CommerceIQ aggregates Amazon Vendor Central, Amazon Retail Analytics – Premium (ARAP), Amazon Marketing Services (AMS), and competitor and retail data onto a single platform. The platform then applies machine learning to analyze millions of frequently-changing data points across Amazon to automatically identify and prioritize the most effective sales, marketing and supply chain actions, which are then automated to profitably drive online traffic, conversion and sales.
Like many brand manufacturers, Franklin Sports has been “doing” advertising since the early days of AMS with a single goal of optimizing “ACoS”, but only recently was able to start “running” an advertising program that supports a wide range of objectives. CommerceIQ™’s retail aware and profit aware platform enables Franklin Sports to deploy cross-functional strategies that support a broader range of company objectives than just “ACoS”, enabling them to truly optimize for incremental sales.
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According to Scott Kennedy, Director of e-commerce Analytics and Digital Marketing at Franklin Sports, “Marketing performance metrics tell the story of what happened as a result of various independent variables on Amazon (promotional pricing or launching a brand new product). Understanding how those coefficients relate to sales changes is the key to understanding what levers a business can pull on the front end of a campaign to control their sales outlook.
“CommerceIQ™ requires the marketer to state the business objective BEFORE spending advertising dollars. This concept forces the marketing department to gain a more holistic understanding of the business across functions like operations, forecasting and sales. Controlling the demand drivers on the front end will ultimately inform supply chain decisions on the back end for a true retail optimization scenario.”
Using CommerceIQ, Franklin Sports will be able to automate and optimize trade spend and bid amounts on the right set of keywords and ASINs to drive incremental sales and grow their share of voice across paid and organic search results on Amazon.
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In addition, CommerceIQ™ will enable Franklin Sports to automatically detect risks such as current and potential out-of-stock situations, unavailable SKUs, lost Buy Boxes, and potential counterfeit products from 3P sellers, and automates actions on Amazon to mitigate these factors that can adversely affect sales.
“We are thrilled to welcome a category leading brand like Franklin Sports with a long history in the sporting goods industry to our family of forward-looking companies using CommerceIQ™ to win on Amazon,” said CommerceIQ™ CEO Guru Hariharan. “Franklin Sports has been enormously successful in a range of channels, and we look forward to enabling their e-commerce team with CommerceIQ™ to fuel their sales growth and drive unparalleled levels of success on Amazon.”
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