(This case study was originally published in collaboration with Amazon Ads.)
The problem:
Peter Pauper Press, a publisher founded in 1928, wanted to increase its share of New-To-Brand shoppers. The company knew it was sitting on a trove of data that could be useful—but it didn't know what to do with it.
The solution:
Peter Pauper leveraged Intentwise Explore, our software for Amazon Marketing Cloud (AMC), to run queries for Path to Conversion, Campaign Type Overlap, and NTB Gateway ASINs. From there, Peter Pauper could gather data and insights on how different ad types affected conversions.
After running the NTB Gateway ASINs query across all 2,478 ASINs, Peter Pauper identified 11 products with high NTB conversion rates and low spend. Meanwhile, the company ran its Path to Conversion and Campaign Type Overlap use cases to determine which combinations of ad types would be most likely to boost NTB sales.
After identifying the 11 ASINs with the highest NTB conversion rates, Peter Pauper increased the spend on them by 150%.
Peter Pauper also learned from the Campaign Type Overlap query that the most effective ad combinations for NTB sales involved pairing traditional Sponsored Products ads with Sponsored Brands and Sponsored Display ads. So, the company increased Peter Pauper Press’s budget for those ad types by 150%.
The results were tremendous: Intentwise Explore helped the brand achieve a 100% year-over-year increase in NTB purchases. The brand also grew NTB customers by 323% and NTB sales by 341% between June 2023 and June 2024.
