How MODA Works Built Highly Customizable Dashboards

A few years ago, Shaheed Khan wondered whether the custom reporting he needed was even possible. As the founder of MODA Works, a hybrid agency and Amazon seller that has grown by 219% over the last 3 years, he needed a more custom view of his data.

MODA Works is a massive company, with $10m+ in ad spend last year. Sometimes, MODA would have as many as 40 brands listed under a single Amazon account. It took hours of painstaking work in Excel to slice and dice his metrics by brand.  

Khan demoed dashboarding products from several third-party companies, but none offered the customizations he needed. For a year and a half, Khan instead tried to create his own custom dashboards, but it proved prohibitively expensive. 

Then, he started using Intentwise, and all of his customizations quickly became a reality. “I remember thinking, why didn’t I find Intentwise before?” he said. 

The solution: 

With the help of the Intentwise Analytics Services team, Khan was able to create the customizations he always dreamed of. 

One of the biggest unlocks was a full dashboard that brought in every single metric into one place—ad spend, ad revenue, impressions, CPCs per acquisition, conversion rate, returns, Subscribe & Save, % of sales from ads vs. organic, Cost of Goods Sold (COGS), and more. 

These metrics could be broken out by month or by week, by brand, or by product. From the dashboard, Khan could also run period-over-period analyses across whichever metric his team wanted to scrutinize. 

With the help of Intentwise, Khan built separate dashboards for each client—as well as one large performance overview dashboard that lets him see the performance of every brand at a glance. 

That kind of flexible dashboarding has let MODA Works quickly identify the key drivers of change across its brands. “We can ask, ‘Why did sales grow this week compared to last year?’ and see, ‘Oh, this one SKU is taking off,’” he said. “Every Monday, when we come in, we know how we performed the previous week.” 

The best part is that the data appears automatically. Before, MODA Works was only able to get those metrics with a week-long lag, meaning the metrics were already out of date.

“We were building reports and then having very little time to analyze them,” Khan said. “And now it’s the reverse. We have the reports, we download them, and we can spend all of our time analyzing them.” 

MODA Works has found so much value in Intentwise Analytics Cloud that it recently added the Ad Optimizer to scale its ads. Khan has been impressed that the Intentwise Ad Optimizer offers a similar level of flexibility as our dashboarding solutions. 

While other ad solutions “really want to control how you advertise” through automation, Khan said, with Intentwise, he can mix and match. He uses our AI-based bid algorithms alongside automated rules. That mix of manual and automated oversight is essential. “On Amazon, you need both,” he said.