budget allocation.
Short-term and
Long-Term Planning
Create a yearly plan with budget allocated by activation (Search/Display/OTT), funnel (Upper/Middle/Lower), and
product (Brand/Subcategory/SKU).
26

27. Source/Examples
● Internal
Current product performance
Logistical challenges
● Competition
Pricing/Promotional Pressure
Product/Channel Mix
● Macro Trends
Business Cycle
Current Events Competition
Macro
Trends
Internal
27
Reactive Strategies to Implement

28. Internal
● Analyze changes in KPIs (Reach, Click-Through,
Conversion)
● Campaign Structure allows for reallocation to/from
products
Internal
28
Marketing Actions For Reactive Strategies
Competition
● Review trends in Share of Voice (SOV)
● Identify lower cost/competition advertising
opportunities
Macro Trends
● Amazon Media Plan accounts for macro trends
(Prime Day, Q4, Category Events)
● Monitor performance trends related to current events
Competition
Macro
Trends
Internal

29. Emergent Strategies to Implement
Unplanned, Test, Read & React
Plan a small % of budget to incorporate unknown
technologies, placements, or initiatives
● Plan for unknown
● Evaluate new initiative’s impact on funnel
● Utilize budget to test and react
● If applicable, adjust and incorporate into planned
mix
29

30. Marketing Actions For Emergent Strategies
Unplanned, Test, Read & React
Plan a small % of budget to incorporate unknown
technologies, placements, or initiatives
● Set aside 5-10% of the budget for monthly testing.
Repurpose into the planned mix when there are no
active tests
● Research benchmarks and suggested KPIs for the
test. KPIs and performance will likely differ from
established initiative
● Measure performance against like-minded
strategies to determine if the test should become
a permanent feature
30

31. Key Takeaways
● ROAS should not be considered the
sole KPI for ad spend
● Building a solid operational
foundation is instrumental in being
successful on Amazon
● Marketing supports the
fundamental initiatives laid out by
Operations to drive business to the
next level

32. Schedule Your
Consultation
with an Amazon
Expert

33. Q&A CARRIE CERULLI
Senior Account Manager, Retail
Operations
CONNOR FOLLEY
General Manager and co-founder of
Downstream by Jungle Scout
JEFF BANKS
Senior Strategist,
Marketplace Search

34. 34
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35. Thank you!