Doubling new customer growth using AMC Gateway ASIN Insights
The Challenge
The customer had seen extremely strong sales growth of 199% over 12 months, though NTB% was still below 45%. The customer had successfully used retargeting and targeted activity across Sponsored Products & Sponsored Brands in order to grow Subscribe & Save by +350% but now wanted to look at boosting new customer sales growth specifically.
The Brief
The customer signed off a test budget asking Tambo to present a testing plan that would trial new activity to increase new customer sales overall, and NTB%. The target was to increase both paid new customer numbers and the NTB%.
The targets were based on the previous monthly averages for both NTB% and total paid new customers, which we were only able to determine by creating the New Customer 360 Dashboard using Amazon Marketing Cloud:
NTB% target: >44%
Total paid new customer monthly target: >3,500
Campaign Strategy
SETTING UP AMC MEASUREMENT
We introduced a new Customer 360 Dashboard using AMC to provide the following measurement & analysis:
- Monthly NTB% across all targeting type, campaigns and ASINs
- Total Monthly Paid New Customers across all targeting types, campaigns & ASINs.
AMC INSIGHTS
Based on this data we uncovered the following insights:
- DSP had the lowest NTB% vs all other targeting. This was due to it being used predominantly for retargeting at this stage.
- Of the top 10 sales driving ASINs (paid sales only), 5 of them had a NTB% of >55% and 4 of them had a NTB% <40%.
STRATEGY
Based on these insights we put a test plan together which proposed the following strategy:
- Refocus targeting around the top NTB% ASINS.
- Broaden DSP targeting beyond retargeting in order to reach prospective audiences in the category, who weren't yet familiar with the Brand.
- Upweight spends behind the high new customer acquisition activities
Campaign Results
Monthly new customer numbers were 72% up on pre campaign!
The last 3 month average NTB% has increased to 50.7% +6.7% pre campaign
The newly created DSP awareness campaign has become the 3rd best new customer sales driving campaign overall with a NTB% of 51%
Not only have new customers hit record sales but overall sales in July & August for the customer were also record months.
NTB%
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