Smart advertisers know that data is the secret sauce for campaign success. mimbi offers tools to optimize their campaigns across online retailers and marketplaces.
Let's explore six advanced analyses you can perform to take your retail media campaigns to the next level.
1. Keyword efficiency analysis: Search Volume vs. Purchase
With mimbi you can easily integrate data from various sources and calculate custom metrics. Use these capabilities to analyze the effectiveness of your keywords by comparing search volume against actual purchases.
How to do it with mimbi:
- Import campaign data.
- Use TRANSFORM to create custom metrics for search volume and purchase data.
- Visualize the relationship between search volume and purchases.
- Identify underperforming keywords that may be wasting ad spend and optimize your keyword selection and bid strategy accordingly.
2. Campaign efficiency analysis: Spend vs. Conversion
Similarly, mimbi's unified view of your retail media and commerce performance allows you to easily compare campaign spend against conversions by importing campaign data and sales data (from Amazon, Mirakl, Criteo...)
3. Target vs. Actual metrics variance analysis
mimbi's data integration capabilities make it easy to monitor and analyze the difference between target and actual metrics.
How to do it with mimbi:
- Import your target metrics and actual performance data using COLLECT.
- Use TRANSFORM to calculate the percentage difference between actual and target metrics for KPIs like budget utilization and ROAS.
- Create dynamic dashboards in your BI tool to monitor these variances in real-time.
4. SKU-level Spend vs. Sales contribution analysis
mimbi's allows for sophisticated analysis of spend allocation relative to sales contribution.
How to do it with mimbi:
- Use COLLECT to import SKU-level spend and sales data from various channels.
- Use TRANSFORM to calculate the sales contribution of child SKUs to parent SKUs and compare it to their respective ad spend.
- Visualize these relationships to identify opportunities for optimizing spend allocation.
5. Advertising coverage analysis
Use COLLECT and TRANSFORM to gather data on ad types, products.. and performance across different retail media networks to identify gaps and opportunities and expand your advertising reach
6. Advertising catalog penetration analysis
mimbi's ability to integrate and analyze data across multiple marketplaces makes it ideal for assessing advertising catalog penetration.
Calculate the % of (un)advertised active SKUs across different networks, markets to identify opportunities for increasing ad coverage.
Conclusion
By leveraging mimbi's powerful features like COLLECT and TRANSFORM, you can perform these advanced analyses and many more. The platform's intuitive interface, pre-built connectors, and transformation capabilities make it easy to turn complex data into actionable insights.
As you become more familiar with the platform, you can explore even more sophisticated analyses and automations to further optimize your retail media campaigns.
Are you ready to take your retail media strategy to the next level and realize the full potential of your retail data?
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