The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure.
Andrew Waber is the director of insights at retail optimization platform (ROP) provider Teikametrics. In his current role, Andrew manages the analysis, editorial direction and strategy for Teikametrics' reporting on online retail advertising and the larger online retail marketplace. Prior to his time at Teikametrics, Andrew served as the manager of data insights and media relations at Salsify, the manager of market insights and media relations for advertising automation software provider Nanigans, and as the market analyst and lead author of reports for Chitika Insights, the research arm of the Chitika online ad network. Andrew's commentary on online trends has been quoted by the New York Times, Re/Code and The Guardian, among other outlets.
Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead
The five-day stretch from Thanksgiving to Cyber Monday was record-breaking for ecommerce but brands still have more time for profitable sales on Amazon.
How advertising rates vary by category on Amazon
You need to gain a thorough understanding of search terms for Sponsored Products and Sponsored Brands from a volume and margin perspective to bid to value effectively on Amazon.
3 Trends from Prime Day 2019 to guide your Black Friday and Cyber Monday Amazon strategy
Sellers focusing budget and discount efforts on specific, strategic product lines, rather than an entire catalog, are likely to see the biggest sales bumps.
Don’t fall for the ‘magic keyword’ trap on Amazon
By spreading your budget across too many keywords, gathering data to intelligently shift budget towards terms that convert to meaningful sales is nearly impossible.
Shopping as entertainment and how social commerce will succeed
Traditional ad formats on social channels will face a shakeup as Facebook and others aggressively test new ad experiences to make purchases without ever leaving the platform.
4 stats on what wins on Amazon vs. Walmart
Marketers can gain a meaningful advantage over competitors by taking a retailer-specific approach on particular product page elements.
3 ways consumer shopping is changing in 2019
Consumers shopping on Amazon, and other online retailers, want more information on product pages, including multiple photos and videos.
3 lessons learned from 89,000 Amazon fashion product pages
Driving sales requires moving beyond product shots and giving consumers a deeper context throughout the product page.
Winning on Amazon: Here are 3 strategies that can help
Ask hard questions about your product assortment and get yourself ready for the 'One Vendor' change on the Brand Registry.
Product pages are the new packaging: Think beyond lower prices to win online
Capture customers with product titles that address nuanced needs and wants rather than sacrificing margins to win sales.
4 lessons learned from 200,000 Amazon beauty, personal care product pages
What drives consumers to add personal care products to their Amazon carts? Here are four unique ways to motivate consumers to shop this burgeoning category on Amazon.
Why the worlds of brand and trade marketing must unite
Collaboration between brand and trade marketing teams is critical for long-term success, says contributor Andrew Waber. Here's how to make this tactical and strategic alignment a reality.
Looking to grow into a C-level leadership role? Focus on ecommerce.
Contributor Andrew Waber suggests marketers looking for a senior leadership role should address the gaps and opportunities present in their ecommerce practice as a way to stand out.
The myths that keep you from winning on Amazon
If you're still hanging onto best practices from years gone by, contributor Andrew Waber says it's time to let go if you want to improve your performance.
How to get the most out of your purchase of ads on Amazon
With Amazon's site the first stop for so many shoppers, it makes sense to take advantage of its ad offerings. Contributor Andrew Waber shares important landing page optimization practices for those using AMS.
3 lessons learned from 365,000 Amazon furniture & home goods product pages
What helps product pages stand out and spur conversions in this competitive category? Contributor Andrew Waber lays out the results of a recent analysis.
4 ways brands can win the digital shelf in 2018
Innovators like Amazon keep upping the ante in online retail. Contributor Andrew Waber helps retail marketers catch up with insights into what consumers want.
The death of the mass market and why consumers couldn’t be happier
The environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today.
Big companies are treating Amazon like a branding channel
Big brands are taking a page from smaller upstarts and looking to better understand their customers. Columnist Andrew Waber says the upshot is a shift in ad dollars to Amazon Marketing Services and similar ad products.
The top Walmart and Amazon product page experiences of 2017
Columnist Andrew Waber looks at some of the highest-scoring product pages on Walmart.com and Amazon to offer tips on how you can improve the consumer experience in 2018.
4 ways retailer-brand relationships will change in 2018
Columnist Andrew Waber takes a look at four trends taking shape for 2018 that will help brands and retailers collaborate to improve the digital shopping experience.
An inside look at Wayfair and the new roles of brands and retailers
In a Q&A with columnist Andrew Waber, Wayfair's Marion Thomas talks about the shifting supplier-retailer relationship and how brands need to understand who their customers are in order to persuade them to buy online.
The new CMO role in digital commerce
In a shifting retail landscape, businesses are increasingly looking for CMOs with both leadership and digital commerce chops. Columnist Andrew Waber discusses the common skill sets that go hand-in-hand with that kind of position.
3 behavioral stats for retailers to supercharge your holiday strategy
Columnist Andrew Waber takes a look at consumers' retail search activity to give you insight into the keywords and product content that will give your brand a leg up during the holiday season.
Retailers: Here are the building blocks for winning the digital shelf
As the busy holiday season fast approaches, columnist Andrew Waber explains why it's important for marketers to build on a foundation of data and analysis and tap dedicated staff for their most important retail channels.
Winning strategies for product pages: Improving findability and buyability
As more consumers turn to Google and Amazon for their product searches, columnist Andrew Waber offers tips on how to increase the findability and buyability of a brand's products.
Ecommerce CPMs, Facebook Dynamic Ad usage set to rise this Memorial Day
As temperatures start to rise and people break out their BBQ grills, columnist Andrew Waber takes a look at the Memorial Day period and its impact on ecommerce ad prices on Facebook.
Facebook Marketplace update: 8% more spend is being pushed to Audience Network
Columnist Andrew Waber dives into data showing that Facebook is increasing the amount of advertiser spend going to off-Facebook sources and explains why Audience Network is worth testing for your next campaign.
Video ads for direct response: What’s the best length?
Columnist Andrew Waber dives into recent Facebook video advertising data to help you discover the length and format that will work best for your video creative.
Event-oriented vs. always-on: The campaign tactics that work
Whether you're an ecommerce advertiser focused on specific events or you're looking to drive consistent revenue throughout the year, columnist Andrew Waber discusses the strategies that will help increase your ROI.
A look back at the stats behind the 2016 Facebook holiday advertising season
Columnist Andrew Waber takes a look at Facebook advertising activity during the holiday season to uncover trends that will help you stay ahead of the curve.
The state of direct response video on Facebook
As more marketers look toward video ads on Facebook, columnist Andrew Waber takes a look at video adoption across the direct response ecosystem.
The truth about transparency in digital advertising
As advertisers continue to wrestle with the issue of transparency, columnist Andrew Waber outlines the kinds of questions you should ask when vetting potential technology partners.
As Facebook Audience Network broadens, what does it mean for your campaigns?
Columnist Andrew Waber says the expansion of Audience Network and recent developments are making it a major challenger to traditional programmatic inventory sources.
What marketers should know about Instagram’s latest tests and rollouts
Columnist Andrew Waber discusses new and potential changes to Instagram's ad formats and capabilities -- and what marketers should do to prepare for them.
The stat-backed holiday advertising tips to know for 2016
As the online holiday shopping season begins, columnist Andrew Waber analyzes ecommerce Facebook advertising trends to help you map out your own campaign strategies.
A look at Facebook’s carousel ad and the latest pricing trends on the network
Columnist Andrew Waber delves into data that shows how the social network is changing and how marketers should adjust their advertising strategy to take advantage of the trends.
Christmas in July: 4 ways to maximize your holiday ad budget
It's time to unwrap your holiday ad strategy! Columnist Andrew Waber's data-backed recommendations will help you prepare for the season and stay a step ahead of your competitors.
Instagram advertising: What’s working? Part 2
Columnist Andrew Waber dives into the performance metrics for Instagram and discusses how advertisers can take advantage of this increasingly promising channel.