Case study
e-Comas helps Cambridge Audio achieve 48% customer growth using Amazon Marketing Cloud
By leveraging AMC's insight analysis capabilities, e-Comas demonstrated how Amazon DSP campaigns enhanced overall brand performance, leading to increased sales and new customer acquisition for the premium audio manufacturer.
Key learnings
81%
total sales influenced by Amazon DSP campaigns in customer journey
60%
number of Amazon DSP-converted orders that were new-to-brand purchases
189%
increase in purchase rate when adding Amazon DSP to advertising mix
Goals
Cambridge Audio, a prestigious British hi-fi manufacturer with over five decades of audio innovation, has been pioneering exceptional sound technology since 1968. Known for groundbreaking developments like the P40 stereo amplifier, CD1 CD player, and the original DacMagic, the brand has established itself as a leader in high-end audio equipment. In 2019, they began advertising in the Amazon store, focusing particularly on strengthening their presence in their home marketplace, the U.K.
The campaign journey began in June 2021 when e-Comas, a Luxembourg-based agency striving to become the most analytics-driven e-commerce agency globally, started managing Cambridge Audio's Amazon DSP campaigns. The primary focus was promoting their flagship wireless headphones. While the brand handled their catalog management and sponsored ads internally, a significant challenge emerged when Cambridge Audio considered discontinuing their long-running Amazon DSP campaign due to perceived underperformance in return on ad spend (ROAS) metrics.
Approach
e-Comas took an innovative approach to demonstrate the true value of Cambridge Audio's advertising strategy. The agency leveraged Amazon Marketing Cloud (AMC) to conduct a comprehensive analysis of the brand's advertising performance. Using AMC's sponsored ads and DSP Overlap query, they explored the intricate pathways of shopping journeys, analyzing the interactions between Sponsored Products, Sponsored Display, Sponsored Brands, and Amazon DSP.
The agency's strategic approach involved a deep dive into Cambridge Audio's insights to uncover how Amazon DSP campaigns were impacting overall brand performance when combined with other advertising types. This analysis was particularly crucial given Cambridge Audio's premium product positioning, where multiple touchpoints throughout the shopping journey are essential for conversion.
The team utilized AMC's advanced features to map out the most successful combinations of interactions in the shopping journey. This comprehensive analysis allowed them to demonstrate the significant role of Amazon DSP campaigns in initiating consumer interest and supporting conversions through other advertising channels. The strategy wasn't just about proving Amazon DSP's worth—it was about revealing the synergistic effect of a full-funnel marketing approach.
– Claudiu Clement, CTO, e-ComasWith AMC, we demonstrated not just the value of Amazon DSP, but the full-funnel impact of the entire ad strategy.
Results
The results of this insights-driven approach were transformative for Cambridge Audio's advertising strategy. The AMC analysis revealed that, over 21 months, the Amazon DSP campaign generated 38,000 branded searches through effective remarketing efforts.1 More significantly, 81% of total sales were influenced by Amazon DSP, either as the first interaction or a crucial step in the path to purchase.2
One of the most compelling discoveries was that 60% of orders attributed to Amazon DSP were from new-to-brand consumers, highlighting its effectiveness in acquiring new shoppers.3 This insight was particularly valuable given Cambridge Audio's premium positioning in their category. After reactivating the Amazon DSP campaigns based on these findings, the brand experienced a 19% increase in total sales, while the number of consumers who made a purchase grew by 48%.4
The analysis demonstrated that adding Amazon DSP into the marketing mix led to a 189% increase in purchase rate compared to using only three ad types.5 This compelling evidence not only convinced Cambridge Audio to reactivate their Amazon DSP campaigns but also influenced them to redistribute their budget allocation, shifting more investment from Sponsored Products to Amazon DSP and Sponsored Display advertising.
The success of this campaign has become a benchmark for e-Comas's approach to insights-driven advertising. The agency has since incorporated these learnings into their standard practices, using AMC extensively with all clients to demonstrate the powerful flywheel effect of full-funnel marketing campaigns. This case study stands as a testament to the power of integrated advertising strategies and the importance of looking beyond surface-level results to understand true campaign impact.
Sources
1-5 Cambridge Audio, U.K., 2021-2023.