Historically HyperX heavily relied on advertising ROAS as the core metric for their Amazon Advertising Activity. This is due to the transparency of the metric, and ease to see overall trends, as well as product level data. In addition to that, their senior leadership were highly familiar with ROAS as a metric and – whilst being aware of it’s limitations (in particular it’s relation to Total Sales on Amazon) – challenged us to provide an alternative KPI that would link to their overall Amazon performance and be as rigorous, transparent and efficient as ROAS.
The Selling Partner API and Vendor Brand Analytics BETA allowed us to to seamlessly integrate their Total Sales data into our proprietary reporting dashboard ‘Amerge View’. We had already built a custom integration which allowed us to draw Total Sales data and display it alongside monthly, weekly and daily advertising data.
The next step for HyperX was to allow us to deliver an ASIN-level metric as powerful and easy to use as ROAS. By building a unified product database of their approx. 500 ASINs across the EU, we could then integrate their advertising level metrics with their Total Sales in real time to deliver ASIN-level Total ROAS and react to product level trends.
One immediate effect was that we have gained data that would let us move away from traditionally effective advertising ROAS methods (though less effective at driving incremental sales, e.g. targeting branded search terms) and pivot the strategy to maximise incremental Total Sales. And this is just the tip of the iceberg in terms of the level of depth that the ASIN-level Total ROAS integration allows, and our agency’s Day One when it comes to discovering its full potential.
As a result of the above shifts, HyperX achieved 144.57% month-over-month growth in Total Sales in the UK, 56.93% in DE, 50.25% in FR, 99.80% in IT and 31.44% in ES.