Case Study
A leading supplement’s products are sold wholesale, direct to consumer, and on Amazon. They came to WBX to increase customer acquisition and determine where best to allocate budgets.
CHALLENGE:
As a supplement brand focused on athletes, low-carb lifestyles, and people who simply lead active lives, success is typically determined by last-click attribution, which most often awards Search Ads for the conversion. By measuring beyond the last click, the client would be better able to allocate budgets across ad placements and campaign types to drive not only sales, but measurable, incremental revenue streams.
Amazon DSP and Amazon Marketing Cloud reporting to better understand customer behavioral insights throughout the path
to purchase and place the right ads in front of the right users at the right time.
Using Path to Purchase reporting, WBX was able to help the client identify which combinations of ad exposures will drive the highest new-to-brand customer acquisition, and determine the target cost-per-acquisition.
WBX segmented groups of campaigns based on objective, and analyzed new-to-
brand purchase rates, and costs-per-acquisition across the paths to purchase.
RESULTS:
86% new-to-brand purchases, compared to 52% across all other categories. Additionally, the cost to acquire the new users was $2 lower with the addition of a DSP Consideration Ad.