The problem:
Paula Lambert, the senior director of marketplaces at the full-service agency Emplicit, noticed a trend: her clients didn’t just want to hear that she had delivered returns. They also wanted to understand which tactics worked, and why.
Lambert needed a software platform that could grow her client’s sales, while also clearly articulating the reasons behind her success.
The solution:
The Intentwise Intelligence and Intentwise Optimize software combines flexible ad management tools—like the ability to mix and match rules- and AI-based bidding—with a deep view of the reasons behind performance swings.
Backed by our data foundation, which solves data fragmentation gaps, Intentwise Optimize identified the source of change for all Emplicit client accounts.
Lambert began leaning on our What Changed report, an AI-driven breakdown of the biggest drivers of ad performance swings.
Recently, Lambert’s team was trying to understand why one brand would see flat sales at 60% ACOS, but growth at 80% ACOS—a number, unfortunately, that was beginning to run up against the client’s profitability limit. What was the difference between those two campaigns?
Using Intentwise’s What Changed report, Lambert discovered that all of the performance fluctuations could be explained by one keyword and its variations migrating into different targeting.
Lambert isolated the keywords to a few campaigns by adding them as a negative to others. This allowed the agency to maintain control and visibility into that keyword, ultimately improving ACOS by 10 percentage points while growing sales.
Intentwise’s connected data foundation has also saved Emplicit’s team hours on creating what-I-did notes for clients (raising bids, pausing campaigns). Intentwise can track these changes for the team, giving back 2 hours per day for high-spend accounts.
And all of this can be done from wherever Lambert’s team wants to work: Emplicit accesses our What Changed data both natively in our software platform or externally in Claude, where the company has utilized the Intentwise AI Gateway MCP to bring its complete Amazon data into its AI agent. With our MCP, Emplicit can also take advertising actions directly from its AI agent.
With Intentwise, “90% of the time, our team is not even going into the ads console,” Lambert told me.
