{"id":24326,"date":"2022-03-09T23:30:45","date_gmt":"2022-03-09T23:30:45","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=24326"},"modified":"2024-02-06T06:31:52","modified_gmt":"2024-02-06T14:31:52","slug":"the-second-component-of-an-amazon-data-strategy-connect-and-enrich","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/data-analytics\/the-second-component-of-an-amazon-data-strategy-connect-and-enrich\/","title":{"rendered":"The Second Component of an Amazon Data Strategy: Connect and Enrich","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p><em>We\u2019re expanding upon the data strategy techniques outlined in our white paper, \u201c<a href=\"https:\/\/www.intentwise.com\/white-paper\/analytics-cloud\/data-strategy\">Developing a 2022 Amazon Data Strategy<\/a>.\u201d Check out our first post on the importance of <a href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/the-first-component-of-an-amazon-data-strategy-collect\/\">collecting and owning data<\/a>.<\/em><\/p>\n\n\n\n<p>Once a company collects its Amazon data, it can move into the next phase of building a data strategy: <strong>connecting and enriching the data<\/strong>. Individual data sets (information on advertising, sales, inventory, and more) only tell parts of the whole story of a business, which is why it\u2019s crucial to connect siloed pieces of information together.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"699\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-1024x699.jpg\" alt=\"\" class=\"wp-image-25949\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-1024x699.jpg 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-300x205.jpg 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-768x524.jpg 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-1536x1048.jpg 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2-560x382.jpg 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/10\/data-strategy-white-paper-2.jpg 1750w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>When an ecommerce company connects these data sets together, the business can start to observe scenarios\u2014and, more importantly, act upon those observations\u2014in ways it could not before. In a very basic example, if a brand connects advertising and overall sales data together, it can then track not just <a href=\"https:\/\/www.intentwise.com\/blog\/tag\/acos\/\">advertising cost of sales (ACOS)<\/a>, but also <a href=\"https:\/\/www.intentwise.com\/blog\/tag\/tacos\/\">total advertising cost of sales (TACOS)<\/a>. More complex levels of analysis could include: tracking inventory levels and making decisions on ad spend at the product level; tracking ad performance and organic ranking at a keyword level; and connecting sponsored ads, <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/engage-customers-amazon-dsp\/\">Amazon DSP<\/a>, and organic sales to understand the correlation between overall ad spend and top-line revenue.<\/p>\n\n\n\n<p>Enriching data with additional attributes can help further segment data and extract new insights. For example, advertisers can assign brand versus non-brand attributes to search terms, <a href=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/brand-non-brand-keyword-mix\/\">keywords<\/a>, and product targets to determine the best way to spend their ad dollars. Additionally, companies can assign categories specific to their business to their products for deeper, custom analysis.<\/p>\n\n\n\n<p>Next up: the importance of <a href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/the-third-component-of-an-amazon-data-strategy-visualize-and-analyze\/\">visualizing and analyzing<\/a> Amazon data.<\/p>\n\n\n\n<p><em>This post has been updated.<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>We\u2019re expanding upon the data strategy techniques outlined in our white paper, \u201cDeveloping a 2022 Amazon Data Strategy.\u201d Check out our first post on the importance of collecting and owning data. Once a company collects its Amazon data, it can move into the next phase of building a data strategy: connecting and enriching the data. [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":6,"featured_media":24330,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[81],"tags":[87,53,88],"class_list":["post-24326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","tag-acos","tag-amazon-dsp","tag-tacos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Second Component of an Amazon Data Strategy<\/title>\n<meta name=\"description\" content=\"Once a company collects its Amazon data, it can move into the next phase of building a data strategy: connecting and enriching the data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/the-second-component-of-an-amazon-data-strategy-connect-and-enrich\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Second Component of an Amazon Data Strategy: Connect and Enrich\" \/>\n<meta property=\"og:description\" content=\"Once a company collects its Amazon data, it can move into the next phase of building a data strategy: connecting and enriching the data.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/the-second-component-of-an-amazon-data-strategy-connect-and-enrich\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-09T23:30:45+00:00\" \/>\n<meta property=\"article:modified_time\" 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