{"id":27067,"date":"2023-08-21T11:12:26","date_gmt":"2023-08-21T19:12:26","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=27067"},"modified":"2023-12-08T01:56:15","modified_gmt":"2023-12-08T09:56:15","slug":"data-enrichment-mapping","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/data-enrichment-mapping\/","title":{"rendered":"The critical data analysis step you are skipping","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">More than ever before, brands and agencies are eagerly trying to pull insights out of their Amazon data. If you\u2019re not utilizing all this data, you\u2019re missing out, because all your competitors are.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it doesn\u2019t take long for many brands and agencies to run up against a common roadblock. When you first pull your data, either from manual downloads or from an API, it isn\u2019t easy to decipher. Your data needs a lot more work before it\u2019s in a format that is conducive to deeper analytics<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s going on here? Many brands and agencies are skipping the critical step in any worthwhile data strategy. Namely: You need to build a plan for <em>data enrichment<\/em>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wait, enrichment?<\/strong> Think of enrichments as ways to accelerate your analysis. It\u2019s the process of reorganizing and adding to your data to make it more useful for your unique business needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With enriched data, you\u2019ll spend much less time trying to uncover insights from your data and much more time <em>acting<\/em> on those insights.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if you don\u2019t have a strategy to enrich that data, you are condemning yourself to hours and hours wasted trying to 1) segment your data, 2) tie it to multiple sides of your business, and 3) apply currency conversions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how you can get started building your own data enrichment strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-1-enrichment-tactic-intertwine-your-data\"><strong>The #1 enrichment tactic: Intertwine your data<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Most sophisticated brands or agencies know their ads data and their retail data (such as inventory, organic sales, etc) are deeply intertwined.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem: Amazon reports ads and retail data separately. That means, for as many reports as you download from your ad accounts and from your Seller Central \/ Vendor Central accounts, they won\u2019t show you the whole picture if they aren\u2019t combined.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That leads us to the most important piece of the enrichment process: <strong>Build the full picture<\/strong> with your data.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Let\u2019s take organic sales as an example<\/strong>. A central feature of Amazon is its flywheel effect. As your ads drive sales, your product should, in turn, climb up the <em>organic<\/em> ranks in Amazon search results. That improved organic position = increased organic sales.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To assess the overall success of an ad campaign, then, you should assess not just the ACOS (Advertising Cost of Sales) but the TACOS (Total Advertising Cost of Sales). Unlike ACOS, TACOS also includes information about the <em>organic sales<\/em> you are driving.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a fuller way to evaluate ad performance. But you can\u2019t unlock TACOS metrics without intertwining your ads and retail data.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Or look at inventory<\/strong>. Your <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/how-to-pause-ad-spend-when-your-inventory-is-low\/\">inventory levels<\/a> should influence the amount you spend on advertising. If your inventory is low, for instance, you want to quickly adjust or pause the corresponding ad campaigns on that product.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When your retail data isn\u2019t connected to your ads data, these simple steps are a pain to execute.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>These are all basic examples to illustrate our point.<\/strong> Ideally, crafting a strategy for data enrichment means tying together not just retail and ads metrics, but also information about coupons and other discounts, product prices, Cost of Goods Sold (COGS), products shipped vs. products sold, and much more.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You also need to consider how you\u2019re enriching data across marketplaces. How difficult is it to see your Walmart performance and Amazon performance in the same view? Your performance on both channels is likely interrelated, so you want to see both at the same time.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Really, data enrichment is the core functionality behind <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\">Intentwise Analytics Cloud<\/a>. We wanted to create a way for agencies and brands to get more out of their data, and visualize all of these fragmented data sources in one unified data store.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-other-data-enrichment-ideas-nbsp\"><strong>What are other data enrichment ideas?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand segmentation<\/strong>. Let\u2019s say you are analyzing your ad performance across a number of keywords. Inevitably, your branded keywords are going to have a much higher ROAS than your non-branded ones.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you pool together your branded and non-branded keywords in your analysis, you won\u2019t have a great sense of how well your ads targeting new customers are doing. If your non-branded keywords are converting poorly, for instance, that might be masked by the strong performance of your branded keywords.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segmenting out branded vs. non-branded keywords gives you a much clearer view of what\u2019s going on.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sub-brand mapping<\/strong>. Segmenting out branded vs. non-branded keywords is not the end of the story. What if you manage multiple brands under a single advertising account? To make your data usable, you\u2019re probably going to want to segment out performance <em>by sub-brand<\/em>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you\u2019re a cookware company that sells a line of kitchen knife products as well as a line of saucepans. These two brands might perform very differently on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you don\u2019t analyze your performance by sub-brand, you won\u2019t know, for instance, that your kitchen knife brand is seeing high ROAS while your saucepan brand\u2026 isn\u2019t.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most agencies and brands manage their sub-brands by maintaining a mapping of ad campaigns to sub-brands across a series of spreadsheets.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That method works, but it can get painful quickly\u2013and is prone to human error. Intentwise recently rolled out a better way: When you use our new Sub-Brands tool in <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\">Intentwise Analytics Cloud<\/a>, we can break out\u2014and roll up\u2014ad performance automatically at the sub-brand level you define.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Currency conversions<\/strong>. Amazon reports sales and ad spend in local currencies. When you just pipe in data directly from Amazon, that means you\u2019re going to be seeing revenue numbers in dollars, euros, pesos, yen, and potentially dozens of other currencies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to quickly figure out how much revenue you generated? Either you need to have a computer for a brain, or, more likely, you\u2019re going to have to convert all of them to the same currency.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Currency conversions are a pain, especially because exchange rates fluctuate constantly. A good currency converter will be automatic, and will shift with the exchange rate itself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-data-enrichment-is-the-ultimate-time-saver\"><strong>Data enrichment is the ultimate time saver<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Crafting a plan for data enrichment might sound like a lot of work, but trust us, you\u2019ll want to do it now. With the right internal systems, or the right external partner, you can ensure enrichment happens automatically.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Need to figure out which enrichments are worth the effort?<\/strong> You should start by asking yourself: What are the unique questions my business needs to answer? Knowing what questions you want to solve will guide you toward deciding which enrichments are worth it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All it takes is a little bit of foresight.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>(Want more content like this? Be sure to <a href=\"https:\/\/www.intentwise.com\/newsletter\">subscribe to our newsletter<\/a>.)<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>More than ever before, brands and agencies are eagerly trying to pull insights out of their Amazon data. If you\u2019re not utilizing all this data, you\u2019re missing out, because all your competitors are. But it doesn\u2019t take long for many brands and agencies to run up against a common roadblock. When you first pull your [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[167,96,155],"class_list":["post-27067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-data-enrichment","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The critical data analysis step you are skipping<\/title>\n<meta name=\"description\" content=\"Just getting your data isn&#039;t enough. 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