An off-grid solar brand running upper-funnel ads with no ROI proof used AMC to validate the impact and lift conversions 28.5%.
A renowned provider of off-grid solar systems had been aggressively cultivating their brand visibility on Amazon. Yet, there was uncertainty around the return on investment and a noticeable void in robust measurement metrics for their promotional campaigns. The pressing need to authenticate the effectiveness of their advertising and branding efforts prompted them to seek a comprehensive examination of their marketing strategies.
increase in conversion rate
unique users engaged
lift in brand preference
We made strategic use of Amazon Marketing Cloud to discern the correlation between top-of-funnel and bottom-of-funnel campaigns. A meticulous assessment of Sponsored Brands Video awareness initiatives uncovered an exceptional 15x surge in conversion rates following campaign implementation, showcasing the potential impact of well-executed upper-funnel strategies.
We applied Xnurta's Path to Conversion model, an AMC-enhanced tool that traces the customer journey from initial brand interaction to final purchase. This process pinpointed instances where awareness campaigns, even when not the final touchpoint, played a significant role in driving customer engagement and eventual conversion.
A systematic funnel analysis was carried out to identify the proportion of the audience progressing from the awareness stage through consideration to conversion. This exercise provided a granular view of customer progression and helped identify potential drop-off points in the customer journey, informing optimizations at each stage.
The AMC-centered analysis demonstrated the substantial impact of the brand's awareness campaigns, successfully engaging 2.4 million unique users. Brand preference shifted from 2% to 3%, a 50% lift. Conversion rates increased from 7% to 9%, a 28.5% improvement.
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