The problem
The e-commerce agency Cartology needed a simpler way to see its clients’ businesses holistically.
Cartology prides itself on understanding how ad campaigns fit into its clients’ overall strategy. But connecting all that data is easier said than done.
“Ads data is in a separate place from sales data, which is in a separate place from Search Query Performance report data,” said Michael Maher, Chief Idea Officer of Cartology.
Maher and his team were sinking hours every week into manually downloading reports from Amazon, loading them into spreadsheets, and then turning them into Google Slides presentations.
He wanted to automate the process, and he sought an ad-tech partner that made customizations easy.
Whether a client’s KPI was ROAS or New-To-Brand, he wanted to turn that data into reports, tailored to each client. Then, he dedicated the time saved toward his clients, optimizing accounts, and driving results.
The solution
Cartology started using Intentwise Analytics Cloud to connect and organize its Amazon data, automatically. It paired that with Intentwise Ad Optimizer, in order to quickly put the new insights into action.
Almost immediately, “Intentwise gave us back at least half our time,” Maher said.
He could see his client data all in one place, produce customizable reports using Intentwise’s powerful templates, and implement swift bid adjustments. Access to constantly updating Share of Voice data also allowed him to determine how his brands fit into the landscape.
Auditing and optimizing accounts became a breeze. Recently, for instance, Cartology worked with a major brand that wanted to invest in Amazon. Many resellers of that brand’s products operated on the platform, but the brand wanted to take back control.
After the brand launched on Amazon, Cartology used Intentwise Analytics Cloud to track its performance. The agency mapped out the branded search volume, the keywords driving the most revenue, and the SKU-level metrics for all of the brand’s products.
Most importantly, Cartology studied the Buy Box win rate of the brand’s products. Where was the brand losing its own Buy Box most frequently, and why?
Audits like this are easy to do in Intentwise Analytics Cloud. “I didn’t have to go from business report to dashboard to business reports to ad report,” Maher said. He could see all the relevant data points in a single place. “Being able to put all that in one place and see, maybe this is not the direction we go in from a targeting perspective, was super helpful.”
