Brands have long relied on return on ad spend [ROAS] as a key factor in measuring the efficacy of their campaigns, particularly on Amazon. But there are other metrics that brands should use, particularly when trying to reach different business objectives with Amazon’s demand-side platform for programmatic ads, suggests a new report from Acadia, the retail marketplace strategy agency.
Called “Fit for Purpose,” Acadia’s report is publicly available and offers suggestions on ways brands should measure Amazon campaigns using business objectives. Amazon already offers a host of shopper data, but few brands are using it, according to Kiri Masters, head of retail marketplace strategy at Acadia.