At a time when e-commerce data is particularly prized, intelligence platform Profitero is launching an “open ecosystem” for data to help brands buy media on sites like Amazon. The new initiative has attracted a number of top agencies and marketing technology players, including Dentsu Aegis Network, WPP, IPG, Publicis, VaynerMedia and Kenshoo.
On Wednesday, Profitero announced the plan to unlock brands’ data from Amazon and other e-commerce sites, and to make that information available to agencies and marketing tech platforms. Profitero works with thousands of brands, including Adidas, General Mills and L’Oréal. The open data initiative lets brands, which already work with Profitero, share data about their e-commerce operations with agency partners to help shape their marketing strategies on sites like Amazon.
“All consumer behavior is now happening on e-commerce, particularly as it relates to impulse purchases,” says Sarah Hofstetter, president of Profitero. “Brands don’t have the line of sight into data and analytics to make informed decisions, whether that’s getting to page one [in Amazon search results], or managing inventory, or basically anything. And we have all this data, and our clients would love for that data to be more portable and accessible.”
Hofstetter, a Madison Avenue veteran who joined Profitero in April, says the open data ecosystem for e-commerce is her first major initiative at the helm. She was able to lean on her years of relationships in the agency world to build the partnerships.